Diverse Audiences Research Articles

Friends, Brands, and Influencers: Unpacking the Role of Social Media Marketing in Sustainable Fashion Adoption

This study examines the impact of social media marketing (SMM) on consumer behaviour toward sustainable fashion practices, addressing critical environmental challenges posed by the fashion industry. The research focuses on the influence of three key SMM components—social media influencers, friends and family, and fashion brands—on consumer adoption of recycling, sustainable fabric choices, and garment care practices. A mixed-method approach was utilized, combining a comprehensive literature review with quantitative data collected through an online questionnaire distributed to a diverse audience. Linear regression analysis was conducted to test three hypotheses, all of which were supported, confirming the significant role of SMM in shaping consumer behaviour. The findings reveal that friends and family are the most trusted sources, followed by fashion brands and influencers, in encouraging sustainable practices. Despite their varying levels of influence, all three components contribute to fostering consumer interest in sustainability. The study underscores the importance of creating engaging, transparent, and reliable content tailored to different audience contexts. It also highlights the challenges of limited consumer awareness and trust, recommending strategies such as collaborative initiatives, incentives, and clear communication to enhance the impact of SMM. This research contributes to the understanding of how SMM can promote sustainable fashion practices, offering practical insights for marketers, business owners, and environmental advocates.

Musealisation of architectural heritage for sustainable and inclusive tourism. The Yonghe Temple. Beijing

Architectural heritage is one of the best testaments to the history of civilizations, embodying multidisciplinary values that should be shared through diverse cultural offerings. To achieve this, it is crucial to select engaging themes and develop museological materials that enhance understanding and appreciation of such sites. Equally important is leveraging modern dissemination technologies to reach diverse audiences effectively. The Falun Hall of the Yonghe Temple in Beijing exemplifies this approach. By analyzing its architectural elements, materials, and decorations, specific content can be created to enrich visitors’ experiences while promoting appreciation, dissemination, and conservation. The growth of global cultural tourism underscores the importance of sustainable practices that add touristic value, educate visitors, and align with the Sustainable Development Goals (SDGs) without compromising heritage integrity. Virtual Reality (VR) offers transformative opportunities for heritage preservation. Digital models of historicalbuildings ensure their preservation for future generations, facilitating global access and overcoming physical barriers. Additionally, branding and commercial products tied to such monuments can enhance their tourist appeal and support conservation efforts. This study emphasizes the potential of these strategies in fostering sustainable cultural tourism and preserving architectural heritage.

The internationalization of scientist stereotypes through new media: Thai students’ perceptions of scientists from graphic interchange formats (GIFs)

ABSTRACT Background Students from Eastern cultures have historically viewed scientists differently than those from Western cultures, largely due to the high value of science in Eastern educational systems, reinforced by Eastern values and maintained by geographic distance from the Occident. With the proliferation of new media, Western (stereotypical) portrayals of scientists are now reaching a younger, more diverse, and global audience, outside of a formal education context (via social media, for example). Purpose The present study explored Eastern culture students’ perceptions of scientists in one specific type of new media modality, Graphic Interchange Formats (GIFs). Sample This study analyzed 97 adolescent aged Thai students’ (42 secondary and 55 tertiary level) perceptions of scientists as portrayed in four different GIFs from the high/low warmth and high/low competence dimensions of the pancultural Stereotype Content Model framework. Design and Methods Upon viewing each GIF through an online survey, participants narratively described their thoughts of the scientist/s therein. Responses were analyzed using directed content analysis to identify and categorize dimensions of high/low warmth and competence. Results Findings suggest that Thai students perceived scientists similarly to the High-Competence and Low-Warmth stereotype. Female scientists were perceived as equally competent (yet warmer than) their male counterparts. Conclusions The present study provides practical suggestions for enhancing warmth in portrayals of scientists in media, such as friendly imagery of scientists engaging in prosocial activities (e.g. friendly appearance, collaboration, etc.). Educators and new media creators can challenge and correct damaging stereotypical representations of scientists by understanding the role of digital media in shaping students’ perceptions of scientists around the world.

