Pub Date : 2023-11-23DOI: 10.34135/communicationtoday.2023.vol.14.no.2.7
Slávka Démuthová, Alexandra Hudáková
An attractive human face is a significant communication tool used in visual media. Due to various psychological mechanisms, a beautiful face is associated with additional characteristics; individuals with attractive faces are perceived as trustworthy, intelligent, and qualified, thereby increasing their impact on the perceiver. However, the question remains as to what constitutes an attractive human face and what parameters it should possess. One of the most influential characteristics associated with facial attractiveness is the presence of sexually dimorphic features. Since previous research has yielded conflicting findings, this study examines the influence of masculinity and femininity on the attractiveness of computer-generated facial composites, both generally and in the context of the age and gender of the evaluators, using a quasi-experimental approach. The study involved 2,159 participants (mean age = 24.18 years; SD = 10.167), with women comprising 59.6% of the sample. The results showed that while the femininity of facial features universally increases the attractiveness of female faces (most notably among younger men), the effect of sexually dimorphic features on the attractiveness of male faces is nonspecific. Therefore, for the universal utilisation of the attractive face effect on the evaluator (perceiver), it is recommended to employ a feminine female face. In the case of male faces, the attractiveness of masculine features may be contingent on additional circumstances/factors.
{"title":"Attractive Human Face as a Communication Tool: Age and Gender Specifics of the Attractiveness of Sexually Dimorphic Features in Facial Composites","authors":"Slávka Démuthová, Alexandra Hudáková","doi":"10.34135/communicationtoday.2023.vol.14.no.2.7","DOIUrl":"https://doi.org/10.34135/communicationtoday.2023.vol.14.no.2.7","url":null,"abstract":"An attractive human face is a significant communication tool used in visual media. Due to various psychological mechanisms, a beautiful face is associated with additional characteristics; individuals with attractive faces are perceived as trustworthy, intelligent, and qualified, thereby increasing their impact on the perceiver. However, the question remains as to what constitutes an attractive human face and what parameters it should possess. One of the most influential characteristics associated with facial attractiveness is the presence of sexually dimorphic features. Since previous research has yielded conflicting findings, this study examines the influence of masculinity and femininity on the attractiveness of computer-generated facial composites, both generally and in the context of the age and gender of the evaluators, using a quasi-experimental approach. The study involved 2,159 participants (mean age = 24.18 years; SD = 10.167), with women comprising 59.6% of the sample. The results showed that while the femininity of facial features universally increases the attractiveness of female faces (most notably among younger men), the effect of sexually dimorphic features on the attractiveness of male faces is nonspecific. Therefore, for the universal utilisation of the attractive face effect on the evaluator (perceiver), it is recommended to employ a feminine female face. In the case of male faces, the attractiveness of masculine features may be contingent on additional circumstances/factors.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":"33 13","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139245728","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 : 2023-11-23DOI: 10.34135/communicationtoday.2023.vol.14.no.2.9
Veronika Kopřivová, K. Matušínská
One of the fundamental pillars of properly set up marketing communication is customer orientation, defining their needs and preferences and then creating their profiles. Following this fact, the aim of the study is to create subsegments of Generation Y (Millennials) in the Czech market based on identified factors in terms of lifestyle as the non-traditional segmentation descriptive variable. In order to achieve the aim of the study, AIO parameters within psychographic segmentation were used to process primary data collected by marketing research carried out in the form of a questionnaire. Overall, 999 respondents who are residents of the Czech Republic participated in this marketing research. The characteristics of Generation Y (Millennials) and the determination of the main points for external and internal marketing strategies create the basis for the comparison of subsegments based on the criteria determining the possible success of the company in this process.
