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Abstract

This article deals with guerilla marketing and/or guerilla marketing strategy on the background of military attack strategies. The aim of this article is to grasp guerrilla marketing in a broader context, starting from the marketing and communication strategy, which is historically and terminology inspired by the military strategy of guerrilla attacks and/or by military strategy in general. The theoretical study is a meta-analysis of five scientific publications dealing with the overlays of military strategies and marketing to identify useful marketing and communication strategies. Guerilla marketing as an offensive-defensive strategy present among the attack strategies and it is described as a way for small and weaker businesses to compete with large corporations in the existing conflict and to act as challengers in the battle. An emphasis will be put on the primary characteristic of guerrilla warfare: it is a typical competitive struggle based on a series of small intermittent attacks and withdrawals.

Abstract

This paper analyses the media practices of older adults from Mureş County (village and small town). The first part of this paper examines the integration of digital media into current society and everyday life along with the characteristics of the knowledge and skill acquisition related to digital media. The second half, grounded on empirical qualitative data, offers insight into the digital media practices of older people in Mureş County, Romania, as well as into their opportunities and the contexts regarding the knowledge and skill acquisition necessary for the use of digital media. The paper is based on an exploratory qualitative research aimed at offering insight into the Romanian situation, identifying the obstacles to the digital media use of the older people living in rural areas, and laying the groundwork for a more extended study.

Abstract

We live in a networked world with a fast pace of digitalization, and yet about half of the humanity is still offline (). Information and communication technologies are playing a key role in our public and private lives, both during work- and playtime. No wonder that social inequalities are increasingly reflected as digital inequalities in terms of infrastructural access, skills, and cultural practices online: those left behind can hardly keep up. The present research note brings together theoretical and practical resources related to digital inclusion issues globally, with local examples from Romania, where digital naïves – the poor, the rural, the elderly, the disabled, and the less educated – are more at risk.1

Abstract

The information world is full of labeled quantitative data, in which a number of qualitative categories are to be compared based on a quantitative variable. Their graphical representations are various and serve different audiences and purposes. Based on a simple data set and its different visualizations, we will play with the data and their visual representation. We will use well-known charts, such as a regular table, a bar plot, and a word cloud; less-know, such as Cleveland’s dot plot, a fan plot, and a text-table; and new ones, constructed for the very aim of this essay, such as a labeled rectangle plot and a ruler-like graph. Our discussion will not aim to choose the best graph but rather to show the different faces of visualizing labeled quantitative data. I hope to convince the readers that it is always worth spending a minute on pondering how to present their data.

Abstract

Fear of Missing Out is mainly a subject of psychological research; however, due to its specific nature, it gains an interdisciplinary character. Thanks to this, it can also be analysed from the perspective of media or business. This paper focuses on the threads of the relationship between FOMO and marketing communication online. It realizes the following objectives: it presents the scale of FOMO in Poland; it analyses the phenomenon in the context of consumers’ reactions to basic brand activity on social and it shows differences between the answers given by all the respondents and those with high FOMO. In order to clarify the scope of the research work, four research questions are answered: how do social media users react to the use of particular features of social platforms by brands? What form of posts coming from brands are preferred by Polish Internet users? What is the attitude of the respondents towards advertisements posted on social media portals? Does FOMO influence the answers in any way? The research was based on the nationwide, representative sample of Internet users aged 15+ (N=1060). The tool was the CAWI questionnaire.

Abstract

The dissemination of the media has led to the phenomenon of the mediatization of social reality, which in the era of new media has become dominant, because the new media have infiltrated almost every aspect of human functioning. The surprising paradox of the new media is the fact that on the one hand they give access to almost unlimited information, on the other hand they narrow it down extremely. The modern media user, often without realizing it, “uses” only the information that is offered to him by specially selected internet algorithms. Created in this way the so-called “information/filter bubble” condemns him to the only vision of reality - and in the absence of the possibility of verifying his observations what results from the way the new media works - in his opinion the only true one. This is particularly important in creating the vision of social order and the functioning of the state. The mediatisation of Polish social reality - especially in the context of social media - led to the emergence of polarized groups isolated from each other and caused a lack of rational political debate on a number of important social issues.

Abstract

With the arrival of the Internet the already-existing mass media have undergone a complete revolution. Among the most affected subtypes one could easily distinguish the press, which had to find its own place within the new medium. The fierce competition in the realm of online publishing has engendered a number of idiosyncratic linguistic devices used to lure the readers. One of the most popular ones is the phenomenon recognized as clickbait, i.e. an umbrella term for a number of techniques used to attract attention and arouse curiosity. In the following paper, we shall investigate the presence of the said phenomenon in online headlines. In order to do that we shall perform a corpus-based analysis of the data acquired from the most popular American social news outlets on the Internet, namely Buzzfeed, TMZ and E!Online. Apart from establishing the extent to which clickbait has dominated online headlines, we shall also pinpoint and discuss the specific linguistic techniques used to attract potential readers.

Abstract

The goal of the article is to declare and describe the methodology of research about Internet and mobile applications in work life and private life of digitals marketers. This article is a reflection on the research methods used, their adequacy and potential results that the research team should achieve during the research. The article is the justification for the selected research method (both quantitative and qualitative), describes the research group. The authors, based on the pilot study, also make some conclusions, which will then be verified using subsequent - more extensive and implemented on a larger scale research tools.

Abstract

The article focuses on a hashtags as a tool of networked culture and networked social movements, and – at the same time – on self-expression phenomenon of a selfie. Although today hashtags, in particular, can been seen as a frequently used weapon in information wars and a tool of propaganda 2.0, seen from historical perspective, this very tool aligns itself first and foremost with emancipatory forces in the Internet history. These forces, expressed in A Declaration of the Independence of Cyberspace and in participatory ideals of Web 2.0 are now in withdrawal.

As the Internet is now in a peculiar development phase, ruled by the logic of surveillance capitalism, those early ideals of free speech and exchange of ideas are now overshadowed by a “darkening of the digital dream (Shoshana Zuboff).

The central argument suggests that the “Kardashian moment” on the one hand, and Occupy Wallstreet, on the other hand, constituted a point in time where new media affordances and social phenomena were aligned. At the same time, both hashtag and selfie can be viewed as a response to the betrayalof individualization processes started in the 1960s, then carried on and amplified by the early Internet, and in the end commodified by the growing Internet giants and established structures of power.