A Strategic Training Model for Building Cultural Literacy of Broadcasting

Background and Aims: Cultural literacy in broadcasting is essential for representing varied audiences, promoting inclusivity, and avoiding prejudices. Develop a cultural literacy training strategy to equip broadcasters to engage with different cultures, improving audience communication and trust. The research objectives of the Strategic Training Model for Building Cultural Literacy in Broadcasting are as follows: 1) To investigate the knowledge and practical needs of broadcasting hosts to improve cultural literacy. 2) To develop and implement a strategic training model for building cultural literacy and broadcasting talent. Methodology: Questionnaires, structured interviews, and assessment forms were used. We examined data using percentages, averages, the pre-test, and post-tests. Results: The research indicates the low cultural literacy of broadcasting talents in Guangxi universities. It also shows that most universities, including Guangxi University for Nationalities, College of Arts, and University of Foreign Languages, are still behind in their plans to improve it. it is urgent and necessary for both students and teachers to enhance the cultural quality of broadcasting talents. The results suggest that this methodology improves broadcasting talent culture and professional education. A systematic endeavor to increase strategic training for broadcasting students' cultural literacy demands instructors' persistence and inventiveness. Through differentiated guidance, diversified practice, school-enterprise cooperation, and systematic implementation, we can comprehensively and deeply improve broadcasting students' cultural literacy, developing more excellent broadcasting and hosting talents for society. Conclusion: The study emphasizes how crucial it is to improve cultural literacy among Guangxi universities' broadcasting talent, as they are currently falling behind in this regard. The development of more skilled broadcasting professionals can be achieved through the implementation of strategic training, differentiated guidance, diversified practice, school-enterprise cooperation, and systematic efforts to improve cultural literacy and professional education.

The Impact of Multimedia Art on Public Health Campaigns

Multimedia art has proven to be an effective tool for conveying public health messages, using mediums like VR installations, viral art, documentaries, and interactive media. This paper examines how multimedia art captures public attention and encourages engagement with health messages through creative and emotional resonance. By drawing on case studies, it examines how different forms of art such as posters, films, and public performances effectively break through media noise to reach diverse audiences. Ultimately, this analysis highlights the impact of multimedia art in improving message retention, community connection, and behavior change, presenting both the benefits and ethical considerations of using art to enhance public health efforts. Keywords: Public health campaigns, Multimedia art, Health communication, Community engagement, Health behavior change.

Indigenous Language Advertising on Radio: Perceptions of MTN Subscribers about Setswana Radio Commercials in Mahikeng, South Africa

Indigenous languages serve as vital communication systems, influencing actions in various contexts. In South Africa, with 12 official languages, marketers must strategically select the language that resonates with their target audience. Research has highlighted the impact of English's dominance on indigenous languages, particularly in radio advertising, and how brand managers in multilingual settings utilise code-switching for effective communication. However, there is a gap in understanding indigenous language speakers' views on their languages' usage in radio commercials. This study focused on MTN subscribers' perceptions of the use of Setswana in radio advertisements and the challenges they face while listening to them. Employing perception theory, the research utilised a mixed-method approach, distributing 216 questionnaires to MTN subscribers in Mahikeng and conducting focus group discussions with 24 participants. The study aimed to assess Setswana's perceptions in radio ads and identify associated challenges. Findings showed that familiarity with a language fosters brand trust and credibility, ultimately enhancing economic performance in multilingual countries like South Africa. The study revealed key challenges, such as a lack of skilled voice actors fluent in Setswana and the rapid pace of indigenous language radio commercials, which impede comprehension. According to the study’s findings, we advocate for increased use of indigenous languages in radio commercials to better connect with diverse audiences and improve brand engagement.

An Automated Daily News Reports Generating Application Involving Keyword-Based News Scraping, Summarization, and Sentimental Analysis Leveraging NLP Models

In the era of information overload, obtaining relevant, concise, and sentiment-analyzed news content is essential for effective decision-making. This paper introduces an automated daily news reporting system that streamlines the process of collecting, summarizing, and analyzing the sentiment of news articles fetched based on the user's keyword. By leveraging stateof-the-art Natural Language Processing (NLP) models like GPT-3.5 for two-level summarization and BERTweet for sentiment analysis, the system provides users with concise, sentiment-labeled reports, enhancing their understanding of news trends and emotional tone. The architecture integrates data scraping, text extraction, and sentiment classification within a cloud-based Python microservice, supported by Flask. The system incorporates user localization options, allowing users to customize news retrieval by region and time preferences. Finalized reports are formatted into HTML and delivered directly to authenticated user emails through Gmail API, ensuring seamless and secure distribution. This research underscores the significance of automated news summarization and sentiment analysis in modern information retrieval. It provides a scalable and personalized solution that enables real-time synthesis of large volumes of news content, making it accessible and relevant for diverse audiences worldwide.

