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1.
ABSTRACTSocial media have become useful tools for audiovisual promotion, especially to reach niche audiences. Twitter promotional strategies have been widely studied, yet other growing platforms such as Instagram have been less analyzed. This paper examines the Instagram promotional strategies of two pay-per-view platforms (HBO and Netflix) in two markets (the USA and Spain). A total of 731 messages, posted between May and November 2017, were analyzed to identify their formal features, objectives, and their content’s emotional and cognitive elements posted on HBO and Netflix’s Spanish and US accounts. The results showed acute differences between how HBO and Netflix use their Instagram accounts in the two markets (Spain and the USA). The Spanish accounts mostly provided information, while the US accounts both provided information and promoted program content. Posts from US accounts more frequently included links to social media, particularly to celebrity accounts. Spanish accounts relied more on diegetic images, whereas US accounts emphasized non-diegetic and off-set images. Netflix used humor more than HBO did, and a stronger focus on celebrities. Humor and positive tone were found to be linked to higher engagement. 相似文献
2.
《Government Information Quarterly》2022,39(2):101682
Public agencies need to distribute information to their manifold audience quickly and directly. The emergence of social media platforms has sparked positive projections about future government-public interactions via the internet and almost every EU agency has created social media presences on the leading social media platforms. However, social media accounts of agencies receive strongly varying amounts of public attention and therefore display varying degrees of usefulness to connect with the public. This research examines which factors influence how much long-standing and temporal attention social media accounts of EU agencies receive. Using an extensive Twitter dataset of EU agencies and a new methodology that employs supervised text classification through the novel BERT language model to classify agency tweets, possible explanations of social media attention are tested. Results show that long-standing social media attention (i.e., size of the followership) is mostly explained by salience in traditional news, account age, and tweeting frequency, whilst a more interactive communication style tends to yield more temporal attention (i.e., number of retweets). The findings underline previous assumptions that employing a more interactive communication style maximizes public organizations' potential to connect with their audiences on social media. 相似文献
3.
《Journalism Practice》2013,7(6):726-741
Now that an increasing number of journalists and editorial offices make use of social media platforms such as Facebook and Twitter to research, break, distribute and discuss the news, social media guidelines are being issued with increasing frequency by news organizations that want to indicate to journalists what is and is not permitted on these platforms. This study investigates how Flemish journalists experience the sense and nonsense of these social media guidelines, focusing on rules that prescribe their behaviour on Twitter. Analysis of 20 in-depth interviews demonstrates that the majority of Flemish journalists find the introduction of rules concerning the use of Twitter unnecessary. The argument heard most often is that the journalist's common sense should be enough to deal with the platform in the proper way. A number of journalists even find the rules a curtailment of individual freedom. Guidelines concerning specific formal requirements—such as mentioning the employer in the Twitter biography and/or account name, or the requirement to only use one account—encounter particular resistance. The journalists interviewed are, however, favourably disposed to a list of non-enforceable recommendations. Based on these findings, the tweeting journalists seem to indicate that they themselves are able to both adapt their use of social media to fit traditional professional norms and adapt those norms to fit the media logic of the Twitter platform. 相似文献
4.
Magdalena Saldaña Vanessa de Macedo Higgins Joyce Amy Schmitz Weiss Rosental Calmon Alves 《Journalism Practice》2017,11(4):396-416
Despite the proliferation of research on social media and journalism, only a few studies have analyzed how journalists in Latin America embrace the affordances of social platforms for journalism practice. Based on a survey of 877 Latin American reporters, this article examines the platforms journalists use and how they use them. The broad finding is that, despite the great popularity of Facebook in the region, Twitter is the most important platform for daily newsgathering and journalistic work. Journalists turn to Twitter to find sources and stories, showing an important openness to participatory journalism. Yet, they mistrust information provided from political sources. Our findings show that different regions in Latin America work with social media in different ways, and local journalistic cultures have an impact on these adoptions, especially in the case of Brazil. Further research and implications for the field are discussed. 相似文献
5.
ABSTRACTAlthough computational approaches to ideology-based audience fragmentation are promising, they are not without limitations. First, most existing studies have focused on the US, and the cross-national validity of their results has rarely been tested. Second, previous studies that rely solely on behavioral data from social media tend to make strong analytical assumptions such as that Twitter users prefer to follow media and politicians whose ideological positions are similar to their own, and that the ideologies of political elites can be extrapolated to infer the ideologies of ordinary users. We aim to address these limitations. First, we focus on Japan to test the generalizability of US findings in an Asian context. Second, we do not rely solely on behavioral measurement but combine survey and social media data to infer the ideologies of Twitter users. Results indicate that our classifier built based on these self-reported ideologies produces more valid estimates than naïve extrapolation from views of the elites. Based on these improved estimates of Twitter users’ ideologies, we demonstrate that the ideological distributions of those who follow major Japanese media accounts on Twitter largely overlap, suggesting an absence of ideology-based audience fragmentation. 相似文献
6.
This study employed the uses and gratification approach to investigate how journalists perceive relational satisfaction with the public on Twitter, specifically the associations between journalists’ motivations to use Twitter, their Twitter use, and their relational satisfaction with the public. Through a survey of South Korean journalists, this study revealed that journalists’ motivations for Twitter use are positively related to their job-related activities on Twitter (e.g., posting/sharing their news and interacting with audience), which consequently influences perceived relational satisfaction with the public. The findings provide new insight into an increasingly important part of the public’s engagement and news/information flows in the digital media environment. This study expands upon the literature by analyzing how journalists’ motivations for using Twitter and their job-related activities on Twitter are associated with relational satisfaction with the public. 相似文献
7.