以客户为导向，确定他们的需求和偏好，然后建立他们的档案，是正确建立营销传播的基本支柱之一。根据这一事实，本研究的目的是根据已确定的生活方式因素作为非传统细分描述变量，对捷克市场上的 Y 世代（千禧一代）进行细分。为了实现研究目的，我们使用了心理细分中的 AIO 参数来处理通过市场调研收集到的原始数据，这些数据以调查问卷的形式进行。共有 999 名捷克共和国居民参与了此次市场调研。Y 世代（千禧一代）的特征以及外部和内部营销战略要点的确定，为根据决定公司在这一过程中可能取得成功的标准进行细分比较奠定了基础。
{"title":"Unlocking Generation Y: Market Segmentation via Lifestyle Insights","authors":"Veronika Kopřivová, K. Matušínská","doi":"10.34135/communicationtoday.2023.vol.14.no.2.9","DOIUrl":"https://doi.org/10.34135/communicationtoday.2023.vol.14.no.2.9","url":null,"abstract":"One of the fundamental pillars of properly set up marketing communication is customer orientation, defining their needs and preferences and then creating their profiles. Following this fact, the aim of the study is to create subsegments of Generation Y (Millennials) in the Czech market based on identified factors in terms of lifestyle as the non-traditional segmentation descriptive variable. In order to achieve the aim of the study, AIO parameters within psychographic segmentation were used to process primary data collected by marketing research carried out in the form of a questionnaire. Overall, 999 respondents who are residents of the Czech Republic participated in this marketing research. The characteristics of Generation Y (Millennials) and the determination of the main points for external and internal marketing strategies create the basis for the comparison of subsegments based on the criteria determining the possible success of the company in this process.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":"284 ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139245671","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 : 2023-11-23DOI: 10.34135/communicationtoday.2023.vol.14.no.2.11
Hedviga Tkáčová, Patrik Maturkanič, Martina Pavlíková, Katarína Slobodová Nováková
Disclosure of disinformation has attracted increasing attention in recent years. The society recognises that false reports pose a real threat to the credibility of information and, ultimately, to the security of society. On the Internet an active audience is a distributor of media content because they are convinced of its truth, and in the online environment they find it in other people. Therefore, the audience seems to be an active amplifier of disinformation (sharing), and thus explicitly as a creator of (unwanted) web content (sharing and commenting). People’s willingness to share disinformation is linked to people’s similar attitudes; it is related to the similarity of faith and to the perception of the message, considered as appropriate and interesting (“I like it”), etc. The term “homogeneity” turns out to be a key term in audience research, and experts speak about a phenomenon that in fact appears to be the main driving force for the dissemination of any content. The aim of the research is to identify and classify the factors that motivate university students to share information on the social networking site Facebook.
{"title":"Online Media Audience during the COVID-19 Pandemic as an Active Amplifier of Disinformation: Motivations of University Students to Share Information on Facebook","authors":"Hedviga Tkáčová, Patrik Maturkanič, Martina Pavlíková, Katarína Slobodová Nováková","doi":"10.34135/communicationtoday.2023.vol.14.no.2.11","DOIUrl":"https://doi.org/10.34135/communicationtoday.2023.vol.14.no.2.11","url":null,"abstract":"Disclosure of disinformation has attracted increasing attention in recent years. The society recognises that false reports pose a real threat to the credibility of information and, ultimately, to the security of society. On the Internet an active audience is a distributor of media content because they are convinced of its truth, and in the online environment they find it in other people. Therefore, the audience seems to be an active amplifier of disinformation (sharing), and thus explicitly as a creator of (unwanted) web content (sharing and commenting). People’s willingness to share disinformation is linked to people’s similar attitudes; it is related to the similarity of faith and to the perception of the message, considered as appropriate and interesting (“I like it”), etc. The term “homogeneity” turns out to be a key term in audience research, and experts speak about a phenomenon that in fact appears to be the main driving force for the dissemination of any content. The aim of the research is to identify and classify the factors that motivate university students to share information on the social networking site Facebook.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":"677 ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139244332","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 : 2023-04-23DOI: 10.34135/communicationtoday.2023.vol.14.no.1.1
J. Radošinská, L. Rusňáková, Zuzana Točená, Martin Schwarz
The study focuses on Bohemian Rhapsody (2018, directed by Bryan Singer, later Dexter Fletcher), the biographical drama that reflects on the extraordinary lives and career patterns of the four members of the rock band Queen, predominantly the band’s frontman, Freddie Mercury. Given the fact that this feature film has changed the way we perceive the economic potential of biopics entirely, we offer an overview of some of the reasons why it was so successful in terms of the globalised film industry. The main objective of the study is to outline the biographical drama’s synergistic tendency in relation to the movie industry and the music business. Acknowledging Bohemian Rhapsody’s unprecedented global success, we work with the assumption that certain biographical dramas can, in fact, become globally popular, partly thanks to the fact that they utilise music as a nostalgia-driven narrative tool making portrayals of musicians deeper and more complex. The assumption is addressed via a theoretical reflection on the given topic and through a qualitative content analysis of the biographical drama Bohemian Rhapsody.
