Audience Engagement Research Articles

Oral Communication Skills of the Students of Osias Colleges, Inc.

The study employed a descriptive design to gather baseline data on respondents' oral communication skills in English. The results revealed that the majority of respondents were female, aged 19-24, who primarily spoke Tagalog and Ilokano at home, and were mainly in their second and third years of study. Utilizing a 5-point Likert scale for assessment, the findings indicated that respondents were rated as "good" across various dimensions of oral communication, including audience engagement, context, transactional and interper-sonal skills, medium of exchange, and paralinguistics. This overall rating suggests that while their skills are adequate, there is consid-erable potential for improvement to enhance their competitiveness in the job market.As a result, the study underscored the need for a program aimed at strengthening students' oral communication skills in English, with an intervention proposed for review and implementation in the upcoming academic year. Recommendations for program heads and school administrators included incorporating these findings into curriculum evaluations and policy development. Regular curriculum mapping is essential to ensure that course objectives align with the enhancement of students' English oral communication skills. Addi-tionally, it is recommended that training programs focused on im-proving these skills be made available, and that language teachers engage in professional development seminars to refine their in-structional techniques. Furthermore, increasing the number of in-teractive classroom activities is advised to further cultivate stu-dents' oral communication abilities in English.

Digital human technology in the application of live streaming in social media

The subject of this article is the use of Digital Human Technology (DHT) in live broadcasts on social media platforms and its impact on audience engagement and content appeal. This study examines how elements of DHT, such as virtual avatars and AI-driven hosts, are increasingly being used in live broadcasts to improve viewer engagement and retention. The main objective is to evaluate whether the integration of DHT increases viewer engagement, interactivity, and retention, especially compared to traditional streaming methods. This study consists of several key tasks: reviewing the current live DHT landscape, developing a research framework for analyzing engagement metrics, collecting empirical data through surveys and interviews and conducting statistical analysis to identify correlations between DHT use and viewer engagement. The methods used in this study include quantitative approaches such as structured questionnaires to measure viewership indicators and qualitative approaches such as in-depth interviews with streamers and viewers. Statistical methods, such as factor and correlation analysis, are used to assess the impact of DGT on key engagement metrics, such as viewing time, frequency of interaction, and viewer satisfaction. Through systematic observation, this study also captured real-time interactions, providing a comprehensive understanding of DHT effects. The findings emphasize that DHT significantly increases engagement in live broadcasts, providing content creators with innovative ways to retain audiences. However, the high cost of such technology and technical requirements limit its availability to independent streamers. This study provides practical recommendations for streamers and marketers that suggest DHT is a valuable tool for optimizing content appeal and audience engagement. Future research should explore scalable DHT solutions to improve accessibility for a wider range of content creators.

Watery archives: Reflections on doing participatory archival research for climate action and audience engagement

Watery archives: Reflections on doing participatory archival research for climate action and audience engagement

An eye-tracking study on the cognitive processing, reception, and perception of swearword translation in films

Abstract Technological advances lead to an increasing array of widely accessible online audiovisual (AV) products. However, translating these AV products poses challenges, especially for culturally sensitive content like swearwords. Using eye-tracking, this study investigates how audiences cognitively process translated swearwords in films from English to Chinese. The experiment involved 150 participants distributed among five different subtitling groups, with each group (n = 30) exposed to four clips under a distinct translation strategy for swearwords. While cognitive processing measures showed no significant differences across strategies, the mean fixation duration was notably higher in the softening strategy group during gunfight scenes, suggesting heightened audience engagement. Pre- and post-questionnaire responses revealed participants’ functional awareness of swearwords and a preference for literal translation. Additionally, no significant differences were found in immersion, satisfaction, enjoyment, comprehension, or perceived offensiveness across film clips. This study contributes empirically and methodologically to understanding subtitling practices, offering insights into audience reception.

