Local Viewers Research Articles

A STUDY ON RELIABILITY TEST TO CONFIRM ANTECEDENT OF INFLUENCER MARKETING AND CONSUMER BEHAVIOR WITHIN PUNE CITY

This research study investigates the antecedents of social media influencer marketing. These antecedents were found and perceived to impact consumer behavior within Pune City. In particular, the research focuses on understanding the role of key factors such as trust & credibility, consumer connect & engagement, and social circle influence, the conceived belief system of the consumer antecedents that drive consumer decisions in influencer-led campaigns. By investigating these factors, the study aims to confirm their significance and reliability to firmly shape the construct of the impact of SMIs on consumer purchasing patterns, in a quickly developing urban market. The researchers employed a quantitative research approach, picking primary data from active social media users in Pune city. These users are followers of social media influencers using platforms like YouTube, Instagram, and Twitter. The Structured survey questionnaire was distributed to measure variables such as consumer trust & credibility, influencer content richness & authenticity, and purchase intent. Reliability testing was conducted using Cronbach’s alpha, to evaluate the consistency of the identified antecedents which influence consumer behavior. The analysis revealed that the alpha value of 0.754, fits contentedly within the prescribed range, indicating that the 42 items (defining antecedents) are well-designed. It also reveals that these items effectively acquire the envisioned concept. The inclusion of 42 items in the analysis advocates that a larger number of items normally increases the likelihood of capturing a comprehensive picture of the construct, thereby the reliability increases. This study confirms the importance of factors such as “Influencers are credible specialists, and following their advice is accepted socially” and "Consumers’ aristocracies support social media influencers’ recommendations". These factors when synthesized to “credibility” and “recommendation-centric”, bring into the limelight as crucial antecedents to be considered in the social media influencer marketing effectiveness within Pune City. The findings provide valuable perceptions for marketers looking to optimize their strategies. They can leverage social media influencer marketing to engage local viewers. This research study also contributes to the academic understanding : (a) how influencer marketing affects consumer behavior within Pune city (b) offers practical applications for businesses within the urban setting.

Exploring local, experimenting with transnational: Producing Turkish television series

This study explores the factors influencing the rising global appeal of Turkish TV series, focusing on the production process and economic dynamics with the global and local media distribution of these dramas. It assesses how market-driven media production conditions and creative professionals’ roles influence the creation of Turkish series by interviewing nine industry insiders. The study found that market-oriented media practices and executives’ understanding of Turkish audience preferences significantly direct the creative output, which is predominantly aimed at local viewers.

Examining the gray cube effect on naïve viewers’ appreciation of street-based art in Hong Kong and Poland

The present research investigates the appreciation of sanctioned street-based art among naïve viewers. It examines the role of viewing context in art appreciation, by experimentally testing a gray cube effect, which posits that street-based artworks are more likely to be identified as art (H1), liked more (H2), and understood more (H3) when viewed on the street. Identical procedures were carried out in Hong Kong (Experiment 1) and Lublin, Poland (Experiment 2), separately, sampling local artworks and local viewers. Experiment 1 tested 14 murals with 100 Hong Kongers; Experiment 2 tested 7 sculptures and 7 murals with 88 Poles. Participants were randomly assigned to either viewing street-based artworks on the street (gray cube) or viewing digital images of street-based artworks in a laboratory. The participants assessed each artwork in terms of art identification, liking, and understanding. These “twin” experiments yielded identical results, i.e., street-based artworks were liked more (H2) and understood more (H3) but not more likely to be identified as art (H1) on the street than in the laboratory. Overall, the present findings support the gray cube effect with ecologically valid data, and the effect seems robust across Western and Eastern cultural contexts and across genres of sculpture and mural.

When Images in Haiti Fail: The Photograph of Charlemagne Péralte

ABSTRACT In 1919, the US Marines took a staged photograph of the recently killed insurgent Charlemagne Péralte in order to impede other oppositional fighters during the US Occupation of Haiti. Local viewers interpreted the reproduced and circulated photograph of Péralte crucified to a door as a sign of his martyrdom and strength. While scholars most often turn to Philomé Obin’s circa 1970 painting Cruxification de Charlemagne Péralte pour la Liberté to discuss the generative possibilities of the photograph, I return my attention to the photograph and the earlier context of its making, display, and distribution. Turning back to the visual field of the photograph and its moment allows for distinctive insight. Specifically, my interest lies in what happens when images in Haiti during the US Occupation failed to operate as intended by the Marines. It explores how the contours of this kind of failure become a site for reinterpretation. I privilege examples of how Haitians assert their engagement with the visual by focusing on descriptions, responses, and references to images. Doing so enlarges one’s perception of aspects of the visual that are not built, painted, or made by Haitians but, as I argue, were seen and reinterpreted by some of the country’s early twentieth-century marginalized viewers for their own benefit.

