How many digital devices do you have? According to the 2014 Nielsen Digital Consumer Report, Americans now own four digital devices on average, and the average U.S. consumer spends 60 hours a week consuming content across devices. The proliferation of digital devices and platforms contributes to the media revolution and blurring traditional media definitions.
As a result, consumers’ media habits are changing. Nowadays, watching TV while simultaneously using a smartphone, laptop or tablet is on the verge of becoming a majority behavior worldwide. A survey of 55,000 people by the research consultancy TNS shows that 56% of Americans engage in another digital activity when they are watching TV. The rapid adoption of a second screen has transformed the traditional TV watching experience. Instead of only watching TV, audiences now are enhancing their viewing experience by actively surfing the Web, engaging with social networks and shopping online while they are watching TV. Especially, this “multitasking” behavior is fostering a surge of real-time social media conversation between friends, fans and online communities.
Facing this new trend of media usage, advertisers want to introduce socially enabled TV advertising to communicate with their target audiences. In this way, audiences could be actively interacting with ads and co-creating advertising content. To get a better understanding of how audiences think about this new form of advertising, we conducted indepth interviews in this research.
The first part of this report closely examines audiences’ TV watching behaviors, social media uses and the ways that they engage with media. Then we give our analysis of primary data in detail and provide three key findings: Bonding Facilitator, Reciprocal Interaction and Hashtag Marketing. Finally, our recommendations will be offered about what could be done to further improve the engagement and the effectiveness of socially enabled TV advertising.
The Landscape of 2021 A.D. document discusses communication technologies and their evolution over time. It provides examples of how communication has progressed from early speech to today's highly sophisticated digital communication. Future communication is predicted to be even more advanced, integrated into our daily lives, and ambient in nature. Devices may become embedded in everyday objects and interaction could become more natural and fluid.
What Old Media can teach New Media: Media Convergence & Integration, Social M...Howard Greenstein
The document discusses various topics related to media convergence and integration, social media, and professionalism in digital communications. It provides a history of different media forms and how they have converged. It also discusses how various media, like television, computers, and mobile devices, are integrated and how users consume content across multiple screens. The document advocates for professionalism when creating and sharing content online.
The document discusses several technology and communication theories and their implications for the year 2021. It predicts that in 2021:
1) Social media will be integrated across all devices and platforms, allowing people to interact on social media from any device.
2) Tablets and e-readers will be widely used for educational purposes and replace some physical books due to their convenience and cost efficiency.
3) Globally, high-speed internet will be more accessible regardless of financial status, allowing everyone to participate in and benefit from integrated online experiences.
A presentation of new vs. traditional media, how they integrate, how new media integrates with other platforms (for example facebook and Youtube) and how to leverage it all for greater visibility, better client/prospect engagement and as an overall marketing initiative. To get details, feel free to visit us on our Facebook page and ask questions! http://www.facebook.com/talkingfinger
The document discusses utilizing weight allocation in a term frequency-inverse document frequency (TF-IDF) environment to identify and remove noisy data from social media for improved customer segmentation and targeted advertising. Specifically, it aims to recognize keywords that can help cluster social media users based on demographics and behaviors while eliminating uninfluential data. The approach assigns higher weight to words that frequently appear in a document but rarely in the entire collection compared to common words.
Digital diplomacy - the internet and the battle for ideasnelliesk
This document discusses how digital diplomacy and social media have changed global information sharing and diplomatic efforts. It notes that new media platforms have exponentially grown in use, allowing individuals and groups to more easily organize and voice opinions. While this empowers non-state actors, it also provides benefits for diplomacy by enabling greater access to information and transparency. However, there are also risks like certain groups using social media to organize violence, so digital diplomacy must be practiced carefully.
Role of Information Communication Technologies in Violence PreventionCat Meurn
This document discusses the potential role of information and communication technologies (ICTs) in violence prevention. It begins by providing background on the rise of technologies like smartphones, social media, and remote diagnostics. It then examines several specific ways ICTs have been or could be used to prevent different types of violence, including collective violence (through tools like Ushahidi and hotlines), sexual violence (via reporting apps and awareness campaigns), and intimate partner violence (using texting services and economic empowerment programs). The document argues that while technology is not a panacea, ICTs show promise as part of comprehensive prevention strategies when designed and implemented appropriately.
The Landscape of 2021 A.D. document discusses communication technologies and their evolution over time. It provides examples of how communication has progressed from early speech to today's highly sophisticated digital communication. Future communication is predicted to be even more advanced, integrated into our daily lives, and ambient in nature. Devices may become embedded in everyday objects and interaction could become more natural and fluid.
What Old Media can teach New Media: Media Convergence & Integration, Social M...Howard Greenstein
The document discusses various topics related to media convergence and integration, social media, and professionalism in digital communications. It provides a history of different media forms and how they have converged. It also discusses how various media, like television, computers, and mobile devices, are integrated and how users consume content across multiple screens. The document advocates for professionalism when creating and sharing content online.
The document discusses several technology and communication theories and their implications for the year 2021. It predicts that in 2021:
1) Social media will be integrated across all devices and platforms, allowing people to interact on social media from any device.
2) Tablets and e-readers will be widely used for educational purposes and replace some physical books due to their convenience and cost efficiency.
3) Globally, high-speed internet will be more accessible regardless of financial status, allowing everyone to participate in and benefit from integrated online experiences.
A presentation of new vs. traditional media, how they integrate, how new media integrates with other platforms (for example facebook and Youtube) and how to leverage it all for greater visibility, better client/prospect engagement and as an overall marketing initiative. To get details, feel free to visit us on our Facebook page and ask questions! http://www.facebook.com/talkingfinger
The document discusses utilizing weight allocation in a term frequency-inverse document frequency (TF-IDF) environment to identify and remove noisy data from social media for improved customer segmentation and targeted advertising. Specifically, it aims to recognize keywords that can help cluster social media users based on demographics and behaviors while eliminating uninfluential data. The approach assigns higher weight to words that frequently appear in a document but rarely in the entire collection compared to common words.
Digital diplomacy - the internet and the battle for ideasnelliesk
This document discusses how digital diplomacy and social media have changed global information sharing and diplomatic efforts. It notes that new media platforms have exponentially grown in use, allowing individuals and groups to more easily organize and voice opinions. While this empowers non-state actors, it also provides benefits for diplomacy by enabling greater access to information and transparency. However, there are also risks like certain groups using social media to organize violence, so digital diplomacy must be practiced carefully.
Role of Information Communication Technologies in Violence PreventionCat Meurn
This document discusses the potential role of information and communication technologies (ICTs) in violence prevention. It begins by providing background on the rise of technologies like smartphones, social media, and remote diagnostics. It then examines several specific ways ICTs have been or could be used to prevent different types of violence, including collective violence (through tools like Ushahidi and hotlines), sexual violence (via reporting apps and awareness campaigns), and intimate partner violence (using texting services and economic empowerment programs). The document argues that while technology is not a panacea, ICTs show promise as part of comprehensive prevention strategies when designed and implemented appropriately.
Mass media plays an important role in education by instructing people through projects like educational television. This media-based education helps people develop basic skills and improve their standard of living. Technological advances throughout the 20th century changed media and communication, making forms of media like television and computers more human-like in how they interact. Today, the importance of media is immense due to modern technology and its significant impact on our lives and behaviors from a young age. Social media allows for quick sharing of content and real-time interaction, transforming how we do business and life, though retailers must engage customers on social media through relevant content in order to be successful. Media technology has made viewing easier over time and encourages technology use in schools, bringing
Americans have drastically expanded their active communities online and offline. Their world is expanding and narrowing at the same time because of social media’s hyperlocalization quotient. And “cyberdisinhibition”—being more willing to behave online in ways they wouldn’t in person—has both emboldened users and led them to inappropriate behavior. These are among the findings from a nationwide study on social media conducted by Euro RSCG Worldwide. Despite buzz to the contrary, online social networking is having the effect of enhancing, not deteriorating, relationships among Americans. This new study, of 1,228 American social media users, found that by interacting through online media, consumers are more connected than ever.
