The evolution of the music industry with the spread of the Internet. The full paper is available here: https://www.academia.edu/359318/The_recording_industry_and_grassroots_marketing_from_street_teams_to_flash_mobs
New media have changed the relationship between the recording industry and fans. TheInternet allows fans to share copyrighted music in p2p and Web 2.0 platforms. The
recording industry has reacted mainly with ‘prohibitionist’ strategies, while cultural scholarsargue that a ‘collaborationist’ approach is needed with the aim of creating an ‘affectiveeconomy’. In this paper, I describe the strategies of the major labels to create a fanbase of
grassroots promoters. During an ethnographic research project, I identified different forms
of grassroots marketing (‘street team’, ‘flash mob’, and ‘mission’). I argue that labels try toharness ‘participative stardom’: a ‘music star’ is created thanks to transmedia strategies
(online presence and TV appearances during media events and talent shows), then labelsoutsource promotional activities to fans, rewarding them with branded products and theopportunity to meet artists.
The full paper is available here: https://www.academia.edu/3819637/Spreading_the_cult_body_on_YouTube_A_case_study_of_Telephone_derivative_videos
This case study of spreadability analyzes the Lady Gagamusic video "Telephone," which has been appropriated and reworked byYouTube users sharing derivative works online. What properties of the musicvideo stimulate user appropriation? What hybrid audiovisual forms areemerging from its reworking by users? In order to answer these questions,between January and August 2010, I conducted participant observation onLady Gaga's official social network profiles and collected 70 "Telephone"derivative videos on YouTube. I identified three main categories of videocreativity: (1) music (which includes covers, "me singing" videos, musicmashups, and choreography); (2) parody (in which YouTube users andcomedians humorously imitate Gaga, creating spoofs); and (3) fashion (inwhich makeup artists and amateurs appropriate the star's image to createmakeup and hair tutorials). "Telephone" has become spreadable because itintegrates dance music and choreography, costume changes, cinematicreferences, and product placements that work as textual hooks meaningful todifferent target markets: live music, dance, chick, and postmodern cinematiccultures. In particular, Gaga is a cult body that explicitly incorporates previouscinematic and pop music icons. Users are stimulated to reenact Gaga's cultbody online. On YouTube, spreadability is thus strictly related to theappropriation of cult bodies. Fans, comedians, independent musicians,fashionistas, and pop stars construct their own cult bodies by deliberatelyborrowing characteristics from previous media icons and reenacting them inonline videos in order to fulfill their expressive and professional needs.
This paper is focused on collaborative creation, as an exponent of emerging creative practices considered as a promise for the creative industries, trying to find innovative ways to create or distribute contents in a digital landscape driven by uncertainty. This is particularly relevant in the case of the music industry, considered as the first and foremost victim of user-driven practices like file sharing. Beyond well-known discourses on piracy, the music industry -and musicians- are engaged in a continuous process of re-invention, trying to reinstate the ties with consumers long lost through a system based on scarcity and successive booms of sales (and re-sales) of physical support recordings.
Drawing from our previous research on playful practices and negotiation and conflict (Ardèvol et al, 2011, Roig et al, 2013), our aim is to explore and analyze how rules are constituted in creative practices that are oriented to foster playful appropriation, enactment and/or co-creation of cultural objects in music. We will present an early analysis of Beck Hansen’s co-creation project Song Reader and specific remix experiences through a comparative research focused in music creation/ appropriation.
The full paper is available here: https://www.academia.edu/3819637/Spreading_the_cult_body_on_YouTube_A_case_study_of_Telephone_derivative_videos
This case study of spreadability analyzes the Lady Gagamusic video "Telephone," which has been appropriated and reworked byYouTube users sharing derivative works online. What properties of the musicvideo stimulate user appropriation? What hybrid audiovisual forms areemerging from its reworking by users? In order to answer these questions,between January and August 2010, I conducted participant observation onLady Gaga's official social network profiles and collected 70 "Telephone"derivative videos on YouTube. I identified three main categories of videocreativity: (1) music (which includes covers, "me singing" videos, musicmashups, and choreography); (2) parody (in which YouTube users andcomedians humorously imitate Gaga, creating spoofs); and (3) fashion (inwhich makeup artists and amateurs appropriate the star's image to createmakeup and hair tutorials). "Telephone" has become spreadable because itintegrates dance music and choreography, costume changes, cinematicreferences, and product placements that work as textual hooks meaningful todifferent target markets: live music, dance, chick, and postmodern cinematiccultures. In particular, Gaga is a cult body that explicitly incorporates previouscinematic and pop music icons. Users are stimulated to reenact Gaga's cultbody online. On YouTube, spreadability is thus strictly related to theappropriation of cult bodies. Fans, comedians, independent musicians,fashionistas, and pop stars construct their own cult bodies by deliberatelyborrowing characteristics from previous media icons and reenacting them inonline videos in order to fulfill their expressive and professional needs.
