Audience Groups Research Articles

Movie Popularity and Target Audience Prediction Using the Content-Based Recommender System

The movie is one of the integral components of our everyday entertainment. The worldwide movie industry is one of the most growing and significant industries and seizing the attention of people of all ages. It has been observed in the recent study that only a few of the movies achieve success. Uncertainty in the sector has created immense pressure on the film production stakeholder. Moviemakers and researchers continuously feel it necessary to have some expert systems predicting the movie success probability preceding its production with reasonable accuracy. A maximum of the research work has been conducted to predict the movie popularity in the post-production stage. To help the movie maker estimate the upcoming film and make necessary changes, we need to conduct the prediction at the early stage of movie production and provide specific observations about the upcoming movie. This study has proposed a content-based (CB) movie recommendation system (RS) using preliminary movie features like genre, cast, director, keywords, and movie description. Using RS output and movie rating and voting information of similar movies, we created a new feature set and proposed a CNN deep learning (DL) model to build a multiclass movie popularity prediction system. We also proposed a system to predict the popularity of the upcoming movie among different audience groups. We have divided the audience group into four age groups junior, teenage, mid-age and senior. This study has used publicly available Internet Movie Database (IMDb) data and The Movie Database (TMDb) data. We had implemented a multiclass classification model and achieved 96.8% accuracy, which outperforms all the benchmark models. This study highlights the potential of predictive and prescriptive data analytics in information systems to support industry decisions.

Comparative Analysis of the Improvisation Ability of News Anchors and Variety Presenters

In recent years, with the increase in the number of live programmes, the improvisational ability of presenters and announcers, the improvisational language organization, expression ability, field control ability, and the ability to communicate effectively with the audience group have all been challenged. This paper makes a comparative analysis of the improvisational ability of news anchors and variety show anchors. It is found that some anchors are unprepared and have insufficient knowledge reserve to deal with unexpected events, which leads to the occurrence of broadcast accidents. A good host must have a strong sense of scene and ability to adapt, in the process of hosting the show may occur in response to a variety of prominent events, but also be able to accommodate the mood of the audience and promote the steady development of the program.

Storytelling with Block Coding among College Students at a University in Northern Taiwan

In this study, a storytelling approach was adopted in a college elective course, Game-Based Programming. An ADLR model (Analysis, Design, Leveraging, and Refinement) was adopted for story creation in the course. Along with the process of creation, several research questions were specified for further exploration, including: 1) What were the processes by which students analyzed the story project? 2) How did students design their storylines? 3) How did students leverage the use of media in their stories? 4) How did students refine their stories? and 5) How did students react to their achievement from the process? The study employed a qualitative approach to collect multiple research data. Inductive analysis summarized following research findings. To start their story projects, students searched relevant resources, chose a topic, analyzed the features of the platform, and set their own goals to create story content for a specified audience group. Students explored the design features and functions of the 3D story tool, and leveraged the use of media and block codes to present the content and interactions for their stories. They refined their story content by testing and modification to make the interactions tailored to the audience’s use. It is suggested that the ADLR process might be adopted for future implementation of digital storytelling.

New Media Marketing Strategy Optimization in the Catering Industry Based on Deep Machine Learning Algorithms

With the in‐depth development of new‐generation network technologies such as the Internet, big data, and cloud intelligence, people can obtain massive amounts of information on mobile phones or mobile platforms. The era of unreachable big data has arrived, which raises questions for the development of corporate marketing. With the development of Internet technology, people use mobile terminals for longer and longer periods of time. New media has gradually become the mainstream of the media arena. It has distinctive features such as freedom to find audiences, diverse content forms, and timeliness of information release, which has changed the traditional. The marketing model has a profound impact on the development of the market. This article uses relevant theories, such as new media, marketing, and catering industry marketing strategies, studies the related concepts and characteristics of new media, clarifies the impact of the development of new media on the catering industry and audience groups, and studies the impact of the catering industry from multiple dimensions. Based on the development factors in the new media environment, combined with marketing theory, it puts forward suggestions for catering companies to use new media to carry out marketing planning in product innovation, improving information channels, creating network events and topics, and promoting innovation and health in the catering industry. And a marketing strategy is proposed based on deep machine learning algorithms; including a cloud server, the cloud server communicates with the e‐commerce software platform and the input of physical sales is recorded. The adopted cloud server is connected with data collection, data processing, and communication module. The communication module is connected with a deep machine learning algorithm system; that is, deep machine learning algorithm system is connected with a sales platform in communication. The sales platform is connected with advertising settings and advertising, and the advertising is electrically connected with an algorithm of advertising delivery methods. Advertisement delivery method algorithm communication is connected to the cloud server. This article uses deep machine learning algorithms to process the data information to make the data information easy to view and clear. The advertisement delivery method algorithm calculates the best way of advertising and then calculates the advertisement to deliver.