1) A study tested using videos versus text instructions to teach people in rural Nigeria how to do solar cooking. Videos were found to be more effective at communicating the necessary information and skills.
2) When people watched a video on solar cooking, they were all able to demonstrate how to use a simple solar cooker, but fewer could use a more complex model correctly without additional in-person training.
3) Creating educational videos that could supplement in-person workshops was found to increase the reach of training programs while reducing costs, by providing a reusable resource and virtual demonstrations.
The document discusses the emergence of convergent journalism in school media. Traditionally, newspaper, yearbook, broadcast and photography staffs worked separately with little coordination. With new technologies, these silos have broken down and staff now work together, learning skills across mediums. Students produce content for multiple publications including print, video and online. This allows for better coverage of stories across different formats and reduces duplication of efforts.
This document provides an executive summary of a report on the impact of media on children and young people, with a focus on computer games and the internet. Some of the key points covered in the summary include:
1) The report aims to provide an overview of the research literature on media effects and focuses on computer games and the internet, as well as discussing research on television. Both harmful and beneficial effects are discussed.
2) Concerns about media harming children have a long history and reflect broader anxieties about society. This climate of concern has affected research in the field.
3) Research has explored many different types of potential negative effects that vary in terms of what is affected (e.g.
This document discusses corporate communication in the digital context. It outlines the objectives of teaching public relations skills, including enabling students to work as PR professionals and develop strong communication abilities. The document then discusses trends in media consumption, such as people getting information from multiple sources and requiring repeated exposure before believing information. It also outlines the social media ecosystem and risks to reputation online. While two-way symmetrical communication is ideal in social media, true dialogue is difficult due to the scale of online conversations and organizations' inability to respond to all users. The document concludes by listing the expected outcomes of the course in public relations skills.
The document discusses how social media has impacted journalism. It notes that anyone can now engage in journalism by telling compelling stories on social media. It also discusses how social media allows for more participation and user-generated content. While this has benefits like greater distribution of information, it also poses challenges for professional journalists in maintaining objectivity, credibility, and business models. The document examines case studies and lessons around how journalists can adapt practices to the social media age.
This presentation was created for Chris Hani District in the Eastern Cape, South Africa, to explore possible uses of social media in the pursuit of the Local Government Turn Around Strategy.
1. CMC has influenced relationship formation by allowing people to connect globally at all hours but relationships may not be genuine since identity is unknown.
2. A visualization of social networks would show weak communication patterns for the individual since they prefer texting over social media and only share videos, news, and images rather than build relationships.
3. The individual's favorite internet meme is the ongoing rapper feud between Drake and Meek Mill which has produced many memes and possibly transfers cultural views by influencing opinions of Meek Mill through the memes that side with the winning Drake.
The document discusses how social media has impacted journalism. It notes that anyone can now engage in journalism by telling compelling stories on social media. It also discusses how social media allows for more participation and user-generated content. While this has benefits like greater distribution of information, it also poses challenges for professional journalists in maintaining objectivity, credibility, and business models. The rise of social media requires journalists to adapt strategies to engage audiences and maintain relevance in a changing media landscape.
What is Electronic Media? (Introduction)
For detailed lectures with Urdu/Hindi explanation, subscribe to my YouTube channel.
https://www.youtube.com/channel/UCvmyC56ovZ8vIspsFMwkBgA
You can also follow us on Instagram, TikTok & Facebook via-@learnwithsamii
This document provides an introduction and literature review for a study on the effectiveness of interactive documentaries. It discusses two interactive documentaries, Fort McMoney and Hollow, that used different techniques to gauge audience impact. Fort McMoney utilized user testing to understand audience experience and shape impact. It achieved large numbers of views and comments. Hollow spread its message about economic decline in a small town through associated media and saw impact through community emails and tweets, though the filmmakers knew large-scale issues couldn't be solved overnight. The author plans to conduct their own user testing through observation and questionnaires to study audience interaction and effect for their interactive documentary Lost Belief.
The document discusses how social media has impacted journalism. It notes that anyone can now engage in journalism by telling compelling stories on social media. It also discusses how social media allows for more participation and user-generated content. While this has benefits like greater distribution of information, it also poses challenges for professional journalists in maintaining objectivity, credibility, and business models. The rise of social media requires journalists to adapt strategies to engage audiences and maintain relevance in a changing media landscape.
The document discusses how social media has impacted journalism. It notes that anyone can now engage in journalism by telling compelling stories through various online platforms. While this has democratized information sharing, it has also weakened traditional news agenda setting and influenced what the public discusses. The document also discusses how social media allows for more direct interaction between journalists and audiences, but that journalists still aim to maintain standards of objectivity, investigation, and accountability. It explores challenges like declining revenue and the rise of native advertising, as well as opportunities for multimedia storytelling and engaging audiences.
This document discusses the changing role of journalism in the age of social media. It covers several key points:
1. Journalism is shifting from one-way mass communication to participatory work that includes user-generated content from social media platforms. This has weakened the traditional agenda-setting power of media.
2. Social media allows news to spread more horizontally between citizens but also threatens the credibility of journalism. Professional journalists struggle with relying on user content while maintaining gatekeeping skills.
3. Both successes and failures of social media for journalism are explored through case studies like Wikileaks, the role of bloggers/influencers, and how mainstream media is struggling to capture new digital revenues.
4.
Mobilizing Urban Parents Around the WorldTom De Ruyck
The document discusses a research project conducted by Quinny, a stroller brand owned by Dorel, to better understand their target audience of urban parents. Quinny launched an online community with over 120 parents from 7 major cities to identify universal insights. The community found that urban parents from different cultures shared insights like embracing the challenges of city life, wanting children to experience nature amid urbanization, and desiring a sense of community. These insights helped Quinny innovate new products and branding to connect globally with urban parents.
This document discusses communication styles and the impact of technology on communication. It provides an overview of traditional communication versus digitally mediated communication and how communication styles are changing. The goals are to increase awareness of changes in communication, understand different communication methods, and consider implications of technology-based communication. Trends discussed include the growth of social networks and mobile devices and how communication styles differ between generations.
The document lists various deals and promotions for activities, services, and goods that are available between April 27th and 30th. These include shooting clay packages, resort stays, discounts on smoothies, facials, massages, microdermabrasion treatments, photo books, carpet cleaning, cupcakes, haircuts, Mexican food, eyeglasses, wine tastings, and oil changes. Many of the deals offer buy one get one or percentage discounts.
This document discusses intellectual property and provides examples of its use in different industries. It describes various types of intellectual property including patents, trademarks, copyrights, and trade secrets. Examples are given of how companies in industries like fashion, food, consumer products, and technology utilize intellectual property to protect their brands and innovations. The importance of intellectual property strategy for startups is also highlighted.
The document lists various deals and promotions for food, spa treatments, resort stays, photography, cleaning services, and automotive work between April 27th and 30th, including 50% off smoothies, facials and skin analysis packages, massage sessions, microdermabrasion treatments, photo books, carpet cleaning, cupcakes, haircuts with conditioning, discounted Mexican food and eyeglasses, buy-one-get-one favorite treats, in-home wine tastings, and oil changes with tire rotations at multiple locations.
