Audience Perceptions Research Articles

Al-Jazeera Arabic and Al-Jazeera English headlines on the Russian-Ukrainian conflict: a Hallidayan transitivity analysis

ABSTRACT Research in communication studies has suggested that Al-Jazeera produces different versions of news stories for different audiences. Yet, examining the linguistic means used to create these versions has remained under-researched. Drawing on Fairclough’s three-dimensional model (1992) and Halliday’s transitivity model (1985), this study aims at exploring how Al-Jazeera Arabic (AJA) and Al-Jazeera English (AJE) discursively represented the participants involved in the 2022 Russo-Ukrainian conflict in headlines. The analysis of transitivity patterns in AJA and AJE headlines reveals both similar and different representations of the conflict. Although they avoided negative labeling of the Russian government, both channels ascribed conflict escalation to it, highlighting civilians suffering and protesting. Nevertheless, while AJE emphasized the Ukrainian government vulnerability, AJA presented the conflict as a confrontation between two symmetrical forces. Similarities are attributed to organizational and social institutional forces, while differences result from different editorial policies and audience preferences. As discursive and social practices, the headlines contribute to shaping audience perceptions of the conflict, with AJA challenging the prevailing western narrative of the conflict while AJE reinforcing it.

A Novel Neutrosophic Likert Scale Analysis of Perceptions of Organizational Distributive Justice via a Score Function: A Complete Statistical Study and Symmetry Evidence Using Real-Life Survey Data

In this study, ten questions measuring distributive justice on classical Likert and neutrosophic Likert scales consisting of two subdimensions—distributive and procedural justice—were used. Participants responded to the same questions for both the classical Likert and neutrosophic Likert scales within a single survey, with the neutrosophic method applied, for the first time, to the questions included in the scale. The neutrosophic scale responses were answered in percentages to resemble natural language, and the answers received for each question were reduced to the range [−1, 1] to grade the agreement approach through a score function used in neutrosophic decision-making theory. In this study, the neutrosophic scale, a scaling method with strong theoretical foundations, was compared with the traditional Likert scale. The results of the statistical analyses (exploratory factor analysis, reliability analysis, neural network analysis, correlation analysis, paired samples t-test, and one-way and two-way ANOVAs) and evaluations of the scales were compared to measure organizational justice within a single study. In this article, the symmetric and non-symmetric properties of statistical analysis that are specific to this paper in addition to general symmetric and non-symmetry properties are discussed. These symmetric and non-symmetric features are conceptualized according to the features on which each statistical analysis focuses. Finally, although this study presents a new area of research in the social sciences, we believe that the neutrosophic Likert scale and survey approach will contribute to collecting detailed and sensitive information on many topics, such as economics, health, audience perceptions, advertising responses, and product, market, and service purchase research, through the use of score functions.

Audience evaluations of news videos made with various levels of automation: A population-based survey experiment

The use of automation in news content creation is expanding from the written to the audio-visual medium with news organizations including Reuters turning to video automation services provided by companies such as Wibbitz. Although researchers have explored audience perceptions of text-based news automation, to date no published study has examined how news consumers perceive automated news videos. We conducted a between-subjects online survey experiment to compare how a socio-demographically representative sample ( n = 4200) of online news consumers in the UK perceived human-made, partly automated, and highly automated short-form online news videos on 14 different story topics. Our findings show that human-made videos received on average more favourable responses on some evaluation variables, although the differences were not large. We also found some significant differences in the relative evaluation of automated and human-made news videos across different individual stories. For practitioners our results suggest partly automated news videos with post-automation human editing can be well received. For researchers our results show the need to use reasonably large sets of experimental stimuli, and suggest that ensuring socio-demographic variation within samples of respondents is worthwhile.

A comparative study of expressive language usage in contemporary Ukrainian and English media