{"title":"The Blockbuster Biopic Bohemian Rhapsody as an Expression of Cinema/Music Synergy","authors":"J. Radošinská, L. Rusňáková, Zuzana Točená, Martin Schwarz","doi":"10.34135/communicationtoday.2023.vol.14.no.1.1","DOIUrl":"https://doi.org/10.34135/communicationtoday.2023.vol.14.no.1.1","url":null,"abstract":"The study focuses on Bohemian Rhapsody (2018, directed by Bryan Singer, later Dexter Fletcher), the biographical drama that reflects on the extraordinary lives and career patterns of the four members of the rock band Queen, predominantly the band’s frontman, Freddie Mercury. Given the fact that this feature film has changed the way we perceive the economic potential of biopics entirely, we offer an overview of some of the reasons why it was so successful in terms of the globalised film industry. The main objective of the study is to outline the biographical drama’s synergistic tendency in relation to the movie industry and the music business. Acknowledging Bohemian Rhapsody’s unprecedented global success, we work with the assumption that certain biographical dramas can, in fact, become globally popular, partly thanks to the fact that they utilise music as a nostalgia-driven narrative tool making portrayals of musicians deeper and more complex. The assumption is addressed via a theoretical reflection on the given topic and through a qualitative content analysis of the biographical drama Bohemian Rhapsody.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41833830","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 : 2023-04-23DOI: 10.34135/communicationtoday.2023.vol.14.no.1.6
Marianna Marko, A. Kusá
The fashion industry has long been known as one of the most polluting industries in the world. The urgent need to improve the current critical situation has given rise to a number of global initiatives, organisations and movements that highlight and at the same time, are involved in the sustainability of the fashion industry. As pressure from consumers and businesses is constantly growing, fast fashion brands are introducing their own sustainable fashion collections which, however, are likely to deceive consumers and, when combined with green marketing, are merely used just to reach their business goals. Environmental education as a key determinant is the way to eliminate deception and properly assess messages by consumers. The main goal of the study is, through neuromarketing research, to define the impact of the studied sample of informed and uninformed consumers from Generations Y and Z when it comes to customer loyalty to the marketing communication of fast fashion brands.
{"title":"Greenwashing and the Nature of Education in Relation to Consumer Trust in Fast Fashion Marketing Communication","authors":"Marianna Marko, A. Kusá","doi":"10.34135/communicationtoday.2023.vol.14.no.1.6","DOIUrl":"https://doi.org/10.34135/communicationtoday.2023.vol.14.no.1.6","url":null,"abstract":"The fashion industry has long been known as one of the most polluting industries in the world. The urgent need to improve the current critical situation has given rise to a number of global initiatives, organisations and movements that highlight and at the same time, are involved in the sustainability of the fashion industry. As pressure from consumers and businesses is constantly growing, fast fashion brands are introducing their own sustainable fashion collections which, however, are likely to deceive consumers and, when combined with green marketing, are merely used just to reach their business goals. Environmental education as a key determinant is the way to eliminate deception and properly assess messages by consumers. The main goal of the study is, through neuromarketing research, to define the impact of the studied sample of informed and uninformed consumers from Generations Y and Z when it comes to customer loyalty to the marketing communication of fast fashion brands.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43431573","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 : 2023-04-23DOI: 10.34135/communicationtoday.2023.vol.14.no.1.8
Kristína Korená, Petra Pártlová
Social media have turned out to be a suitable tool of marketing communication that enables the virtual connection of individual public accounts (profiles) to share information, data and create conditions for the joint implementation of activities. The submitted study focuses on the evaluation of the use of marketing communication in nine selected European national parks. The study analyses data that indicates the level of using social networking sites for presenting the official profiles and websites in the context of building reputation and identity in order to determine to what extent national parks use suitable tools of marketing communication and what are its possibilities and limitations. Marketing communication was examined using the rhetorical and descriptive analysis of text, which enabled performing a content analysis focused on three main parts: Pathos, Ethos and Logos. Within the descriptive analysis, another part of the research dealt with communication focused on the issue of education, environmental protection and business activities in the area of tourism. A new formula for calculating Social Media Effectiveness was proposed, calculated at a global level. Based on the results obtained, Plitvice Lakes National Park was rated the best, while the results in terms of marketing communication were recorded in the case of the Swiss national park, National Park Saechsische Schweiz. The main barrier to marketing communication is the reluctance to use English as the main language of communication and in the case of the Facebook platform, a higher number of posts. The results also showed that good marketing communication has an impact on the number of visitors to national parks and the right combination of published posts influences the behaviour of national park visitors. Furthermore, we confirmed the influence of communication on the possibility to educate especially the younger generation through media platforms, which is a positive finding.