Mass media plays an important role in education by instructing people through projects like educational television. This media-based education helps people develop basic skills and improve their standard of living. Technological advances throughout the 20th century changed media and communication, making forms of media like television and computers more human-like in how they interact. Today, the importance of media is immense due to modern technology and its significant impact on our lives and behaviors from a young age. Social media allows for quick sharing of content and real-time interaction, transforming how we do business and life, though retailers must engage customers on social media through relevant content in order to be successful. Media technology has made viewing easier over time and encourages technology use in schools, bringing
Americans have drastically expanded their active communities online and offline. Their world is expanding and narrowing at the same time because of social media’s hyperlocalization quotient. And “cyberdisinhibition”—being more willing to behave online in ways they wouldn’t in person—has both emboldened users and led them to inappropriate behavior. These are among the findings from a nationwide study on social media conducted by Euro RSCG Worldwide. Despite buzz to the contrary, online social networking is having the effect of enhancing, not deteriorating, relationships among Americans. This new study, of 1,228 American social media users, found that by interacting through online media, consumers are more connected than ever.
1) A study tested using videos versus text instructions to teach people in rural Nigeria how to do solar cooking. Videos were found to be more effective at communicating the necessary information and skills.
2) When people watched a video on solar cooking, they were all able to demonstrate how to use a simple solar cooker, but fewer could use a more complex model correctly without additional in-person training.
3) Creating educational videos that could supplement in-person workshops was found to increase the reach of training programs while reducing costs, by providing a reusable resource and virtual demonstrations.
The document discusses the emergence of convergent journalism in school media. Traditionally, newspaper, yearbook, broadcast and photography staffs worked separately with little coordination. With new technologies, these silos have broken down and staff now work together, learning skills across mediums. Students produce content for multiple publications including print, video and online. This allows for better coverage of stories across different formats and reduces duplication of efforts.
This document provides an executive summary of a report on the impact of media on children and young people, with a focus on computer games and the internet. Some of the key points covered in the summary include:
1) The report aims to provide an overview of the research literature on media effects and focuses on computer games and the internet, as well as discussing research on television. Both harmful and beneficial effects are discussed.
2) Concerns about media harming children have a long history and reflect broader anxieties about society. This climate of concern has affected research in the field.
3) Research has explored many different types of potential negative effects that vary in terms of what is affected (e.g.
This document discusses corporate communication in the digital context. It outlines the objectives of teaching public relations skills, including enabling students to work as PR professionals and develop strong communication abilities. The document then discusses trends in media consumption, such as people getting information from multiple sources and requiring repeated exposure before believing information. It also outlines the social media ecosystem and risks to reputation online. While two-way symmetrical communication is ideal in social media, true dialogue is difficult due to the scale of online conversations and organizations' inability to respond to all users. The document concludes by listing the expected outcomes of the course in public relations skills.
The document discusses how social media has impacted journalism. It notes that anyone can now engage in journalism by telling compelling stories on social media. It also discusses how social media allows for more participation and user-generated content. While this has benefits like greater distribution of information, it also poses challenges for professional journalists in maintaining objectivity, credibility, and business models. The document examines case studies and lessons around how journalists can adapt practices to the social media age.
This presentation was created for Chris Hani District in the Eastern Cape, South Africa, to explore possible uses of social media in the pursuit of the Local Government Turn Around Strategy.
1. CMC has influenced relationship formation by allowing people to connect globally at all hours but relationships may not be genuine since identity is unknown.
2. A visualization of social networks would show weak communication patterns for the individual since they prefer texting over social media and only share videos, news, and images rather than build relationships.
3. The individual's favorite internet meme is the ongoing rapper feud between Drake and Meek Mill which has produced many memes and possibly transfers cultural views by influencing opinions of Meek Mill through the memes that side with the winning Drake.
The document discusses how social media has impacted journalism. It notes that anyone can now engage in journalism by telling compelling stories on social media. It also discusses how social media allows for more participation and user-generated content. While this has benefits like greater distribution of information, it also poses challenges for professional journalists in maintaining objectivity, credibility, and business models. The rise of social media requires journalists to adapt strategies to engage audiences and maintain relevance in a changing media landscape.
What is Electronic Media? (Introduction)
For detailed lectures with Urdu/Hindi explanation, subscribe to my YouTube channel.
https://www.youtube.com/channel/UCvmyC56ovZ8vIspsFMwkBgA
You can also follow us on Instagram, TikTok & Facebook via-@learnwithsamii
This document provides an introduction and literature review for a study on the effectiveness of interactive documentaries. It discusses two interactive documentaries, Fort McMoney and Hollow, that used different techniques to gauge audience impact. Fort McMoney utilized user testing to understand audience experience and shape impact. It achieved large numbers of views and comments. Hollow spread its message about economic decline in a small town through associated media and saw impact through community emails and tweets, though the filmmakers knew large-scale issues couldn't be solved overnight. The author plans to conduct their own user testing through observation and questionnaires to study audience interaction and effect for their interactive documentary Lost Belief.
The document discusses how social media has impacted journalism. It notes that anyone can now engage in journalism by telling compelling stories on social media. It also discusses how social media allows for more participation and user-generated content. While this has benefits like greater distribution of information, it also poses challenges for professional journalists in maintaining objectivity, credibility, and business models. The rise of social media requires journalists to adapt strategies to engage audiences and maintain relevance in a changing media landscape.
The document discusses how social media has impacted journalism. It notes that anyone can now engage in journalism by telling compelling stories through various online platforms. While this has democratized information sharing, it has also weakened traditional news agenda setting and influenced what the public discusses. The document also discusses how social media allows for more direct interaction between journalists and audiences, but that journalists still aim to maintain standards of objectivity, investigation, and accountability. It explores challenges like declining revenue and the rise of native advertising, as well as opportunities for multimedia storytelling and engaging audiences.
This document discusses the changing role of journalism in the age of social media. It covers several key points:
1. Journalism is shifting from one-way mass communication to participatory work that includes user-generated content from social media platforms. This has weakened the traditional agenda-setting power of media.
2. Social media allows news to spread more horizontally between citizens but also threatens the credibility of journalism. Professional journalists struggle with relying on user content while maintaining gatekeeping skills.
3. Both successes and failures of social media for journalism are explored through case studies like Wikileaks, the role of bloggers/influencers, and how mainstream media is struggling to capture new digital revenues.
4.
Mobilizing Urban Parents Around the WorldTom De Ruyck
The document discusses a research project conducted by Quinny, a stroller brand owned by Dorel, to better understand their target audience of urban parents. Quinny launched an online community with over 120 parents from 7 major cities to identify universal insights. The community found that urban parents from different cultures shared insights like embracing the challenges of city life, wanting children to experience nature amid urbanization, and desiring a sense of community. These insights helped Quinny innovate new products and branding to connect globally with urban parents.
This document discusses communication styles and the impact of technology on communication. It provides an overview of traditional communication versus digitally mediated communication and how communication styles are changing. The goals are to increase awareness of changes in communication, understand different communication methods, and consider implications of technology-based communication. Trends discussed include the growth of social networks and mobile devices and how communication styles differ between generations.
The document lists various deals and promotions for activities, services, and goods that are available between April 27th and 30th. These include shooting clay packages, resort stays, discounts on smoothies, facials, massages, microdermabrasion treatments, photo books, carpet cleaning, cupcakes, haircuts, Mexican food, eyeglasses, wine tastings, and oil changes. Many of the deals offer buy one get one or percentage discounts.
This document discusses intellectual property and provides examples of its use in different industries. It describes various types of intellectual property including patents, trademarks, copyrights, and trade secrets. Examples are given of how companies in industries like fashion, food, consumer products, and technology utilize intellectual property to protect their brands and innovations. The importance of intellectual property strategy for startups is also highlighted.
The document lists various deals and promotions for food, spa treatments, resort stays, photography, cleaning services, and automotive work between April 27th and 30th, including 50% off smoothies, facials and skin analysis packages, massage sessions, microdermabrasion treatments, photo books, carpet cleaning, cupcakes, haircuts with conditioning, discounted Mexican food and eyeglasses, buy-one-get-one favorite treats, in-home wine tastings, and oil changes with tire rotations at multiple locations.