The article addresses the topical issue of using expressive syntax in mass media, which is an essential aspect of modern journalism. This topic is becoming especially important in the context of the rapid development of digital media and changes in how people consume information. Expressive syntax, as a means of linguistic expression, affects the audience's perception of content, shaping emotional reactions and attitudes. The paper analyzes how different publications use expressive syntax to achieve specific communicative goals. The authors carefully analyzed the linguistic features of two leading media resources - the British "The Guardian" and the Ukrainian "Ukrainska Pravda." They aimed to understand how these media use expressive syntax to achieve their communicative goals. The authors paid particular attention to analyzing stylistic differences in approaches to presenting information, which reflects the cultural and contextual characteristics of the audiences of both publications. On the one hand, The Guardian tends to have a more analytical and nuanced style. It uses syntactic constructions that promote deep understanding and reflection on the topics presented. On the other hand, Ukrayinska Pravda more often resorts to direct and emotionally charged syntactic constructions that help to convey the main point of the news quickly and effectively. It constantly emphasizes the importance of events for Ukrainian society. Based on the analysis conducted, the authors have concluded that expressive syntax plays a key role in shaping the perception and impact of media texts on the audience. Media outlets should find a balance between the use of expressive means and ensuring the accuracy and reliability of information. Therefore, all media professionals are advised to pay close attention to their language strategy since language is a powerful tool of social influence that can shape public opinions and sentiments.

Образные единицы в коммуникативных практиках медиатизированного политического дискурса

The article is dedicated to the communicative features of mediatized political discourse, which remain insufficiently explored. Using the example of the use of figurative means of language in the genres of media-political communications, it is demonstrated that the mediatized form of communication possesses not only the basic functions of professional discourse but also additional functions: amplifying or softening content, saving linguistic means, emotional and attractive functions. Each of these functions plays a significant role in shaping audience perception and influencing public opinion on political issues. With the help of contextual and semantic analysis, as well as the corpus method, the following results were obtained: in the studied context, figurative units are important linguistic means used for the effective conveyance of specific political views and emotions. These units include figurative metaphors and comparisons, phraseology, proverb, precedent phenomena and colloquial expressions. The novelty of the research lies in the analysis of communicative features and functions of figurative units in various genres of mediatized political discourse: political talk shows, political interviews, and internet texts of politicians. The research results can be applied in the practice of media communication, communicative linguistics, and discourse theory.

The role of anthropomorphism and racial homophily of virtual influencers in encouraging low‐ versus high‐cost pro‐environmental behaviors

AbstractVirtual influencers have great potential to shape the audience's perception and motivate behavioral change. Drawing upon anthropomorphism theory and social identity theory, this paper examined the interaction effect of anthropomorphism and racial homophily of virtual influencers in shaping audiences' trust and subsequently pro‐environmental behaviors in low‐ and high‐cost contexts. Two online studies employing experimental materials generated by artificial intelligence were conducted. Study 1 revealed that high anthropomorphism (human‐like virtual influencers) and high racial homophily (local‐like virtual influencers) are more effective for eliciting trust in the context of low‐cost pro‐environmental behaviors. The findings also showed that low racial homophily (foreign‐like virtual influencers) would further weaken the trust level of a virtual influencer in low anthropomorphism (animate‐like virtual influencers). Study 2 aimed to replicate the findings from Study 1 in the context of high‐cost pro‐environmental behaviors. The findings showed that low racial homophily (foreign‐like virtual influencers) enhanced the trust in a high anthropomorphism (human‐like virtual influencers) virtual influencer. The moderated mediation analyses confirmed the hypothesized relationships in the proposed research model. This research advanced our understanding on the moderating role of racial homophily that serves as a cognitive shortcut for low‐cost and quick decisions. However, a low racial homophily (foreign‐like) virtual influencer would be more effective for high‐cost and symbolic pro‐environmental behaviors. These insights provide valuable guidance to businesses, marketers, and environmental advocates aiming to leverage virtual influencers for encouraging sustainability practices.

Common Fallacies in Speaking and Writing … and What to Do about Them

Each "Communication Corner" essay is self-contained; however, they build on each other. For best results, before reading this essay and doing the exercise, go to the first essay "How an Ugly Duckling Became a Swan," then read each succeeding essay. Expository (non-fiction) speaking and writing are almost always about trying to affect the audience's opinion or perception of something. The best communicators do so by presenting logical explanations supported by verifiable facts. Less diligent communicators do so by presenting logically fallible explanations supported by questionable facts. Sadly, they often do so not because they are dishonest, but rather it is because they themselves are unaware that this is what they are doing.

