Mass Media Vehicles Research Articles

Resisting Brazilian Neofascism Through Drone Imagery in (New) Hegemonic Media: The Case of Petra Costa’s The Edge of Democracy (2019)

In The Edge of Democracy (2019, Brazil), Petra Costa denounces the weakening of democracy and the rise of neofascism in Brazil—a crisis that is difficult to understand, as it is instigated, in part, by local hegemonic mass media vehicles and sophisticated virtual arsenals on social media. This intermedial analysis will focus on the filmmaker's poetic gesture of transforming drone-captured images into a personal, reflexive, and structural gaze at the power relations that permeate the plot— an act of subversion of this military-originating device, whose growing role as a mechanism of resistance will be explored. The study also points out the film's paradoxical trajectory through hegemonic institutions of the moving image—Netflix (new) and The Oscars (traditional)—which resulted in a counter-hegemonic discourse being brought into the mainstream and therefore functioning as an artifact of resistance within the plurimedial cyberwar of information surrounding the Brazilian political crisis.

COVID-19: Scientific Arguments, Denialism, Eugenics, and the Construction of the Antisocial Distancing Discourse in Brazil

Since March 11, the world has been experiencing a pandemic of Sars-Cov-2, the new coronavirus, which emerged in China in late December 2019 and causes the COVID-19 disease. Pandemics are characterized by pathogen´s ability of emerging or re-emerging across geographical boundaries, simultaneously affecting a large number of people around the world, due to the sustained transmission in humans. In the case of the COVID-19 pandemic, we have witnessed in real time the dissemination of different types of information about it and strategies used to contain the rate of virus contamination. Our main goal in this study is to analyze the discursive production of the Brazilian journalistic media about vertical isolation as a supposed scientific strategy, and to demonstrate how that has been used in the denialist approach adopted by the Brazilian President Jair Bolsonaro. The research was carried out on the Google platform, using the following descriptors: coronavirus and herd immunity; coronavirus and the Imperial College herd immunity strategy; vertical isolation; Bolsonaro and vertical isolation. 36 articles were selected for a qualitative analysis besides the original article by David L. Katz (published in The New York Times), where he claims the creation of the vertical confinement strategy. All documents of the analytical corpus are open and free of charge. The articles were submitted to discursive analysis and the main results shows that Brazilian media highlighted Bolsonaro´s proposal of vertical isolation and amplified his pandemic denial and eugenics policies The mass media vehicles play a central role in the dissemination of information and should commit to the publication of reliable and trustworthy information, as well as to objectively situate the areas of knowledge of the specialists whose opinions are being published

A construção de capacidade estatal de comunicação pelo Partido dos Trabalhadores: intenções e resultados

O artigo parte de entendimentos teóricos sobre capacidades estatais para desenvolver o conceito de capacidade estatal de comunicação, instrumento pelo qual o governo divulga suas ideias e ações à sociedade através de veículos de mídia de massa de propriedade do Estado. Em seguida, analisa-se como essa capacidade foi pensada pelo Partido dos Trabalhadores antes de ocupar o governo federal brasileiro (1980- 2002) e como foi implementada durante as presidências de Luiz Inácio Lula da Silva (2003-2010) e Dilma Rousseff (2011-2016). Verifica-se que um discurso de democratização dos meios de comunicação, favorável a uma melhor distribuição de poder entre os setores estatal, público e privado de mídia, muito presente nas décadas iniciais do partido, foi amenizado nos treze anos de exercício do poder federal em favor de ações de conciliação com a grande imprensa privada. Desse modo, ações tomadas no sentido de aumentar a capacidade estatal de comunicação foram insuficientes para reduzir a hegemonia do setor privado no sistema brasileiro de mídia, o que compromete ideais democráticos.