Applications of Vedic Mathematics in Computer Science

The convergence of ancient wisdom and modern computation is an intriguing frontier explored in this research paper, which investigates the potential application of Vedic Mathematics in the domain of Computer Science. Vedic Mathematics, originating from ancient Indian texts known as the Vedas, offers a distinct approach to mathematical problem - solving that emphasizes mental agility, pattern recognition, and elegant algorithms. This paper delves into the historical context of Vedic Mathematics, tracing its origins and key principles, and highlights its relevance in contemporary Computer Science. The intersection of Vedic Mathematics and Computer Science is illuminated through the identification of shared principles, such as pattern recognition and optimization. The paper explores specific Vedic Mathematics techniques that have the potential to enhance computational efficiency, including the "Nikhilam" method for subtraction and the "Vertically and Crosswise" method for multiplication. Case studies are presented to demonstrate the practical application of Vedic Mathematics techniques in Computer Science, spanning areas such as data processing, algorithmic optimization, and error detection and correction. However, this integration is not without its challenges and ethical considerations. The paper addresses concerns about accuracy and reliability, particularly when integrating unconventional mathematical techniques into modern computational paradigms. Cultural sensitivity and proper acknowledgment of the origins of Vedic Mathematics are paramount, as is the need to ensure that the techniques are accessible to a diverse audience. The ethical implications of cross - cultural knowledge exchange are also explored, emphasizing the importance of collaboration and respect. Looking ahead, the paper outlines potential research directions and implications for education in Computer Science. The integration of Vedic Mathematics offers opportunities for developing novel algorithms, enhancing problem - solving skills, and fostering cross - cultural understanding. Collaborations between mathematicians and computer scientists are highlighted as a promising avenue for innovation in algorithmic design. In conclusion, the fusion of Vedic Mathematics and Computer Science represents a dynamic interplay of ancient traditions and modern advancements. As we navigate the complexities of integration, we embark on a journey that transcends disciplinary boundaries, fosters cultural appreciation, and holds the potential to reshape computational methodologies in the digital age.

Health Communication: A Multimodal Discourse Analysis of Selected Corona Virus Posters in Kenya

The world today is faced with various epidemics which have introduced myriad of challenges. COVID-19 disease is the latest crisis with its attendant to health and language issues. With its emergence, COVID-19 introduced into the global linguistic repertoire a specialized form of discourse which manifested in the way government communicates to the public. The study set to analyze multimodality features of COVID 19 posters. The objectives were to describe the multimodal structure of COVID-19 posters, establish the semiotic choices adopted, explore the use of persuasive verbal and visual elements as components of multimodality, and explain the functions of multimodal metadiscourse. The study employed Social Semiotics Theory and adopted a descriptive research design. The target population was COVID-19 posters in Kenya, with a sample size of 30 posters selected through purposive and snowball sampling. Data collection methods included documentary analysis and an observational checklist, with data analyzed qualitatively through content analysis. The findings revealed that COVID-19 posters in Kenya predominantly utilized bold colors, attention-grabbing visuals, and culturally resonant symbols to capture attention and enhance message retention. Semiotic choices included the strategic use of icons, such as masks and social distancing symbols, and multilingual text to cater to diverse audiences. Verbal messages often relied on persuasive techniques, including imperative statements ("Stay Safe," "Wash Hands") and reassuring tones, to encourage compliance. Multimodal metadiscourse was instrumental in creating coherence and reinforcing critical health messages, such as prevention measures and the importance of vaccination. The study recommended the promotion of health literacy through the design of clear, concise, and inclusive messaging that accommodates varying levels of literacy. Posters should utilize plain language, simple visuals, and relatable examples to convey key information about prevention, symptoms, and protective measures.

