Search results

The purpose of this paper is to illustrate how designers attempt to engage audiences through different media in TV idents; and to explore how the human mark (such as drawing and model making) in a hybrid with digital media can not only revitalise traditions in design, but also the reception of illusion in this context.

The study focuses on the work of RedBee Media, a company that has a global market and reputation. The phenomenology of how BBC Three and BBC 2 Christmas were rebranded was examined through interviews with the designers and animators involved. Taking a media industry studies lens to examine an art/technology divide the author will expand the visual culture theory of Manovich’s (2007) metamedium.

The influence of technology on television graphic design is contested and continual. Designers might begin to question rather than rely on technology through the process of design. They can confront generic software solutions and apply more critical skills to explore fusions of heritage and digital processes in a metamedium.

This research was focused on a UK broadcaster and a single UK creative agency with a global influence. Future research should examine leading creative practice in other international markets.

The significance of this research is in understanding the materiality and creativity in the artform of TV idents and how designers attempt to engage audiences through different media.

Academics in media and design history are acknowledging the cultural significance of television branding. Design practitioners need to understand why and how in the work of others.

This chapter looks at web-radio and podcasting in Greece, exploring their past, current status and considering possible futures. The analysis begins from broadcast radio in order to explore the, sometimes complex, relationships between traditional and new digital formats, particularly as these exist in an already financially and politically challenging terrain. Some tensions are revealed as the author, via primary and secondary research, navigates the radio landscape in a country that is now emerging from a long financial crisis. As there is very little writing on Greek Podcasting, this chapter aims to provide a snapshot of what currently exists and to suggest possible functions and creative avenues for it in Greece moving forward.

The internet is transforming possibilities for creative interaction, experimentation and cultural consumption in China and raising important questions about the role that “publishers” might play in an open and networked digital world. The purpose of this paper is to consider the role that copyright is playing in the growth of a publishing industry that is being “born digital”.

The paper approaches online literature as an example of a creative industry that is generating value for a wider creative economy through its social network market functions. It builds on the social network market definition of the creative industries proposed by Potts et al. and uses this definition to interrogate the role that copyright plays in a rapidly‐evolving creative economy.

The rapid growth of a market for crowd‐sourced content is combining with growing commercial freedom in cultural space to produce a dynamic landscape of business model experimentation. Using the social web to engage audiences, generate content, establish popularity and build reputation and then converting those assets into profit through less networked channels appears to be a driving strategy in the expansion of wider creative industries markets in China.

At a moment when publishing industries all over the world are struggling to come to terms with digital technology, the emergence of a rapidly‐growing area of publishing that is being born digital offers important clues about the future of publishing and what social network markets might mean for the role of copyright in a digital age.

Information vacuums (IVs) arise from organizational failure to satisfy the stakeholders’ informational demands during crises. The purpose of this paper is to expand Pang’s (2013) study of the phenomenon of IV by investigating its nature, stages, intensifying factors and resolution.

Print and social media data of five recent international crises with apparent IVs were analyzed.

Poor crisis communications are intensifying factors that induce media hijacks and hypes, distancing, and public confusion. A four-stage model maps the phenomenon into a flow chart describing its development. IV termination begins when organizations either respond with information or provide solutions, results, and/or compensation. Natural and strategic silence were observed and defined.

The study lays the foundation for future examination of how media literacy, governments, and culture, both societal and organizational, induce or exacerbate the phenomenon.

Immediate, adequate, transparent, credible, and consistent crisis responses manage the IV and crisis, diminish the intensification of subsequent crises, and potentially reduce image and reputational damages.

The knowledge of the phenomenon is further developed and new theoretical models are conceptualized to provide researchers and practitioners a clearer understanding of how an IV can develop, persist, deepen, and resolve.

Based on narrative theory, emotional contagion theory, and anticipated emotions theory, the purpose of this paper is to adopt an experimental design intended to understand how narrative advertising video on internet, narrator flow and online audience characteristics influence the health communication effects and depression prevention messages of public service advertisements.

This study uses two experimental designs. The first contrasts the effectiveness of persuasion between narrative and argument advertising videos on internet, while the second contrasts the effectiveness of persuasion between narrators with high and low flow. This study employed partial least squares path modeling to validate the research structure hypothesis.

Empirical results indicate that internet narrative advertising video is not direct, but rather draws on flow and positive anticipated emotions to stimulate the production of online audience intention to adopt health risk-reducing behaviors. Compared with narrative advertising video, which influences intention to adopt health risk-reducing behaviors through flow and positive anticipated emotions, narrator advertising video with an emotionally invested high-flow narrator can strengthen online audience intention to adopt risk-reducing behaviors more directly and positively.

