Pub Date : 2022-06-05DOI: 10.13187/ijmil.2022.1.272
Safeena Yaseen, Ibtesam Mazahir, Muhammad Sufyan, Ramish
The rapid expansion of the advertising arena compels marketers to contest each other for acquiring greater market share than their competitors. Therefore, it has become extremely complex for brands to grab the audience’s attention for sustaining a greater market share. Considering this, advertisers nowadays are making a 360-degree shift in their traditional approach of reaching out the customers through rational advertising and communication strategies. Contrary to the rational advertising approaches, emotional advertising approaches are being widely considered more effective to grab and sustain the market share. To incorporate the emotional advertising approaches, advertisers and marketers have yet to innovate the concept of emotional intelligence in the context of advertising and the marketing domain. Emotional Intelligence is defined as “the ability to monitor one’s own and others’ feelings and emotions, to discriminate among them and to use this information to guide one’s thinking and actions.” Consumers form an external emotional connection with the brand aligned with their personal experiences. Hence, advertisers want to float advertising messages carrying positive emotional meaning. This, in turn, should help advertisers to acquire a greater market share than their competitors. Specifying the importance of emotional intelligence in the field of advertising, this study aims to investigate the prospects/potential of innovating emotional intelligence for the advertising and marketing field. The objective of this study is to assess the multiple dimensions of consumer research, where emotional intelligence has already been applied. Further, the results have been generated to analyze the gaps where more innovation can be made in terms of incorporating the concept of emotional intelligence. The study uses 33 articles published in well-reputed journals. The exploratory analysis of 33 research articles discussing the role of emotional intelligence in marketing and advertising has been conducted. Based on the analysis, this study assesses the potential that exists in this field and its role in the existing field of advertising regarding consumer association with certain brands. Multiple themes have been identified that hint upon greater connectivity of emotional intelligence in purchase decisions and other relevant advertising processes. This study will further help advertisers and marketers to innovate the concept of emotional intelligence in the context of advertising and the marketing domain.
{"title":"Exploring the Role of Emotional Intelligence in Advertising: A Theoretical Analysis","authors":"Safeena Yaseen, Ibtesam Mazahir, Muhammad Sufyan, Ramish","doi":"10.13187/ijmil.2022.1.272","DOIUrl":"https://doi.org/10.13187/ijmil.2022.1.272","url":null,"abstract":"The rapid expansion of the advertising arena compels marketers to contest each other for acquiring greater market share than their competitors. Therefore, it has become extremely complex for brands to grab the audience’s attention for sustaining a greater market share. Considering this, advertisers nowadays are making a 360-degree shift in their traditional approach of reaching out the customers through rational advertising and communication strategies. Contrary to the rational advertising approaches, emotional advertising approaches are being widely considered more effective to grab and sustain the market share. To incorporate the emotional advertising approaches, advertisers and marketers have yet to innovate the concept of emotional intelligence in the context of advertising and the marketing domain. Emotional Intelligence is defined as “the ability to monitor one’s own and others’ feelings and emotions, to discriminate among them and to use this information to guide one’s thinking and actions.” Consumers form an external emotional connection with the brand aligned with their personal experiences. Hence, advertisers want to float advertising messages carrying positive emotional meaning. This, in turn, should help advertisers to acquire a greater market share than their competitors. Specifying the importance of emotional intelligence in the field of advertising, this study aims to investigate the prospects/potential of innovating emotional intelligence for the advertising and marketing field. The objective of this study is to assess the multiple dimensions of consumer research, where emotional intelligence has already been applied. Further, the results have been generated to analyze the gaps where more innovation can be made in terms of incorporating the concept of emotional intelligence. The study uses 33 articles published in well-reputed journals. The exploratory analysis of 33 research articles discussing the role of emotional intelligence in marketing and advertising has been conducted. Based on the analysis, this study assesses the potential that exists in this field and its role in the existing field of advertising regarding consumer association with certain brands. Multiple themes have been identified that hint upon greater connectivity of emotional intelligence in purchase decisions and other relevant advertising processes. This study will further help advertisers and marketers to innovate the concept of emotional intelligence in the context of advertising and the marketing domain.","PeriodicalId":36580,"journal":{"name":"International Journal of Media and Information Literacy","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45207536","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-05DOI: 10.13187/ijmil.2022.1.242
