Audience Reactions Research Articles

Analysis Of Social Media Promotion and Marketing Strategies for Disney Movies: A Case Study on Zootopia & Frozen 2

This study aims to deeply analyze the successful strategies of Disney movies in social media marketing, taking “Zootopia” and “Frozen 2” as case studies. With the expansion of the global movie market and the diversification of audience demand, animated movies are highly competitive, and Disney occupies a leading position with its strong strength and perfect network. The study first introduces the background of The Walt Disney Company, explaining the study's purpose and significance and the framework. Then it analyzes the global influence and marketing strategy of “Zootopia” respectively, including its background, the current fire situation, social media promotion techniques innovative parts, and offline promotion strategy. Then the background, audience reaction, social media promotion methods, and effects of Frozen 2 are discussed. It then compares the differences and changes in the marketing strategies of the two films, including social media strategies, offline promotion focus, cross-border cooperation methods, etc. It also discusses the evolution of marketing strategies, such as digital transformation, emphasizing user-generated content, exploring the application of new technologies, etc., as well as cross-cultural communication strategies. Finally, suggestions and expectations for movie marketing in the digital era are given, including strengthening innovation, building a social interaction ecology, pursuing content quality, and deepening cross-cultural communication strategies. The study summarizes the results, points out the limitations, and offers an outlook on future research directions, providing valuable experience and inspiration for the film industry.

Biased Social Media Debates About Terrorism? A Content Analysis of Journalistic Coverage of and Audience Reactions to Terrorist Attacks on YouTube

Social media are an important source of news during crises such as terrorist attacks. However, how news media and their audiences make sense of terrorism on social media is subject to bias, for example, given their differential treatment of terrorism by right-wing versus Islamist extremist perpetrators. In this study, we analyze how incident- and perpetrator-related characteristics of terrorist attacks are associated with bias in public debates about terrorism on YouTube. We focus on selectiveness in which attacks are covered (gatekeeping bias), how attacks are covered (presentation bias), and how audiences react to coverage (audience bias). Methodologically, we employ a manual and an automated content analysis of terrorism coverage by five international broadcasters on YouTube ( N = 643, 2018–2020) and related user comments ( N = 193,721). Our findings illustrate how sociocultural contexts shape news bias in terrorism coverage, both in the form of gatekeeping bias and presentation bias—but we conclude with less evidence for audience bias in public reactions to terrorism, at least on social media. Consequently, journalists should critically question working routines in covering crises to avoid reinforcing power imbalances, especially those from Western contexts.

Этническое мифотворчество в киберпространстве как фактор репрезентации этничности чувашей

The article is devoted to the study of Chuvash ethnic myth-making in cyberspace. The aim of the work is to determine its role as one of the factors of ethnicity representation. The study is based on the analysis of the relevant content presented on popular web platforms and social networks YouTube, Rutube, Zen, VKontakte, Odnoklassniki. The study identifies a certain section of content offered by search algorithms as the most viewed and included in thematic collections and playlists. The author examines the myth-making components of the Internet space, characterizes formats and plots, identifies their authors, and studies the audience's reaction to the content. Data analysis showed that ethnic myth-making has a positive effect on the representation of the Chuvash culture. Despite some inaccuracies in the information, such material generally evokes positive emotions in users. Information in video and text format is published on popular Russian platforms, making ethno-myth-creating content accessible to a wide audience. The myths created by the authors reflect their desire to show the antiquity and significance of the Chuvash people, which helps the Chuvash people to understand their identity, place and role in the world. Ethno-myth-creating content on the Internet increases interest in the Chuvash culture, promoting its popularization and representation.

Investigating The Impact of Communication Apprehension on Learning Public Speaking of English Major Students

Being able to stand in front of a crowd and speak in front of an audience is important for improving the academic achievement of individuals in the present as well as support for future career development. McCroskey and Richmond (1987) assert that the ability to speak in public is important for persuasion and effective communication because it allows people to confidently convey their ideas, engage an audience, and express themselves clearly. However, Horwitz et al. (1991) define linguistic CA as the feelings of discomfort or uncomfortable experienced by foreign language learners. Learning a foreign language can be stressful for many students, especially when they are in the classroom. This study aimed to investigate the impact of communication apprehension (CA) on the learning of public speaking skills among English major students at Nam Can Tho University. A quantitative data collection method was used to address three key research questions: (1) How does communication apprehension affect the learning of public speaking skills? (2) What are the common causes of communication apprehension among English major students? (3) What are the possible methods to reduce communication apprehension and improve public speaking skills? The study utilizes a questionnaire including 47 questions to identify common causes of communication apprehension (CA) to explore potential strategies to deal with CA in public speaking. The Reliability Analysis on 50 items of these clusters showed that the reliability coefficient of the questionnaire could be acceptable for all parts. The sample consisted of 135 university students enrolled in English Studies major in 4 different classes. They averaged around 18 to 22 years of age with 29,6 percent being males, and 70,4 percent being female. The result showed that the preparation skills significantly impact the result of public speaking. Besides, based on the questionnaire result, factors like inappropriate self-expectations, fear of evaluation, excessive focus on the topic, and fear of the audience's reactions have no effect or minor effect on their public speaking. The findings of this research help the students improve their public speaking skills and inform the development of effective interventions to enhance their communication competence.