社交媒体已经被证明是一种合适的营销传播工具，它使个人公众账户(档案)的虚拟连接能够共享信息和数据，并为共同实施活动创造条件。提交的研究报告侧重于评价选定的9个欧洲国家公园使用营销传播的情况。该研究分析了表明在建立声誉和身份的背景下使用社交网站展示官方资料和网站的水平的数据，以确定国家公园在多大程度上使用合适的营销传播工具，以及它的可能性和局限性。使用文本的修辞和描述性分析来检查营销传播，这使得执行内容分析集中在三个主要部分:情感，精神和标志。在描述性分析中，研究的另一部分涉及传播，重点是旅游领域的教育、环境保护和商业活动问题。提出了一种新的计算社交媒体有效性的公式，该公式在全球范围内进行计算。根据所获得的结果，Plitvice Lakes国家公园被评为最佳，而瑞士国家公园(National Park Saechsische Schweiz)在营销传播方面的结果被记录下来。营销沟通的主要障碍是不愿使用英语作为主要沟通语言，而在Facebook平台上，帖子数量较多。结果还表明，良好的营销传播对国家公园的游客数量有影响，发布的帖子的正确组合会影响国家公园游客的行为。此外，我们证实了传播对通过媒体平台教育特别是年轻一代的可能性的影响，这是一个积极的发现。
{"title":"Social Media as a Tool of Building Reputation and Identity of National Parks","authors":"Kristína Korená, Petra Pártlová","doi":"10.34135/communicationtoday.2023.vol.14.no.1.8","DOIUrl":"https://doi.org/10.34135/communicationtoday.2023.vol.14.no.1.8","url":null,"abstract":"Social media have turned out to be a suitable tool of marketing communication that enables the virtual connection of individual public accounts (profiles) to share information, data and create conditions for the joint implementation of activities. The submitted study focuses on the evaluation of the use of marketing communication in nine selected European national parks. The study analyses data that indicates the level of using social networking sites for presenting the official profiles and websites in the context of building reputation and identity in order to determine to what extent national parks use suitable tools of marketing communication and what are its possibilities and limitations. Marketing communication was examined using the rhetorical and descriptive analysis of text, which enabled performing a content analysis focused on three main parts: Pathos, Ethos and Logos. Within the descriptive analysis, another part of the research dealt with communication focused on the issue of education, environmental protection and business activities in the area of tourism. A new formula for calculating Social Media Effectiveness was proposed, calculated at a global level. Based on the results obtained, Plitvice Lakes National Park was rated the best, while the results in terms of marketing communication were recorded in the case of the Swiss national park, National Park Saechsische Schweiz. The main barrier to marketing communication is the reluctance to use English as the main language of communication and in the case of the Facebook platform, a higher number of posts. The results also showed that good marketing communication has an impact on the number of visitors to national parks and the right combination of published posts influences the behaviour of national park visitors. Furthermore, we confirmed the influence of communication on the possibility to educate especially the younger generation through media platforms, which is a positive finding.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44470464","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}
The understanding of “subvertising” has been approached from different perspectives as a phenomenon framed within the Culture Jamming movement. Even though both subjects focus on the symbolic guerrilla communication system, the specific allusion to corporate and advertising culture delimits the subvertising field of study. However, it seems that the two phenomena are analysed jointly by the literature that has addressed the subject, so that the terminology used for reference and analysis can be imprecise and confusing. This study aims to clarify the terminology used in literature to refer to the concept of “subvertising” and its actors. For this, data was collected through a previous scoping review, in which 253 documents focusing on subvertising dating from between 1980 and March 2020 were located and analysed. The main terminology used to refer both to subvertising and to the actors who carry it out was extracted and classified. The results highlight an excessive terminology used in this field of study, as well as a lack of correlation in linking subvertising object and subjects. Possible consequences of this finding may lead to a problem for the standardisation of the discipline and publications transfer, especially in the academic world.