ANALISIS PERSEPSI PENONTON TERHADAP IKLAN MULTIKULTURAL "SASA HADIRKAN RASA UNTUK INDONESIA"

"Sasa Hadirkan Rasa untuk Indonesia" is one of Sasa's commercials shown using a two-dimensional method. Sasa's commercials contain multicultural concepts that are reflected in Japanese animation style, European MIDI music, and culinary culture content in Indonesia. This study used data collection methods in the form of interviews and literature studies. This research aims to: 1) analyze the incorporation of Indonesian cultural elements in typical Japanese animation styles and musical backgrounds with the use of European MIDI music; 2) analyze audience perception of three-cultural collaboration in Sasa advertising; 3) provide a reference in the form of innovation for the development of advertising in Indonesia. This study analyzed the Sasa animated advertising video version of "Sasa Hadirkan Rasa for Indonesia" which had been broadcast in 2021 through social media Youtube. Interviews were conducted on men and women aged 20-35 in Indonesia. To support research data, literature studies focus on audience perception, multicultural advertising, and advertising. Based on analysis it was found that Sasa's commercials were interesting because they reflected international multicultural culture in two-dimensional animation.

Building a Strong Image Logo Design: Human Centered Design Approach in Logo Design for SMEs in Pematang Serai Village

This article delves into the pivotal role of Human-Centered Design (HCD) in logo development, specifically tailored for Small and Medium-sized Enterprises (SMEs) situated in Pematang Serai Village. Recognizing the essence of building a robust brand image, the study explores how HCD principles influence the entire process of logo design, from conceptualization to implementation. The exploration begins by emphasizing the iterative and user-centric nature of HCD, which ensures continuous refinement of logos based on user feedback. Visual elements are dissected for their impact on audience perception, acknowledging logos as significant visual cues influencing consumer behavior. Cultural considerations take center stage as the study draws insights from cross-national logo evaluation analysis, emphasizing the need to tailor logos to specific cultural contexts. This is particularly relevant for SMEs in Pematang Serai Village, ensuring resonance with the local community. The article concludes by offering actionable recommendations for SMEs, advocating for a continued user-centric approach, emphasis on visual appeal, cultural sensitivity, iterative refinement, and strategic logo implementation. It underscores the importance of these principles in creating logos that not only visually captivate but also emotionally connect with the target audience, thereby contributing to sustained business success

Research on the influence of audience perception quality on the intention to watch again in sports leagues

The CBA League is a vital component of the Chinese sports industry exerting an immeasurable driving force on the development of a high-quality sports industry. This study investigates the audience's intention to watch live again aiming to direct the event's attention to the audience's real experiences and promote the event's healthy development. In this study, a quantitative approach was employed using a questionnaire survey with the consumer group of CBA events as the survey subjects. A total of 521 valid questionnaires were collected through on-site surveys. Data analysis in this study revealed that audience-perceived quality has a positive impact on the intention to watch again and also positively influences audience trust. On the other hand, audience trust positively influences their intention to watch again. The audience experience serves as a moderating factor. Audience-perceived quality not only has a direct impact on the intention to watch again but can also indirectly increase the intention to watch again by enhancing audience trust. The audience trust serves as a partial mediator. Additionally, audience experience acts as a moderator in the process where audience-perceived quality positively influences the intention to watch again strengthening its effect. The success of a basketball league does not solely depend on the team's performance and the audience's experiences are equally crucial. We can provide more scientifically effective suggestions for the sustainable development of sports leagues through a profound understanding of audience psychology.

‘Money is the root of all evil.’ How the business of journalism shapes trust in news

In journalism studies, the “audience turn” in recent years has shifted attention in important ways to the lived experiences of news consumers. This study adds to the growing body of literature by exploring the question: How do people’s assumptions about how news is paid for affect their trust in and approach to news? Our data draw from interviews conducted in 2022 with 34 news consumers who were constructively sampled to represent a diverse cross-section of U.S. adults. Guided by the folk theories concept, a generative approach to discovering the stories that people tell themselves about news, we find that news consumers see journalism as increasingly compromised by journalists’ perceived pursuit of profit and financial success in a competitive media environment. They feel that journalists are primarily motivated to profit off their attention, leading them to view most news with a great deal of skepticism. By situating audience perceptions of capitalism and its relationship to journalism at the center, this study brings a new dimension to ongoing discussions about trust, objectivity, and bias in reporting.