The study results can provide elements to assist in the design of online advertising video on depression prevention and health promotion.

In this study, the dialogue among narrative theory, emotional contagion theory, and anticipated emotions theory is constructed, and an integrated conceptual framework is developed for the relationship between internet advertising video type and the health communication.

The purpose of this paper is to examine the use of social marketing principles in Web 2.0 commercial and social marketing campaigns.

A literature review and online search were conducted to document the types of products and behavior change initiatives being marketed on Web 2.0 platforms. Case studies from commercial and social marketing were critically reviewed to determine whether they exhibited one or more of the principles of social marketing.

Results demonstrated that social marketers can employ the following social marketing principles to successfully design and implement a Web 2.0 campaign: consumer orientation, behavior change, market segmentation and targeting, mixed methods, exchange and competition.

The findings present originality and value to social marketers who want to effectively integrate, expand and apply Web 2.0 channels to meet their behavior change goals.

The purpose of this paper is to thematically categorise sports sponsorship-linked Twitter content and, by drawing on uses & gratifications theory, to map the extent to which these categories cohere with known user motivations for consuming social media.

Qualitative content analysis of a sample of 1,502 tweets by London 2012 Olympic and Paralympic Games sponsors posted between January 2011 and September 2012 was used to develop the typology of sponsorship-linked Twitter content.

From the data, a typology is developed, comprising 17 categories grouped under four main types: informing, entertaining, rewarding and interacting. The majority of sponsor tweets (68 per cent) fell into the informing type, with 17 per cent categorised as interacting. While few (2 per cent) tweets were categorised as entertaining, the link to the sponsored event implies a degree of entertaining content even in ostensibly informative, rewarding or interactional sponsorship-linked tweets. Therefore, the typology categories highlight Twitter content produced by sponsors which engages customers, fostering dialogue alongside providing informative and entertaining content.

The typology can inform practitioners’ future sports sponsorship activation planning decisions and can also aid rights holders in tailoring appropriate sponsorship opportunities to potential sponsors, based on an appreciation of the nature of content sought by brand followers.

The typology extends existing understanding of the use of social media within sponsorship activation campaigns by thematically categorising content and mapping this against known user motivations for consuming brand-related social media content.

Assessing performance art has shifted toward an audience-centric approach, with various factors impacting audiences’ holistic experiences in a theater. Existing theater marketing research has predominantly focused on servicescapes, leaving a research gap regarding audiences’ spatial experience within theater buildings.

To address this gap, this case study collected crowdsourced data from mainstream social media platforms, including rating scores, textual reviews and reviewer-uploaded photos. The aim was to explore to what extent the theater architecture design impacted audiences’ theatrical experience. The old and new facilities of the case study theater were compared, and a series of quantitative and qualitative techniques were applied for data analysis, including statistics, content analysis, sentiment analysis and thematic analysis.

The study identified five major themes in social media review: the show, architectural design and attributes, staff and service, neighborhood and amenities, and financial consideration. Comments about theater architecture constituted a substantial portion of reviews, with seating comfort, intimacy and stage visibility being frequently discussed features. Seven subthemes related to architectural design emerged as key contributors to audiences’ spatial experiences, including aesthetics, design and spatial configuration; the bar and lobby; the new facility; seats; sets and stage; acoustics; and intimacy and atmosphere.

The study places the individual experiences of audience members as central and uses an inductive approach to analyze their self-generated data. The research results offer valuable insights into theater design and confirm the belief that architectural design has a significant impact on the overall theatrical experience of audiences.

By using the concept of style, the purpose of this paper is to elaborate on the notion of brand community. More specifically, it seeks to explore how style can function as a linking value in forms of communities centred on brands that emerge within the empirical context of fashion and social media.

A netnography of the content produced by 18 fashion bloggers in Sweden was conducted. Content analysis of this material was used to map how consumption objects, in terms of fashion brands, were integrated in activities taking place on blogs, and through these processes, acted as a linking value for community members.

– This paper demonstrates how fashion bloggers, together with their readers, constitute a form of community centred on style. It also shows how fashion bloggers, by combining and assembling fashion brands and products, articulate and express different style sets, and how they, together with their followers, engage in activities connected to these style ideals.

– As this study has been empirically limited to a Swedish setting, future research would benefit from findings of international expressions of communities of style.

Based on this study, strategies for managing communities of style is suggested to represent a potential source of competitive advantage for fashion firms.

In the context of the conceptual discussion about what brings members of communities together, this study provides evidence of how style can function as a linking value in the setting of consumer communities that emerge within the boundaries of fashion and social media.