An Analysis of the Characteristics of Language Style and Pragmatic Strategies of the Host in the “Wisdom Tree” Column

“Wisdom Tree” column of CCTV Children’s Channel is a puzzle program for preschool children aged 3 to 6. In a lively and vivid form, it integrates scientific educational concepts into vivid games, so that children can learn from games, play games and grow up healthily in the game. “Wisdom Tree” has developed to this day, with its unique and targeted columns, it has formed a own brand value, but also has a group of unique audiences. This article analyzes briefly at the characteristics of language style and pragmatic strategies of the host in the “Wisdom Tree” column, and interprets the reasons for its high praise.

Propaganda Discourse of Modern Television

The processes of globalization have predetermined, among other things, the propaganda orientation of the discourse of traditional media in general and a number of federal television programs in particular. At the same time, the divergence of their information agenda and the agenda that is set in social media strengthens the digital and generational gap of the media audience groups. In many ways, this is facilitated by the aggressive manner of conducting socio­political talk shows, as well as the violation of elementary professional and ethical norms by journalists. The article analyzes the most obvious examples of such violations, as well as the authors are looking for an answer to the question — how to overcome these trends that blur the social essence of the profession of a journalist. The processes of globalization have predetermined, among other things, the propaganda orientation of the discourse of traditional media in general and a number of federal television programs in particular. At the same time, the divergence of their information agenda and the agenda that is set in social media strengthens the digital and generational gap of the media audience groups. In many ways, this is facilitated by the aggressive manner of conducting socio­political talk shows, as well as the violation of elementary professional and ethical norms by journalists. The article analyzes the most obvious examples of such violations, as well as the authors are looking for an answer to the question — how to overcome these trends that blur the social essence of the profession of a journalist.

AlergiaPT: A Portuguese media campaign to inspire people with allergies to make a positive change in their life.

Allergic diseases comprise a significant cause of morbidity worldwide and a substantial burden on the health and medical systems of both developed and emerging economies. Although highly prevalent, relatively severe, and largely impactful on the quality of life of patients, allergic diseases are commonly trivialized. Increasing awareness of the relevance of allergic diseases as a major public health problem might lead to an improved acknowledgment by governments and health authorities. Based on the positive impact that media campaigns might have on health-related behaviors, as well as the large use of social media by different types of users, social media might be used as a powerful tool for spreading awareness and education even more effective than traditional face-to-face communication. Therefore, we aimed to develop a social media-based communication program, the AlergiaPT, reaching all stakeholders, to increase the awareness of allergic diseases tackling the causes, prevention, control, and economic impact. The AlergiaPT will provide user-generated and interactive content toward engagement, include both long-form and short-form video productions toward education, as well as stories and time-sensitive content toward empowerment. It will be targeted to all populations, engaging different stakeholders. Contents will address the 5 campaign goals: i) allergy health is promoted; ii) tolerance is actively reinforced, and avoidance reduced; iii) treatment control and guided self-management of patients of asthma, rhinitis, food allergy, and atopic eczema are strengthened; iv) recognition and treatment of severe allergy and anaphylaxis are improved, and v) indoor air quality is promoted. Engagement on the campaign will be promoted through stepwise educational takeaways meetings using different social media, and targeting all audience groups, by promoting the organization of resources for common goals and the involvement of social media to improve public awareness. The impact of AlergiaPT will be assessed through google analytics.

Analyzing the Effectiveness of Emotional Appeals in Advertising: A Comparative Study of Different Age Groups

Emotional appeals have been widely used in advertising to influence consumer behavior. However, the effectiveness of emotional appeals can vary depending on the age group of the target audience. Understanding how emotional appeals work among different age groups is essential for marketers to design more effective advertising strategies. The objective of this study is to analyze the effectiveness of emotional appeals in advertising among different age groups in Indonesia. This study employed a comparative research design, using a sample of 400 respondents from three age groups (young adults, middle-aged adults, and elderly adults). A survey questionnaire was used to collect data on respondents' emotional responses to different types of emotional appeals used in advertising. The results of this study showed that emotional appeals are more effective among young adults compared to middle-aged and elderly adults. Moreover, the study found that different types of emotional appeals (e.g., fear, humor, and nostalgia) have varying degrees of effectiveness among different age groups.