Manipulative Potential of Humor in Business Media Discourse: Drawing up a “Starter Pack” for LSP Teaching

The article investigates the manipulative potential of humor in business media discourse and its application in Language for Specific Purposes (LSP) teaching. Recognizing humor as a tool for simplifying complex ideas and engaging a broad audience, the study aims to identify the functional-stylistic means through which humor is conveyed in business media, focusing on its capacity to influence audience perceptions and attitudes. Employing continuous sampling along with descriptive, comparative, and discursive methods, the research analyzes utterances from Russian- and English-language business media to explore humor’s various functions – such as persuasion, focus-setting, and entertainment – and how these can be harnessed to facilitate linguistic manipulation. The findings reveal that humor, through rhetorical devices like metaphors, idioms, understatement, allusion, sarcasm, and oxymoron, plays a key role in making business concepts accessible and engaging. A “starter pack” of tools is identified for LSP education, equipping students to recognize and utilize humor’s manipulative power in professional contexts. This toolkit aims to prepare future business communicators to craft and recognize humorous statements. Implications for LSP educators, students, and business communication professionals are significant, advocating for an integrated approach in curricula that balances the creative and manipulative implementation of humor. This prepares students for global business communication, emphasizing humor’s strategic importance in effective leadership.

Greek Young Audience Perceptions and Beliefs on Different Aspects of TV Watching

Greek Young Audience Perceptions and Beliefs on Different Aspects of TV Watching

'My doctor self and my human self': A qualitative study of physicians' presentation of self on social media.

When using social media, physicians are encouraged and trained to maintain separate professional and personal identities. However, this separation is difficult and even undesirable, as the blurring of personal and professional online presence can influence patient trust. Thus, it is necessary to develop policies and educational resources that are more responsive to the blurring of personal and professional boundaries on social media. This study aims to provide an understanding of how physicians present themselves holistically online to inform such policies and resources. Twenty-eight US-based physicians who use social media were interviewed. Participants were asked to describe how and why they use social media, specifically Twitter (rebranded as 'X' in 2023). Interviews were complemented by data from the participants' Twitter profiles. Data were analysed using reflexive thematic analysis guided by Goffman's dramaturgical model. This model uses the metaphor of a stage to characterise how individuals attempt to control the aspects of the identities-or faces-they display during social interactions. The participants presented seven faces, which included professionally focused faces (e.g. networker) and those more personal in nature (e.g. human). The participants crafted and maintained these faces through discursive choices in their tweets and profiles, which were motivated by their audience's perceptions. We identified overlaps and tensions at the intersections of these faces, which posed professional and personal challenges for participants. Physicians strategically emphasise their more professional or personal faces according to their objectives and motivations in different communicative situations, and tailor their language and content to better reach their target audiences. While tensions arise between these faces, physicians still prefer to project a rounded, integral image of themselves on social media. This suggests a need to reconsider social media policies and related educational initiatives to better align with the realities of these digital environments.

Motives and interests of power. Behind Anies Baswedan's populist political communication style as a government political actor

This research was conducted with the aim of identifying Anies Baswedan's populist political communication style as a government political actor and uncovering the motives and interests of power behind its use by using theory of populism and Burke’s dramatism. This research has a critical paradigm with a qualitative research design. The data collection method consists of in-depth interviews (in dept interviews); observation; literature and document study; and triangulation. The research quality criteria are based on historical situatedness. The research results show that the populist political communication style of government political actors is a symbolic action of a leader born from the democratic process. The component of the populist political communication style that is prominently used is the pro-people component. The motive revealed was the desire to build alternative political power through image and public opinion. Meanwhile, the interests of power are to protect and strengthen the legitimacy of the leadership to maintain power and pave the way for political career advancement. A number of findings which are novel in this research are the populist dramatism approach as a synthesis of the theories of dramatism and populism; audience's perception as an additional element in the analysis of the Burkeian dramatic pentad; and identification and cross-check methods to determine the appropriate scene for the rhetorical act of political speech.

VTuber for Streamers: Exploring the Role of Social Presence in the Visual Representation of Streamers

ABSTRACT Livestreaming has experienced remarkable growth in recent years, marked notably by the rise of VTubers. VTubers are face-tracking avatars capable of replacing a streamer’s actual face. In order to delve deeper into this trend, this study examines how the visual representation of a streamer affects audience perception. An online experiment was conducted, involving three-group comparisons within a between-subjects design, with 413 undergraduate students in the U.S. The primary findings reveal that, in comparison to utilizing VTubers, both displaying a streamer’s real face and opting not to show a face enhance the social presence of the streamer, consequently leading to more favorable perceptions of the streamer. This study underscores the mediating role of social presence in shaping audience perceptions of streamers and underscores the necessity of exploring potential non-linear relationships between a streamer’s visual representation and social presence.