Музеят в хипермодерните времена: основни тенденции в пиар комуникацията

The main tendencies and priorities in the strategical and communication management of the museums in the hypermodern times are being examined in the text. In the dynamic context of the epoch, significant changes in the public life related to the triumph of the digital technologies and the transformations in the communications and the marketing are being observed. In the large-scale processes, which comprise the separate industries and draw new perspectives in the development of the organizations from different social fields, the museum as a type of a cultural institution with a rich history, is transformed into an open territory for the new tendencies and successfully implements the tools of the digital PR whose identity is being formed and manifested in the times of the hypermodernity, which came into existence in the last quarter of the ХХ century. In the conditions of increasing competition and the growing interest towards technological innovations, the museums in a worldwide scale, apply new approaches in the communication with their diverse audience and constantly widen their integrative potential. The study is based on the theoretical formulation of the French philosopher and sociologist Gilles Lipovetsky about the hypermodern and hyperconsumerist society.

Assessing Visitor Expectations of AI Nursing Robots in Hospital Settings: Cross-Sectional Study Using the Kano Model.

Globally, the rates at which the aging population and the prevalence of chronic diseases are increasing are substantial. With declining birth rates and a growing percentage of older individuals, the demand for nursing staff is steadily rising. However, the shortage of nursing personnel has been a long-standing issue. In recent years, numerous researchers have advocated for the implementation of nursing robots as a substitute for traditional human labor. This study analyzes hospital visitors' attitudes and priorities regarding the functional areas of artificial intelligence (AI) nursing robots based on the Kano model. Building on this analysis, recommendations are provided for the functional optimization of AI nursing robots, aiming to facilitate their adoption in the nursing field. Using a random sampling method, 457 hospital visitors were surveyed between December 2023 and March 2024 to compare the differences in demand for AI nursing robot functionalities among the visitors. A comparative analysis of the Kano attribute quadrant diagrams showed that visitors seeking hospitalization prioritized functional aspects that enhance medical activities. In contrast, visitors attending outpatient examinations focused more on functional points that assist in medical treatment. Additionally, visitors whose purpose was companionship and care emphasized functional aspects that offer psychological and life support to patients. AI nursing robots serve various functional areas and cater to diverse audience groups. In the future, it is essential to thoroughly consider users' functional needs and implement targeted functional developments to maximize the effectiveness of AI nursing robots.

Analisis Kalimat "From the River to the Sea, Palestine Will be Free" dalam Perspektif Ilmu Komunikasi

The prolonged conflict between Israel and Palestine has produced various narratives and slogans that reflect aspirations, demands, and resistance, one of which is the phrase “From the River to the Sea, Palestine Will be Free.” This slogan is known to have strong political appeal because it holds an explicit message related to Palestinian independence aspirations. From a communication science perspective, it is important to understand how this phrase constructs and communicates meaning and how it is received among diverse audiences. This research aims to analyze the slogan through the perspective of political communication, framing theory, and social identity theory, in order to examine its impact and communication implications in the Israeli-Palestinian conflict. The research method uses a qualitative approach with literature study as the main method. Data collection is done through documentation techniques on various written sources, which are then analyzed through three steps, namely data reduction, data presentation, and conclusion drawing. The results show that the phrase “From the River to the Sea, Palestine Will be Free” is often used in the pro-Palestinian movement as a symbol of freedom aspirations, and serves as an effective communication tool to build identity, mobilize solidarity, and influence public perception regarding complex political issues. The conclusion of this study confirms that the slogan has an important role in shaping political narratives and creating a significant communication impact in the dynamics of the Israeli-Palestinian conflict.