{"title":"Alternate Entertainment or Shifting Discourse: A Narrative Analysis of Popular Web Series in India","authors":"","doi":"10.13187/ijmil.2022.1.242","DOIUrl":"https://doi.org/10.13187/ijmil.2022.1.242","url":null,"abstract":"","PeriodicalId":36580,"journal":{"name":"International Journal of Media and Information Literacy","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42817765","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-05DOI: 10.13187/ijmil.2022.1.48
{"title":"Multimedia Brochure Taganrog – the Cultural Capital of the Don (Virtual Open-air Museum) as the Implementation of a Media Educational Project in Museum Pedagogy","authors":"","doi":"10.13187/ijmil.2022.1.48","DOIUrl":"https://doi.org/10.13187/ijmil.2022.1.48","url":null,"abstract":"","PeriodicalId":36580,"journal":{"name":"International Journal of Media and Information Literacy","volume":"7 18","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41260754","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-05DOI: 10.13187/ijmil.2022.1.38
{"title":"Usage of YouTube for Academic Purpose Among University Students in Time of COVID-19","authors":"","doi":"10.13187/ijmil.2022.1.38","DOIUrl":"https://doi.org/10.13187/ijmil.2022.1.38","url":null,"abstract":"","PeriodicalId":36580,"journal":{"name":"International Journal of Media and Information Literacy","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48170298","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-05DOI: 10.13187/ijmil.2022.1.179
{"title":"Russian Topic on BBC and Media Manipulations","authors":"","doi":"10.13187/ijmil.2022.1.179","DOIUrl":"https://doi.org/10.13187/ijmil.2022.1.179","url":null,"abstract":"","PeriodicalId":36580,"journal":{"name":"International Journal of Media and Information Literacy","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48518127","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-05DOI: 10.13187/ijmil.2022.1.60
{"title":"Enhancing Information Preservation in Social Media Text Analytics Using Advanced and Robust Pre-processing Techniques","authors":"","doi":"10.13187/ijmil.2022.1.60","DOIUrl":"https://doi.org/10.13187/ijmil.2022.1.60","url":null,"abstract":"","PeriodicalId":36580,"journal":{"name":"International Journal of Media and Information Literacy","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43766086","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-05DOI: 10.13187/ijmil.2022.1.71
{"title":"Theoretical Concepts of Film Studies in Cinema Art Journal: 1945–1955","authors":"","doi":"10.13187/ijmil.2022.1.71","DOIUrl":"https://doi.org/10.13187/ijmil.2022.1.71","url":null,"abstract":"","PeriodicalId":36580,"journal":{"name":"International Journal of Media and Information Literacy","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43652102","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-05DOI: 10.13187/ijmil.2022.1.118
{"title":"Proposing Internet-Driven Alternative Pedagogical System for Use in Teaching and Learning During and Beyond the COVID-19 Pandemic","authors":"","doi":"10.13187/ijmil.2022.1.118","DOIUrl":"https://doi.org/10.13187/ijmil.2022.1.118","url":null,"abstract":"","PeriodicalId":36580,"journal":{"name":"International Journal of Media and Information Literacy","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43406371","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-05DOI: 10.13187/ijmil.2021.2.274
T. Byundyugova, A. Babikova, Elena Kornienko
Global technological changes and the widespread use of information and communication technologies lead to the need to study the formation of information literacy skills of various demographic groups. The formation of the information economy creates increased requirements for the level of proficiency in digital and information technologies in order to successfully exist in a modern high-tech environment, which leads to the need for changes in the education system. These changes are aimed at developing the ability to understand the dynamics of the information world, to navigate the increasing flow of information. To this end, the latest technologies are actively used in educational programs, which, on the one hand, improve the quality of the educational process, helping to master educational content more effectively, and on the other hand, contribute to the mastery and use of digital and information technologies by students. This study examines the technologies of visual learning, which significantly improve the quality of the educational process. As part of the study of modern trends in the educational environment, the emphasis was placed on the use of visualization as a form of presentation of educational material. Different forms of visualization were investigated: active, passive, value-semantic, universal for different age groups of respondents (schoolchildren, students, adults), a total of 412 people participated in the study. For six months, they worked with different forms of visualization as part of the training. It was revealed that it is necessary to take into account age factors, motivational features that will allow you to build individual training routes based on operating with different forms of visual information, which will allow you to critically and systematically study materials, qualitatively develop skills and abilities, be effective, achieve goals and results.
