Social Audience Research Articles

Televisión y redes sociales: las audiencias sociales en la estrategia publicitaria

The social audience emerges with the simultaneous exposure to television and social networks. Through them the audience voices its opinions or interests about the contents in real time. This information is of great value for the advertising strategy. By analyzing the presence of social audiences in the most effective commercial communication campaigns, this study makes evident the common elements and variables used by them. The 23 campaigns awarded in the Efficacy Awards, granted by the Asociacion Espanola de Anunciantes, in the category of media and tactical action, from 2014 to 2018 are examined. Social conversation is detected in 15 cases, although only four campaigns link television content to social media, including social audience in their public strategies. Accordingly, the use of the social audience is scarce but a favorable progression in the strategies is observed, since they gain in transmediality and agents’ participation. Engagement is pursued and branded content, gamification or multiplication of official transmitters is used. The latest cases reveal how they take advantage of these audiences.

Дискурсы внешнего информационного давления в Крымском и Севастопольском сегментах Рунета: особенности, адресаты, конфликтогенный потенциал

The article presents the results of an applied study of discourse formations in information flows of external origin, targeted to the Crimean and Sevastopol social media audiences. The features of external information pressure on the Crimea and Sevastopol as target regions, the methods of information aggression, information domination, carried out with the aim of deconsolidating the peninsula community, undermining the trust of its representatives of the Russian government, biasing ideas and stereotyping the motives of the leaders of the Russian state, are studied. The research design is based on a comprehensive, hybrid empirical analysis strategy and includes methods of quantitative and qualitative approaches. Cognitive mapping of the content of messages of digital communities moderated by external leaders involves a structural analysis of contextual, thematic characteristics of information related information flows, establishing a relationship between the thematic palette of external information pressure and manipulation techniques, message tonality and user resonance on these information flows. The study of discursive practices of selected digital groups is aimed at a meaningful analysis of discourse formations of various genres, discourse techniques focused on the formation of stereotypes of target groups thinking in relation to the problems of the development of Crimea as part of the Russian Federation. Based on the results of the study, a conclusion is made about thematic dominants, leading methods for the formation of discourses, the relationship between the leading techniques of stereotyping consciousness of a user audience – a target of external forces and characteristics of public resonance. At the end, as one of the many perspectives of the study, the creation of a program of recommendations aimed at counteracting anti-Russian rhetoric and stopping the negative socio-political effects of external information pressure in the social media of Crimea and Sevastopol is announced

Uncertainty, shame and consumption: negotiating occupational and non-work identities in community sports coaching

ABSTRACT This paper addressed the lived experiences of two community sports coaches in an era of neoliberal capitalism, consumerism, and insecure employment. Specifically, we considered (a) their attempts to develop a desired occupational identity in a casualised and audit-driven industry and (b) their experiences of the tensions that existed between the conditions of their employment and their ability to effectively enact other (important) identities outside of the workplace. Data were generated via 45 hrs of participant observation and 42 hrs of in-depth interviews. The fieldnotes and interview transcripts were iteratively analysed. Symbolic interactionist and postmodern theorisations of identity, work, and consumption were integrated to interpret the participants’ experiences. Our analysis highlighted how the participants’ identity management was influenced by the expectations of work and non-work social audiences and the motivational weight of their future aspirations. It also illustrated how the participants’ readings of their employment conditions, dominant societal discourses regarding consumption, and subcultural expectations of success and failure informed their respective decision to leave this form of work. Based on these findings, we believe this study makes a substantive contribution to the evolving literature base addressing the identity management of sports workers, as well as our micro-level understandings of the impacts and consequences of neoliberal capitalism in sport.