Political Polarization and Gender: Audience Reactions to Gender Disclosure in Women-Owned Businesses

Political Polarization and Gender: Audience Reactions to Gender Disclosure in Women-Owned Businesses

Social media influencer vs. virtual influencer: The mediating role of source credibility and authenticity in advertising effectiveness within AI influencer marketing

This study examines the differences between social media influencers and virtual influencers in influencer marketing, focusing on their impact on marketing effectiveness. Using a between-subjects experimental design, the research explores how human influencers (HIs), human-like virtual influencers (HVIs), and anime-like virtual influencers (AVIs) affect perceptions of authenticity, source credibility, and overall marketing effectiveness. The study evaluates these influencer types across both for-profit and not-for-profit messaging contexts to determine how message intent influences audience reactions. The findings reveal that HVIs can be as effective as human influencers, especially in not-for-profit messaging, where their authenticity and source credibility are higher. However, when the messaging shifts to for-profit motives, the advantage of HVIs diminishes, aligning more closely with AVIs, which consistently show lower effectiveness. The study highlights the critical role that both authenticity and source credibility play in mediating the relationship between the type of influencer and advertising effectiveness.

대중문화로서 영화텍스트의 평생교육적 가능성 고찰

Purpose: This study examined popular culture, which is closely related to our daily lives, from the perspective of public pedagogy, and explored the educational possibilities of movies, especially among the various genres that make up popular culture. Based on this, the educational implications of film texts were identified and this study proposes their role in the field of lifelong education, as well as suggests implications for 'film education' currently practiced in schools. Methods: For this purpose, the relationship between our lives and popular culture and its influence were examined and a description of the audience's reactions to the movie was revealed in media articles and critical texts with three films, as well as the social repercussions of the films. Results: As a result, popular culture, especially films, reveals the public's unconscious by representing reality and also constructs discourse through the audience's critique. The study also found that films as texts enable audiences to critically reflect on “represented reality” and that their educational meaning can be interpreted in a variety of ways depending on their own experiences and life contexts. Conclusion: The meaning of film education is reconstructed according to the learner's life context and experiences, and it is in this sense that education occurs.The meaning-making of education that occurs for an individual throughout their life is holistic, including schooling. The existing film education centered on narrative analysis in public education and lifelong education should be transformed into a method that emphasizes the characteristics of the film medium.

Live Free and Die: How Social Media Amplify Populist Vaccine Resistance

The COVID-19 pandemic led to over one million American deaths, disproportionately suffered by those who resisted vaccination by championing individual autonomy over the collective good. The article takes as its point of departure that vaccine resistance is a recurring phenomenon in U.S. history with multiple origins. Among these are the absence of a consistent approach to public health policy—the combined result of the absence of federal police power—and tensions between the public good and libertarian values. The latest instance of populist resistance was assisted by changes in the information system. Relying on several lines of research, we specify a model of group identification that highlights social media’s role in this latest eruption of opposition. A key element is an attentive public that selectively shares information based on reputational concerns. We test our model by applying frame analysis on a body of data drawn from U.S.-based news content and audience reactions on Facebook.

RELASI MUSIK DAN SAWER DALAM PERTUNJUKAN DANGDUT NEW MONATA

This research is motivated by sawer activities in the New Monata dangdut music performance space. Sawer and dangdut music have a close relationship as performing arts. What we want to explain in this article is how saweran occurs in New Monata dangdut music performances and what the relationship is between music and saweran activities. This research was conducted using qualitative methods with stages of observation, interviews, document study, data presentation, data analysis, and drawing conclusions. Based on the analysis, it was found that the saweran activity in the New Monata dangdut music performance was carried out during the song. The act of nyawer is a reflective (spontaneous) and non-reflective (planned) action of the audience. Sawer is part of the reaction to the action of New Monata's dangdut music presentation. The relationship between music and sawer is a cause and effect relationship. The action of New Monata's dangdut music is the cause, the audience's reaction is the effect. Action and reaction are a natural phenomenon in a dangdut performance, music as action, and sawer as reaction.

