Global Audience Research Articles

Intercultural Spectacle in Asian Shakespeare Intercultural Archive (A|S|I|A)

ABSTRACT At the turn of the 21st century, the advent of instantaneous transmission and hyperlinking within hyperspace and cyberspace facilitated the proliferation of digital archives. Meanwhile, the surge of Asian intercultural Shakespeare adaptations necessitated the establishment of corresponding digital archives to collect and conserve these Asian-related Shakespeare performances. However, most existing archives are monolingual, with English being the only language used for disseminating knowledge and conducting academic research on Asian Shakespeare performances, which further reinforces the dominance of English as the lingua franca of the Internet. Besides, they have been criticized for being preoccupied with the documents over events and being habitual to Western culture by following the West-identified (arguably white-culture) logic. In line with the prevailing argument, the Asian Shakespeare Intercultural Archive (A|S|I|A) established in 2008 attempts to offer Asian perspectives and resources for both scholarly study and audience engagement with Shakespeare. Hence, this article takes the digitization and contextualization of Mak Yong Titis Sakti (Mak Yong’s Magical Drops) and Lear Dreaming as specific cases to explore the interculturality inherent in A|S|I|A. Furthermore, a review of research related to A|S|I|A reaffirms its intercultural essence and credibility in academic research, highlighting its capacity to foster an interdisciplinary perspective within Shakespeare studies. To add, this article also underscores the challenges confronting A|S|I|A, particularly the complexities associated with representing interculturality to global audiences. In short, beyond validating A|S|I|A as a tool in academic research, the article offers insights into the future development of digital archives for intercultural theater on a global scale.

WHAT IS FEMINISM? A CRITICAL NOTE ON CONTEMPORARY DISCOURSES

What is feminism? This seemingly ‘simple’ question is often misinterpreted on social media, especially among younger generations, such as Generation Z and Generation Alpha. Perhaps the notion of it being ‘simple’ is itself part of the issue, as it allows for a proliferation of diverse interpretations of feminism that cater to the narrative of specific ‘interest groups’ in contemporary society. Here, the advancement of technology in terms of easing the access to communication on global platforms like Instagram, Facebook, X and YouTube ‘unintentionally’ furthers the agenda of proliferating certain versions of feminism among its global audience through the active application of algorithms and, therefore, consequently building this virtual echo chambers where the users are systematically exposed to their versions of ‘reality’ or what they want to be ‘true’ based on their ‘belief system’ – after the ascertain of which through these virtual community more or less actively embodies and plays out their understanding in every-day interactions. In other words, how they perceive their identities in relation to others, which in this case is male understanding what female is and female perceiving what female is through the lens of male, and sometimes out of their ‘own’ creation within the socially constructed category of man and woman. This paper intends to explore these issues by examining the history of the four waves of feminism, thereby attempting to establish a proper understanding of what feminism is against the backdrop of this newfound contemporary social problem. Besides, the goal includes exploring the concepts, theories and methodologies of social sciences in critically analysing and understanding contemporary social problems and, hence, moving one step forward towards finding a ‘solution’ – as one saying goes, being able to define a problem is half the problem solved. The quote by Albert Einstein.

Cognitive-Modeling Potential of Information-Psychological Impact in the Context of Commemorative Wars

The article is devoted to the review of the main strategies of historical knowledge falsification in the polycode space of mass communication and the analysis of the cognitive modeling within the framework of information-psychological impact exerted by communicators on the global audience. The relevance of the study is explained by the continuous rewriting of past events through the formation of media reality that distorts the historical truth, as well as by the fact that this erosive process undermines the fundamental foundations of the identity of the Russian state and its reputational image both inside and outside our society. The author identifies strategies of discrediting, silencing and building an alternative reality, which complement and replace each other in the process of falsification. The author considers socio-communicative phenomena arising from these strategies: culture of cancellation, mythologization, formation of the enemy image, construction of the semantic opposition “friend-foe”, etc.