Specialised Vocabulary in Subtitling Science Documentaries

This article describes an exploratory study which tries to shed light on audiovisual translation considered as specialised translation through two English language health-themed documentaries with Greek subtitles. The aim is to highlight the way English specialised vocabulary is translated into Greek. After a brief overview of the main aspects of interlingual subtitling and the general features of documentaries, the focus moves onto the translation of science documentaries as specialised texts. The methodology is based first on the formal characteristics of the specialised vocabulary identified, and second on a translation strategies model by means of which the translation of the specialised vocabulary is studied. The findings are discussed with emphasis on the specifics of the equivalences provided, in order to proceed to an overall account of the translation. Lay Summary Science documentaries make scientific subjects accessible to the general public. They popularise knowledge, so viewers can watch a film easy to understand. However, information on scientific matters is offered to the viewers mostly by means of specialised vocabulary. Things become more complicated when a documentary is on television in a country where people do not speak the language of the film. In such cases, subtitlers create subtitles used in order to make easier for local viewers to understand the scientific information presented in another language. Although subtitling is widespread all around the world, studies have only focused on subtitling in television series and cinema films. Moreover, researchers have shown little interest in translation of science documentaries from English into Greek. As my mother tongue is Greek, I wanted to study the way that the English specialised vocabulary in such films was translated into Greek. For this purpose, I studied all kinds of specialised words -medical, economic, legal and administrative terms- that were contained in two English-speaking documentaries investigating health issues. I must point out that subtitlers are hardly ever specialists in the scientific field of the documentaries they translate. By using a specific translation model, I found out that subtitlers had used various ways for the translation of English terms. What is interesting is that even when terms were translated into Greek by means of non-specialised words, the scientific content of both films was transferred into the subtitles, offering a readily comprehensible product without any loss of information.

Discursive constructions in televised news: The case of Mindanao, Philippines

News stories carry boundary setting language that constructs nations as homogenous imagined communities and furthers the us-vs-them metanarrative that separates those who belong to one nation from those who do not. However, it may be possible that boundary-setting representations may be applied to groups within the nation-state. This article explores this possibility by examining the discourse constructed by mediated communication such as local and national television news programs about the Mindanao region in the southern Philippines. Results show that Mindanao-based journalists present Mindanao to local viewers as different, neglected, and violent. This is possibly an indication of how historical social processes involved in the emergence of the Mindanao state intersect the discursive ones concerned with national and regional identity construction.

Gold Palaces: Merit, Beauty, and Perfection in the Cremation Structures of Monks in Northern Thailand

Cremation structures serve the utilitarian purpose of incinerating a corpse to aid transition from life to death, but in contemporary practice in Northern Thailand, opulent, golden-colored cremation structures called prasat sop also create a stunning sight that give local viewers a deeper understanding of all sentient beings’ connection to death.

Urban Influencers: An Analysis of Urban Identity in YouTube Content of Local Social Media Influencers in a Super-Diverse City.

Influencers belong to the daily media diet of many adolescents. As role models, they have the potential to play a crucial role in the identity construction of their viewers. In the age of social media, such role models may now be found more locally – in the same city – and perhaps with more diverse backgrounds. This may be particularly valuable to adolescents growing up in super-diverse cities, as they are surrounded by a multitude of groups and identities during a life phase in which they have to make sense of who they are and where they belong. Despite the heterogeneity of these identities, there is one thing all have in common: the city they live in. With the city as a common framework, local influencers may be important role models for these adolescents, particularly in negotiating their urban identity. This paper aims toward mapping the ways in which social media can play a role in the negotiation of urban identity among youngsters by investigating how YouTube influencers from a super-diverse city are related to each other online, and how their content relates to the (super-diverse) city of Rotterdam. Findings show that in their videos and on their channel pages, influencers mainly affiliate themselves with the city through having the city as the background and context of the videos, through their involvement with cultural trends (e.g., soccer, hip-hop) that link to the city, and through their affiliation with other local influencers. We argue that influencers may therefore provide their viewers with content that may potentially help their local viewers strengthen their urban identity.

The Popularity of Asian Drama Series on Malaysian Television

The Asian drama series has reached high popularity level among local viewers since this popular culture has penetrated into our local entertainment industry. The scheduling of the government or the private television stations specific to Asian drama series has increased when the response is very encouraging from the local viewers. Viewers are an important commodity in the capitalist system whereby when a cultural product obtains high viewing rating, automatically the popularity is also going to be high. Thus, for these Asian dramas series to achieve popularity, they need to draw the interest and demand of viewers in this region, where it can be explained through the concept of regionalization. Regionalization gives the priority to the psychology and phenomenon about the cultural approach and the cultural discount. This concept justifies the phenomenon of Asian drama series popularity in the Asian region. The content analysis and interview have been used in this study to analyze the elements contained in the Asian drama series, and whether or not they contribute to their popularity also perspective from local drama producers towards this phenomenon. Similarities in terms of the theme, characterization and narratives contained in the popular Asian drama series in this current work are the method and approach adopted in this work to reduce the cultural discount whereby through this similarity it has started to build the identity and characteristics of the Asian drama series seen as accepted and welcome by Asian viewers- something which is known as the cultural approach. The outcome of the study also shows that from the mainstream theme, good scripts, the right choice of artists and appropriate theme songs in the drama that they contribute to high popularity and altogether leave an impact to the Malaysian TV industry. Producers are in full authority not only in executive work but also in terms of the creativity. The decision made by a producer of a drama is vital to render a drama series a success.