The Innovative Methods of Contemporary Theatre: The Six Characters in Search of an Author as a Model

Objectives: This study analyzes Six Characters in Search of an Author as a pioneering work in experimental stage techniques and thematic exploration. It examines how the play challenges traditional theatrical norms through audience engagement and metatheatrical elements, addressing complex themes such as illusion versus reality, the relationship between life and art, and the challenges of artistic creation. Methods: A qualitative approach was used to analyze Six Characters in Search of an Author, focusing on its structure, themes, and innovative techniques. Contextual insights were drawn from literature on Luigi Pirandello and his work, highlighting how the play subverts conventions through audience participation and metatheatricality. Results: The study finds that Six Characters in Search of an Author uniquely challenges boundaries between reality and fiction. Through metatheatrical devices and interactive elements, the play probes the nature of art and existence, blending styles from commedia dell'arte to teatro grotesco. This approach compels audiences to reconsider assumptions about theatricality and representation. Conclusion: Six Characters in Search of an Author is a landmark in theater, disrupting traditional conventions and inviting audiences to engage with philosophical questions about art and reality. Its innovative use of audience interaction and metatheatrical techniques reflects an evolution in theatrical form, demonstrating the power of theater to provoke thought and challenge norms.

Digital transformation in journalism: Navigating big data governance and ethical challenges

Digital transformation is reshaping journalism, driven by advancements in big data analytics, artificial intelligence (AI), and digital platforms. These technologies offer new opportunities for dynamic storytelling, audience engagement, and content personalization. However, they also present challenges related to data governance, privacy, and ethical standards. As news organizations increasingly rely on data-driven practices, they must navigate complex regulatory landscapes and address ethical dilemmas to maintain credibility and public trust. This paper proposes an integrated framework combining big data governance with journalistic ethics and examines empirical case studies of leading news organizations to illustrate the key challenges and strategies for ensuring responsible and effective use of data.

PEMANFAATAN MEDIA SOSIAL SEBAGAI SARANA INFORMASI DAN PROMOSI DI SDN SUMBER 2

The use of social media as a means of information and promotion has become an important strategy in the world of education, including in elementary schools. The purpose of this community service is to provide training on the use of Social Media as a Means of Information and Promotion in order to improve the ability of human resources responsible for managing Social Media, in this case we focus on Instagram. The methods used in this activity include training, mentoring, and evaluation of the use of school social media. This training has succeeded in improving the understanding and skills of teachers and school staff in using social media and managing digital assets of SDN Sumber 2. In addition, training participants now understand how to use social media effectively as a tool for information and promotion. They learned about the importance of consistency in posting, how to create interesting content, and strategies to increase audience engagement.

From Attraction to Retention: How Vlogger Attributes, Vlog News Content Quality, and Platform Features Affect Continuance Intention of Vlog News

In the digital media era, video blogs (vlogs) have become a crucial news platform, gaining attention for their personalized and interactive features. However, research has yet to fully explore the factors influencing sustained audience engagement with vlog news. Grounded in Media-system Dependency (MSD) Theory and Parasocial Interaction (PSI) Theory, this study examines key drivers of continuous user engagement, including vlogger attributes, content quality, and platform technicalities. A survey of 553 users, analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) and Fuzzy-set Qualitative Comparative Analysis (fsQCA), reveals significant effects of vlogger attractiveness and expertise, content’s entertainment and information quality, and the platform’s interactivity and fluency on PSI and ongoing viewing intentions. Additionally, the emotional bond between users and vlog news moderates the PSI and sustained viewing relationship. These findings enrich the media consumption framework and offer practical insights. Notably, the role of algorithmic content curation, enhancing media dependency and PSI through personalized content recommendations, is acknowledged.

Digital Storytelling in Advertising: Analysis of Health Advertisements in Nigeria

This paper examines the role of digital storytelling in health advertising within Nigeria, focusing on how this narrative technique influences public health awareness and behaviour. Utilizing a mixed-methods approach to analyze various health advertisements across digital platforms, evaluating their effectiveness in engaging audiences and conveying critical health messages. The study explores the elements of digital storytelling such as narrative structure, visual content, and interactivity and their impact on audience perception and engagement. Findings suggest that digital storytelling significantly enhances the relatability and memorability of health messages, leading to increased awareness and behavioural change. The paper also discusses the challenges and opportunities faced by health advertisers in Nigeria's digital landscape, providing insights into best practices for crafting compelling health campaigns. The study also selected a few notable case studies of digital health campaigns that have utilized digital storytelling effectively to provide detailed examples of successful digital health advertising campaigns in Nigeria.