Demystifying sportswashing: An assemblage theory perspective on authoritarian states’ investment in global sport

The article makes an original and significant contribution to international relations in three notable ways. First, we show that international relations scholars should exercise caution in their use of ‘sportswashing’, a term that has swiftly grown in popularity to detail the process through which non-democratic states invest in sport to distract global audiences away from their illegitimate or immoral practices. In heavily critiquing the term, we expose four of sportswashing’s inherent weaknesses and fallacies. Second, we draw on assemblage theory to demonstrate that this process does not revolve around image politics alone (as sportswashing suggests) but is rather the result of a much broader set of mutual motivations and interests that exist between multiple stakeholders. Third, we advance what we term ‘sportsdirtying’, to demonstrate how, in fact, investment in sport inherently leads to a heightening of public awareness and critique of an authoritarian state’s socio-political issues.

The ABCs of MOOCs: Navigating the future of online learning

Massive open online courses (MOOCs) represent a transformative shift in education, democratizing access to learning worldwide. This article introduces a comprehensive examination of MOOCs, highlighting their potential to significantly reshape educational access and quality. It explores the demographics of MOOC participants, revealing a diverse and global audience with varying educational backgrounds, professional statuses, and motivations for enrollment. Additionally, the article delves into the instructional strategies and challenges inherent in delivering MOOCs, including engagement, assessment, and accessibility issues. It outlines the evolution of MOOC platforms, such as Coursera, edX, Udacity, and FutureLearn, each contributing uniquely to the expansion of online learning. By analyzing current trends and future directions, the article projects the potential of MOOCs to further enhance personalized, interactive, and inclusive learning experiences. Through technological advancements and pedagogical innovation, MOOCs are poised to continue their role in promoting lifelong learning and professional development across diverse global contexts.

Humanizing AI training for health professions educators

What was the educational challenge? Health professions educators grapple with profound emotional burdens—technology-related distress, gnawing self-doubt, and a chilling fear of obsolescence—when urged to integrate generative AI (GenAI) into their teaching. Prevailing faculty development often overlooks this critical affective dimension, focusing on technical skills while leaving anxieties unaddressed. What was the solution? A six-week course, ‘AI in Health Professions Education,’ was developed, grounded in empathetic course design and trauma-informed pedagogy, to create a supportive and safe learning environment. How was the solution implemented? Core principles of safety, transparency, collaboration, and empowerment were woven into the course. This involved validating initial emotional responses, fostering psychological safety for experimentation, instructor transparency about AI use and their own anxieties, and offering learners a choice to restore agency. What lessons were learned that are relevant to a wider global audience? Addressing affective readiness is paramount; technical competence in AI cannot flourish in the absence of acknowledged fear. Centering on human emotion and autonomy, using customizable and psychologically safe strategies, effectively dismantles globally shared anxieties, such as the fear of inadequacy, making AI adoption feasible and empowering individuals across diverse contexts. What are the next steps? Future efforts will include structured research into affective learning outcomes, such as the emotional trajectory of tech confidence, and the development of a toolkit for empathetically designed AI training globally, particularly in low-resource settings

The Co-Rise of Korean Wave and Korean Brands: The Dynamics of National Design Identity and Brand Building

Introduction and the Purpose of the Study: The global success of Korean cultural products, known as the Korean Wave (Hallyu), has impacted South Korea's economy, extending its influence beyond the entertainment industry to consumer goods. Since 1997, Korean dramas, films, and music have transcended East Asian borders, creating a synergy between cultural exports and international success of South Korean brands such as Samsung, Hyundai, LG, and Kia. This study aims to answer these questions: What are the drivers behind the rise of Korean popular culture, and how can the co-rise of popular culture and major South Korean brands be explained? Literature Review/Background: This article explores the intersection of cultural production, product design and marketing strategies with mutual reinforcement effect between cultural and industrial exports, illustrating how media and design play a catalytic role in economic and cultural globalization. Method: By incorporating historical and descriptive analysis and examining co-branding strategies and design as a competitive advantage, the study focuses on major South Korean brands such as Samsung, Hyundai, LG, and Kia and their collaborations with K-pop groups BTS and BLACKPINK. In this context, the study analyzes the role of co-branding strategies and design in achieving cultural and commercial success. Results: Hallyu not only influences cultural exports but also strengthens industrial exports, creating a mutually supportive effect. Product design and marketing strategies have enabled South Korean brands to reach broader global audiences, influencing consumer perception and brand loyalty by incorporating popular culture. The findings contribute to discussions in visual communication design, media studies and consumer culture. Conclusion: This study offers an interdisciplinary perspective on the role of media and design in economic and cultural globalization. By focusing on the co-rise of Hallyu and South Korean brands, it presents a valuable example of building national brand identity and market expansion strategies.