Brand application for large format retail designCampbellRigg
The document provides details about the Port City shopping centre project in Zaporozhye, Ukraine. CampbellRigg designed the interior, wayfinding, and signage for the 74,000 square meter shopping centre. The design was inspired by Ukrainian culture and folklore, with each of the four malls themed after one of the four elements - Earth, Wind, Fire, Water. CampbellRigg produced the overall concept and graphic design guidelines to create a cohesive brand identity for the shopping centre.
This document discusses a content analysis of news media coverage of agricultural biotechnology in Ghana. It finds that coverage was overwhelmingly negative, focused on food safety and security issues, and cited industry and government sources. This negative coverage has contributed to public sentiment against GMOs in Ghana. The document calls for improving science communication strategies to enhance public understanding of this issue and foster more informed debate.
Creating brands that stimulate business demand. M.Video, a large electrical retailer in Russia, increased design services and advertising during an economic downturn to maintain their position as the number one retailer in their market. Campbellrigg was commissioned to develop a new concept for M.Video that focused on enhancing the customer experience. This included redesigned signage, navigation, and service areas. The new concept helped boost year-over-year sales and received positive feedback from M.Video's operational team and president.
Lenovo hired AdChina to promote its new K900 smartphone through programmatic media buying. AdChina segmented audiences based on demographics, interests, and online behaviors to identify those most likely to purchase the K900. It then made Lenovo's website available through its demand-side platform to programmatically target these audiences across various online media. This resulted in nearly a quarter of online store traffic and higher purchase rates, demonstrating the effectiveness of data-driven, programmatic advertising.
The document provides information about CampbellRigg, a design agency with over 20 years of experience providing strategic design solutions for major European companies. It discusses the agency's international work in retail interiors and communications across various industries. CampbellRigg believes in design excellence and uses imagination and financial prudence to find the right design solutions for its clients. The agency can add economic value for retail businesses through services like branding, graphics, interiors, and project implementation.
Concurrent Distractions: A Cross-Cultural Study of Media Multitasking BehaviorAJHSSR Journal
This document summarizes research on concurrent media distractions and media multitasking behavior from a cross-cultural perspective. It discusses how media usage and media multitasking has increased globally due to proliferation of mobile devices. It reviews literature on types and causes of multitasking, and effects on cognition, learning, academic performance, and evolving media consumption patterns. Demographic factors like age and gender that influence multitasking behavior are also examined. Studies find younger generations and digital natives are more likely to multitask and own more devices, while negative impacts include decreased performance, attention, and memory.
Report pénte offers new way to measure social media marketing Debra Kaye
A research firm has developed a new model called the Social Media Pénte to better measure the effectiveness of social media marketing. The Pénte model examines how five key factors - time, message format, device used, and level of engagement - impact audience receptivity and behavioral responses. This provides clearer metrics than traditional influence scores. The study found manipulating these Pénte factors was more effective at changing consumer behavior than targeting influential social media users.
A Study On The Changing Trends In Social Media And Its Impact GloballyAlicia Edwards
This document discusses a study on changing trends in social media and its global impact. It defines social media and explores how corporations and individuals use different social media platforms. The document examines how social media has changed communication and marketing strategies compared to traditional media. It also analyzes the positive and negative effects of increased social media usage globally and predicts future trends in social media.
This document is meant to help Sierra Leone researchers. students who want to conduct research on the efficacy of citizen journalism and social media in Sierra Leone.
Mass media affect children in their performance Nadia Syafikah
This document discusses a study on the effects of mass media communication on students' learning. It aims to identify the impacts of mass media, determine the attractiveness factors, and ways to benefit from mass media usage among students. The study is limited by students' willingness to participate in surveys. Mass media is defined as communication channels that transmit information to large audiences, such as television, radio, newspapers and the internet. While media can positively impact knowledge, it is also feared to undermine moral values with excessive violence and sexuality. The study seeks to understand both the positive and negative effects of mass media on students' performance and learning.
This document summarizes research on perceptions of advertising on social media and its implications for word-of-mouth advocacy. It finds that social media users are more receptive to ads that provide entertainment, interactively engage users, or satisfy their information needs. Specifically, ads that foster participation and conversation tend to create more positive brand perceptions. The uses and gratifications theory, which posits that people use media to fulfill personal and social needs, helps explain why. Ads seen as invasive or distracting from users' goals tend to be viewed negatively.
The document discusses the influence of mass media on people's perceptions and understandings. It notes that while people may receive the same message from mass media, they can interpret and understand it differently based on their own experiences and knowledge. Mass media cannot totally control people's decisions and opinions due to these individual differences in comprehension. The document argues that relying too heavily on mass media alone could be dangerous, as people need to think critically about the messages they receive.
Analyzing the effects of social media on the hospitality industryBookStoreLib
This document analyzes the effects of social media on the hospitality industry from a consumer perspective. It discusses how social media has changed communication and allowed two-way interaction between businesses and customers. Many hotels are shifting marketing strategies from traditional methods to social media, which provides real-time feedback and engagement at low cost. The growth of social media users globally, especially through mobile access, means the hospitality industry must embrace social media platforms to build their brand and remain competitive.
The document discusses the effects of media on children and society. It notes that extensive television viewing can decrease attention spans and may contribute to ADHD diagnoses in children. The frontal lobe of the brain is affected by media exposure. Studies show television and media can shorten attention spans, distort body images, increase obesity, create fear, and increase aggressive behaviors in children if exposure is unmonitored. Media may also promote cultural, racial, or gender biases through stereotyping. However, some research shows media can provide positive learning opportunities by familiarizing people with other groups.
CUSTOMER PERCEPTION TOWARDS SOCIAL MEDIA ADVERTISINGSuyash Jain
This document is a literature review and research methodology for a study on customer perception of social media advertising. The objectives are to study the time spent on social networks, the influence of demographics on ad selection, and the effect of social media ads on purchase decisions. The research will use a questionnaire for primary data collection through convenience sampling of consumers in Dehradun. Chi-square tests will be used to analyze relationships between variables. The literature review covers past studies on attitudes toward mobile, email and social media advertising.
MIL_Media and Information Literate Individual (1).pptxCRISTYMAEDETALO
The document discusses the implications of media and information literacy for individuals and society. It states that media literate individuals can find, evaluate, and communicate information through various formats and platforms, which is important for learning, decision-making and problem-solving. It then provides examples of how media literacy impacts individuals and society in personal, political, economic, educational, social and professional aspects. It allows for easier communication and access to information, economic opportunities, educational reinforcement and social connection.
This document discusses the potential of online higher education and open online courses to transform traditional higher education models. It notes that open online courses (OOCs) allow thousands of students to access course content simultaneously for free online. While still experimental, OOCs could increase access to education and reduce costs. Experts argue that OOCs will require rethinking education's focus on knowledge delivery versus enabling self-directed learning and collaboration. New technologies afford opportunities to take advantage of online resources and communication capabilities to make education more flexible.
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Multi-écrans : 10 conseils pour les marqueteursPhilippe Dumont
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Not a complete work of mine. This is just a survey done by me as a fulfillment of my In course assessment. All the references had been cited.
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The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
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Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
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organisation in the accomplishment of a pre-determined object".
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of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
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1. Research on Socially Enabled TV
Advertising
Clyde Zhang, Sarah Cui, Jeanne Zhou
ADV582 - December 6, 2014
SOCIALLY ENABLED TV ADVERTISING 1
2. INTRODUCTION
How many digital devices do you have? According to the 2014 Nielsen Digital
Consumer Report, Americans now own four digital devices on average, and the average U.S.
consumer spends 60 hours a week consuming content across devices. The proliferation of
digital devices and platforms contributes to the media revolution and blurring traditional
media definitions.