Investigating Adoption Determinants, Obstacles, and Interventions for AI Implementation in Emirati Media Organizations

This research explores the integration and impact of artificial intelligence (AI) within Emirati media organizations, focusing on adoption determinants, obstacles, and interventions. Utilizing a mixed-methods approach, the study incorporates qualitative data from 21 in-depth interviews with media professionals and a thematic analysis of 30 scholarly articles published between 2019 and 2024. The research aims to provide a nuanced understanding of AI's transformative effects on the UAE media landscape. Key findings reveal that AI is significantly enhancing content creation, distribution, and audience engagement processes within Emirati media organizations. AI technologies such as machine learning, natural language processing, and predictive analytics are being leveraged to improve operational efficiency, streamline workflows, and deliver personalized content to audiences. These advancements are driving competitive advantages and elevating the overall quality of media output. Despite these benefits, several challenges hinder widespread AI adoption. Technological barriers, including limited access to advanced AI tools and infrastructure, pose significant obstacles. Additionally, there is a pronounced shortage of skilled personnel capable of implementing and managing AI systems, which exacerbates concerns over job displacement and workforce anxiety. Ethical considerations, such as ensuring unbiased AI algorithms and protecting user privacy, are also critical issues that require attention. The study underscores the importance of continuous training and upskilling for media professionals to adapt to the evolving technological landscape. It highlights the role of robust ethical guidelines and governance frameworks in promoting responsible AI use. Government support, through targeted policies, funding initiatives, and incentives, is identified as a crucial factor in facilitating AI integration and addressing adoption barriers. The research concludes by providing strategic recommendations for media organizations and policymakers. It advocates for the development of comprehensive AI adoption roadmaps that include capacity-building initiatives, ethical oversight, and collaborative efforts between industry stakeholders. By addressing these areas, Emirati media organizations can harness the full potential of AI to drive innovation, improve audience engagement, and maintain competitiveness in a rapidly digitizing global media environment. This study contributes to the growing body of knowledge on AI in media, offering valuable insights into the specific context of the UAE. It provides a foundation for future research on AI's role in media and serves as a guide for organizations seeking to navigate the complexities of AI adoption.

Media engagement during Russia’s war against Ukraine

The contribution explores the contested relationship with media among young Russian-speaking Estonians from migrant family backgrounds since Russia’s invasion of Ukraine. Our analysis sheds light on how the war context, characterized by the securitization of Russian state-controlled media usage and ideological tensions within the Estonian Russian-speaking community, impacts the media-related perceptions and practices of young Russian-speaking Estonians. We also investigate media professionals’ views on building relationships with their audience. Our investigation reveals an existing gap in connectivity between Estonian local Russian-language media outlets and their young audience. This gap is rooted in the production logic of these media platforms, which has previously hindered effective engagement. The context of Russia’s war against Ukraine exacerbates this disconnect. Improving the currently poor professional practices of audience engagement, particularly production-oriented approaches, would enhance connectivity and the epistemic power of Estonian Russian-language media and motivate young Russian-speaking Estonians to use it as a vehicle for their social agency.

The biomechanics of public speaking: Enhancing political communication and persuasion through posture and gesture analysis

Effective public speaking is critical in political communication, where non-verbal cues such as posture, gestures, facial expressions, and body movements significantly influence audience perception. Despite the known impact of these biomechanics, research in diverse cultural contexts remains limited. This study addresses this gap by examining the biomechanics of public speaking in the Philippines, focusing on 16 political speakers and 211 audience participants from varied demographic backgrounds. The study uses advanced motion capture technology, high-definition video recordings, and audience perception surveys to investigate how specific non-verbal elements affect audience engagement and perception. Challenges include accurately measuring and isolating the effects of these biomechanical factors amidst varied cultural and linguistic influences. The findings reveal that an upright posture significantly enhances perceived confidence (r = 0.72, p = 0.003) and trustworthiness (r = 0.65, p = 0.004), while high-frequency gestures positively correlate with clarity (β = 0.47, p = 0.008) and persuasiveness (β = 0.66, p = 0.003). Head movements, such as nodding, significantly increase audience engagement (F-value = 5.73, p = 0.002), and high-intensity smiling enhances emotional responses (t-value = 4.86, p = 0.001). These results underscore the importance of biomechanics in political communication, demonstrating that specific gestures and postures are critical in conveying confidence and persuasiveness. The study contributes to the field by offering insights into the strategic use of body language, particularly in multicultural settings, to enhance audience engagement and speaker effectiveness.