Mirroring Meaning: Reduplication in Vietnamese Literary Prose and Its English Translation- A Contrastive Perspective

In Vietnam, the increasing use of translated texts reflects the growing effort to introduce Vietnamese literature to a global audience. This study examines the use of both partial and full reduplication in the Vietnamese version of Cánh đồng bất tận and its English translation, exploring how each type is employed in both languages and analyzing the similarities and differences in their usage. Based on the novella Cánh đồng bất tận and its English translation, the research examined 96 Vietnamese sentences and 105 English sentences to explore the phenomenon. The sentences were purposively selected from the novella to focus on examples of reduplication, and the contrastive analysis was conducted using a linguistic framework that compares morphological and phonological features across the two languages. The findings revealed that (1) Both English and Vietnamese employed similar methods for using reduplication in the novella, utilizing repetition of sounds or words to create emphasis, express intensity, and add a rhythmic or playful quality to the language, (2) Although reduplication is not a fundamental morphological process in English, it occurs more frequently than in Vietnamese in this text, primarily as a stylistic or emphatic device rather than a grammatical one, and (3) The rules governing letter- and word-groupings, such as the use of reduplication in both Vietnamese and English, contribute to making the text more engaging for readers by adding rhythm, emphasis, and expressiveness. Additionally, the findings also revealed that pairs of tonal patterns combined with descriptive words using the suffix -ish, create a unique and interesting linguistic feature in English. This study uncovers how reduplication functions differently in Vietnamese and English within a bilingual novella, revealing nuanced strategies translators can use to preserve stylistic emphasis and cultural meaning, thereby improving the fidelity and expressive quality of translations for diverse audiences.

The impact of integrating digital marketing into international marketing strategies " A systematic theoretical review"

This study aimed to analyze the impact of integrating digital marketing into international marketing strategies, identifying the factors that contribute to its success and the challenges facing companies in global markets. The study adopted the descriptive-analytical approach using the systematic review method by analyzing (26) Arab and foreign studies, and the results showed that 85% of the studies confirmed the integration of digital marketing with international marketing strategies provides companies with a competitive advantage, provided that cultural and technical challenges are taken into account to achieve success in diverse markets. The results of the study found that the integration between digital marketing and international marketing strategies provides companies with a competitive advantage, provided that cultural and technical challenges are taken into account to achieve success in diverse markets. The results also showed that 85% of studies confirmed that digital marketing enhances the efficiency of international marketing strategies, where social media is the most effective in reaching a global audience by 77%, and 54% of studies indicated the importance of artificial intelligence in personalizing content and analyzing data to improve targeting.. Despite the benefits, companies face several challenges, most notably cultural differences (80%) and the technology gap in emerging markets (65%), which hinder the implementation of unified digital strategies. The study recommends the need to customise content according to local cultures, invest in digital infrastructure, and enhance the use of analytical tools to improve marketing performance

Girls Formal Education in the Gogo Community of Central Tanganyika, 1890s–1970s

Abstract Traditionally, women’s roles have been limited to domestic tasks such as kitchen work, water and firewood collection, pottery making, trading, food gathering, assisting in agriculture, and childcare. This study focuses on the Wagogo, a Bantu-speaking community in Central Tanzania, challenging colonial categorization and exploring regional dynamics. The Wagogo community practices are exogamy and bride-wealth in marriage alliances. The research investigates the education and vocational training of Wagogo girls, their involvement in income-generating activities, and socio-economic patterns overtime. The paper provides accessible explanations for a global audience. It also examines the progress and challenges the Wagogo girls face in their schooling experiences. Data analysis reveals positive results, but some predicaments arise from socio-economic aspects rooted in indigenous traditions. The study highlights the limitations of informal home education passed down from parents and the importance of expanding knowledge beyond individual family experiences. By shedding light on the Wagogo community, the research contributes to a better understanding of their unique socio-economic context and educational dynamics.