This paper is focused on collaborative creation, as an exponent of emerging creative practices considered as a promise for the creative industries, trying to find innovative ways to create or distribute contents in a digital landscape driven by uncertainty. This is particularly relevant in the case of the music industry, considered as the first and foremost victim of user-driven practices like file sharing. Beyond well-known discourses on piracy, the music industry -and musicians- are engaged in a continuous process of re-invention, trying to reinstate the ties with consumers long lost through a system based on scarcity and successive booms of sales (and re-sales) of physical support recordings.
Drawing from our previous research on playful practices and negotiation and conflict (Ardèvol et al, 2011, Roig et al, 2013), our aim is to explore and analyze how rules are constituted in creative practices that are oriented to foster playful appropriation, enactment and/or co-creation of cultural objects in music. We will present an early analysis of Beck Hansen’s co-creation project Song Reader and specific remix experiences through a comparative research focused in music creation/ appropriation.
Nella networked society è presente una tensione tra la Rete e l’Io e un crescente bisogno di identità collettive in cui riconoscersi [Castells 2000]. Se, da un lato, è evidente la tendenza ad aggregarsi attorno ad identità primarie, che spesso danno luogo a fenomeni di fondamentalismo e xenofobia, dall’altro emergono collettività ad identità debole la cui appartenenza è definita rispetto alla condivisione di consumi mediali e tecnologie. Ne sono un esempio sia le generazionali mediali, sia le culture di fan che esprimono il proprio bisogno di appartenenza dando vita a comunità di pratica. In entrambi i casi si tratta di costrutti complessi che emergono dall’interazione tra disponibilità tecnologiche, offerte culturali ed esigenze sociali in un particolare contesto locale.
L’approccio generazionale allo studio dei pubblici televisivi ha consentito di definire tre profili narrativi corrispondenti a differenti fasi della storia italiana [Aroldi 2003]. Attualmente stiamo vivendo un’ulteriore evoluzione che ha portato alla nascita di un sistema multitelevisivo [Scaglioni 2007]. Dall’interazione degli spettatori all’interno di tale ambiente emergono i pubblici connessi [boyd 2008]: spazi sociali in cui è possibile assistere a fenomeni di negoziazione identitaria tra differenti generazioni digitali.
Durante un’indagine etnografica sul fandom telefilmico nei pubblici connessi ho individuato tre culture digitali a cui è possibile associare i profili narrativi identificati nelle generazioni televisive. È romanzesca la subcultura trekker, che eredita lo spirito comunitario hacker e vede nella tecnologia uno strumento di miglioramento sociale. I geek, formatisi durante la diffusione del Web, hanno invece un profilo artificiale che apprezza la serialità complessa di produzioni come Lost. Infine il multifandom telefilmico, diffuso nei social media e composto principalmente da membri della Generazione Y e dagli attuali adolescenti, ha un carattere simulatorio. La pubblicazione di fanart, fanvid e fansub è infatti una messa in scena creativa da cui emergono comunità di pratica. Dopo aver ipotizzato tale discontinuità nella storia della Rete ho condotto interviste biografiche con i fan verificando strategie di differenziazione (più spesso in relazione alla cultura trekker) e di identificazione (rispetto all’identità geek) da parte dei membri della Generazione Y. I più giovani hanno invece meno consapevolezza delle culture con cui stanno negoziando la propria identità in Rete.
Storia e modelli di business delle industrie culturali: dai libri ai social m...Agnese Vellar
L'evoluzione dei modelli di business dei mass media e dei nuovi media.