Creativity in crisis communication: a systematic review

This systematic review explores the concept of creativity in crisis communication, a widely used but poorly conceptualised phenomenon. It draws on empirical research and case studies to highlight the diversity of creative approaches during major crises such as natural disasters, health crises, or conflicts. The focus is particularly on situations where these crises are protracted, and creativity is required to deal with the “fog of warning” caused by repeated alerts. It is also important to exercise creativity in order to control the meaning of information and combat the spread of misinformation and conspiracy theories. Creativity in crisis communication during major crises is described as the dynamic generation of novel and contextually relevant strategies using unconventional or metaphorical elements to engage audiences, reshape their understanding, and drive behavioural change for effective crisis resolution and recovery. The study provides a framework for understanding creativity in crisis communication by synthesising existing academic knowledge. Using the preferred reporting items for systematic reviews and meta-analyses methodology, 42 articles were analysed and categorised into three areas of communication: meaning making, behaviour framing, and reputation preservation. The framework illustrates the multiple facets of creativity: metaphorical creativity promotes critical reflection; visual representation enhances accessibility; humour and creative solutions engage and motivate diverse audiences; artistic elements, serious games and creative scenarios facilitate behaviour change. This framework underscores the critical role of creativity in crisis contexts, bridging the gap between standard communication and innovative, contextually relevant strategies in crisis communication strategies.

Piece of Mind: knowledge translation performances for public engagement on Parkinson's disease and dementia.

The subjective experience of illness is often overshadowed by the disease-and-cure focus of health research, contributing to the stigmatization of conditions such as Parkinson's disease and dementia. This is exacerbated by the fact that traditional means of knowledge dissemination are inaccessible to non-academic audiences, hampering meaningful dialogue with and research uptake by the broader community. Our arts-based knowledge translation project, Piece of Mind, brought together neuroscientists, people with Parkinson's disease or dementia, care partners and artists (musicians, dancers, circus acrobats) to co-create 2 multi-media performances based on scientific research and lived experience. We investigated whether the resulting interdisciplinary, multimedia performances could (1) challenge misperceptions around Parkinson's/dementia; and (2) render neuroscientific research accessible to a diverse audience. Prior to and immediately following virtual screenings of the feature-length Piece of Mind Parkinson's and Dementia filmed performances, audience members were invited to complete pre-post questionnaires comprised of demographic, Likert-scale and open-ended questions. Responses indicated that both performances elicited strong emotional engagement and improved self-reported understanding and empathy towards individuals with Parkinson's and dementia. Based on a thematic analysis on open-ended questions, we consider the barriers and facilitators to the audience's receptiveness and discuss the performances' potential as a knowledge translation tool. By presenting an emotionally engaging perspective on Parkinson's and dementia, Piece of Mind acts as an important complement to text-based knowledge dissemination in health research.

A review on the mucus dynamics in the human respiratory airway.

Research interest in the dynamics of respiratory flow and mucus has significantly increased in recent years with important contributions from various disciplines such as pulmonary and critical care medicine, surgery, physiology, environmental health sciences, biophysics, and engineering. Different areas of engineering, including mechanical, chemical, civil/environmental, aerospace, and biomedical engineering, have longstanding connections with respiratory research. This review draws on a wide range of scientific literature that reflects the diverse audience and interests in respiratory science. Its focus is on mucus dynamics in the respiratory airways, covering aspects such as mucins in fluidity and network formation, mucus production and function, response to external conditions, clearance methods, relationship with age, rheological properties, mucus surfactant, and mucoviscidosis. Each of these areas contains multiple subtopics that offer extensive depth and breadth for readers. We underscore the crucial importance of regulating and treating mucus for maintaining the health and functionality of the respiratory system, highlighting the ongoing need for further research to address respiratory disorders associated with mucus dynamics.

Universally Designed Virtual Reality: Creating Inclusive and Immersive Learning Experiences with 'VRinDanger'.

This paper presents the design and implementation of VRinDanger, a universally designed (UD) educational virtual reality (VR) application aimed at providing an inclusive and immersive learning experience focused on the world's deadliest animals. A mixed-methods study involving participants with diverse ages, skills, and abilities was conducted to evaluate the application's accessibility, usability, user experience, and educational effectiveness in terms of learning outcomes. The findings demonstrate that integrating UD principles into VR design significantly improves accessibility, enhances user satisfaction, and promotes engagement and retention of educational content for diverse audiences. Furthermore, the study highlights the need for cost-effective, cross-platform VR solutions and the development of VR-specific accessibility guidelines. These insights contribute to the advancement of inclusive VR design and its broader application in educational technology.