Pension Reform Framing on Russian Federal Television: Editorial Policy and Audience Reaction

Abstract The pension reform implemented in Russia in 2018, primarily associated with raising the retirement age, has become evidence of a ‘miscalculation’ of media controllers. Such a ‘miscalculation’ is explained by the improvidence of the ongoing campaign in promoting pension reform. This is mainly due to the lack of elaboration during the prediction of the risks associated with naming the legislative initiative and the intensity of its representation. As a result, the ‘pension reform’ frame, constructed and subsequently promoted by Russian federal TV channels, caused the non-linearity of the media process, inspiring protest moods in the social environment. The media controllers had to modify their editorial policy strategy. After facing challenges, the ‘Big Trio’ was forced to choose a new frame and decide on a new approach and strategy of representation. This helped them to bring stability to the social environment, decrease the risk of reputational damage to the ruling class, and create a foundation to introduce more political initiatives successfully.

Transformations in participation, creative and political practices in the punk scene in Bogotá during the COVID-19 pandemic

This article studies the effects of the COVID-19 pandemic through its different phases by looking at the case of Bogotá’s punk scene and analysing the activities of different collectives involved in the organization of music shows and other types of gatherings. We contribute to understanding those effects by answering the question of how the pandemic has transformed the creative, collaborative and political practices of its participants. We consider four periods of analysis: pre-pandemic, lockdown, new normal and post-peak reactivation. We use a mixed methodology comprising interviews with members of the collectives and the analysis of secondary data obtained from the social media posts made by these collectives. We use the latter to compare audience participation and reactions before, during and after the COVID-19 lockdown period with data from 2019, 2020 and 2021. A network analysis confirms the existence of a network of collectives identifiable as a central node of the punk scene. We find that remote activities were never considered more than a temporary and imperfect alternative from creative, political and economic perspectives. Economic impacts were severe and led to the closure of several collectives. Though a political discourse was not articulated as such by the scene, political thought and action aligned with social protests in Colombia and unified in opposition to market-oriented government policies in the cultural field. A slow return to in-person activities took place in the scene, leaving remote events behind, re-establishing live music at the centre of the scene and allowing for informal socialization among creators, producers and audiences. By looking at the three effects globally, we conclude that the punk scene did not recover completely and did not reach the level of organization it had before the pandemic.

Word-of-mouth among blood service employees who also donate blood: a qualitative investigation of advantages and challenges for dual-role donors

BackgroundDespite word-of-mouth (WOM) and electronic WOM (eWOM) influencing people’s willingness to donate blood, no research has explored this behavior among blood service employees who are also donors. This underexplored segment is highly important, as they are generally committed to both the organization and the cause and are likely more informed on the topic of blood donation than the average donor.MethodsThis study comprised six online focus groups with 26 Australian Red Cross Lifeblood employees who are also donors. Questions covered a range of blood donation and WOM topics, including when they became blood donors, if they had engaged in WOM about blood donation, what they had talked about and with whom, and what were audience reactions. Thematic analysis was then used to explore how responses related to the employees’ motivations, opportunities, and abilities to engage in WOM and eWOM about blood donation.ResultsWhile most employee-donors saw alignment in their employee and donor roles, advocating for blood donation was not considered a necessary part of either role. Educating others about blood donation was a common goal of employee-donor WOM and eWOM, and almost all employees engaged in reactive WOM, triggered by events (e.g., recent donations) or questions about their work. Employee-donors in donor-facing roles (e.g., communications and collections staff) felt more aware of the importance of encouraging others to donate blood and were also more likely to be proactive in their WOM activity. Along with these perceived advantages of having a dual role, employee-donors also identified some disadvantages, such as unrealistic expertise expectations and negative audience responses that can be difficult to navigate.ConclusionsBeing an employee-donor is a double-edged sword. For example, increased opportunities to talk about blood donation and access to more information can be offset by having to respond to more challenging questions/comments and expectations, while appropriately representing their employer. More research is needed among those in employee-donor roles within the healthcare and/or non-profit sectors, to determine whether these are issues faced more broadly, and how those in dual roles can be most effectively supported to engage in positive WOM and eWOM.