Who covers what? Analyzing audience perceptions of gender differences in news beat coverage

This study investigates differences in news beat coverage between female and male journalists and their potential effects on audiences. We employ data from a representative survey of 1,600 U.S. journalists to show that female journalists are more likely to cover feminine beats (i.e., culture and health) and less likely to cover masculine beats (i.e., politics and sports) than male journalists. We complement this data with an online experiment to examine whether audiences value feminine beats covered by female journalists less than masculine beats reported by male journalists. Our results show that female journalists are not necessarily rated more positively when reporting on feminine beats—and feminine beats are not seen as more important when delivered by a female journalist.

МАЛА АЙДЕНТИКА ВУЛИЦЬ ЯК ІНСТРУМЕНТ УПРАВЛІННЯ БРЕНДОМ МІСТ ТА ТЕРИТОРІЙ

Formulation of the problem. This has already become the norm for Ukraine, when the city takes an active position in the competition for tourist and/or investment attractiveness with other cities. A necessary component of this struggle is the city brand. The city brand is the result of – impressions received, whether from communication, from one's own experience, or from a combination of the first and second. One of the tools for strengthening and influencing the impression of being in the city is the small identity of the streets. The aim of the research determining the small identity of streets as one of the tools of brand management of cities and territories. The оbject of the research was the identity of the streets. By the small identity of the streets, we understand the system of symbols, designations, names, objects that a person meets while moving through the streets of the city. The methods of the research. Among the methods we used in the research, we can single out the method of scientific abstraction in the construction of the research concept and the formation of a model of the relationship between the design process of the graphic part of the city brand, the small identity of the city streets and the perception of the target audience of the city brand communication and urban space. They also used the method of office research, the method of analysis and synthesis when studying the theoretical developments of researchers in the field of city and territory branding. The hypothesis of the research. The lack of a small identity of the city's streets makes the city's branding ineffective. The management of the city's brand should be strengthened by measures to form an appropriate system of small identity of the city's streets. The statement of basic materials. A city working on its brand must have material confirmation of what the brand is talking about. The visualization of the city brand should reflect the identity of the city, embodied in various artifacts that can be found physically in the city – from souvenir products to architecture, events and selfie songs. If they are missing – they must be created according to the concept of the city brand. If they are –, they must be adapted to the concept of the city brand to create the prerequisites for effective branding. The originality and practical significance of the research lies in proving the need for active use of a small street identity in city brand management. The originality and practical significance of the research. The small identity of the streets has high potential as a tool for managing the city's brand. The method of its use in city branding, in our opinion, is the subject of separate studies.

Exploring Jalaluddin Rumi's Philosophy of Love through YouTube Content ‘Ngaji Filsafat’ on MJS Channel

Currently, the YouTube platform has become the primary source of information and entertainment for many people. The YouTube platform offers a variety of engaging educational content, including content related to the study of philosophy. ‘Ngaji Filsafat’ is a segment that has been around for 10 years on the MJS Channel and has consistently presented philosophy discussions in a light and engaging manner. Episode 144, which explores the philosophy of love by Jalaluddin Rumi, became the most popular episode with 1.6 million viewers. This article aims to uncover how delivering content through this platform can influence the audience's perception and understanding of Rumi's philosophy of love. This research utilizes a qualitative approach, with data collection methods involving observation and document analysis. The collected data will be analyzed descriptively and analytically using the Miles and Huberman analysis model. The study indicates that delivering the concepts of Jalaluddin Rumi’s philosophy of love through the ‘ngaji filsafat’ content can enhance and deepen the viewers insights on the MJS Channel YouTube platform.

The Influence of Social Media on Entrepreneurial Identity and Self-Presentation

This research paper examines how social media influences entrepreneurial identity and self-presentation. Social media provides entrepreneurs with a unique platform to showcase their ventures, interact with stakeholders, and present their desired selves to the public. This study analyzes the influence of social media platforms on the construction and portrayal of entrepreneurial identity and self-presentation. The theoretical foundations for the study were taken from self-presentation, impression management, and identity construction on social media. This study investigates the way entrepreneurs’ brand themselves across social media platforms. For this purpose, we employed a mixed-methods approach, performing content analysis of social media profiles of entrepreneurs and interviews with stakeholders. The findings of the study reveal that entrepreneurs use content curation, visuals, text, and storytelling as techniques and tools to present and project their entrepreneurial identities. The analysis further reveals that the use of tools and techniques is the key strategy for entrepreneurs to capture the audience and to convey and convince them by keeping them engaged and expressing a strong association with the audience. The findings of the study are an attempt to add to the growing body of knowledge about social media, entrepreneurship, and audience perception by highlighting the challenges, opportunities, and scope of the emerging social media platforms.