Come sono cambiati i formati mediali e le strutture organizzativi nei settori massmediali: Editoria, broadcasting, narrowcasting, social tv.
Come sono emersi nuove forme organizzative all'interno delle culture online: peer production, web 2.0, social media.
Tecniche innovative di marketing via webMarko Petelin
Presentazione sulle tecniche innovative per il marketing via web. Questa è una presentazione introduttiva destinata alle persone che vogliono usare il web marketing nelle proprie aziende.
Slide preparate per conto della SDGZ-URES.
Identità emergenti nei pubblici connessi italianiAgnese Vellar
Nell’età tardo moderna i differenti livelli della società, dalle identità individuali alle culture, devono essere concepiti come processi emergenti dalle pratiche riflessive di costruzione del sé. Attraverso uno sguardo etnografico è possibile osservare i percorsi biografici degli attori sociali che, attraversando i flussi culturali globali, producono nuove strutture sociali e nuove località. In particolare, dalla partecipazione giovanile all’interno dei media sociali (forum, chat, siti di Social Network) stanno emergendo i “pubblici connessi”, intesi sia come spazi sociali digitali che come comunità immaginate.
In questo articolo l’autrice ripercorre le riflessioni sul rapporto tra media, identità e globalizzazione, in particolare focalizzandosi sulle culture di fan come esempio di sfere pubbliche translocali ad identità debole, in cui spettatori appassionati (fan) interagiscono nei pubblici connessi attorno ad un culto mediale, dando vita a comunità di pratica.
L’autrice presenta quindi un’etnografia multi-situata del fandom telefilmico italiano con un caso di studio nella comunità di fansubbing ::Italian Subs Addicted::. I gruppi di fan pubblicano prodotti amatoriali nei media sociali traducendo e adattando i contenuti distribuiti dalle corporation dell’intrattenimento. I fan italiani dunque cooperano e collaborano all’interno dei pubblici connessi partecipando alla costruzione di un collettivismo di rete attorno a cui emerge una comunità immaginata transnazionale.
Social Media - Introduzione al Corso [a.a. 2014-2015] - UniToAgnese Vellar
Introduzione al corso per gli studenti delle Lauree Magistrali di Comunicazione Pubblica e Politica e Comunicazione ICT e Media - Università degli Studi di Torino http://goo.gl/B6vE6M
La comunicazione politica attraverso i social networkAgnese Vellar
Ricerca svolta per il corso di SOCIAL MEDIA - Università degli Studi di Torino. Dipartimento di Culture, Politica e Società.
Comparazione della comunicazione di Matteo Salvini e Matteo Renzi
Analisi effettuata utilizzando il tool Amico.ws.
Through in-depth interviews this study aims to discover the role that the Internet has played in the creation of the modern hip-hop musician.
Five hip-hop musicians discuss how the Internet plays a vital role in the increased communication between themselves and a larger community, and the newfound ability to take a passion and turn it into a career.
Talking to Ginger: the SF Symphony and social mediaJean Shirk
Presentation given by PR Manager Jean Shirk to Stanford University Continuing Studies class in Marketing and Social Media, 9/27/11. The SF Symphony uses its own social network, its Facebook page, a Twitter feed, mobile websites and applications and other tools to reach and communicate with audiences and fans.
Nella networked society è presente una tensione tra la Rete e l’Io e un crescente bisogno di identità collettive in cui riconoscersi [Castells 2000]. Se, da un lato, è evidente la tendenza ad aggregarsi attorno ad identità primarie, che spesso danno luogo a fenomeni di fondamentalismo e xenofobia, dall’altro emergono collettività ad identità debole la cui appartenenza è definita rispetto alla condivisione di consumi mediali e tecnologie. Ne sono un esempio sia le generazionali mediali, sia le culture di fan che esprimono il proprio bisogno di appartenenza dando vita a comunità di pratica. In entrambi i casi si tratta di costrutti complessi che emergono dall’interazione tra disponibilità tecnologiche, offerte culturali ed esigenze sociali in un particolare contesto locale.