Clustering social audiences in business information networks

Business information networks involve diverse users and rich content and have emerged as important platforms for enabling business intelligence and business decision making. A key step in an organizations business intelligence process is to cluster users with similar interests into social audiences and discover the roles they play within a business network. In this article, we propose a novel machine-learning approach, called CBIN, that co-clusters business information networks to discover and understand these audiences. The CBIN framework is based on co-factorization. The audience clusters are discovered from a combination of network structures and rich contextual information, such as node interactions and node-content correlations. Since what defines an audience cluster is data-driven, plus they often overlap, pre-determining the number of clusters is usually very difficult. Therefore, we have based CBIN on an overlapping clustering paradigm with a hold-out strategy to discover the optimal number of clusters given the underlying data. Experiments validate an outstanding performance by CBIN compared to other state-of-the-art algorithms on 13 real-world enterprise datasets.

RUSSIAN SPECIALIZED PERIODICALS IN CULTURE AS A MODERN COMMUNICATIVE CHANNEL

Purpose: The key factor of modern society development is mass media, and nowadays its demanded business model is the translation of advertising information.
 Methodology: The solution to the research problem posed in this work required the application of the following methods: theoretical analysis, typological analysis, content analysis, and periodical comparative study.
 Result: Specialized periodicals in the field of culture occupy a separate niche in the system of modern mass media and are focused on specialized needs meetings of different social audiences. This type of media is also involved in advertising communication. First of all, this happens due to the maintenance of its activities, the preservation of quantitative self-sufficiency and the substantial identity of this type of periodicals. The article is devoted to the consideration of Russian specialized periodicals in culture as a communication channel demanded by society.
 Applications: This research can be used for universities, teachers, and students.
 Novelty/Originality: In this research, the model of Russian Specialized Periodicals in Culture as a Modern Communicative Channel is presented in a comprehensive and complete manner.

A contribution for pedigree of the Arabesk

A contribution for pedigree of the Arabesk

Bringing the Firms (and Forms) Back In: Organizational Form Identity and Individual Turnover

Ideas about the role of the organization in models of voluntary turnover remain scant. We posit that the social audience in general, and people working in organizations in particular, sort organiza...

‘Russell Brand’s a joke, right?’ Contrasting perceptions of Russell Brand’s legitimacy in grassroots and electoral politics

Russell Brand’s interventions in the political field have taken multiple forms since he famously told Jeremy Paxman in October 2013 that he had never voted. The following year Brand joined the campaign to save the New Era estate in East London, seeking to ‘amplify’ the voices of residents by attracting positive mainstream media coverage and promoting their cause to his large social media audience. This audience, supposedly outside the ‘empty stadium’ of the mainstream campaign, was Labour leader Ed Miliband’s justification for being interviewed and endorsed by Brand during the 2015 election campaign. While the attention Brand received in both cases demonstrates his celebrity capital in the United Kingdom, he also faced contestation. Brand’s wealth complicated his claims to represent housing campaigners, while during the election his background as a working-class comedian conflicted with formal political norms. Using Saward’s theory of representative claims, this article explores how Brand made claims to represent citizens in each context and how these were evaluated. Brand’s negotiation of his status and the response he received in different political contexts is analysed drawing on fieldwork, Brand’s social media and YouTube content, and media coverage of his interventions. I argue that while Brand’s celebrity capital allowed him to work across the fields of entertainment and politics with ease, his status in the political field is dependent on successfully making claims to represent citizens.

Bridging social capital matters to Social TV viewing: Investigating the impact of social constructs on program loyalty

Social TV (STV) that utilizes social media to create an interactive backchannel for video viewing increasingly attracts social audiences. This national web survey in Singapore was conducted to investigate 600 social media users with online video discussion experiences. The STV model examines the relationships and mediation effects among social constructs (i.e. perceived sociability, perceived social presence, and bridging social capital), program commitment, and program loyalty. Structural equation modeling results show that bridging social capital is positively associated with commitment and loyalty to programs. In addition, perceived social presence increases program commitment, but perceived sociability has no effect. Perceived sociability, as a predictor of social presence, and social presence itself are positive factors affecting bridging social capital. Moreover, bridging social capital significantly mediates the relationships between perceived sociability and program loyalty. Theoretical and practical implications for STV’s social constructs and program loyalty are discussed.