{"title":"Analysis of the Use of Visualization in Teaching Subjects of Different Ages","authors":"T. Byundyugova, A. Babikova, Elena Kornienko","doi":"10.13187/ijmil.2021.2.274","DOIUrl":"https://doi.org/10.13187/ijmil.2021.2.274","url":null,"abstract":"Global technological changes and the widespread use of information and communication technologies lead to the need to study the formation of information literacy skills of various demographic groups. The formation of the information economy creates increased requirements for the level of proficiency in digital and information technologies in order to successfully exist in a modern high-tech environment, which leads to the need for changes in the education system. These changes are aimed at developing the ability to understand the dynamics of the information world, to navigate the increasing flow of information. To this end, the latest technologies are actively used in educational programs, which, on the one hand, improve the quality of the educational process, helping to master educational content more effectively, and on the other hand, contribute to the mastery and use of digital and information technologies by students. This study examines the technologies of visual learning, which significantly improve the quality of the educational process. As part of the study of modern trends in the educational environment, the emphasis was placed on the use of visualization as a form of presentation of educational material. Different forms of visualization were investigated: active, passive, value-semantic, universal for different age groups of respondents (schoolchildren, students, adults), a total of 412 people participated in the study. For six months, they worked with different forms of visualization as part of the training. It was revealed that it is necessary to take into account age factors, motivational features that will allow you to build individual training routes based on operating with different forms of visual information, which will allow you to critically and systematically study materials, qualitatively develop skills and abilities, be effective, achieve goals and results.","PeriodicalId":36580,"journal":{"name":"International Journal of Media and Information Literacy","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43080811","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-05DOI: 10.13187/ijmil.2021.2.364
A. Levitskaya, A. Fedorov
On the basis of the previously developed theoretical model of media educational activity, which contributes to the development of media competence of the audience in the process of analyzing the reliability of media texts, the authors of the article suggest the following technology of countering media manipulations and false information, based on tasks related to answering the following challenging questions: What is the source of information? Can you verify the source? What is the main message? What facts are presented to support the main idea? Is there any information missing? What is the purpose of transmitting this message? Who will benefit if people accept this message as true? Who will lose? From whose point of view is the message presented? Does the message refer to logic or emotion? What effect is it aimed at? Does this media text allow you to share different points of view? What values and priorities are transmitted as a result? Based on this model and problematic issues, the authors analyzed 337 articles in German newspapers during the period 2020-2021. Meanwhile, it was found that 98.2 % of the texts (331 out of 337 articles) expressed negative opinions about Russia, about its politics and economy.
{"title":"Manipulations in Contemporary German Press","authors":"A. Levitskaya, A. Fedorov","doi":"10.13187/ijmil.2021.2.364","DOIUrl":"https://doi.org/10.13187/ijmil.2021.2.364","url":null,"abstract":"On the basis of the previously developed theoretical model of media educational activity, which contributes to the development of media competence of the audience in the process of analyzing the reliability of media texts, the authors of the article suggest the following technology of countering media manipulations and false information, based on tasks related to answering the following challenging questions: What is the source of information? Can you verify the source? What is the main message? What facts are presented to support the main idea? Is there any information missing? What is the purpose of transmitting this message? Who will benefit if people accept this message as true? Who will lose? From whose point of view is the message presented? Does the message refer to logic or emotion? What effect is it aimed at? Does this media text allow you to share different points of view? What values and priorities are transmitted as a result? Based on this model and problematic issues, the authors analyzed 337 articles in German newspapers during the period 2020-2021. Meanwhile, it was found that 98.2 % of the texts (331 out of 337 articles) expressed negative opinions about Russia, about its politics and economy.","PeriodicalId":36580,"journal":{"name":"International Journal of Media and Information Literacy","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46659242","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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