L’approccio generazionale allo studio dei pubblici televisivi ha consentito di definire tre profili narrativi corrispondenti a differenti fasi della storia italiana [Aroldi 2003]. Attualmente stiamo vivendo un’ulteriore evoluzione che ha portato alla nascita di un sistema multitelevisivo [Scaglioni 2007]. Dall’interazione degli spettatori all’interno di tale ambiente emergono i pubblici connessi [boyd 2008]: spazi sociali in cui è possibile assistere a fenomeni di negoziazione identitaria tra differenti generazioni digitali.
Durante un’indagine etnografica sul fandom telefilmico nei pubblici connessi ho individuato tre culture digitali a cui è possibile associare i profili narrativi identificati nelle generazioni televisive. È romanzesca la subcultura trekker, che eredita lo spirito comunitario hacker e vede nella tecnologia uno strumento di miglioramento sociale. I geek, formatisi durante la diffusione del Web, hanno invece un profilo artificiale che apprezza la serialità complessa di produzioni come Lost. Infine il multifandom telefilmico, diffuso nei social media e composto principalmente da membri della Generazione Y e dagli attuali adolescenti, ha un carattere simulatorio. La pubblicazione di fanart, fanvid e fansub è infatti una messa in scena creativa da cui emergono comunità di pratica. Dopo aver ipotizzato tale discontinuità nella storia della Rete ho condotto interviste biografiche con i fan verificando strategie di differenziazione (più spesso in relazione alla cultura trekker) e di identificazione (rispetto all’identità geek) da parte dei membri della Generazione Y. I più giovani hanno invece meno consapevolezza delle culture con cui stanno negoziando la propria identità in Rete.
Storia e modelli di business delle industrie culturali: dai libri ai social m...Agnese Vellar
L'evoluzione dei modelli di business dei mass media e dei nuovi media.
Come sono cambiati i formati mediali e le strutture organizzativi nei settori massmediali: Editoria, broadcasting, narrowcasting, social tv.
Come sono emersi nuove forme organizzative all'interno delle culture online: peer production, web 2.0, social media.
Tecniche innovative di marketing via webMarko Petelin
Presentazione sulle tecniche innovative per il marketing via web. Questa è una presentazione introduttiva destinata alle persone che vogliono usare il web marketing nelle proprie aziende.
Slide preparate per conto della SDGZ-URES.
Identità emergenti nei pubblici connessi italianiAgnese Vellar
Nell’età tardo moderna i differenti livelli della società, dalle identità individuali alle culture, devono essere concepiti come processi emergenti dalle pratiche riflessive di costruzione del sé. Attraverso uno sguardo etnografico è possibile osservare i percorsi biografici degli attori sociali che, attraversando i flussi culturali globali, producono nuove strutture sociali e nuove località. In particolare, dalla partecipazione giovanile all’interno dei media sociali (forum, chat, siti di Social Network) stanno emergendo i “pubblici connessi”, intesi sia come spazi sociali digitali che come comunità immaginate.
In questo articolo l’autrice ripercorre le riflessioni sul rapporto tra media, identità e globalizzazione, in particolare focalizzandosi sulle culture di fan come esempio di sfere pubbliche translocali ad identità debole, in cui spettatori appassionati (fan) interagiscono nei pubblici connessi attorno ad un culto mediale, dando vita a comunità di pratica.
L’autrice presenta quindi un’etnografia multi-situata del fandom telefilmico italiano con un caso di studio nella comunità di fansubbing ::Italian Subs Addicted::. I gruppi di fan pubblicano prodotti amatoriali nei media sociali traducendo e adattando i contenuti distribuiti dalle corporation dell’intrattenimento. I fan italiani dunque cooperano e collaborano all’interno dei pubblici connessi partecipando alla costruzione di un collettivismo di rete attorno a cui emerge una comunità immaginata transnazionale.
Social Media - Introduzione al Corso [a.a. 2014-2015] - UniToAgnese Vellar
Introduzione al corso per gli studenti delle Lauree Magistrali di Comunicazione Pubblica e Politica e Comunicazione ICT e Media - Università degli Studi di Torino http://goo.gl/B6vE6M
La comunicazione politica attraverso i social networkAgnese Vellar
Ricerca svolta per il corso di SOCIAL MEDIA - Università degli Studi di Torino. Dipartimento di Culture, Politica e Società.