Study on winter thermal comfort of membrane structure gymnasium in severe cold region of China

Recently, membrane structures have been increasingly used in gymnasiums. However, an uneven distribution of indoor thermal environment exists in membrane-structure gymnasiums, resulting in poor thermal comfort for indoor personnel. Therefore, the indoor thermal environment of a membrane-structure gymnasium was assessed and some improvement measures are proposed herein. The adopted research method mainly comprised a combination of field tests and questionnaires, which aimed at collecting the indoor and outdoor environment parameters and the subjective vote values of different people to establish a thermal comfort model. The results of the thermal comfort model analysis showed that among the applicable population in the membrane-structure gymnasium, the sports group exhibited the highest thermal comfort, followed by the audience group, and the thermal comfort of post-exercise group was relatively poor. To ensure thermal comfort for all three studied groups, the proposed operative temperature range of the gym should be approximately between 10.07–13.34 °C. This study provides a reference for the application and operation of the membrane structures on sports buildings.

Educational Activities for Students and Citizens Supporting the One-Health Approach on Antimicrobial Resistance.

Antibiotic resistance is one of the biggest threats to global health, food security and development. Urgent action is needed at all levels of society to reduce the impact and spread of antibiotic resistance. For a more sustaining approach, education in children, college students, citizens and caregivers are essential. The One-Heath approach is a collaborative, multisectoral and transdisciplinary strategy in which, no single organizations or sector can address the issue of antimicrobial resistance at the human–environment interface alone. Within this strategy, education plays a central role. In this scoping review, we highlighted a range of learning activities on antibiotic resistance as part of the One-Health approach. In particular, those applications that can be introduced to a wide audience to help arrest the current crisis for the next generation. The review identifies a high number of teaching opportunities: board and role-play games, round tables, musicals, e-learning and environmental experiments to couple with more curricula and formal education to inform a diverse group of audiences.

Reconnect: Cultural Content and Audiences in the Digital Environment

Abstract Several studies have addressed the challenges faced by cultural and creative professionals and businesses since the emergence of the global COVID-19 pandemic. Some success stories have surfaced around larger organizations that managed to adapt quickly because they had been preparing for the digital era. The focus of the study presented here adds the much-needed viewpoint of those individuals who form the target audiences and are vital for the future of any CCI organization. These are the results of a public survey aimed at informing directly cultural organizations that experiment with new creative approaches and are adjusting to the transformations that have taken place. Findings are vital for organizations from smaller cultural markets while key conclusions shed light on the new disposition of the public towards existing and future formats of cultural offers online that are valid for contemporary audiences in general. These cover several key observations regarding the most popular type of cultural content and events online; the engagement rate of different audience groups; the most preferred duration of culture in video format; gender affinities influencing the engagement with cultural content online; the motivations and barriers for attending cultural events online, ways to keep the audiences informed, and finally, which new forms of cultural and creative offers would the public be willing to attend online in the recent future. The article demonstrates that knowing the target audience and using data analytics on public dispositions while creating new content can empower CCI organizations. This claim is also based on the successful experience of pilot offers created by CCIs that have benefited directly from the research results of Intercultura Consult’s 2021 project. Work continues in a new project empowering cultural organizations to incubate experimental offers (digital dimension including). The goal is to enhance their connection with key audiences.

How The Livestream Marketing Model Influence the Consumer Decision-Making Process Amid the COVID-19?

The emerging of new media platforms and technology advancements is changing the landscape of online retailing and "touchpoints" in the consumer journey. How does the livestream marketing model influence the consumer decision-making process, and why it achieves exponential market growth within years are significant to answer? This article utilized the Five-Stage Model of the Consumer Buying Process, content, and data analysis method to conduct an in-depth case study of Alibaba's Taobao T-mall "Double 11" livestream marketing campaign amid COVID-19. The result shows that livestream marketing plays as an amplifier and filter that stimulates consumers to make the most cost-efficient purchase choices and largely shortens decision-making time. It undertakes the responsibilities of simultaneously entertaining the audience with intriguing digital content and providing consumers with seamless purchase experiences. The high integration degree between supply chain and livestreamers, showrooms and online e-commerce stores, brands and consumers empowers livestream marketing to convert public traffic pools into precisely segmented private traffic communities. Supported by a mature ecosystem, livestreaming will help create a multi-win situation for brands, consumers, online retailers, livestreamers, and e-commerce platforms with a lower barrier to entry and higher conversion rate across niche markets. This article is applicable to further studies in the academic fields of digital marketing, online retailing, psychology, economics, business, and sociology. It will also provide marketers and brands with strategic tools to better understand consumers' decision-making process, adapt to new alternations of "moment that matters", precisely target segmented audience groups, and enhance overall business performance.