A Case Study of K-Water Public Relations Campaign in Korea

Corporations are increasingly focused on their social impact; thus, they seek to enhance their social images through acts of corporate social responsibility (CSR). To this end, corporations raise public awareness of their positive social returns via various mass media vehicles. In this research, we analyzed the public relations strategy for Korea Water Resources Corporation (K-Water) by identifying a synergistic combination of media vehicles to improve the company's social image and to inform stakeholders of the Gyeongin Ara Waterway's environmental and economic contributions. K-Water is one of the most famous public corporations in Korea; currently, it relies on four mass media vehicles (television, newspapers, magazines, and the Internet) for public relations communications. Structural equation modeling (SEM) was used to analyze which combination of mass media vehicles worked best in informing stakeholders of the environmental friendliness of the Gyeongin Ara Waterway.

O impacto das novas mídias para os anunciantes brasileiros

The rise of digital technology enabled the development of unprecedented means of contact between companies and their customers, the so-called new media. In addition to their capacity to reconfigure sectors such as the phonographic and motion picture industries, these new media have also had a remarkable impact on the advertising industry. The style of cross-input among advertisers, mass media and consumers that was consolidated during the twentieth century is now threatened by the widespread use of devices such as digital video recorders (DVRs), tablets, game consoles and mobile phones, all of which empower consumers to adjust their exposure to advertising. In this new environment, the traditional media and the new media vie for consumer preference and for advertising budgets. Despite advertisers' need to track and ensure the profitability of their advertising campaigns, the study found that investments in traditional media vehicles have been rising, whereas the audience delivered is declining. Thus, in a world of change, this study seeks to identify what factors influence the media buying of Brazilian advertisers, analyzing their perceptions of traditional media and of emerging media, as well as the challenges and opportunities that they represent. To this end, exploratory research based on a qualitative approach was conducted. In June and July of 2009, in-depth interviews were held with the people in charge of the advertising campaigns of 15 large advertisers from several industries. The analysis of the field data in the light of the literature on the subject identified three factors that strongly influence the media mix of the interviewees: the use of metrics that are unsuitable for the new media, advertisers' dependence on their advertising agencies and the mass media vehicles, and advertisers' internal processes.

O impacto das novas mídias para os anunciantes brasileiros

The rise of digital technology enabled the development of unprecedented means of contact between companies and their customers, the so-called new media. In addition to their capacity to reconfigure sectors such as the phonographic and motion picture industries, these new media have also had a remarkable impact on the advertising industry. The style of cross-input among advertisers, mass media and consumers that was consolidated during the twentieth century is now threatened by the widespread use of devices such as digital video recorders (DVRs), tablets, game consoles and mobile phones, all of which empower consumers to adjust their exposure to advertising. In this new environment, the traditional media and the new media vie for consumer preference and for advertising budgets. Despite advertisers' need to track and ensure the profitability of their advertising campaigns, the study found that investments in traditional media vehicles have been rising, whereas the audience delivered is declining. Thus, in a world of change, this study seeks to identify what factors influence the media buying of Brazilian advertisers, analyzing their perceptions of traditional media and of emerging media, as well as the challenges and opportunities that they represent. To this end, exploratory research based on a qualitative approach was conducted. In June and July of 2009, in-depth interviews were held with the people in charge of the advertising campaigns of 15 large advertisers from several industries. The analysis of the field data in the light of the literature on the subject identified three factors that strongly influence the media mix of the interviewees: the use of metrics that are unsuitable for the new media, advertisers' dependence on their advertising agencies and the mass media vehicles, and advertisers' internal processes.

The New Arab Mass-Media Vehicles of Democracy?

The New Arab Mass-Media Vehicles of Democracy?

The New Arab Mass-Media Vehicles of Democracy?