Comparazione della comunicazione di Matteo Salvini e Matteo Renzi
Analisi effettuata utilizzando il tool Amico.ws.
Through in-depth interviews this study aims to discover the role that the Internet has played in the creation of the modern hip-hop musician.
Five hip-hop musicians discuss how the Internet plays a vital role in the increased communication between themselves and a larger community, and the newfound ability to take a passion and turn it into a career.
Talking to Ginger: the SF Symphony and social mediaJean Shirk
Presentation given by PR Manager Jean Shirk to Stanford University Continuing Studies class in Marketing and Social Media, 9/27/11. The SF Symphony uses its own social network, its Facebook page, a Twitter feed, mobile websites and applications and other tools to reach and communicate with audiences and fans.
Nicklas Molinder is an established Swedish pop music songwriter and producer. He is the co-founder of the Music Rights Awareness organisation whose aim is perfectly illustrated in the name of his organisation. Here is a review of a talk/workshop with music creators in Rwanda.
Presentation slides for Radio Free Brooklyn's presentation at the Resistance Radio conference at Union Docs on June 4, 2017.
Note: certain slides require accompanying narration, so may be somewhat confusing without this.
Radio Free Brooklyn Presentation for 'Resistance Radio' at Uniondocs; Brookly...Tom Tenney
Presentation given by Tom Tenney, Executive Director at Radio Free Brooklyn, at the Resistance Radio symposium at UnionDocs in Brooklyn, NY in June of 2017. Preso was to accompany live talk, so several graphics are uncaptioned, but hopefully will provide an idea of the main points.
Professioni digitali e personal brandingAgnese Vellar
Corso di Social Media Management @ Università degli Studi di Torino
Perché uno studente o un professionista dovrebbe occuparsi di personal branding? Perché è diventata una delle modalità attraverso cui sfruttare le opportunità della rete e dei social media per acquisire visibilità e reputazione online.
A partire da una descrizione del contesto mediale contemporaneo, si vedranno le strategie per costruire un'identità online coerente con i propri obiettivi di business.
Ricerca svolta per il corso di SOCIAL MEDIA - Università degli Studi di Torino. Dipartimento di Culture, Politica e Società.
Comparazione di due campagne di crowdfunding: Veronica Mars e Dark Resurrction.
Analisi effettuata utilizzando il tool Amico.ws.
Nike Training Club nei Social Media (di Eleonora Sola e Giulia Manenti)Agnese Vellar
Case study per il corso di
Sociologia della Comunicazione @ Scuola di Amministrazione Aziendale - Torino.
Analisi delle dinamiche relazionali offline e online dei Nike Training Club.
Realizzato da Eleonora Sola e Giulia Manenti
Lo spot John Lewis Christmas Advert e le sue parodie (di Laura Luise)Agnese Vellar
Case study per il corso di
Sociologia della Comunicazione @ Scuola di Amministrazione Aziendale - Torino.
Analisi dello spot del brand John Lewis e le sue parodie online
Realizzato da Laura Luise
Case study - The Voice (di Simona Francone)Agnese Vellar
Case study per il corso di
Sociologia della Comunicazione @ Scuola di Amministrazione Aziendale - Torino.
Analisi della comunicazione online nel programma The Voice.
La community di Gente del Fud (by Chiara Mondino)Agnese Vellar
Case study per il corso di
Sociologia della Comunicazione @ Scuola di Amministrazione Aziendale - Torino.
Community building nell'agroalimentare. Un caso di studio realizzato da Chiara Mondino illustra le strategie di un brand alimentare (Pasta Garofalo) nella creazione di una rete di blogger attorno al brand Gente del Fud
Fenomeno hashtag: le origini e gli usi di marketing (by Tony Santaniello)Agnese Vellar
Case study per il corso di
Sociologia della Comunicazione @ Scuola di Amministrazione Aziendale - Torino.
Caso di studio realizzato da Tony Santaniello.
Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
This is the place where you become a Digital Marketing Expert.