Qualitative Aspects of System Dynamics Modeling

AbstractIt is difficult to imagine a system dynamics study without any qualitative aspects. Defining the dynamic problem of interest, representing the causal structure generating the problem's dynamic behavior, and using the model to serve the purpose of the study all involve qualitative processes, elements, and decisions. The 17 papers in this Special Issue illustrate the richness and diversity of qualitative aspects in the field and show how thoroughly qualitative aspects are integrated into every stage of system dynamics practice from problem specification to model formulation and model use. They also present exciting ways people are innovating with qualitative aspects, advancing model use with diverse audiences, and thinking deeply about what policy makers, stakeholders, and clients need to best motivate action. The papers show general agreement about the definitions of “small” qualitative concepts, such as qualitative variables, qualitative data, and qualitative procedures and less agreement about the definitions of “large” qualitative constructs such as qualitative models or qualitative modeling. Overall, this collection lays the groundwork for further reflection about the value and practice of qualitative aspects of system dynamics and suggests some paths forward. © 2024 System Dynamics Society.

Secrets to why consumers skip ads: The moderating role of personality traits

ABSTRACT In an era where online video advertising is paramount for engaging audience attention, YouTube emerges as a leading platform, drawing a vast spectrum of viewers. Despite its reach, the efficacy of video ads is often compromised by viewer tendencies to skip or avoid content perceived as irrelevant, intrusive, or irritating. This investigation delves into the nuanced personalities of individuals predisposed to dismissing YouTube video advertisements. Our comprehensive analysis uncovers a significant correlation between the perception of ad irrelevance and intrusiveness and the inclination to skip ads. Furthermore, we reveal that conscientiousness and neuroticism intensify the adverse effects of perceived irrelevance and intrusiveness on ad avoidance behaviors. In contrast, traits such as extraversion, agreeableness, and openness to experience mitigate these negative perceptions, suggesting a complex interplay between personality and ad reception. This study not only elucidates the dynamics of viewer engagement with online video ads but also offers valuable insights for advertisers aiming to tailor content more effectively to diverse audience segments.

Peer Learning in a College Student Health and Well-Being Expo: Together Again After Returning From Remote Learning.

Returning to campus after remote learning during the COVID-19 pandemic, many of us were excited about participating in interactive, hands-on health promotion for students. In response, our Office of Wellness Promotion planned a student health and well-being expo in partnership with the university's College of Health Sciences (CHS). Faculty were invited to involve their students in the delivery. Student groups were encouraged to deliver health education in an interactive format. The event was open to the campus community, and participants were able to further their knowledge and skills in health and well-being topics. The student health and well-being expo was the first of its kind at the university, where students could learn with and from their peers and share their skills in many dimensions of wellness. The interactive nature of the activities allowed participants to practice health promotion skills and engage a diverse audience. Analysis of program evaluation data yielded overwhelmingly positive results, with most attendees considering the expo an innovative campus activity that fulfilled a need. Specifically, the interactive nature, peer learning, and incentives were aspects of the event students want to see return in future iterations of the expo.

Contemporary music improvisation for silent film

This article explores how contemporary music improvisation for silent film both evokes and challenges the jazz canon by pushing the boundaries of genre, instrumentation, techniques, and collaboration while also engaging with the narrative and cultural contexts of the films. It draws from my practice-led research over the last twenty years, which has consisted of performing free improvised music in response to the screening of silent film, as a solo performer or as part of a jazz ensemble. The corpus of films used in the research spans animated shorts by Dutch director Gerrit van Dijk, surrealist shorts by Man Ray, German expressionist feature film by Fritz Lang and F. W. Murnau, French feminist film by Germaine Dulac, and documentary and amateur archive film of the North West Film Archive in Manchester and the Media Archive for Central England in Lincoln. In the performances, while jazz is taken as primary influence, musicians often incorporate elements of other musics, make use of a broader range of instruments and of non-traditional sound sources beyond the typical jazz ensemble, and employ experimental techniques and unconventional playing methods that challenge and evoke the conventional improvisational norms of jazz. Musicians might opt to follow or contradict the narrative and emotional cues of the film, which can result in processes of music making that prioritize the exploration of the boundaries of storytelling over traditional jazz forms and structures. Across this research, I have observed how silent film improvisation has been attracting diverse audiences. This cross-pollination of audiences can introduce jazz to new fans and challenge preconceived notions about who jazz is for.