Fatima Mernissi is considered one of the most original and acute intellectuals the contemporary Arab world, among the best known Europe, trans lated into more than twenty languages and recently into Japanese and Indone sian.1 She was born 1940 in a Fez from a traditional family that, nevertheless, did not prevent her from acquiring a higher education and devot ing herself to study with a remarkable critical tendency. After graduating from the Muhammad V University of Rabat, she improved her academic training at the Sorbonne University Paris and at the Brandeis University the United States with a PhD Sociology, and between the 1970's and the 1980's she started to analyse the complex male-female dynamics a modern Muslim society.2 In her first essay, Beyond the Veil, she undertakes a sociological analysis about the woman's role within the traditional Muslim family and more generally, the Arab-Islamic society, especially through the study of the later interpretations, often marked by ideological manipulations. Her attention is focused on several themes: sexuality Islam, the changes the traditional male/female roles the Arab society and the economical and political reasons that caused them. After a close reading of the main sources of Islam, the Quran and the S nna, Mernissi comes to the conclusion that after the death of the Prophet Muhammad, atti tudes and rules linked to pre-Islamic traditions, responsible of an amnesia of the memory about the equality of the sexes, re-emerged and prevailed. These subjects were studied depth her following essays, Le harem politique? Sultane Oubli es^ and Sherazade goes West, or: The European Harem? where it is shown how the image of the harem has been completely reinterpreted the West.

Advertising by Accountants: The Industrial User's Perspective

ABSTRACT A number of studies have evaluated the attitudes of both professional accountants and consumers toward accounting advertising; however, very little is known about industrial clients' attitudes. The industrial market for accounting services is clearly significant and represents the focus of this study. This paper integrates the findings of a mail survey of industrial users with the earlier meta-analytic results (Hite and Fraser 1988) of accountants and consumers. Findings indicate that industrial uses differ significantly from both the consumer and accountant populations. They disagree to a greater extent than do accountants that advertising will adversely impact professional image, are more neutral than accountants yet less optimistic than consumers about potential customer benefits from advertising, and disagree significantly more than both consumers and accountants that mass media vehicles are appropriate for accounting advertising. Industrial users' demographic and behavioral factors (firm siz...

Why Media Matter: Toward a Richer Understanding of Consumers' Relationships with Advertising and Mass Media

We propose that consumers' relationships to nonadvertising forms of mass media are an essential aspect of the perceived meanings they derive from advertisements. After presenting a multidisciplinary theoretical framework, we discuss the results of an in-depth grounded theory investigation that identifies three key interpretive relationships between consumers and mass media vehicles.

Reality Engineering: Blurring the Boundaries between Commercial Signification and Popular Culture

Abstract In this paper we consider the hybridization of commercial communications and mass media vehicles of popular culture, and the potential effects of such hybrids on consumers. This hybridization results in a media environment in which the audience is confronted with a blurring of boundaries between the two domains—commercial signification and popular culture. We consider the utility for advertisers of hybridizing these domains in generating more effective promotional messages. And, we also discuss the ramifications of the resulting hybridized persuasive communications for audience response. Finally, we identify several areas in need of further research and present some pertinent policy and regulatory issues.

Comparison of Social Responsibility Information Disclosure Media Used by Canadian Firms

This study examines the social responsibility information disclosed through mass media vehicles by Canadian companies operating in the banking and petroleum industries. The analysis compares disclosures, made through mass media vehicles such as magazine, radio and television advertisements and company brochures, with those made through the company′s annual reports. Results indicated that the mass media vehicles were used extensively, but that they provided less information in the quantitative and monetary form than did the annual reports. In addition, information provided through the mass media vehicles dealt with only a few information categories. Comparison across the firms by industry indicated that there was a large interfirm difference in the usage of these media for making social disclosure. It is, therefore, felt that annual reports alone perhaps do not adequately represent the information disclosure activities of a firm or an industry.

THE MASS MEDIA AND SMOKING CESSATION: THE ABC‐TV NATIONWIDE ‘I QUIT’ PROGRAM

AbstractA television series on quitting smoking was incorporated into a weeknightly current affairs program. The series produced 30,324 written requests for quit kits. Problems in estimating the quit rate for the program are discussed and a range of 4109–5482 is given as the number likely to have quit following the program. The value of such mass‐media vehicles for the delivery of smoking cessation programs is discussed particularly in comparison with small group programs.