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Is Facebook Really Facing the Needs of its Current Users?

Abstract

In the fast changing world social media change even faster and the changes they undergo try to address the demands of their users. The process of addressing the requirements is as complex as the users in question and their approach to social media. This study tries to look at possible reasons for the downfall in the number of active users in the biggest numbers of Facebook users nowadays the age 11 – 34 population. As this group constitutes the biggest target for Facebook’s activity it is crucial to understand if and how their expectations change. The complexity of the tool versus other social media is considered together with the problem of addressing the needs of its users in the time of their transition from childhood to adulthood.

Open access
Media Monitoring as an Element of Strategic Business Management

Abstract

Analysis of information published in the media is an important tool. Information that is collected and properly aggregated contributes to the assessment of companies’ projects and allows to observe and to evaluate changes occurring in the environment. This article discusses benefits that companies can achieve through professional media monitoring and its products using a practical example. The article presents the company’s media findings scope for 2017-2018 and conclusions that can be drawn in the context of recommendations for long-term decisions.

Open access
The Kardashian Moment: Hashtag, Selfie and the Broken Internet

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.

Open access
Internet and Mobile Applications in Work Life and Private Life of Digital Marketers - Methodology of Research

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.

Open access
Mass Automated Internet Analysis and Cyberspace Transparency

Abstract

One of the roles of media research is to explain social phenomena. The Internet became a place where society expresses itself and where society could be influenced or even manipulated. Therefore, online communication analysis becomes a tool that is expected to guarantee the transparency of the social communication process. Unfortunately, the size of the Internet makes analysis difficult, and traditional methods of analysing communication are not always enough or force the researcher to focus on a fragmentary data. The author asks a question which research methods are suitable for Internet research and allow to improve transparency. It focuses on the method group referred to in the article as Mass Automated Internet Analysis. In the final part, the author shows examples of several – existing or being developed – research methods and techniques (including data collection and data analysis field), what research methods can improve the quality of digital communications research.

Open access
FOMO, Brands and Consumers – about the Reactions of Polish Internet Users to the Activities of Brands in Social Media (Based on CAWI Representative Research)

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.

Open access
Displaying Labeled Quantitative Data

-528. CLEVELAND W.S. (1994), The elements of graphing data, 2nd ed. Summit, NJ: Hobart, USA. FEW, S. (2006), Information dashboard design. The Effective Visual Communication of Data, Sebastopol: O’Reilly Media. HUFF D. (1954), How to lie with statistics, W. W. Norton & Company. JACOBY W. (2006), The dot plot: A graphical display for labeled quantitative values, The Political Methodologist Vol. 14, No. 1, pp. 6-14. KOZAK, M. (2009), Text-table: an undervalued and underused tool for communicating information. European Science Editing, Vol. 35, No. 4

Open access
Organisational Communication in the Age of Artificial Intelligence Development. Opportunities and Threats

], https://www.oracle.com/pl/artificial-intelligence/what-is-artificial-intelligence.html . McKinsley & Company (2018), Ramię w ramię z robotem. Jak wykorzystać potencjał automatyzacji w Polsce” [online: November 20, 2019], http://przemysl-40.pl/wp-content/uploads/2018-Ramię-w-ramię-z-robotem-Raport-McKinsey.pdf . Ramaswamy S. (2017), How Companies Are Already Using AI [online: November 20, 2019], https://hbr.org/2017/04/how-companies-are-already-using-ai . Valin J. (2018), Humans still needed. An analysis of skills and tools in public relations

Open access
Self-Presentation of Polish Football Managers on Linkedin

. CONLON, J., TAYLOR, A., ASHRUFF, P., & BIRD, L. (2017), LinkedIn Groups: Building a community to create real connections to benefit students and alumni in Fashion and Textiles. University of Huddersfield. COOPER, B., &NAATUS, M. K. (2016), LinkedIn as a Learning Tool in Business Education. American Journal of Business Education, 7(4), 299-306. DESZCZYŃSKI, B. (2017), Nawiązywanie relacji biznesowych z wykorzystaniem mediów społecznościowych - aktywność polskich menedżerów eksportu w serwisach LinedIn i GoldenLine, Marketing i Rynek, 9, 58–67. DUFFY

Open access
Perception of External Marketing Communication of Companies by Young Customers

Abstract

External marketing communication of companies is a purposeful process of transferring information to the company’s environment - society, competitors, clients and receiving their feedback. Based on the signals, the company adapts its way of communication. Choosing the most suitable type of communication may be one of the factors deciding about a company’s success. Even the best offer would not be able to attract customer’s attention if the information did not reach one. The article combines secondary data - results of the research conducted in Polish companies regarding the use of communication tools, and primary data obtained from own surveys carried out on students regarding the perception of those tools. The purpose of the article is to evaluate the perception of different communication forms by young customers.

Open access