Ethical Considerations in Curating Open Educational Resources for Digital Libraries

Aim: The curation of Open Educational Resources (OERs) for digital libraries presents a range of ethical challenges that significantly impact the accessibility, quality, and inclusivity of these resources. This study focuses on the ethical considerations involved in curating OERs, addressing issues such as intellectual property, content accuracy, cultural sensitivity, and equity.Methodology: The dataset consists of 375 OERs selected from 10 prominent digital libraries across a variousdisciplines, including social sciences, humanities, and technology. These resources were chosen using stratified random sampling to ensure diversity in content types, such as textbooks, multimedia, and interactive tools. Descriptive statistical analysis was conducted using IBM SPSS Statistics version 26 to examine ethical concerns, including copyright compliance, accessibility for users with disabilities, and cultural representation. Inferential statistical techniques, such as correlation and regression analysis, were employed to explore the relationship between these ethical factors and the perceived quality of OERs. Chi-square tests were used to analyse associations between different content types and ethical issues, including bias and misrepresentation.Result: Results reveal that while 72% of the OERs complied with copyright laws, only 48% met accessibility requirements for users with disabilities. Cultural inclusivity was observed in 61% of the resources, leaving 39% with insufficient representation of diverse perspectives, which can contribute to bias in educational materials. The chi-square test showed that multimedia content was significantly more likely to contain cultural bias (p < 0.05). Regression analysis found that OERs curated with ethical guidelines were rated 25% higher for effectiveness and inclusivity.Conclusion: The findings emphasize the need for standardized ethical frameworks to ensure that OERs are legally compliant, culturally sensitive, and accessible to all learners, ultimately enhancing the educational experience for a global audience.

Cultural heritage branding in a deglobalized world: global brand resonance through local cultural events

PurposeThis study aims to examine how cultural heritage brands navigate deglobalization pressures through a novel hybrid framework that integrates physical and digital dimensions.Design/methodology/approachThe research employs a qualitative case study methodology, applying life cycle theory and grounded theory analysis to examine temple fair’s brand evolution from 2011 to 2024. Data collection included participatory observation, in-depth interviews and archival analysis of festival documentation.FindingsThe analysis reveals four distinct stages in cultural heritage brand development: cultural foundation (2011–2013), digital transformation (2014–2016), global recognition (2017–2019) and strategic adaptation (2020–2024). Digital innovation and strategic adaptation emerge as critical mechanisms for balancing cultural heritage preservation with global audience engagement.Practical implicationsThe findings provide actionable insights for cultural heritage brand managers seeking to develop resilient, adaptive and globally resonant brand strategies while preserving authentic cultural elements.Originality/valueThe study introduces the concept of cultural brand resilience and develops a novel framework demonstrating how localized authenticity and digital outreach enable heritage brands to thrive amid deglobalization. This bridges a gap in understanding how cultural heritage brands maintain relevance in shifting global dynamics.

Managing unwanted visibility: how transnational Korean women content creators experience and manage harmful algorithmic visibility on global social media

ABSTRACT In the creator economy, algorithmic visibility is widely regarded as an ideal and crucial for content creators’ success. In this context, many studies have focused on social media content creators’ algorithmic labor to optimize and maintain algorithmic visibility. Drawing on in-depth interviews with transnational Korean women content creators whose visibility greatly depends on their ethnic, racial, and cultural identity, this study shifts the focus from the creators’ experiences with desirable algorithmic visibility to their experiences with unwanted algorithmic visibility, mainly their exposure to racist and fetishizing global audiences. The creators’ experiences illustrate how the value of algorithmic visibility greatly depends on who the content creators are exposed to and entails visibility contextualizing strategies, rather than visibility maximizing strategies, to build meaningful engagement on global social media. Through these findings, this study advances an intersectional and transnational lens to understand algorithmic visibility and labor, attending to the politics of algorithmic visibility beyond how much visibility the creators can attain to whom and in what ways they are made visible on global social media platforms.

Social Media Ethics: Balancing Transparency, AI Marketing, and Misinformation

Social media refers to digital platforms that enable users to create, share, and engage with content within virtual communities. Platforms like Facebook, X, Instagram, and TikTok have democratized content creation, allowing individuals to share ideas, opinions, and experiences with global audiences. Social media has revolutionized the way information is shared and consumed, offering unprecedented opportunities for learning, engagement, and democratic participation. However, this accessibility comes with significant ethical challenges, particularly centered around the paradox of freedom versus harm—the tension between upholding freedom of expression and mitigating the harms of misinformation, privacy violations, and AI-driven bias. This entry explores the dilemmas and opportunities associated with social media, examining how these platforms shape public discourse, influence consumer behavior, and challenge traditional notions of truth and accountability. It aims to provide policymakers, educators, and platform designers with actionable insights to foster ethical social media environments.