As a result, consumers’ media habits are changing. Nowadays, watching TV while
simultaneously using a smartphone, laptop or tablet is on the verge of becoming a majority
behavior worldwide. A survey of 55,000 people by the research consultancy TNS shows that
56% of Americans engage in another digital activity when they are watching TV. The rapid
adoption of a second screen has transformed the traditional TV watching experience. Instead
of only watching TV, audiences now are enhancing their viewing experience by actively
surfing the Web, engaging with social networks and shopping online while they are watching
TV. Especially, this “multitasking” behavior is fostering a surge of real-time social media
conversation between friends, fans and online communities.
Facing this new trend of media usage, advertisers want to introduce socially enabled
TV advertising to communicate with their target audiences. In this way, audiences could be
actively interacting with ads and co-creating advertising content. To get a better
understanding of how audiences think about this new form of advertising, we conducted in-
depth interviews in this research.
The first part of this report closely examines audiences’ TV watching behaviors, social
media uses and the ways that they engage with media. Then we give our analysis of primary
data in detail and provide three key findings: Bonding Facilitator, Reciprocal Interaction and
Hashtag Marketing. Finally, our recommendations will be offered about what could be done
to further improve the engagement and the effectiveness of socially enabled TV advertising.
SOCIALLY ENABLED TV ADVERTISING 2
3. BACKGROUND INFORMATION
The Changing Behavior of TV Watching
Some say, Apple has changed the landscape of how
people interact with media and internet with its
innovative tablet. TV is no longer the only channel for
people to consume media content. In the past, TV was the
entertainment center for families, where people gather
around to dine and converse with each other after work or
school.
Nowadays, however, each family member has their own screen, e.g. a tablet or
smartphone, and the traditional activity of TV watching took on a new face. People still
watch TV together but they interact with their own media devices quite frequently, and
sometimes they even retreat to their own space to watch their second screen.
According to a 2014 research by Ericsson,
15000 people were interviewed, aging 16 - 59
online across 15 countries. It shows that
mobile devices is making up an increasing
share of TV and video viewing. 72% use
mobile devices at least weekly for video
viewing. What’s more, 75% of interviewees
multitasking while watching TV and 25%
watch multiple videos at the same time.
They say "The way people view their choices is increasingly moving away from one that is
based around TV schedules and a single domestic device, to one where the source is chosen
based on what is available and best suited a given situation. It is now common for different
content sources to be used in specific situations – for example watching an episode from a
Netflix series at lunch, but viewing YouTube while on the bus.”
SOCIALLY ENABLED TV ADVERTISING 3
4. Multitask and Multi-screen
In general, Multitasking is usually related to lower efficiency and lower task
performance (Pilotta and Schulz 2005). Multitasking is also closely related to lack of self
control as well. Since people are more and more frequently engaged in using multiple screens
and devices, it is necessary to look into the behavior and its influence on how consumers
perceive media and advertising differently.
Using social media while watching TV is seen across all age groups. In 2011, only 19
percent of those aged 55–59 engaged in multitasking every week. Today, this number has
increased to 37 percent. A lot of people us social media to find out more about the content
they are watching, while almost 1 in 3 will discuss what they are currently viewing over
social networks or chats.(IAB,2013)
Currently, there are different views about media multitasking, and the key
disagreement is whether human can process complex tasks at the same time or they are
simply switching their attention between these tasks. Some researches show when engaged
in media multitasking, consumers are likely to assign one medium as primary (foreground)
while the other as secondary (background), which simultaneous processing of separate
media forms is possible in some form. (Badhi,2010)However, according to IAB’s article
“Screens, what are people doing and why” , it states that “Multitasking” is a misnomer and
explains the way it works on human brain. Since it is a sequential processor, it is unable to
pay attention to two tasks at the same time. When people engage in concurrent multitasking,
they are unable to accomplish the tasks properly.
SOCIALLY ENABLED TV ADVERTISING 4
5. Social Networking and beyond
The key function of social network is to provides an
online communication platform which enables users to
share information about themselves, while connecting to
others (Boyd & Ellison, 2007). The online networking is
superior to face-to-face social networks in which
connections not previously possible between individuals
were made possible (Haythornthwaite, 2005). Studies
about Facebook found that staying in touch with friends
is one of the key reasons for using the it (Ellison,
Steinfield, & Lampe, 2007).
Social networks is seemed as a convenient and efficient way to reinforce relationships
and to share information quickly with many individuals. In February 2010, an estimated 17
million people in the United States used Twitter (Webster, 2010). Because of this trend,
traditional medias start to realize the importance of online community and communication as
an extra channel to deliver information, particularly as a support mechanism, and as a tool to
differentiate themselves from others. (Chan-Olmsted & Ha, 2004)
Since social networking is a way of interpersonally communication, previous research
suggests that motivations for conversation vary. Media exposure can prompt interpersonal
communication when "content affects perceptions of the personal utility and value of
interacting with others on a topic or changes perceptions of one’s conversational
abilities”(Southwell et al, 2007). Media content provides people with information that they
feel compelled to share with others and affect their perception about what kind of topic they
can engage with.
SOCIALLY ENABLED TV ADVERTISING 5
6. Multi-screen for advertisers, opportunity or threat?
When consumers choose to multitask with different media, this new context presents not
only threats, but also new opportunities to creatively deliver persuasive messages. As of fall
2009, more than 580 television stations and networks had a Twitter presence (Greer et al,
2011).The emergence of online media offers traditional television stations opportunities to
provide their views more information and portal to communicate with, enhancing their
interactivity. The present study focuses on the extent to which stations take advantage of a
new media technology to promote and brand the station, as well as to interact and connect
with viewers.
According to media life, ever
since the increasing use of second
screen, the consumer attention war is
even more fierce, with consumers
being overly exposed to too much
media messages every day, ad
avoidance has became a way out for
consumers to filter out information
they don’t need, which could be a
potential crisis for advertisers. What’s
more, consumers engage in media multitasking more and more frequently, switching
between two screens or watching two screen at the same time seemingly should have a
detrimental effect on the their performance and memory or either screen.
A lot of research agencies and scholars have noticed the phenomena of media
multitasking and looked into this rising trend. Voorveld (2011) was the first to experimentally
study the effect of media multitasking on advertising effectiveness, focusing on the
combination of online and radio advertising. As expected, diminished cognitive processing
during media multitasking resulted in lower rates of recall and recognition for advertising
stimuli. However, combining online and radio ads led to more positive affective and
behavioral responses compared to using a single medium.
SOCIALLY ENABLED TV ADVERTISING 6
7. METHODOLOGY
The main goal of our research is to understand how consumers feel about socially
enabled TV advertising and deep meanings behind that. To explore this complex, new-raising
topic, a combination of primary and secondary research should be employed in our research.
Primary Research
We collected first-hand data regarding to this topic through one-on-one in-depth
interviews. Before that, all of our research team members participated in the IRB training
programs and took online courses related to human study. After studying and taking related
tests, we obtained our certifications for participating in this qualitative research. Meanwhile,
our instructor Prof. Nelson submitted the application of our research on social media and
Television advertising, and later we received the approval letter from the University of
Illinois at Urbana-Champaign Institutional Review Board (IRB).
After then, we did our secondary research and got prepared for conducting the one-on-
one interview. Based on the research questions the clients mentioned in the brief, we
developed a completed interview guide with detailed questions. Considered that
interviewees might not fully understand the concept of socially enabled TV advertising
(because it’s totally new), we picked up four commercials of this sorts as examples to show
them during the interview (i.e., Sprint #SuperDad, CrystalLight #tinywin, Giggy and
Honda). Compared to an abstract concept, interviewees would be more likely to give their
comments on specific commercials and share their thoughts with us.