Exploring The Dimensions and Dynamics of Felt Obligation: A Bibliometric Anal...AJHSSR Journal
ABSTARCT: This study presents, to our knowledge, the first bibliometric analysis focusing on the concept of
"felt obligation," examining 120 articles published between 1986 and 2024. The aim of the study is to deepen our
understanding of the existing knowledge in the field of "felt obligation" and to provide guidance for further
research. The analysis is centered around the authors, countries, institutions, and keywords of the articles. The
findings highlight prominent researchers in this field, leading universities, and influential journals. Particularly,
it is identified that China plays a leading role in "felt obligation" research. The analysis of keywords emphasizes
the thematic focuses of these studies and provides a roadmap for future research. Finally, various
recommendations are presented to deepen the knowledge in this area and promote applied research. This study
serves as a foundation to expand and advance the understanding of "felt obligation" in the field.
KEYWORDS: Felt Obligation, Bibliometric Analysis, Research Trends
This tutorial presentation provides a step-by-step guide on how to use Facebook, the popular social media platform. In simple and easy-to-understand language, this presentation explains how to create a Facebook account, connect with friends and family, post updates, share photos and videos, join groups, and manage privacy settings. Whether you're new to Facebook or just need a refresher, this presentation will help you navigate the features and make the most of your Facebook experience.
Project Serenity is an innovative initiative aimed at transforming urban environments into sustainable, self-sufficient communities. By integrating green architecture, renewable energy, smart technology, sustainable transportation, and urban farming, Project Serenity seeks to minimize the ecological footprint of cities while enhancing residents' quality of life. Key components include energy-efficient buildings, IoT-enabled resource management, electric and autonomous transportation options, green spaces, and robust waste management systems. Emphasizing community engagement and social equity, Project Serenity aspires to serve as a global model for creating eco-friendly, livable urban spaces that harmonize modern conveniences with environmental stewardship.
Buy Pinterest Followers, Reactions & Repins Go Viral on Pinterest with Socio...SocioCosmos
Get more Pinterest followers, reactions, and repins with Sociocosmos, the leading platform to buy all kinds of Pinterest presence. Boost your profile and reach a wider audience.
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Grow Your Reddit Community Fast.........SocioCosmos
Sociocosmos helps you gain Reddit followers quickly and easily. Build your community and expand your influence.
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Unlock TikTok Success with Sociocosmos..SocioCosmos
Discover how Sociocosmos can boost your TikTok presence with real followers and engagement. Achieve your social media goals today!
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Improving Workplace Safety Performance in Malaysian SMEs: The Role of Safety ...AJHSSR Journal
ABSTRACT: In the Malaysian context, small and medium enterprises (SMEs) experience a significant
burden of workplace accidents. A consensus among scholars attributes a substantial portion of these incidents to
human factors, particularly unsafe behaviors. This study, conducted in Malaysia's northern region, specifically
targeted Safety and Health/Human Resource professionals within the manufacturing sector of SMEs. We
gathered a robust dataset comprising 107 responses through a meticulously designed self-administered
questionnaire. Employing advanced partial least squares-structural equation modeling (PLS-SEM) techniques
with SmartPLS 3.2.9, we rigorously analyzed the data to scrutinize the intricate relationship between safety
behavior and safety performance. The research findings unequivocally underscore the palpable and
consequential impact of safety behavior variables, namely safety compliance and safety participation, on
improving safety performance indicators such as accidents, injuries, and property damages. These results
strongly validate research hypotheses. Consequently, this study highlights the pivotal significance of cultivating
safety behavior among employees, particularly in resource-constrained SME settings, as an essential step toward
enhancing workplace safety performance.
KEYWORDS :Safety compliance, safety participation, safety performance, SME
Your Path to YouTube Stardom Starts HereSocioCosmos
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
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EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANEFebless Hernane
Using Google Teams (G-Teams) is simple. Start by opening the Google Teams app on your phone or visiting the G-Teams website on your computer. Sign in with your Google account. To join a meeting, click on the link shared by the organizer or enter the meeting code in the "Join a Meeting" section. To start a meeting, click on "New Meeting" and share the link with others. You can use the chat feature to send messages and the video button to turn your camera on or off. G-Teams makes it easy to connect and collaborate with others!
Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
Multilingual SEO services are essential for businesses aiming to expand their global presence. They involve optimizing a website for search engines in multiple languages, enhancing visibility, and reaching diverse audiences. Filose offers comprehensive multilingual SEO services designed to help businesses optimize their websites for search engines in various languages, enhancing their global reach and market presence. These services ensure that your content is not only translated but also culturally and contextually adapted to resonate with local audiences.
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The Evolution of SEO: Insights from a Leading Digital Marketing AgencyDigital Marketing Lab
Explore the latest trends in Search Engine Optimization (SEO) and discover how modern practices are transforming business visibility. This document delves into the shift from keyword optimization to user intent, highlighting key trends such as voice search optimization, artificial intelligence, mobile-first indexing, and the importance of E-A-T principles. Enhance your online presence with expert insights from Digital Marketing Lab, your partner in maximizing SEO performance.
Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
Your LinkedIn Success Starts Here.......SocioCosmos
In order to make a lasting impression on your sector, SocioCosmos provides customized solutions to improve your LinkedIn profile.
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Telegram is a messaging platform that ushers in a new era of communication. Available for Android, Windows, Mac, and Linux, Telegram offers simplicity, privacy, synchronization across devices, speed, and powerful features. It allows users to create their own stickers with a user-friendly editor. With robust encryption, Telegram ensures message security and even offers self-destructing messages. The platform is open, with an API and source code accessible to everyone, making it a secure and social environment where groups can accommodate up to 200,000 members. Customize your messenger experience with Telegram's expressive features.
1. Dancing in the Stardom
Recording Industry and Grassroots Marketing
Agnese Vellar
Department of Social Sciences - Università di Torino
ESA - Sociology of Culture Conference
Università Bocconi, 8 October 2010
2. new markets
2
Recording industry in the Web 2.0
Major
labels
Indie
labels
digital distribution
e-commerce
participatory cultures
file
sharing
networked technologies
3. «Music How, When, Where You Want It.
But Not Without Addressing Piracy»
Diversify! Educate and Punish!
New way to distribute music.
2009: 27% of the music industries
revenues come from digital channels
“Graduated response approach”
(deals with ISP).
Legal battle against file sharing
services and p2p users.
à-la-carte
download model
centralized platform
for HQ music videos
ad-supported
services
handset makers
(IFPI Report, 2010)
4. 4
Affective economies
Swedish indie music
transnational audience
(Baym & Burnett, 2009)
grassroots
marketing
Jarvis Cocker
indie rock
(Beer, 2008)
Li Yuchun
pop national idol
(Yang, 2009)
Rate, tag, translate, MP3 Blog,
distribute bootlegs
Fans as promoters:
social and cultural rewards
Talent show
promotional packages
charity foundation
anti-piracy campagin
Live performances Networked collectivismMySpace profile
Tori Amos
songrwiter
(Farrugia & Gobatto, 2010)
Pop music Indie music
(Jenkins, 2006)
5. Ethnographic research
construct a
celebrity persona!
harness the free
work of fans!
Shakira
(Colombian)
Marco Mengoni
(Italian)
Lady Gaga
(US)
Italian fan base of grasroots promoters
9. @perezhilton i wish i had been there, you are
a wonderful friend, only you would party all
night/free cuba in the morning
Lady Gaga: queen of social media
My Daddy had open heart surgery today.
And after long hours, and lots of tears, they
healed his broken heart, and mine.
Speechless.
Performance of the intimate
self to reduce social distance
videomessages
Happy 4th of July little monsters! I can smell
you from backstage. Lipstick, whiskey, and
the rat pack. F*ck I love AC. X Mother
Monster
fan video and pictures
engage
11. Street team portal
Group leader
coordinates the local team
(composed by 2 to 10
streetteamer).
Moderator
moderate the public forum,
coordinate the local teams
and share the flyers.
Professional Staff: «Our motto is “Fan just wanna have fun”. Our aim is to let
fans participate in the carrier of their favourite artists to knock down the wall
that in the past keep separate recording industry and fans.»