Development of a Didactic Online Course Concept for Heterogeneous Audience Groups in the Context of Healthcare IT.

Building a well-founded understanding of the concepts, tasks and limitations of IT in all areas of society is an essential prerequisite for future developments in business and research. This applies in particular to the healthcare sector and medical research, which are affected by the noticeable advances in digitization. In the transfer project "Zukunftslabor Gesundheit" (ZLG), a teaching framework was developed to support the development of further education online courses in order to teach heterogeneous groups of learners independent of location and prior knowledge. The study at hand describes the development and components of the framework.

Explainable artificial intelligence and machine learning [Guest Editors’ introduction

Explainable artificial intelligence (XAI) is a crucially important aspect of improving trust and reliability of artificial intelligent and machine learning (AI/ML) systems. In this special issue, we have included a diverse group of articles addressing different aspects of XAI in a variety of domains. From real-time systems to human-in-the-loop fault detection, the articles here have looked into AI explanation from varying perspectives and for multiple groups of audience. These articles shed light on some of the important and useful aspects of XAI and its application.

Simulating the Cause: How Grassroots Organizations Advance Their Credibility Through the Dramaturgical Curation of Events

To survive, nascent grassroots organizations—and their respective causes—must earn the trust of various audiences that can impact credibility advancement. However, it can be quite difficult for grassroots organizations to access suitable settings, times, and collocated audiences. One context that can yield this type of access is an event as it constitutes a rare opportunity for organizations to engage in practices that impact credibility advancement. We investigate how a volunteer-based grassroots organization orchestrates a high-profile event at the United Nations to promote African diaspora entrepreneurs as a valuable force in the mitigation of development challenges in their home countries. We employ qualitative data collected from ethnographic observations, interviews, and secondary sources and apply grounded theory approaches to demonstrate how organizational credibility can be advanced through performative strategizing within event settings. Drawing from heuristics used in theatrical performances, we found that the grassroots organization mobilized specific audience groups in participative role-playing across two acts, thereby producing and consecrating a temporary simulacrum of a cause-related community it claimed to represent. Our findings demonstrate how an unproven organization can strategically use audience mobilization to convert event settings into performative spaces for simulacrum creation and credibility advancement.

Impact of prior knowledge and psychological distance on tourist imagination of a promoted tourism event

Experiential marketing has emerged as an effective strategy to promote hedonic tourism and hospitality experiences through stimulating tourist imagination and positive emotions. This study aims to broaden the existing literature by exploring potential imagination facilitator and/or inhibitor in the context of a local tourism event, “The White Party” on the Gold Coast, with a sample of 655 participants. Structural equation model (SEM) using SmartPLS software and cluster analysis using SPSS were conducted to test research hypothesis and identify three audience groups (event dreamers, indecisive audience, and uninterested audience). Research outcomes demonstrate that video is more effective than poster in evoking tourist imagination and positive emotions, leading to stronger intentions to attend the promoted event. More importantly, prior knowledge is found as an imagination facilitator while psychological distance plays the role of an imagination inhibitor. This study provide valuable insights into how the effectiveness of experiential marketing varies depending on the audience characteristics. Therefore, event managers can optimize the effectiveness of experiential marketing by (1) targeting more receptive audience groups (i.e., event dreamers and indecisive audience); (2) adding more “psychologically close” details of the promoted event (e.g., similar age or cultural groups) and (3) enhancing message repetition.

The role of institutional environment in building communication professionals' trust and satisfaction: a moderated multiple-mediation analysis