Hack-and-leak operations: intrusion and influence in the Gulf

ABSTRACTEvents such as the leaking of hacked emails from the US Democratic National Committee before the 2016 presidential election sit between two paradigms of cybersecurity. The first paradigm focuses on intrusion (unauthorised access to networks), while the second concentrates on influence (the use of digital technologies to shift public debate). Analyses generally tackle one of these two aspects: cybersecurity specialists focus on intrusion, setting aside the complexities of the digital public sphere, while media scholars do the opposite, closely analysing flows of leaked information without considering how it was obtained. This article instead argues for conceptualising hack-and-leak operations (HLOs) as a distinct category, through a close analysis of a crucial HLO that has been overlooked by the cybersecurity literature: the release of documents from the Saudi Ministry of Foreign Affairs by the ‘Yemen Cyber Army’. It proposes a tripartite framework for understanding the impact of HLOs as mechanisms of delegitimization, based on their technical characteristics, social and political context and target audiences. The article suggests that the Yemen Cyber Army incident could have been an experiment for the same Russian actors who carried out the DNC operation, allowing them to hone their tactics prior to the US elections.

Políticas públicas e mobilização social no contexto do desastre no Rio Doce

Visa a analisar as mudanças na ação coletiva da sociedade civil e nos seus padrões de relação com o Estado, emergentes no contexto pós-desastre socioambiental no Rio Doce. Busca compreender as ações do Estado e a participação da sociedade civil neste contexto, considerando os instrumentos de políticas públicas e o surgimento de diversos formatos de mobilização. O objeto empírico é definido pelas decisões dos atores estatais em diferentes arenas e níveis federativos e pelos fóruns de mobilização social e audiências públicas nos municípios de Linhares, Colatina e Baixo Guandú, no Espírito Santo. Assume-se o pressuposto teórico de que as mudanças na sociedade civil, no Estado e nas políticas públicas se constituem reciprocamente e incidem nos padrões de ação coletiva e de interação com o Estado. Em termos metodológicos, a pesquisa combina métodos quantitativos e qualitativos e um conjunto de técnicas de pesquisa e instrumentos de processamento de dados. Os resultados permitem apreender os processos de inovação organizacional e de mudança institucional que não seriam possíveis em outros contextos, dada a excepcionalidade das conjunturas críticas para a produção de novas oportunidades políticas tanto para a sociedade civil quanto para o Estado.

PLANNING THE ACTIVITIES OF INTELLECTUAL AGENTS IN THE ELECTRONIC COMMERCE SYSTEMS

Context. Today, e-commerce is one of the most active and promising segments of the global economy, characterized by steady growth of volumes and active improvement of tools and technologies. Intellectualization of e-commerce systems today is one of the main trends in their development and effective functioning in a competitive environment. One of the most promising means of solving this task category is the use of intellectual agents (IAs). The modern approach to modeling the decision support process, in particular, in e-commerce, uses the Boyd’s loop principle, which involves repeated cycle repetition of four successive interrelated processes (stages): observation – orientation – decision-making – action. According to Boyd’s hypothesis, the higher speed of the cycle and the accuracy of the evaluation of the stages of the cycle provide an advantage over the competitor. Objective of the research is to develop tools for effective planning of actions of intellectual agents of e-commerce systems in a competitive environment based on ontologies, and to set the task of planning the actions of intellectual agents to the problem of dynamic programming. Method. The mathematical support and method of action planning of IA based on adaptive ontologies are developed. This method can be used to effectively operate IA in a competitive environment of the SEC, which is modeled by Boyd’s loop. Adaptive ontology is used to plan IA actions. To this end, we have added two scalar quantities (the importance of concepts and relationships) that are used to find an effective way to implement the IA plan in a generally accepted three-element tuple that defines ontology (a set of concepts, relationships, and their interpretation). Such an assessment of the ontology elements allows reducing the task of planning IA actions in a competitive environment to the task of dynamic programming. Results. In the article the model of planning of actions of intellectual agents of electronic commerce systems using an ontological approach is constructed. The method of evaluation of actions of intellectual agents on the basis of adaptive ontologies is developed. Such an assessment makes it possible to reduce the task of scheduling actions to the task of dynamic programming. Conclusions. Analysis of the results of IA actions can determine the causes of the formation of the target audience by a set of characteristics of the functioning of the SEC. By regulating the content, its uniqueness, the efficiency of its formation and its adequate management according to the individual needs of a regular user, one can model the boundaries of the target social audience and the number of unique visitors from search engines. In fig. 5–6 the results of the work of the developed systems in the form of charts are presented, from which it follows that in the presence of all types of IA significantly increases the volume of visits and unique users.