Audience perceptions of athletes’ brand self-presentation on social media

ABSTRACT Research Question: Current literature on athlete branding on social media is divided into two streams: one explores athletes’ self-presentation strategies and the other investigates how external audiences perceive these brands. However, existing studies lack investigations that simultaneously examine athletes’ content strategies with audiences’ perceptions. Thus, this study aims to answer the following research question: How are female athlete brands’ self-presentation strategies perceived by their online audiences? Research Methods: We collected 1,903 posts from female athletes playing in the Italian women’s first football division (Serie A), employing the Model of Athlete Branding via Social Media (MABSM) to categorize their self-presentation strategies. Additionally, we quantified volume-based metrics of consumer engagement on social media (CESM) and analyzed the content of 44,190 comments through top-down and bottom-up automated textual analysis techniques. Results and Findings Female athletes are perceived as competing athletes when sharing posts about their sport or personal lives and as social media models when emphasizing their attractive appearance. Notably, some followers tend to perceive athletes in a sexually abusive manner, irrespective of the self-presentation strategy employed. In contrast to male athletes, content focusing on athletic performance generates a lower volume-based CESM in the female context. Implications: This research contributes valuable theoretical, methodological, and practical implications to the growing body of literature on athlete branding on social media. Specifically, our study highlights the importance of understanding the nuanced relationship between the types of content shared online by athlete brands and the resulting audience engagement, both in terms of volume and content.

Simulation methods realized by virtual reality modeling language for 3D animation considering fuzzy model recognition.

The creation of 3D animation increasingly prioritizes the enhancement of character effects, narrative depth, and audience engagement to address the growing demands for visual stimulation, cultural enrichment, and interactive experiences. The advancement of virtual reality (VR) animation is anticipated to require sustained collaboration among researchers, animation experts, and hardware developers over an extended period to achieve full maturity. This article explores the use of Virtual Reality Modeling Language (VRML) in generating 3D stereoscopic forms and environments, applying texture mapping, optimizing lighting effects, and establishing interactive user responses, thereby enriching the 3D animation experience. VRML's functionality is further expanded through the integration of script programs in languages such as Java, JavaScript, and VRML Script via the Script node. The implementation of fuzzy model recognition within 3D animation simulations enhances the identification of textual, musical, and linguistic elements, resulting in improved frame rates. This study also analyzes the real-time correlation between the number of polygons and frame rates in a virtual museum animation scene. The findings demonstrate that the frame rate of the 3D animation within this virtual setting consistently exceeds 40 frames per second, thereby ensuring robust real-time performance, preserving the quality of 3D models, and optimizing rendering speed and visual effects without affecting the system's responsiveness to additional functions.

From the player to the sponsor: exploring the interplay of attitudes in MMA sports sponsorship

PurposeThis study aims to investigate the complex dynamics of sports sponsorship within the context of mixed martial arts (MMA). Specifically, it explores how audience attitudes toward MMA influence their perceptions of players and sponsors, and subsequently, how these attitudes affect brand perceptions and purchase intentions. Furthermore, this research examines the moderating effect of fans' attitudes toward MMA on the relationship between their attitudes toward sponsors and their purchase intentions. MMA was selected as the focus of this study due to its propensity to evoke more intense emotional responses than other sports, as evidenced by previous research.Design/methodology/approachStudy 1 was conducted to systematically assess the emotional responses elicited by MMA. This preliminary study involved 277 participants. Building on the findings from Study 1, Study 2 employed an online survey to investigate the relationships among various constructs related to MMA. This survey was facilitated through an external portal and included a sample of 459 participants residing in the United States. The constructs measured in this survey were attitudes toward the player (ATP), attitudes toward the sponsor (ATS), perception of brand quality (PBQ), purchase intention (ITP) and attitudes toward mixed martial arts (ATM).FindingsThe study reveals that respondents rated MMA the most negatively among the analyzed sports, with the highest standard deviation, indicating that MMA evokes extreme emotional responses. The findings confirm that attitudes toward the player positively influence attitudes toward the sponsor, aligning with sponsorship-linked marketing theory. Moreover, positive attitudes toward the player were found to enhance perceptions of the sponsor’s brand quality. The research further demonstrated that attitudes toward the sponsor and perceptions of brand quality mediate the relationship between attitudes toward the player and purchase intentions, underscoring the complex nature of consumer decision-making in MMA sponsorship.Originality/valueThis research provides novel insights into the critical role of audience engagement and personal connection with sports in formulating effective sponsorship strategies. It emphasizes the need for marketers to tailor their approaches to align with the sport’s personal significance to the audience, employing narratives that resonate with their identities and values. Enhancing player-sponsor associations through co-branded campaigns and endorsements is essential. Furthermore, consistently maintaining high product quality and fostering emotional connections with the sport are key strategies to drive increased purchase intentions.