Thirteen one-on-one interviews were conducted within two weeks and each of them was
recorded by interviewers. Our interviewees consisted of eleven females and two males. Some
of them had been parents while some were still college students. They were all given $10 gift
card for their participations. All interviews were required to be completed within thirty
minutes.
After that, thirteen transcripts with total 124 pages were made by our research team and
shared with all team members. Then, we coded all of transcripts and generated consumer
insights based on our coding works. Having further analyzed the primary data, we got some
interesting findings referring to individual consumers’ experience of interacting with socially
SOCIALLY ENABLED TV ADVERTISING 7
8. enabled advertising, their habits of TV watching, their social media uses, and their attitudes
towards socially enabled TV advertising. The primary research eventually led us to find
overarching themes as well as new insights.
Secondary Research
Before we headed to conduct the interviews, we also did secondary research to help
ourselves get a better understanding of the topic. Specifically, we reviewed 12 academic
articles and 8 industry articles that related to the topic of socially enabled TV advertising.
These secondary data that consisted of important academic studies and recent marketing
research provided us with background knowledge and information, covering multitasking,
audience’s online/TV-watching behavior, social media uses and TV watching trend.
Also, reviewing secondary data allowed us to see a big picture of consumers’ behavior
change. Previous academic research provided with valid theories that helped us get a better
understanding of the “two-screens” phenomenon from different perspectives while industry
articles revealed the current trends as well as those hot topics concerned by advertising
industry.
It is worth to mention that the analysis of secondary data helps directing our primary
research in two ways: first of all, it offers us some theoretical frameworks that could guide
our later work; also, it inspired us to explore those potential factors that could affect
consumers’ perception and participation of socially enabled TV advertising. Based on these
new thoughts, we generated additional interview questions that complemented to existed
five research questions in order to get a deep understanding of two essential parts: why
consumers liked/disliked this sort of ads and what attracted them to participate in these ads.
As it turned out, our secondary research, which offered an effective guideline to our primary
research, eventually helped us gain new and deep consumer insights.
The Validity of Our Methodology
After completing both primary and secondary research, we found that some findings
generated from our primary data conformed to those statistic results presented in industry
SOCIALLY ENABLED TV ADVERTISING 8
9. and academic articles. In a sense, this conformance verified the reliability of our primary data
and the validity of our research method.
KEY FINDINGS
Our analysis yielded three themes. The first one was Reciprocal Interaction, which was
interpreted both brands’ rewards and feedbacks are incentives for people to share their
information on social media; the second is Bonding Facilitator, representing a new model of
family communication based on social network; the third is Hashtag Marketing that use
social events to engage target audiences through social media. Themes and sub-themes are
presented in detail below.
SOCIALLY ENABLED TV ADVERTISING 9
Reciprocal
Interaction
Bonding
Facilitator
Hashtag
Marketing
10. FINDING 1: Reciprocal Interaction
Consumers would like to participate in socially enabled TV advertisements if they
are given attractive INCENTIVES or REWARDS.
“I’m certainly not going to send a picture of mine into Crystal
Light for no reason.”
“People might not post something related to these ads
without getting anything in return.“
“I remember like that all my friends were hashtag it on tweeter
because you can win 10 thousand dollars. A bunch of my
friends was retweeting.”
“As long as there’s an incentive, I think people will be more
willing to do it.”
SOCIALLY ENABLED TV ADVERTISING 10
John
Novia
Katie
Crystal
11. Incentives Theory
We do things for different reasons. While sometimes we are motivated to act by internal
desires, at other times our behaviors are driven by an offer of external rewards, such as a job
promotion, grade, money, new clothes or candy.
In contrast with other theories that suggest we are pushed into action by internal drives
(such as the drive-reduction theory of motivation, arousal theory, and instinct theory),
incentive theory instead suggests that we are pulled into action by outside incentives.
According to Hockenbury, ”Incentive theories proposed that behavior is motivated by the
"pull" of external goals, such as rewards, money, or recognition”(2003). Some researcher
further interpreted the concept of incentives by pointing out that people are pulled toward
behaviors that offer positive incentives and pushed away from behaviors associated with
negative incentives (Bernstein, 2011).
❖ Three Types of Incentives
Clark and Wilson (1961) classified incentives as three types: material incentives,
solidary incentives and purposive incentives. Material incentives, also known as utilitarian
incentives, are those tangible rewards like wages, fringe benefits and patronage. Solidary
incentives are intangible rewards from the act of association, which includes sociability,
status, identification. Purposive incentives are also intangible rewards, but it is more related
to goal-oriented situations.
Material incentives are usually employed by advertisers to engage consumers in
advertising campaigns. Specifically, they offer some material rewards (e.g., coupons, money
or appealing discounts) to attract people to share advertising messages with others through
social media.
SOCIALLY ENABLED TV ADVERTISING 11
12. Tangible and Intangible Incentives
Having analyzed our primary data, we find that audiences are mainly driven to
participate in advertising campaigns by two types of incentives: tangible incentives and
intangible incentives. While tangible incentives include some material rewards, such as
coupons, free samples, prize, gift cards, intangible incentives provide consumers with
psychological satisfactions.
Tangible Incentives
Insight 1: Coupons, free samples and prizes are effective incentives that could
get audiences participate in advertisements.
Implication 1: Offering compelling material rewards in socially enabled TV
advertisements would be an effective way to engage more audiences.
“I feel like prize is an incentive that will mostly get people to participate. If I
see these ads on TV, and if you like us on Facebook and you'll win a prize,
and I'm convenient on my phone, I would do that because I think maybe I'll
get prizes.”
“If there was some reward or benefit for you, or say like you tweeted
something out and they like sent you a sample or something like that...I
would totally do it.”
“If they really give something, like coupons or gift cards, people are probably
willing to do that. I mean, someone may do it for fun, but I think they could
get more people do that if they give something in return.”
“I have done it once. And that was about Toyota. I just had to hash tag on
Facebook. Something that I’m thinking for and they will give me a free stuff,
a Lollapalooza.”
SOCIALLY ENABLED TV ADVERTISING 12
Katie
Jennie
Crystal
Lucy
13. Intangible Incentives
Insight 2: Audiences would like to participate in advertising campaigns that
offer them opportunities to show their competences.
Implication 2: Socially enabled TV advertising can engage audiences in terms
of holding contests or competitions on social media.
“There was an incentive for people to hash tag. Like there was a contest, so
people will be more willing to hash tag.”
“There is one more way I use social media with TV that I realized, is, like,
walking dead. Sometimes they have social media driven contest, like tweet
particular hostage to participate the contest. I do that too.”
“They’re using it to get a contest going. They want you to enter the contest via
the social media. It looks like they’re trying to get people to make that a
better use of social media they could have like a contest.“
SOCIALLY ENABLED TV ADVERTISING 13
Lucy
Cherry
John
14. Intangible Incentives
Insight 3: Audiences have positive feelings about seeing their messages and
themselves on television.
Implication 3: Socially enabled TV advertising provides a compelling
incentive for audiences—an opportunity of being on national TV.
“It looks like they’re trying to get people to make that a better use of social
media they could have like a contest. Like when you get a picture of your dog
on TV.”
“I'll feel very happy. I would share it on Facebook of that one just like, hey
guys look it's my friends' stuff and it got on TV. I would feel very proud of my
friend.”
“That would be interesting, I’ll stay and watch, maybe share them as well.“
“He (My son) would love. He would find that as a big positive…I know he
would really be into that (being on TV in an ad). I’m fine with that. I think it’d
be kinda funny.”
“Aw. I think I would call the person (whose posts or photo on TV) probably,
like "Hey! I just saw on TV!" and that could be a good initiator of a long
conversation.”