{"title":"What Is Subvertising? A Proposal of Delimitation and Definition","authors":"Inés Leal-Rico, Natalia Papí-Gálvez, Candelaria Sánchez-Olmos","doi":"10.34135/communicationtoday.2023.vol.14.no.1.4","DOIUrl":"https://doi.org/10.34135/communicationtoday.2023.vol.14.no.1.4","url":null,"abstract":"The understanding of “subvertising” has been approached from different perspectives as a phenomenon framed within the Culture Jamming movement. Even though both subjects focus on the symbolic guerrilla communication system, the specific allusion to corporate and advertising culture delimits the subvertising field of study. However, it seems that the two phenomena are analysed jointly by the literature that has addressed the subject, so that the terminology used for reference and analysis can be imprecise and confusing. This study aims to clarify the terminology used in literature to refer to the concept of “subvertising” and its actors. For this, data was collected through a previous scoping review, in which 253 documents focusing on subvertising dating from between 1980 and March 2020 were located and analysed. The main terminology used to refer both to subvertising and to the actors who carry it out was extracted and classified. The results highlight an excessive terminology used in this field of study, as well as a lack of correlation in linking subvertising object and subjects. Possible consequences of this finding may lead to a problem for the standardisation of the discipline and publications transfer, especially in the academic world.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42097760","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 : 2023-04-23DOI: 10.34135/communicationtoday.2023.vol.14.no.1.11
Anna Paulína Jelínková, Andrej Trnka
Cosplay is a distinctive hobby of fans of popular culture texts such as comics, manga, anime, digital games and films. Members of the cosplay community are active participants affiliated with various fandoms and communities who produce their own costumes, props and make-ups. An important part of those specific fan and community groups are fan conventions and festivals, which have been cancelled or postponed due to the COVID-19 pandemic situation. This fact is reflected significantly in usual behaviour, community life and participation of cosplayers. The main goal of this study is to identify the main changes and impact of the pandemic on Czech and Slovak cosplayers’ fan and community behaviour and communication habits. This study uses qualitative research strategy, specifically a series of in-depth interviews. The research unit consists of Slovak and Czech cosplayers who have been involved in this activity for at least eight years and are active members and participants in cosplay communities and fan conventions.