CONVERSATIONAL AI FOR PERSONALIZED WEALTH MANAGEMENT IN CLOUD-BASED CRM SOLUTIONS

Conversational AI has emerged as a transformative tool for personalized wealth management within cloud-based CRM solutions [1]. With the increasing complexity of financial services, clients demand personalized interactions and real-time insights tailored to their investment goals [2]. This paper explores the design and implementation of AI-driven virtual assistants to enhance client engagement, automate advisory services, and improve operational efficiency [3]. The proposed approach leverages Natural Language Processing (NLP), Machine Learning (ML), and cloud computing technologies to provide predictive financial insights and personalized recommendations [4]. A hybrid AI-human collaboration model is introduced to optimize decision-making processes, ensuring a balance between automation and human expertise [5]. The evaluation framework considers response accuracy, client satisfaction, operational efficiency, and regulatory compliance [6]. Our experimental results demonstrate that the proposed system enhances customer retention by 35%, improves response accuracy by 20%, and reduces operational costs by 25% [7]. This study also discusses potential challenges, including data privacy concerns, ethical implications, and scalability considerations [8]. Future directions include integrating reinforcement learning techniques and expanding multi-language capabilities to cater to a global audience.

MASS MEDIA INFLUENCE IN TOURISM PR ACTIVITIES OF UZBEKISTAN

The purpose of this paper is to explore the value and influence of mass media in shaping public relations activities in the tourism industry of Uzbekistan. The research focuses on the increasing role of media tools in promoting the cultural and historical image of the country to a global audience and emphasize the growing integration of digital PR strategies within the tourism sector.

Between the Headlines: A Comparative Study of Indian and International Television News Perspectives on the Pre-War India-Pakistan Tensions

This research paper offers a critical and in-depth examination of how television news channels in India and internationally framed, narrated, and presented the escalating tensions between India and Pakistan, particularly focusing on the volatile pre-war context surrounding the 2019 Pulwama-Balakot incident. The study is rooted in the theoretical framework of media framing and employs qualitative content analysis as its primary methodology to dissect the contrasting editorial strategies, linguistic features, emotional tones, and visual choices employed by both Indian and global broadcasters. The investigation seeks to understand how nationalistic fervor, geopolitical orientations, and varying degrees of editorial freedom contribute to the formation of media narratives during times of high-stakes international conflict. By comparing Indian television news coverage—typically characterized by heightened emotionality, patriotic rhetoric, and often aggressive posturing—with the more measured, diplomatically cautious, and globally contextualized reporting by international channels like BBC, CNN, and Al Jazeera, the study underscores fundamental divergences in tone, content, and perspective. It delves into the specific ways in which media houses cater to their respective audience expectations and national interests, revealing how these factors inevitably shape the way a conflict is portrayed. For Indian media, the emphasis tends to be on mobilizing public sentiment, reinforcing national unity, and echoing state narratives, whereas international media often strive for a more balanced, investigative, and detached portrayal aimed at global audiences. The study finds that Indian television news was more likely to use emotionally charged language, dramatic visuals, and overtly nationalistic messaging in its coverage of the Pulwama attack and India’s retaliatory airstrike in Balakot. In contrast, international media outlets prioritized diplomatic responses, questioned military claims more frequently, and provided broader regional and historical contexts. By analyzing the interplay between editorial decision-making and geopolitical positioning, the research reveals how domestic and international priorities—such as political climate, public opinion pressures, and strategic alliances—play a crucial role in constructing news narratives. It discusses how these diverging portrayals not only inform but also influence public opinion, diplomatic engagement, and policy formulation in both domestic and international arenas. Ultimately, this paper highlights the power of the media as an actor in international relations, not just a mirror of events. It emphasizes the need for critical media literacy and the importance of understanding the underlying motivations behind how news is framed—particularly in conflict zones where truth, perception, and influence can significantly diverge.