Research on the Perspective of Hosts in Television Personality Special Programs: A Case Study of "Voice"

With the development of social and scientific technologies, television special programs have diversified into various types based on style, content, and form. Among these, personality specials are particularly distinctive. As an important component of television specials, these programs focus on depicting real-life individuals and events, aiming to present authentic people and stories while deeply respecting and portraying human nature. The narrative perspective in television personality specials significantly affects the audience's reaction; the relationship between the narrator and the subjects influences the audiences understanding of the story. This paper uses the program "Voice" as a case study. It is divided into five sections: the first explores the concept of narrative perspective; the second analyzes three common narrative perspectives used by hosts; the third examines the narrative style of the host through program analysis; the fourth discusses the specific narrative perspectives of Sa Beining; and the fifth explains the changes in narrative perspectives in the era of new media and scientific advancement, providing explanations for the corresponding basic concepts.

Analyzing 'Himawari No Yakusoku' in 'Stand by Me Doraemon' through film soundtrack and communication theories

This study examines the impact of the song "Himawari No Yakusoku" on the narrative and emotional complexity of "Stand by Me Doraemon" using film soundtrack theory and film communication theory. The focus of this inquiry is the incorporation of music into cinematic storytelling in order to elicit emotions and strengthen narrative ideas. The significance of this study arises from the increasing acknowledgment of music's pivotal role in the film, requiring a more profound comprehension of how soundtracks enhance the viewer's experience. This research used a qualitative analytical methodology to investigate the structural components of the song, encompassing its introduction, verses, pre-chorus, chorus, instrumental section, and outro. The analysis utilizes theoretical frameworks from prominent works in the field of film music studies, such as Claudia Gorbman's theory on narrative film music, Kathryn Kalinak's observations on the purposes of film music, and David Neumeyer and James Buhler's debates on the emotional influence of soundtracks. The result suggests that "Himawari No Yakusoku" successfully utilizes important musical methods, including key selection, polyrhythm, thematic recapitulation, and harmonic resolution, to correspond with the emotional and narrative progressions of the film. The song begins with a warm tone in the key of Bb, the verses feature a polyrhythm that adds emotional complexity, the pre-chorus creates anticipation, and the chorus serves as a distinctive leitmotif. The instrumental portion adds introspective complexity, while the outro provides a gratifying conclusion. These features collectively improve the film's narrative, showcasing the song's essential function in influencing the audience's emotional and cognitive reactions.

‘Palermo is a mosaic’: cosmopolitan rhetoric in the capital of Sicily

Abstract The political messaging of Leoluca Orlando, who served five terms as mayor of Sicily's capital, Palermo (most recently, until 2022), articulates a cosmopolitan vision of local identity. Orlando seeks to emphasise Palermo's ‘tolerant’ values, invoking the city's history to foster this image, as well as using a variety of rhetorical strategies. He portrays Palermo as having a true ‘essence’, which is necessarily multicultural. I analyse Orlando's pronouncements on his official Facebook page, as well as observing his audience's reactions to his messaging, both supportive and critical. I examine how Orlando articulates the narrative that Palermo has historically been a ‘mosaic’ of various cultural influences, proposing that the contemporary city is the ‘true’, welcoming face of the Mediterranean. As well as exploring the political utility Orlando sees in such arguments, I analyse the risks inherent in this essentialising project.

It's Not Just: Evaluation of a Media Campaign to Motivate Action Around Targeting of Menthol Tobacco in Black Communities.

For more than 60 years, tobacco companies have aggressively marketed menthol tobacco products in Black communities. In 2021, New York State Department of Health-funded grantees launched a media campaign aimed toward civically engaged New York adults to educate and mobilize community action to prevent targeted marketing of menthol tobacco. This study examined audience reactions to the campaign and associations between campaign awareness and key outcomes. Following campaign implementation, we administered 2 online, cross-sectional surveys to 2,000 civically engaged New York adults to assess campaign awareness, audience reactions, and campaign-related attitudes and behaviors. We examined sociodemographic differences in audience reactions and assessed multivariate associations between campaign awareness and key outcomes. Overall, 40% of respondents were aware of the campaign. Perceived advertisement (ad) effectiveness was higher among Black, Hispanic, and nonsmoking respondents and those aware of the campaign. Negative reactions to ads were higher at wave 1, among non-Hispanic White and male respondents, and among current smokers. Campaign awareness was positively associated with campaign-related beliefs. The association between campaign awareness and support for a menthol ban varied by survey wave and race, with positive associations at wave 2 and among non-Hispanic White respondents only. Among wave 2 respondents only, campaign awareness was positively associated with actions to reduce the targeting of menthol in Black communities. Media campaigns can play an important role in raising awareness of menthol tobacco product targeting in Black communities and building public support for local and statewide menthol restrictions that may be implemented before federal product standards are in place.