{"title":"Impact of COVID-19 on Communication Patterns of Czech and Slovak Cosplayers","authors":"Anna Paulína Jelínková, Andrej Trnka","doi":"10.34135/communicationtoday.2023.vol.14.no.1.11","DOIUrl":"https://doi.org/10.34135/communicationtoday.2023.vol.14.no.1.11","url":null,"abstract":"Cosplay is a distinctive hobby of fans of popular culture texts such as comics, manga, anime, digital games and films. Members of the cosplay community are active participants affiliated with various fandoms and communities who produce their own costumes, props and make-ups. An important part of those specific fan and community groups are fan conventions and festivals, which have been cancelled or postponed due to the COVID-19 pandemic situation. This fact is reflected significantly in usual behaviour, community life and participation of cosplayers. The main goal of this study is to identify the main changes and impact of the pandemic on Czech and Slovak cosplayers’ fan and community behaviour and communication habits. This study uses qualitative research strategy, specifically a series of in-depth interviews. The research unit consists of Slovak and Czech cosplayers who have been involved in this activity for at least eight years and are active members and participants in cosplay communities and fan conventions.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47892276","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 : 2023-04-23DOI: 10.34135/communicationtoday.2023.vol.14.no.1.10
Matěj Skalický
News podcasts are an emerging media phenomenon in Czechia, and yet there has never been a proper analysis of the fundamental incentives for producing them. This study identifies three principal factors that motivate established media houses to create news podcasts alongside other traditional forms of delivering the news: focus on a younger audience, content presentation and the building of trust. Each motive is analysed independently and thoroughly. The study also reveals the background of media marketing strategies concerning podcasts and examines the mechanisms of adapting foreign trends in podcasting to the Czech context. The study focuses on six different Czech news podcasts (including news-politics and news-talk formats) and is based on twelve in-depth interviews with the hosts and their Editors-in-Chief. This work aims to broaden the knowledge of podcasting in Czechia and to help understand how this surging media platform can be generally used to share news stories and information about current affairs.
{"title":"Motivations behind the Production of News Podcasts in Established Czech Media","authors":"Matěj Skalický","doi":"10.34135/communicationtoday.2023.vol.14.no.1.10","DOIUrl":"https://doi.org/10.34135/communicationtoday.2023.vol.14.no.1.10","url":null,"abstract":"News podcasts are an emerging media phenomenon in Czechia, and yet there has never been a proper analysis of the fundamental incentives for producing them. This study identifies three principal factors that motivate established media houses to create news podcasts alongside other traditional forms of delivering the news: focus on a younger audience, content presentation and the building of trust. Each motive is analysed independently and thoroughly. The study also reveals the background of media marketing strategies concerning podcasts and examines the mechanisms of adapting foreign trends in podcasting to the Czech context. The study focuses on six different Czech news podcasts (including news-politics and news-talk formats) and is based on twelve in-depth interviews with the hosts and their Editors-in-Chief. This work aims to broaden the knowledge of podcasting in Czechia and to help understand how this surging media platform can be generally used to share news stories and information about current affairs.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44404346","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 : 2023-04-23DOI: 10.34135/communicationtoday.2023.vol.14.no.1.3
Yuliia Skrynnik
This research focuses on the study of the theoretical and methodological grounds of a values-based approach to the typology of discursive personalities. The concept of values and their modern variations are described in the article, as well as the influence of the modern media on their alterations in society. The methodology of a values-based approach is grounded in the article which presupposes setting the typology of modern discursive personalities. Their characteristics are described taking into account the influence of the media. The division of the discursive personalities into three basic groups – participant, attractor, creator – is presented as optimal regarding the basic needs of modern society. From this standpoint the notion of the positioning of a personality in discourse facilitates clarifying the choice of a values-based approach to the typology of modern discursive personalities. A values-based approach within discourse studies extends the neo-anthropocentric paradigm in modern linguistics as well as contributes to the socio-cognitive approach to discourse studies.
{"title":"Media as a Construct of the Modern Discursive Personality: Methodology of the Values-Based Approach","authors":"Yuliia Skrynnik","doi":"10.34135/communicationtoday.2023.vol.14.no.1.3","DOIUrl":"https://doi.org/10.34135/communicationtoday.2023.vol.14.no.1.3","url":null,"abstract":"This research focuses on the study of the theoretical and methodological grounds of a values-based approach to the typology of discursive personalities. The concept of values and their modern variations are described in the article, as well as the influence of the modern media on their alterations in society. The methodology of a values-based approach is grounded in the article which presupposes setting the typology of modern discursive personalities. Their characteristics are described taking into account the influence of the media. The division of the discursive personalities into three basic groups – participant, attractor, creator – is presented as optimal regarding the basic needs of modern society. From this standpoint the notion of the positioning of a personality in discourse facilitates clarifying the choice of a values-based approach to the typology of modern discursive personalities. A values-based approach within discourse studies extends the neo-anthropocentric paradigm in modern linguistics as well as contributes to the socio-cognitive approach to discourse studies.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45080170","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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