Navigating the Generative AI Response

How have universities responded to the impacts of Generative AI on the education sector? This panel session aims to provide an informative reflection of how four universities have navigated the generative AI response through innovation, ethics and regulation. By sharing their unique perspectives and strategies they will discuss and debate the importance of a multi-faceted approach to GenAI in higher education. The session will conclude with audience engagement through a Q&A on best practices, potential synergies, and future directions for integrating generative AI responsibly and effectively within academic contexts.

A Study on Movie Genre Analysis Using IMDb Data

This study examines the global film industry's trends, challenges, and revenue dynamics from the 1960s to the 2010s. Utilizing IMDb data, the research analyses various factors that influence film revenue, such as budget, genre, vote count, and popularity. The analysis employs statistical methods, including multiple regression, to uncover significant correlations between these variables. The findings highlight how higher budgets are often associated with higher revenues, particularly in action and animation genres. However, the success of a film also heavily depends on elements like storytelling quality, effective marketing, and audience engagement. Additionally, the rise of digital streaming platforms has significantly altered the landscape of film distribution and consumption. This study provides valuable insights for filmmakers and marketers, suggesting strategies to optimize their production and promotional efforts in line with evolving industry trends and audience preferences. Future research directions include exploring the impact of emerging technologies on the film industry

AI integration in creative industries: Challenges and opportunities

Abstract. This paper delves into the profound impact of Artificial Intelligence (AI) on the film and creative industries, with a focus on AI-driven content creation, audience engagement, market analytics, and the ethical considerations that accompany technological integration. Through detailed analysis of specific applications, such as scriptwriting, visual effects, personalized content, and recommendation systems, the study reveals how AI technologies are reshaping traditional creative processes and audience interaction. It also addresses the implications of AI on employment within creative sectors, intellectual property, authorship rights, and the importance of cultural sensitivity in AI applications. By examining both the opportunities and challenges presented by AI, the paper aims to provide a balanced view on the future of work in creative industries and the ethical framework needed to guide the responsible use of AI technologies.

Framing of Civil Society Organizations’ Communication on Facebook: Examining the Impact on Audience Engagement in Norway

Abstract Public support is crucial for mitigating and adapting to the effects of climate change. Civil Society Organizations (CSOs) play a significant role in normative governance aimed at influencing attitudes and mobilizing citizens to take action. Civil society organizations (CSOs) use digital media to this purpose. The framing of information presented by CSOs has been shown to shape how people perceive and respond to it. This paper aims to examine how cognitive or topical framing and moral foundational framing interact in predicting public engagement with CSOs’ communication about climate change on Facebook. To this end, several computational methods – including topic modeling, semantic network analysis, and automatic text processing based on a Moral Foundations dictionary – are combined, using data gathered on Facebook. The results of the empirical analysis reveal that CSOs use different topical frames and moral foundations in order to influence policymakers and mobilize citizens. CSOs elicit most engagement on Facebook when they combine a “Climate mobilization” topical frame with the moral foundations of care and fairness pertaining to the ethics of autonomy.

Navigating constraints: news values and journalistic role performance in Chinese state media VR news

IntroductionThis study explores the intersection of virtual reality (VR) technology and journalism, with a particular focus on the application of VR in news productions by China Central Television (CCTV). The research aims to assess how VR enhances immersive storytelling, the prevailing news values it supports, and how journalistic roles are performed within these productions in China.MethodsA content analysis was conducted on 234 VR news productions by CCTV, examining the use of immersive elements, the representation of news values, and the roles of journalists in the context of VR news.ResultsThe findings indicate that, while VR enhances audience engagement through immersive experiences, its application in CCTV’s VR news remains limited in scope. The technology is primarily employed within traditional journalistic frameworks, often emphasizing the loyal-facilitator role.DiscussionThe study reveals that immersive journalism at CCTV tends to support state-aligned narratives, promoting positive news values and limiting the critical engagement typically associated with more interventionist journalistic models. By examining the news values and the nuanced performances of journalistic roles in the context of VR news, this research contributes to the broader understanding of how emerging technologies like VR are shaping journalistic practices in authoritarian media systems, offering insights into both the potential and limitations of VR in enhancing audience engagement while maintaining journalistic integrity.