The Influence of Sexual Objectification Experience on Chinese Female College Students’ Selfie-Posting Behavior: A Mediated Moderation Model

Sexual objectification experience is that person experienced life with objectified information. In order to explore the influence of the sexual objectification experience on female college students’ selfie-posting behavior, 700 female college students were surveyed with the Interpersonal Sexual Objectification scale, Enjoyment of Sexualization scale, Social Network Selfile-posting scale and Imaginary Audience Ideation scale. The results show that: 1) Sexual objectification experience is significantly correlated with female college students’ selfie-posting behavior and enjoyment of sexualization. Female college students’ enjoyment of sexualization is significantly correlated with selfie-posting behavior. 2) Sexual objectification experience can predict female college students’ selfie-posting behavior through the partial mediating role of enjoyment of sexualization, and the mediating role of enjoyment of sexualization is moderated by female college students’ imaginary audience ideation. This research revealed the mechanism of the relationship between sexual objectification experience and selfie-posting behavior, which helps to guide female college students to actively and healthfully participate in social activities.

Una propuesta discreta: Apelaciones a las redes sociales de programas populares en Europa

En este artículo se muestran los resultados de una investigación empírica sobre estrategias de apelación en pantalla que piden el uso de las redes sociales durante los programas más vistos de los canales de TDT en general en Francia, Alemania, Italia, España y Reino Unido en 2016-2017. El objetivo es identificar cómo se busca la atención de las audiencias sociales durante la emisión y qué forma adquieren estos llamamientos en la narrativa y estructura de los formatos. El análisis de contenido muestra los recursos y estrategias utilizadas, las diferencias según país, propiedad del canal y género de programación, y el uso hegemónico de hashtags y las estrategias únicas de info-show en canales comerciales

Nagość jako strategia promocyjna kina polskiego lat 80.

The article examines how nudity was used as a promotional strategy in the Polish cinema in the 1980s. In contrast to earlier decades, the Polish movie industry delivered dozens of films that contained female nudity and erotic scenes. Some actresses like Maria Probosz, became automatically associated with such movies. Paradoxically, the Polish cinema of the 1980s was only slightly concerned with the discourse of eroticism. As Maria Kornatowska writes,The shortage of erotic sensibility was compensated by ‘bald nakedness.’’ The reasons for the increased presence of nudity on movie screens stemmed from the transformation of social lifestyle and audiences’ demand, the search for easy profit and the need to de-politicize society. Of significant importance were the influences of the growing video market and western cinema. Projections of nudity were meant to divert attention from the bleak reality of Poland enmeshed in crisis provide a sense of belonging to the Western world, and give mostly male viewers visual pleasure. It was also a marketing technique luring viewers to cinemas by bombarding them with daring posters and stills reproduced in the press and in front of movie theaters. My article will discuss and explain the ways of presenting female nudity in terms of these economic and political tasks.