Contemporary prolepsis in digital rhetoric: the roles and functions of proleptic cues

This article explores the adaptation of Gérard Genette's concept of narrative prolepsis in the realm of social media as the proleptic technique, demonstrating its effectiveness as a tool for anticipatory rhetoric in digital communication. By analysing selected instances from Twitter and Facebook, the study illustrates how digital utterances employ proleptic cues to capture audience attention and potentially engage audiences. The concept of prolepsis, traditionally associated with narrative foresight in literature, is shown to be effectively transposed into the digital context, where it functions as a mechanism to attract user attention. This adaptation highlights the dynamism of rhetorical strategies in the evolving landscape of digital communication, underscoring the continuity of classical rhetorical principles in new media environments. Future research should incorporate a corpus study, which would allow for an in-depth examination of the diverse array of proleptic cues employed by social media influencers. Furthermore, an exploration into the persuasive efficacy of prolepsis, along with its potential links to reasoning fallacies, could provide intriguing insights. Additionally, an analysis of audience reactions to these cues could contribute to a more holistic understanding of their impact.

Verbalisation of emotions in Ukrainian online media

The relevance of the research is determined by the tendency of modern media discourse towards emotionality, evaluativeness, the importance of emotional language means the process of perceiving a journalistic text. Undeniable today is the growing popularity of digital media, which emphasizes the need to learn the language of emotions in the online environment. The subject of studies is language techniques and means of emotional expression in the texts of national news resources "Ukrainska Pravda" and "Dzerkalo Tyzhnia". The study aims to monitor and systematize the most common verbal markers of emotionality in online publications, to highlight the dominant connotative emotional language units in the context of the analyzed topics. The research methodology includes a complex of general scientific methods: conceptual analysis, content analysis, induction, analysis and synthesis, comparison, systematization an classification. The novelty of intelligence lies in typology language means and methods of expressing the emotional spectrum in online texts. As a result of the research, it was found that an important component of the media text is the audience's emotional reaction to it. Emotions are verbalized with the help of emotives i.e. language units of different levels (lexical, morphological, syntactic, stylistic). The content analysis of the all-Ukrainian online editions "Dzerkalo Tyzhnia" and "Ukrainska Pravda" from September 2020 to March 2021 showed the dominance of emotions with a negative connotation, corresponding to the emotions and experiences of journalists and recipients regarding conflict i.e. sensitive topics (Covid-19, violation of human rights and freedoms, violence, corruption). Metaphors and epithets, foreign vocabulary, qualitatively evaluative adjectives and idioms, subjective modal syntactic constructions with evaluative semantics, colloquial and colloquial vocabulary, neologisms are most often used. Emotionally expressive means demonstrate the dominance of a pejorative construction of reality, cause a predicted emotional effect in the audience and tend to model the language picture of modern media texts in the online space.

Subtitling Cross-Cultures: Unveiling Audience Reactions to the Subtitling of the Iraqi Action Movie "Mosul" into English

This study scrutinizes how the viewers reacted to the Iraqi Action Movie "Mosul," subtitled into English. The study designed a questionnaire of 22 items and disseminated it to undergraduate and postgraduate students who are specialists in English Language and Translation studies at three Iraqi Universities. They were asked to watch the subtitled version of the Iraqi dialect movie Mosul. They responded to a 21-item questionnaire of five constructs, mainly movie-watching habits, Iraqi vernacular, technical aspects, Comprehensibility, attitudes, and future recommendations. The analysis revealed that the participants responded positively to the interlingual subtitling of Iraqi vernacular action movies into English. The study analysis showed statistically significant evidence that people prefer to watch Iraqi movies subtitled interlingually into English than those subtitled interlingually in Modern Standard Arabic.

Truth and other lies: online foreign image management in Iran during the Rouhani Era

ABSTRACT States’ communication with foreign audiences is commonly conceptualized as either propaganda (by autocracies), public diplomacy (by democracies), or PR work (by public relations agencies). This article argues that strict separation between these areas of foreign policy communication hinders more than helps our understanding of how states attempt to garner support among a global audience. Theorizing Iran’s ex-foreign minister Mohammad Javad Zarif’s communication on Twitter as a fusion of PR, public diplomacy, and propaganda with emotionally evocative performances of nationalism, this article shows how foreign policy communication develops in tandem with, but also in contrast to audience reactions and discussions.