YouTube Transcript Summarizer

With the ever-increasing volume of video content uploaded to YouTube daily, users often struggle to find and consume relevant information efficiently. To address this challenge, we developed a YouTube Transcript Summarizer that automatically generates concise summaries from video transcripts. The system begins by extracting the transcript from a provided YouTube URL, then processes the text using natural language processing (NLP) techniques such as tokenization, stop-word removal, and sentence segmentation. After preprocessing, the system applies a combination of extractive and abstractive summarization methods to produce a clear and coherent summary that captures the essential points of the video. The tool is designed to handle videos across a wide range of topics—including education, news, and entertainment—and supports multilingual input, making it accessible to a global audience. It features a simple web-based interface where users can enter a link and instantly receive the corresponding summary. Performance is evaluated using ROUGE metrics to ensure summary quality and relevance. By offering quick insights into lengthy videos, this summarizer serves as a valuable tool for students, educators, professionals, and casual viewers looking to save time and enhance their content consumption experience. keywords—Natural language processing, text summarization, YouTube automation

A Data Mining-based Model for Analyzing the Factors Influencing the International Dissemination Effect of Web Microshorts Plays

Online microdramas have rich themes and diverse types and have shown unique charm in international dissemination. Compared with traditional film and television dramas, online microdramas have unique characteristics such as shorter duration, compact content, and flexible form, which can quickly attract and maintain the audience’s attention. In addition, the communication characteristics of online mini-dramas are also particularly prominent. They are widely spread through the Internet platform, without geographical restrictions, and can quickly reach global audiences. Therefore, in-depth analysis of the factors influencing the international dissemination effect of online microdramas can help reveal their dissemination mechanisms and laws in the context of globalization. In the context of reform, this research focuses a data mining-based model for analyzing the factors influencing the international dissemination effect of online microdramas. The random forest algorithm is used to fully mine multi-categorical data of web microdramas. Keywords are extracted from the mined data using the LDA model. Based on this, the influencing factors of the international communication effect of web microdramas are selected. The fuzzy set theory–DEMATEL method is then applied to analyze these factors. This process provides analytical indices for the centrality degree and influence degree of each factor. The results demonstrate that the model can yield reliable analysis of influencing factors by thoroughly mining classification data. Notably, the factors such as the centrality of cultural identity, cultural attributes, content originality, content affinity, content topicality, user experience, and the timeliness of current affairs all exhibit high level of importance. These are pivotal influencing factors for the effectiveness of international communication of online microshort dramas. Conversely, the factors of background music, camera images, and content duration have relatively lower centrality and are not as critical in determining the impact of international communication of online microshort dramas, albeit they still play a role. The centrality of background music, camera image, and content duration is lower, making them noncritical factors. Among the factors, cultural identity and cultural attributes have higher influence and cause degrees, making them critical cause factors that easily influence other factors. User experience and content affinity have higher influence degrees, making them critical result factors that are easily influenced by other factors.

Designing English Supplementary Materials Integrated with Riau Malay Heritage for Tenth-Grade Students in Pekanbaru

English learning materials that incorporate local culture are limited, particularly those that reflect and preserve the Riau heritage. As Malay culture is deeply rooted in Islamic values, integrating these elements into language education can promote cultural transmission while enhancing student engagement. This study aims to design English learning materials that embed Riau cultural elements for tenth-grade students in Pekanbaru. This study adopts a descriptive-evaluative method within the Research and Development (RD) model proposed by Borg and Gall. The full model includes ten phases, but this research focuses specifically on the design phase (stages 2 and 3): learning objective planning and initial draft creation. Activities during this phase involved identifying and analyzing learning goals, assessing student characteristics, and developing a structured instructional plan. The subjects consisted of 40 tenth-grade students. The design process yielded English learning materials that integrate Riau heritage through culturally relevant texts and context-based exercises. The content was tailored to students' backgrounds to foster deeper comprehension, engagement, and emotional connection with the material. The materials were structured to support language acquisition while simultaneously promoting cultural preservation. Embedding local heritage into English language learning helps students develop linguistic proficiency and cultural identity simultaneously. These culturally infused materials are expected to enhance student motivation, interest, and participation by making learning more meaningful and relatable. This study provides a framework for developing localized educational content that fosters both academic and cultural growth, enabling students to share their heritage with a global audience.