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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
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
Exploring the Ways Cinematography Affects Viewers’ Perceived Empathy towards Onscreen Characters

’. – Shutter Angle , 24 November. http://www.shutterangle.com/2012/creating-depth-dof-deep-staging-resolution/ (3 November 2016) Stam, Robert; Burgoyne, Robert; Flitterman-Lewis, Sandy 1992. New Vocabularies in Film Semiotics . London, New York: Routledge. Sutherland, Ainsley 2016. ‘The Limits of Virtual Reality: Debugging the Empathy Machine’. – Docubase: MIT Open Documentary Lab . http://docubase.mit.edu/lab/case-studies/the-limits-of-virtual-reality-debugging-the-empathy-machine/ (15 March 2016). van Boxtel, Anton 2010. ‘Facial EMG as a Tool for

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Attitude Measuring in Media Coverage

Abstract

This article present an approach to elaboration of tools for measuring of attitude in media messages. Emotions hidden in single words can have significant influence on recipient of message. Therefore effort of compiling method and indices have been taken. Osgood’s semantic differential and Likert’s scale was main techniques considered in this issue and final thoughts were basing on them. Many different obstacles are indicated for future improvements of techniques and further elaborations.

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.

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Necromarketing in the Media and Marketing Communications

Abstract

Death is an inseparable part of life. This paradoxical statement expresses the inevitability that each individual will encounter death. The demise of human existence is often stereotyped in media, and used in a variety of commercial purposes as away of drawing attention. When death and tragedy are used in marketing communication, it is called necromarketing. There are two approaches to the tool of necromarketing: explicit and implicit. Explicit necromarketing displays catastrophes, misfortunes and deaths in their direct form, while implicit necromarketing indirectly presents of the death.

Open access
The Role of Twitter in the First Week of Ferguson Unrests in August 2014

Abstract

The purpose of this article is find out about the role that was played by Twitter during the first week of Ferguson Unrests that started on the 9th of August 2014. As a source base for this work the author analyzes the newspapers, magazine journalism and articles upon the death of Michael Brown to show how local journalists and activists used Twitter to communicate and comment on his death. Through the examination of hashtag usage, the author demonstrates how Twitter has become a powerful tool to start nationwide discussion, as well as how hashtag activism can trigger creation of a new social movement.

Open access
The Use of the Educational Function of Media in Foreign Language Teaching

Abstract

The use of mass communication in the field of foreign language teaching is not a new phenomenon, because traditional media have been in use in this area for a few decades. Nowadays, however, several tendencies confirming the scale of this phenomenon can be observed. Mass media, and new media in particular, are used both in the process of self-education and as an important tool used by foreign language teachers. Technological progress, the communication revolution, the spread of the Internet, and the development of new media and mobile technologies offer modern and more effective methods of language education. This article reviews the conditions relating to the relationship between mass media and language learning, taking into account the possibility of using one of the key functions of mass communication, namely its educational function. The authors, using literature analysis, defined and analyzed the causes of specific symbiosis between media tools and technologies as well as the methodology used in the field of foreign language teaching.

Open access
Dispute about Public Relations - Between Social and Marketing Communication

Abstract

Ever since the Kotler’s promotion-mix concept based on the most traditional model of four pillars - advertising, public relations, sales promotion and direct sales has become commonly known, PR has been treated as one of many, typically marketing, impact tools. This perception is particularly characteristic for the science of marketing management and publication. Meanwhile, it is often forgotten that public relations is the management of communication, which may be used in marketing communication, however it is a much broader meaningful concept, giving greater perspectives of use. This article refers to defining a place of public relations between two asymmetric areas of communication - social and marketing one. Basing on literature analysis, the authors define key factors differentiating both perspectives, they also evaluate the proposals for introducing new concepts into the media and communication terminology, indicating the distinctiveness of both conceptual categories.

Open access