12. Mengoni: flashmob
«In every city. In every villages. All over the world. You too. All Me
too. Everyone together. Let’s dance together»
online audience online performances & offline performance live audience
13. Shakira: Waka Waka dance
«Every child in the world should have access to an education. This
time dance with me for this one goal. […] 1 Song, 1 dance, 1 goal».
online audience online performances & offline performance live audience
15. Pop music cultures in the Web 2.0
new media company:
harness
“collective intelligence”
collaborative construction of
shared knowledge
stardom recording industry
transmedia music star:
sport event
talent show
social media
loyal
consumers
grasroots performance
(online and offline)
performative
cunsumption
harnessing
“participative stardom”
New media changed the relationship between the recording industry and fans. In fact, networked technologies allow fans to share copyrighted music in p2p networks and social media. The majors reacted mainly with “prohibitionist” strategies, while cultural scholars argue that industry should adopt “collaborationist” approach to create an “affective economy” (Condry 2004, Jenkins 2006, Varnelis 2009). Also empirical research demonstrated that both indie labels and pop artists can benefit from “fan labor” (Baym and Burnett 2009, Beer 2008, Yang 2009).
In this paper, I describe the strategies of the Italian pop music industry to create a fanbase of grassroot promoters. I’ve conducted an ethnographic research in a multi-sited field. Observing social interactions in professional web portals and analyzing data (textual messages and video) collected from social network sites (YouTube, Twitter, Facebook), I’ve identified different forms of grassroots marketing. Labels outsource promotional activities to fans organizing “street team” (i.e., groups of fans that distribute flyers), “flashmob” (i.e., collective performances in public spaces) and “contest” (i.e., challenge to create music video, to customise the online self with branded products, …). Why fans work for free? I argue that recording industry try to harness “performative stardom”. First of all stardom is created thanks to cross-media strategies. “Star-making Tv” as talent shows engage consumers in parasocial relationships with artists. This relationship is reinforced thanks to fan-artist interaction through social network sites and videochats. Finally labels stimulate fans promotional performances through “challenges” and “missions” that are rewarded with branded products and the opportunity to meet artists.
ABSTRACT
Social Network Sites (SNS) like Twitter are web based services that exemplify the hybrid and cross-cultural nature of today's multilingual Internet. Data that are shared in SNS are searchable, replicable, persistent and scalable. Therefore, researchers have a great amount of multimedia data available that are produced in a nondirective way. Furthermore, a worldwide population has adopted SNS; therefore they have become an interesting research field for the investigation of crosscultural communications. Since the 1990s studies on Computer Mediated Communication (CMC) applied discourse analysis to described how individuals negotiate their identities with online social groups and the functionalities of mediated technologies. However, SNS are multimedia environments that emerge form the negotiation between designers (who built the interfaces) and the everyday practices of users (who customize them). The concept of visual capital, a contextualisation of Bourdieu's cultural capital in the realm of visual and digital media (Parks 2002, Nakamura 2008), can be adopted to outline social and cultural differences related to access and use of (strongly graphical) digital media. Therefore, CMC research has to merge with Visual Cultural Studies to investigate how visual capital is embodied in online profiles to express membership to a (sub)culture. In fact, the activity of profile customization, through images and graphics, implies different tastes, skills and practices. Which kinds of skills emerge from these practices? Do users integrate the professional aesthetic of the SNS designer? Do counter(visual)cultures based on different geographical or linguistic affiliation emerge?
Early studies on Twitter analyzed discursive and networking practices; with this paper instead, we propose to turn the focus on how users negotiate their visual identity within the broader “Twitterverse” (the culture constructed by the adoption of Twitter). We thus propose a methodology that combines the analysis of visual profiles and “visual elicitation” online interviews. Through the “trending topics” feature we collected 1,500 Twitter profiles of three different geographical affiliation: Worldwide, United States and Italy. We analyzed avatars and backgrounds with NVivo8 categorizing visual data based on subject, source, techniques and linguistic affiliation of the users to define a typology of visual cultures on Twitter. We also considered how these practices embody web-specific skills, such as reconfiguration and remediation (Lievrouw 2009), and what kind of literacies people develop through them (Livingstone 2004). In our future work we will conduct “visual elicitation” online interviews with Italian users; we will use chat services to ask the interviewer to comment upon visual profiles (his own and others). The aim will be to investigate the reflexive process of the visual identity construction and the identification/differentiation with different visual cultures in a multilingual platform.
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