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The YouTube affordance of auto-generated textual closed captions (CC) is valued by the YouTube algorithm, and therefore spoken words in vlogs can be strategically used to optimize and orient videos and channels for search. In their blog, YouTube suggests that complicity with their desire for rich and accurate CC is rewarded with algorithmic visibility (YouTube, 2017a). CC metadata are therefore an example of the significant degree of pressure for vloggers (video bloggers) on YouTube to optimize their content down to minutia of self-presentations. In this chapter I analyze the practice of highly visible beauty vloggers to conceptualize vlogging practices that contribute to algorithmically readable CC text. I term this labor vlogging parlance. Vlogging parlance includes keyword stuffing, defined as inserting often-searched-for keywords into speech. It also encompasses the strategic verbal expressions, language choice, speech pace, enunciation, and minimization of background noise by vloggers. Vlogging parlance can be thought of as a microcelebrity (Senft, 2008) technique, deployed to attract attention and visibility in an information-saturated online “attention economy,” a system of value in which often “money now flows along with attention” (Goldhaber, 1997). The call to optimize speech ultimately places responsibility onto creators to ensure their videos can become visible, while assisting YouTube in developing search accuracy for their viewers. Furthermore, the Western-centric language affordances of CC, and the high valuation of English on the YouTube platform, are used as examples of how social media platforms can underserve differently abled and non-English speaking audiences.

The journalism profession has radically changed due to the digitisation and the development of new media. As content is moving online, rapidly evolving Internet technologies have affected basic journalistic work processes. In this context, changes in technology as well as audience engagement have greatly expanded the skills required to be a professional journalist nowadays. A number of studies have shown that search engines constitute an important source of the traffic to online news outlets around the world, identifying the significance of top rankings in search results. Concurrently, in the digital age, the interest in monitoring online activities as well as the significance of studying the traffic data has intensified. This chapter summarises the major findings of two studies regarding the use and impact of SEO and web analytics on news websites and journalism profession in Greece. Through examination of a sample of Greek journalists and several Greek news websites, it aims to provide new insights in the field of digital journalism.

This chapter relies on descriptive case studies from various regions around the world to better explain critical elements for the effective marketing of destinations. The authors put forward a theoretical framework, entitled the destination marketing triangle (DMT), that sheds light on the complex relationships and on the interconnectedness of three dimensions of destination marketing. Their model suggests that destination leaders ought to work closely with tourism service providers and to continuously engage with tourists through traditional and digital media. This way, they can improve the experiences of their visitors and prospects. At the same time, they could build a solid brand identity for their destination.

This chapter presents a methodological discussion about ethnographic practice from a feminist perspective that contributes to the field of communication studies methodology and theory. The ethnography engages Black (Afro-Brasileiro and African-American) and economically disadvantaged youth from Rio de Janeiro (Brazil) and New Orleans (USA) regarding their strategies of social and media visibility. This multi-sited ethnography proposes to improve the objectives of ethnography through theoretical flexibility, liberation from a priori assumptions, greater representation of the voices of community members, disavowal of the imperatives of positivist work, and abiding respect for the “other.”

The objective of this paper is to assess the degree of adherence to the Global Reporting Initiative (GRI) by organizations from all over the world, as well as the quality of corporate social responsibility (CSR) reports under the institutional and legitimacy theoretical frameworks. Content analysis was conducted on annual data from all organizations that used GRI as a means for disclosing CSR information. Descriptive analyses and tests for the difference in proportions have been processed. The whole set of organizations adhering to GRI, from 1999 to 2013, has been analyzed. Results signal an increasing adherence to GRI together with an improvement in the quality of reports, which indicates that GRI seems to be recognized as relevant to CSR disclosure. The publication of integrated reports has increased rapidly. The high proportion of organizations adhering to GRI from OECD countries and continents with more advanced economies signals that the institutional and legal environment may contribute to CSR reporting and its quality. The high adherence of business organizations may indicate that GRI is seen as contributing to value creation and to legitimacy and reputational concerns. After 15 years of GRI as a means of disseminating social and sustainability information, GRI has become an important data source for CSR research. By providing results from the whole set of organizations adhering to GRI in the period 1999–2013, the paper contributes to the literature on CSR disclosure as well as builds on the institutional and legitimacy theories.

This chapter presents a systematic review of over 30 types of online marketing methods. It describes different methods like email marketing, social network marketing, in-game marketing and augmented reality marketing, among other approaches. The researchers discuss that the rationale for using these online marketing strategies is to increase brand awareness, customer-centric marketing and consumer loyalty. They shed light on various personalization methods including recommendation systems and user-generated content in their taxonomy of online marketing terms. Hence, they explain how these online marketing methods are related to each other. The researchers contend that the boundaries between online marketing methods have not been clarified enough within the academic literature. Therefore, this chapter provides a better understanding of different online marketing methods. A review of the literature suggests that the “oldest” online marketing methods including the email and the websites are still very relevant for today’s corporate communication. In conclusion, the researchers put forward their recommendations for future research about contemporary online marketing methods.