“If they(friends/family members) had a positive opinion (on TV ads), I would
watch that. I wouldn’t change the channel if they were on TV. And if it was
like involving some campaigns or hash tag campaigns, I would
participate.” (I12)
SOCIALLY ENABLED TV ADVERTISING 14
John
Amy
Ida
John
Patrick
Lucy
15. Feedbacks as incentives
Most participants had experiences that interacted with brands or TV shows through
social media. Based on the analysis of interview transcripts, we found that feedback played
an important role in driving them to interact with brands, advertising and other people. First
of all, the platform that social media has created facilitates getting immediate responses and
feedbacks from others. The real-time responses work as an incentive that encourages people
to share more information with others. Also, audiences would like to actively interact with
brands/advertisements if they received positive, interpersonal feedbacks from them.
Positive Feedback
Insight 1: Positive feedbacks from brands/advertisements make audiences feel
more connected toward those brands and advertisements. Thus, they are willing to
retweet (spread out) advertising messages and actively engage in ad campaigns.
“I’d say it’s positive feedback that makes you likely to do it more.”
“If I post something and have picture and I saw they were using it, I ‘ll
definitely think that is really cool and I would probably be more
attracted to that. If I was just like walking and watch the brands and I
don’t know anything about that I would be like ‘Oh this brand does
something for me.’ I’ll feel more connected towards them.”
“I'll feel very proud of myself. Yeah, cause they (ads) liked it so much
and it's actually on TV. So yeah, I'll be happy if my posts get on TV.”
SOCIALLY ENABLED TV ADVERTISING 15
John
Penny
Amy
16. Interpersonal Feedback
Insight 2: Audiences often generate positive attitude toward those brands/TV
shows that offer them interpersonal feedbacks.
“It’s interesting that they’re actually going back through and reading
it…again being the skeptic, I wonder if they’re doing it on their own or
whether the show is having them do it. It was funny because I showed
my youngest son; he though it was very cool. Then my daughter, she
thought it very cool. I think it encourages it (tweeting behavior).”
Immediate Feedback
Insight 3: Real-time responses from others encourage audiences to share more
on social media.
“I do like real time better. I find it more interesting. The nice thing about
Twitter is that the response is instantaneous. I’ll tweet something out
and I’ll get 5 likes or 2 retweets pretty quickly. Instagram and the other
stuff, the immediate feedback’s not there.”
Implication:
Instead of using traditional one-way communication, socially enabled TV advertising
can create a two-way communication between brands and audiences. Beyond that,
the platform it creates in social media will also encourage audiences to interact with
each other. While it’s difficult to provide consumers with interpersonal and immediate
feedbacks, brands can create a platform that facilitates communication among target
audiences through socially enabled TV advertising.
SOCIALLY ENABLED TV ADVERTISING 16
John
John
17. FINDING 2: Family/Social Bondings
A new model of family communication in multiscreen environment
We are in era of multi-screens. Mature development and highly availability of
multi screen technology and products has endowed people more freedom in choosing
and using media. Most of our media time today is spent in front of a screen—
computer, smartphone, tablet and TV. We not only have more access to media, but also
usually don’t focus on a single media and move between multiple devices to
accomplish our goals.
According to the market research conducted by Google in partnership with
Sterling Brands and Ipsos in 2012, 90% people in the US use multiple screens
sequentially. TV no longer commands our full attention, as it has become one of the
most common devices that are used simultaneously with other screens.
Presence of the multi-screen technology product can also affect family life and
family dynamics. An interesting example is the appearance of highly media-related
phrases such as “computer widow”, which refers to a wife whose husband has
become a computer addict, spending a great deal of time with the computer.
Another example is that the family area is one of the most frequent locations for
multi-screen viewing (Russell Jago, et al, 2011). Family members on one side no longer
need to focus on the same media content even though lack of interest, they can now
enjoy their interested programs on handheld consoles and laptops; on the other, they
enjoy the atmosphere being companied by families.
Based on all research results above and with constant analysis with the interview
transcripts, we decide to mainly work on two themes about multi-screen technology
and usage’ influence on family members communication habits. One of participants
spoke quite well of what we are actually interested in. He mentioned that he watched
TV with his wife, “then I have a daughter who’s a freshman in high school, and then a
son in 7th grade and a son in 5th grade. We make it a family event.” As explained
earlier, coding procedure the transcripts were mainly divided into three parts of media
usage, ads watching and appraisal and attitude towards social media engaged TV
commercials. It is found in all parts that participants talked about family, family
members or their relationships. It seems that although social media are isolating
SOCIALLY ENABLED TV ADVERTISING 17
18. people in daily life in reality, it is building up such a bond on a data and screen based
space, that is, on social media.
Families’ changing TV watching behaviors
Insight 1: Participants were natural and glad when talked about watching TV
with family members.
“Sometimes I will watch it with a friend but I prefer to watch it on my own,
but if I do watch it with someone it will most likely be my brother, because he
follows it too.”
“I watch it with my mom, my dad, and my brother. Just my family.”
“I watched them with my husband and my daughter. But my daughter is too
little, she is only three months, so she doesn’t even know what’s going on
anyway.”
SOCIALLY ENABLED TV ADVERTISING 18
Jennie
Amy
Penny
19. Families’ changing TV watching behaviors
Insight 2: People don’t split TV watching behaviors with using another screen
such as laptop, tablets or smartphone, no matter whether they watched TV with
family members or alone. But based on the data we have had at hand it is difficult to
figure out whether there exists correlation between whether watching TV with family
members and probability or frequency in logging into social media. From transcripts
of those whom have mentioned using social media while watching TV, they
remembered interacting more with friends or unknowns instead of with family
members.
“I would actually tweet about that. Or if it’s like something huge happened I
would move it to Facebook… If I tweet like ‘Oh I’m excited for the show to
premiere’ or something, like someone, they favorite it or tweet back, it’ll be a
friend of mine that I didn’t know who watches the show.—It’s a way of like
finding a little community of people who watch that show with you.” (#1,
usually watched alone)
“Twitter. Twitter is the only one that I really use. Both of those shows use a
lot of hash tags during their program as well. (watched with family)
“It’s kind of funny because it’s kind of like you’re having a conversation
with people about the show that you don’t know, or are all over
world.” (watched TV in apartment and Netflix at home)
“I’d say generally I have access to social media while watching TV I wouldn’t
necessarily actively use it all the time but it’ll be open or just like I would
have it on my phone next to me or something and I’ll check notifications when
I get them…. I think most of the time it’s just chatting with people on Facebook. So
using that while…someone just on messenger while watching a show.”
SOCIALLY ENABLED TV ADVERTISING 19
Jennie
John
Patrick
Sunny
20. New model of family communication based on social media
Social media’s effect on our ability to interact and communicate is visible
throughout all areas of society. There has been a shift in the way we communicate;
rather than face-to-face interaction, we’re tending to prefer mediated communication.
Studies have shown that people actually are becoming more social and more
interactive with others, but the style of that communication has changed so that we’re
not meeting face-to-face as often as we used to (Maura Keller, 2013).
Family communication based on social media
Insight 1: Instead of jeopardizing communication between family members,
social media provides a new platform or method for families interacting frequently
and regularly. People are aware that the way families communicate has changed, but
they are fine and getting used to it. Some express appreciation to such a platform to
increase family connection.
“It wasn’t ever like oh we were sitting there and we were like ‘Hey I’m gonna
watch Scandal,’ it was like we tweeted about it or like something or like
Facebook…. Because so I watch the episodes alone, I feel the need to share like
a moment with someone, like ‘Oh my gosh this is so cool, like I need to share it
with somebody’, and there’s nobody there to share it with, so I’ll go share it to
Twitter or something.
“And like the example (the commercial of Sprint) they showed was, it was like
a guy who was the father and he is uniformed and he was meeting with his
family, so there was a strong effect on the audience. It is kind of like, not only does
the product connect to you and your family or also showing personal stories of how
we are connecting people.”