Local consumers’ reception of imported and domestic movies in the Korean movie market

We look into how local consumers receive foreign cultures embedded in imported movies against customized local cultures in domestic movies in the Korean movie market. We theorize that imported movies (mostly, American movies), which often have bigger budgets and superior moviemaking techniques, suffer from cultural discount in appealing to local (Korean) viewers. By contrast, homemade domestic (Korean) movies appeal to their own national market more effectively with customized cultural content (cultural categorization). Specifically, before movie release, imported movies tend to generate generally lower expectations because of local viewers’ cultural discount of those movies. Conversely, local domestic movies tend to generate generally higher but more polarized expectations arising from local viewers’ cultural categorization of the movies. These aspects lead domestic movies to perform better in theaters in the number of viewers and the movie’s life length. Imported movies, however, attain similar levels of viewer satisfaction because they have smaller and differentiated customer bases. Using multiple-source Korean movie data, we empirically support our theory. Finally, we discuss the practical importance of understanding and strategically utilizing these cultural issues from Hollywood studios’ perspective.

Politics of Cinema in Hashemite Iraq

Abstract Hashemite Iraq was better integrated into the global cinema that other Arab countries. Baghdad audiences loved film noir, and the US succeeded in displacing the UK as a source of newsreels, as well. During the Cold War’s first decade, Hollywood continued to pump inexpensive productions and aged celluloid through Iraq, including films made under US government contracts. Local viewers responded thoughtfully to such films, engaging themes such as responsibility and guilt. Against this general background, specific allegations that testing of weapons delivery systems for germ warfare continued after the end of the Korean War, are assessed in the light that public health authorities reported a series of outbreaks of meningitis among audiences in Baghdad cinemas.

Nostalgia for an Imaginary Home: Memory, Space, and Identity in the New Turkish Cinema

Since the mid-1990s we have been witnessing the emergence of a “new Turkish cinema.” A number of young directors, among them Zeki Demirkubuz, Derviş Zaim, Yeşim Ustaoğlu, Serdar Akar, and Nuri Bilge Ceyhan, made their first feature films during this period and have proved to be quite prolific since then. Acclaimed by critics in Turkey and abroad, recent Turkish films have received invitations from major international festivals and have won prestigious awards. The new Turkish cinema has also generated its own brand of audience. While Turkish films had largely disappeared from theaters for most of the 1980s due to severe economic adversities in the film industry, local viewers had, in any case, distanced themselves from Turkish cinema on the grounds of its presumed “banality,” the term “Turkish film” having become almost synonymous with “bad taste” for a decade prior to the arrival of the new Turkish cinema. Since the 1990s, however, Turkish films have once again begun to attract audiences to theaters, signaling that the long lost reputation of Turkish cinema may have been restored.

The Child Miracles in Simone Martini's Beato Agostino Novello Altarpiece

The writer discusses the child miracles depicted in Simone Martini's early-14th-century Beato Agostino Novello altarpiece (Pinacoteca Nazionale, Siena, Italy). A close reading of the miracle scenes, informed by references to theological, medical, and artistic sources, sheds light on the meaning that the images of childhood would have had for local viewers. The altarpiece offered consolation to bereaved and anxious parents through the miraculous interventions of Augustinian holy man Agostino Novello, but it did so within the context of active religious faith and almsgiving.

Reactions to globalisation by the television industry in post-apartheid South Africa

ABSTRACT This article discusses the different ways in which the South African television industry has reacted to globalisation forces during the post-apartheid era that started in the early 1990s. Of particular interest is how the local television industry initially planned political and economic reforms aimed at bringing the industry more in line with global trends, but then later reacted mainly to protect the local television production industry against foreign competition and to protect local viewers against perceived cultural imperialism impacts of foreign programs. These protective actions were however not as successful as was intended with regard to promoting local television content production. The paper discusses the underlying dynamics of the globalisation and the various localisation processes that occurred (varying chronologically from primary, to secondary, to tertiary localisation), as well as the ways in which television industries in other parts of the world have reacted to similar global forces. It is contended that the local South African television production industry stands to benefit most in future if broadcasting policy makers respond more pro-actively to opportunities offered by global technological forces operating upon the industry. This is in agreement with the thrust of the latest broadcasting policy process of the Department of Communication. It is concluded that a recent joint initiative by the country's two major broadcasters in which an increased number of both locally produced and other “African” programs are being broadcast via satellite to prospective geo-cultural markets in the rest of Africa, holds promise for the future viability of the South African television industry.

Natives on the Electronic Frontier

Natives on the Electronic Frontier