PurposeAs an important group of internal stakeholders, communication professionals carry the responsibilities to communicate with multiple groups of audience and foster trusted and satisfied relationships, both internally and externally. However, while busy with taking care of various stakeholders, the trust–satisfaction perception of communication professionals is underrated. Therefore, this paper aims to shift the investigation of the trust–satisfaction relationship from general employees to this unique group of communicators. By incorporating three key factors in an institutional environment (i.e. job engagement, leadership performance and organizational culture and support), the authors further investigate the moderated mediating effects of those factors on the trust–satisfaction relationship.Design/methodology/approachA national online survey of communication professionals working and living in the USA was designed to test the trust–satisfaction relationship. Surveyed communication professionals were asked to evaluate their own perceptions on various institutional factors. A conceptual moderated multiple-mediation structural model was proposed and tested to identify the impact of a complicated institutional environment on the perceived trust–satisfaction relationship.FindingsResults confirmed a strong positive impact of trust in organization on communication professionals' perceived job satisfaction. Results also confirmed the mediating effects of job engagement and communication leaders' performance on such a trust–satisfaction relationship. The authors' moderated mediation analysis indicated the important role of organizational culture in this complicated institutional environment and its indirect impact on the trust–satisfaction relationship.Originality/valueThe research explored several important factors within a complicated institutional environment and their potential impact on trust–satisfaction relationship. More significantly, the authors focused on one unique group of internal stakeholders, communication professionals, by analyzing how these institutional factors affect their very own perceptions. Even though communication professionals carry the responsibilities of acting as the communication and strategy facilitators on behalf of their organization, their perceptions on trust and satisfaction are equally important and deserve more attention. Results of our research promote the understanding of the complicated mechanisms within corporate communication for an enhanced trust–satisfaction relationship between communication professionals and their organization.

Estimation of Emotional Arousal Changes of a Group of Individuals During Movie Screening Using Steady-State Visual-Evoked Potential.

Neurocinematics is an emerging discipline in neuroscience, which aims to provide new filmmaking techniques by analyzing the brain activities of a group of audiences. Several neurocinematics studies attempted to track temporal changes in mental states during movie screening; however, it is still needed to develop efficient and robust electroencephalography (EEG) features for tracking brain states precisely over a long period. This study proposes a novel method for estimating emotional arousal changes in a group of individuals during movie screening by employing steady-state visual evoked potential (SSVEP), which is a widely used EEG response elicited by the presentation of periodic visual stimuli. Previous studies have reported that the emotional arousal of each individual modulates the strength of SSVEP responses. Based on this phenomenon, movie clips were superimposed on a background, eliciting an SSVEP response with a specific frequency. Two emotionally arousing movie clips were presented to six healthy male participants, while EEG signals were recorded from the occipital channels. We then investigated whether the movie scenes that elicited higher SSVEP responses coincided well with those rated as the most impressive scenes by 37 viewers in a separate experimental session. Our results showed that the SSVEP response averaged across six participants could accurately predict the overall impressiveness of each movie, evaluated with a much larger group of individuals.

Improving the quality of higher education based on the positive image of HEE in the social and information space: legal and management aspects

In the paper the authors improved the methodological approach to quantitative assessment of the image of a higher education establishment (HEE). This approach is based on the structure of the image of higher education establishment (educational process quality, training costs, visual characteristics of higher education establishments, stability of student intake and employment graduates, educational and extracurricular work as for applicants, corporate culture and traditions) for selected target audiences, provides comprehensive assessment and takes into account the significance (weight) of selected parameters evaluation. The image of higher education establishments was evaluated for three groups of the target audience: applicants, their parents and first-year students of higher education establishments of Ukraine. It was based on the real data of existing higher education establishments of Ukraine and EU, and online survey of 756 people. The author's approach is important for the general approach to the management of the HEE image, analysis and selection of forms, methods, mechanisms and tools of such management, search and justification of the place and role of image management in the management of the entire higher education establishment.

Differential responses of salivary cortisol, amylase, and chromogranin A to academic stress.

Salivary biomarkers have been widely used to help diagnose stress, anxiety, and/or depression. This study aimed to compare the responses of three commonly investigated salivary stress biomarkers that represent the hypothalamic-pituitary-adrenal activity (cortisol; sCort) and the sympathetic activity (alpha-amylase; sAA and chromogranin A; sCgA), using academic oral presentation as a model of stress. Twenty postgraduate dental students attended the seminar class as presenter and audience. The presenters’ performances were evaluated by the instructors suggesting more stress than the audience. The saliva was collected two times: before attending class and after an academic presentation (for presenters) or during the class (for audience). The pulse rates (PR) were also recorded. The results showed that the levels of all three biomarkers, as well as PR, were significantly higher in the presenter group compared with the audience group; however, the changes were most prominent with sCort and sAA (99.56 ± 12.76% for sCort, 93.48 ± 41.29% for sAA, 16.86 ± 6.42% for sCgA, and 15.06 ± 3.41% for PR). When compared between pre-post presentation, the levels of sCgA were not different, while those of sCort and sAA were significantly increased. These results suggest more sensitive reactivity to academic stress of sCort and sAA compared with sCgA and that the response of sCgA did not necessarily follow sAA pattern even though both are claimed to reflect the sympathetic activity. More studies are needed to elucidate the roles of sCgA in stress.