Las cadena de televisión españolas frente al debate del 13J: estrategias de programación y audiencia social

The television debate represents a decisive factor in political communication campaigns, and even more so if we consider that the television channels arbitrate social audience strategies that cause the message to be transmedia. The candidate, a television political leader, is able to impact on an audience that is larger than the one exposed to the propagandistic tools, and they can obtain an advantageous position in the distribution of votes. The political debate, understood as informative and live content, is potentially attractive to the traditional and social audiences and hence, the television channels structure programming strategies and social media to compete for the largest number of viewers. This research analyzes the transmedia proposal of La 1 of TVE, Antena 3, Telecinco and La Sexta before the pre-electoral debate of June 13th, 2016. All television channels benefit from the social impact of debate to a greater or lesser extent, achieving an accumulate audience of 47% and 1.8 million of tweets. Conversations were channeled through hashtags, and there was participation from official broadcasters, including political leaders, and screen integration.

Boosting pay-per-click performance by combining search and social audience data

This paper provides an overview of the targeting options available to advertisers across both search and social, specifically focusing on the major players in each channel – Google and Facebook. It outlines how the targeting options available to advertisers on social platforms can be enticing due to the vast amounts of demographic information the networks hold on their user base. The paper goes on to detail how advertisers can cross-pollinate potential customers on both search and social to build heightened awareness and maximise return on their advertising spend.

Scheduling Content on Social Media: Theory, Evidence and Application

Content platforms (e.g., newspapers, magazines) post several stories everyday on their dedicated social media pages and promote some of them using targeted content advertising (TCA). Posting stories allows content platforms to grow their social media audiences and generate digital advertising revenue from the impressions channeled through social media posts' link clicks. However, optimal scheduling of social media posts and TCA is formidable, requiring content platforms to determine what to post, when to post, and whether, when and how much to spend on TCA to maximize profits. Social media managers lament this complexity, while academic literature offers little guidance. Consequently, the authors draw from literature on circadian rhythms in information processing capabilities to build a novel theoretical framework on social media content scheduling and explain how scheduling attributes (i.e., time of day, content type, and TCA) affect the link clicks metric. They test their hypotheses using a model estima...

Carolina chickadee (Poecile carolinensis) calling behavior in response to threats and in flight: Flockmate familiarity matters.

Signalers can vary their vocal behavior, depending on the presence or absence of conspecific group members, and on the composition of the group. Here we asked whether Carolina chickadee (Poecile carolinensis) signalers varied their vocal behavior, depending on whether they were in the presence of familiar or unfamiliar flockmates. We sorted 32 Carolina chickadees into 4 groups with 4 familiar birds each and 4 groups with 4 unfamiliar birds each and recorded their behavior in seminatural aviary settings. We presented the familiar and unfamiliar aviary groups with a variety of stimuli ranging in level of threat and assessed birds' calling behavior in these contexts. Birds housed with familiar flockmates called sooner in threatening stimulus presentations compared with birds housed with unfamiliar flockmates. Call rates and note compositions of calls produced did not differ for the 2 types of flock. Upon release from the captive aviaries, birds from familiar flocks were also more likely to call in flight than were birds from unfamiliar aviaries. These findings suggest that chickadees vary their calling behavior as a function of experience with their surrounding social audience and provide insight into mechanisms of flock cohesion and relationship formation and maintenance within flocks. (PsycINFO Database Record

TV news and social audience in Europe (EU5): On-screen and Twitter Strategies

Social networks have altered how viewers watch television and consume information. This new context has obliged broadcasters to adapt their practices to reach viewers in all platforms. In this article, we focus on how the evening news programmes from the general-interest DTT channels in the five main European markets (France, Germany, Italy, Spain, and the United Kingdom) appeal to their social audience. This concept, although ambiguous, refers to the activity of viewers on social networks in relation to the contents broadcast by the television industry in its multiple forms. We analyse both the screen strategies and their activity on their official Twitter accounts. Although the evening news is the anchor of the prime time and one of the main assets to instil the channels with prestige and influence, the conclusions point to a certain neglect of the social audience from the industry in these key programmes. But mostly, our research reveals how the specificities of the format and the nature of the content distinguish the evening news from other live TV shows.