SOCIALLY ENABLED TV ADVERTISING 20
Jennie
Beth
21. Family communication based on social media
Insight 2: Children are aware that their relationship with parents in real life also
exists on social media platform. They select what to “tell” to parents on social media
the same way as in real life conversations.
“yeah, yeah, my dad is on Facebook and for me most of my family are not on
my Facebook but I have my antes and stuff like that. But my friends they are
like have grandparents on Facebook. Their parents, uncles, ante like everybody,
I don’t know. I’m glad my parent, both parents are on Facebook. I follow them and
let them follow me, but I block my dad”.
Family communication based on social media
Insight 3: Social media can also stimulate communication between families.
“Yeah, Umm, trying to remember, I know I have done it a few times at least,
umm, my daughter and I , we did talk about there was a vine contest ,movie
competition, because it is for teenagers, and I said I will help you , we will
plan it out, we will do it, but i can’t think of anything of particular, like there is
a brand, marketing kind of thing.”
“I find with Survivor, my daughter has watched a lot more Survivor episodes
that I have and people who watch Survivor and use social media will make
references to prior seasons and I’m like, ‘All right, what does this
mean?’ (Laughs). It’s fun engaging with my daughter. She’s a teenage girl and she
doesn’t engage with me much. It’s fun because she’ll explain to me why a joke is
funny or give me that historical context.”
SOCIALLY ENABLED TV ADVERTISING 21
Grace
Cherry
John
22. FINDING 3: High Use of Social Media during Social Events
People’s high activity in social media during social events
During coding and analyzing the transcripts, we found that the relationship between
people’s ignorance towards social media engaged ads and their voluntary participation in
media or social events gradually looming above. On one hand, participants showed higher
activity to produce content on social media during social event. On the other, such content
are more event-oriented than advertisement-oriented. Both findings propose practical
implications for advertisement, and will be illustrated in following part.
High activity in social media during social events
Insight 1: When there were public events like live football games or running
competitions live on TV, people behaved more actively in talking about TV program
on social media. Several participants particularly remembered their social media
activities during watching live events.
“Especially when we watch the Superbowl. And you say something about that.
But it’s usually or maybe when you watch a TV show and you know that
everybody’s watching that night, like season finale or something, you say
something like ‘I like it.’”
“That happens to me, especially when I am watching soccer, cause usually jam
not hanging out with people who watch soccer, there is one time, when for the
world cup, I am Germany fan, except jam an united states fan, so we found a
German restaurant, I posted a couple picture from the event, but i wasn’t on
twitter discussing the game, I was just more there to enjoy the atmosphere, you
know, watch the game and stuff so, so while I check twitter once a while is more
about, what’s happening there with other people around.”
SOCIALLY ENABLED TV ADVERTISING 22
Beth
Cherry
23. “The Amazing Race was Friday. They had…there’s eight teams left and there’s
one team that I very much dislike and they had this thing called a U-Turn,
which makes them do two tasks instead of just one. One of them was like
Uturnthedentist (I’m assuming he means a hashtag), which was the team that I
didn’t particularly like. It was funny when I searched for Amazing Race there were
several very similar to that. And other times somebody would say something funny
that I agreed with and I would retweet it as well. Like if they flash one [hashtag] up,
I’ll look it up and see what people are saying and see if I agree or disagree.(agreement)
Or I might root for my team as well. Like College Sweet Hearts is one of my teams so
I may tweet #gocollegesweethearts.”
High activity in social media during social events
Insight 2: The content produced during social event was more topic-oriented
instead of ad-oriented. Even though audience did talk about the ad, they focused more
on topics inside ads instead of the ad itself.
“Like during the Superbowl, there are a lot of advertisements. And many
people post about them or participate in whatever they see. Because their
advertisements are really interesting at that period of time. I think in that
situation, a lot of people would do it. Like one starts to do that and others
would quickly follow.”
SOCIALLY ENABLED TV ADVERTISING 23
John
Crystal
24. High activity in social media during social events
Insight 3: Two findings above suggest that advertisement connects itself with TV
program, especially when there are social events. Actually some brands have already
taken this into practice. As is said by one of the participants below.
“Actually often times depends on the themes of the episode, I'll notice the
commercials are related. Like on some episodes, where one of the characters
has a baby, a lot of the commercials are like, regarding babies. I don't know
if that's intentional or not, but I notice that a lot. And also, during episodes
when there's also like festivities and food, there will be like, "oh hey, we can plan
your wedding!" or like, "we can mail you gift cards" or like these... postcards to your
friends to invite them to this party or whatever. The themes, I noticed tend to be
related.”
Implication:
Further concern is only how to make such a connection tighter and more naturally. In
fact, TV program content not only influences people’s activity on social media, but
audience’s perception of the advertised brand. In Potter et al.’s (2000) experiment, it
investigated and confirmed the impact of emotional television programming on
viewer’s processing of a persuasive ad message. Other experiments also showed that
congruency between context-induced and ad-evoked feelings would produce more
positive ad and brand evaluations (Tine and Maggie, 2006). For advertisement,
therefore, to connect with social event in both content and emotion might be a solution
for better social media branding and promotion.
SOCIALLY ENABLED TV ADVERTISING 24
Rachael
25. QUOTES
❖ Bernstein, D. A. (2011). Essentials of psychology. Belmont, CA: Wadsworth.
❖ Clark, P. B. & Wilson, J. Q. (1961). Incentive system: A theory of organization.
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Media and Interpersonal Communication, 13(3), p10.
❖ Faseur, T., & Geuens, M. (2006). Different positive feelings leading to different ad
evaluations: The case of coziness, excitement, and romance. Journal of Advertising, 35(4),
129-142.
❖ Franzoi, S. L. (2011). Psychology: A discovery experience. Mason, OH: South-
Western,Cengage Learning.
❖ Hefzallah, I. M. (2004). The new educational technologies and learning: Empowering
teachers to teach and students to learn in the information age. Charles C Thomas Publisher.
❖ Hockenbury, D. H. & Hockenbury, S. E. (2003). Psychology. New York: Worth
Publishers
❖ Jago, R., Sebire, S. J., Gorely, T., Cillero, I. H., & Biddle, S. J. (2011). I'm on it 24/7 at the
moment": a qualitative examination of multi-screen viewing behaviors among UK 10–11 year olds.
Int J Behav Nutr Phys Act, 8, 85.
❖ Potter, R. F., LaTour, M. S., Braun-LaTour, K. A., & Reichert, T. (2006). The impact of
program context on motivational system activation and subsequent effects on processing a fear
appeal. Journal of Advertising, 35(3), 67-80.Maura Keller (2013). Social work today. Social
Media and Interpersonal Communication, 13(3), p10.
❖ Ericsson, (2013). TV and media - identifying the needs of tomorrow’s video consumers.
❖ Pilotta, J. J. & Schultz, D. (2005). Simultaneous Media Experience and Synesthesia.
Journal of Advertising Research, March, 19-26.
❖ IAB,(2012).
Screens-‐what
are
people
doing
…
and
why
?
SOCIALLY ENABLED TV ADVERTISING 25
26. ❖ Fleura Bardhi, Andrew J. Rohm ,Fareena Sultan(2010). Tuning in and tuning out : media
multitasking among young consumers. Journal of Consumer Behvaior, 9(316-332)
❖ Haythornthwaite, C. (2005). Social networks and Internet connectivity effects.
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❖ Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook ‘‘friends:’’
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Broadcasting & Electronic Media, 48(4), 620–645.
❖ Brian G. Southwell, Marco C. Yzer (2007). The role of interpersonal communication in
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❖ Clark F. Greer, Douglas A.Ferguson (2011). Using Twitter for promotion and branding: a
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55:2,198-214
❖ Voorveld, H. (2011). Media multitasking and the effectiveness of combining online and
radio advertising, Computers in human behavior, 27 (6), 2200-2206.
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