A growing body of research examines the relationships between psychological traits and privacy behaviors on Social Networking Sites (SNSs) to understand why users control information about themselves. This study investigates how narcissism and self-esteem can explain tendencies to control privacy on two widely used platforms: Instagram and Twitter. Data from an online survey (n = 510) are analyzed using linear mixed models. The exhibitionism component of narcissism tends to be associated with less privacy control on SNSs, i.e., profiles that are publicly accessible. Conversely, the superiority component of narcissism and self-esteem are associated with more privacy control. Across platforms, as self-esteem increases, the likelihood of having public settings on Instagram is significantly lower than on Twitter. The findings are discussed in the context of the different affordances that the two platforms present users with. The results indicate that privacy behaviors may be tied to relatively stable personality traits, suggesting that even as technologies and social norms with regard to privacy change, behaviors that limit the number of people to which individuals disclose personal information may remain the same. 相似文献
8.
Yanfang Wu 《Journalism Practice》2019,13(5):537-557
American newsrooms are adopting social media as an innovation for greater engagement. However, several organizational and individual factors may affect the extent to which news outlets adopt social media innovations. In particular, there is assumed to be a divide among different age groups of journalists in embracing social media. Utilizing a structural equation modeling (SEM) analysis, the study seeks to understand how social media culture in newsrooms affects journalists’ strategies of taking social media as an innovation, and how journalists of different age groups differ in the SEM model fit. The analyses indicated Twitter engagement mediates social media culture and journalists’ attitude toward social media. However, that was not the case with Facebook. Additionally, while younger journalists favored Twitter, older journalists embraced Facebook and middle-aged journalists adopted both Facebook and Twitter. The analyses showed the more that middle-aged journalists interacted on Twitter, the more they tended to have a positive attitude toward social media. However, the more that younger and older journalists engaged on Twitter, the more they tended to have a negative attitude toward social media. Journalists from all three age groups tended to hold a negative attitude toward social media if they engaged more on Facebook. 相似文献
9.
Engaging the Social News User 总被引：1，自引：0，他引：1
Sanne Hille 《Journalism Practice》2014,8(5):563-572
One of the most common formats of audience participation in journalism consists of online reader comments in response to articles, weblogs, or online television and radio broadcasts. While initially the audience only commented on media platforms themselves, Facebook made it possible to outsource commenting to a third-party platform. The options users have, the rules commenters are obliged to follow, and the moderation regime they confront, could influence the quantity and quality of comments. In this study, we explore how news media deal with audience comments on Facebook and their own news site, and how this influences the quality and quantity of comments. We compared comments on news platforms and Facebook of 62 Dutch national and regional newspapers, public and commercial broadcasters, newsweeklies, national news programmes, and online news sites. Subsequently, we analysed the content of the comments with the qualitative text analysis tool MAXQDA. The results indicate that news media prefer outsourcing comments to Facebook although commenting on their own platforms is still possible. By discouraging anonymous responses, the quality of comments improved but above all the quantity of comments decreased after outsourcing comments to Facebook. 相似文献
10.
Terry Bloom 《Journalism Practice》2016,10(3):343-357
This article examines the workflows, editorial guidelines, and managerial oversight of social media, particularly Twitter, at seven international news agencies. Through a series of in-depth interviews with news managers, social media producers, and public relations officials at Al Jazeera, CNN, Globo, Telecinco, RTVE, the US government's Office of Cuba Broadcasting, and Voice of America, the authors examined how these policies may affect the framing of news stories. Results indicated that social media resources are currently being used more for promotional and audience tracking purposes than for newsgathering, although the Office of Cuba Broadcasting departed somewhat from that model. 相似文献
11.
Alecia Swasy 《广播与电子媒介杂志》2016,60(4):643-656
Twitter has become a global, social media platform that is reshaping the way journalists communicate, gather information, and disseminate news. This study builds on the relatively young field of research by using diffusion of innovation theory to gauge what factors influence the spread and adoption of Twitter. Case-study and in-depth interview methods were used in collecting data from 50 journalists at 4 metropolitan newspapers. Results show that the adoption and implementation of Twitter relies on peer pressure and coaching to get reluctant journalists to try Twitter. Adoption is then immediate because journalists see how Twitter is a gateway to new sources of information and story tips. Ultimately, journalists embrace Twitter because it provides instant gratification from followers, allowing them to share stories with a broader, global audience. 相似文献
12.
Kelly M. Meyer 《媒体管理杂志》2015,17(4):241-257
A content analysis of 4,507 tweets from 60 local news organizations in the United States was conducted to examine Twitter strategies used by the local news industry. Results indicate that local news organizations in the United States mainly used Twitter as an additional platform for news dissemination. While local TV stations and newspapers differed significantly in their use of tweet structures, content, and strategies, both followed the similar practices of their traditional media portals. In addition, the number of followers and total tweets of a news organization’s Twitter account, use of photos, hashtags, usernames, and tweet content predicted audience engagement with the site. Overall, local news organizations in the United States did not appear to use Twitter to cross-promote and/or supplement their traditional business practices. This research calls for more systematic, multi-dimensional social media management in local newsrooms. 相似文献
13.
ABSTRACTThis study investigates the site of intersection between legacy and social media, whereby it asks how local legacy media (St Louis Post-Dispatch and Richmond Times-Dispatch) invoked social media (Facebook and Twitter) discourse within their coverage of the Ferguson (2014) and Charlottesville (2017) events. It thus explores how gatekeeping is manifested and, consequently, how the protest paradigm emerged in a news landscape of proliferating social media. Thematic textual analysis indicates that coverage of Charlottesville and Ferguson clearly relied on indulging the social media sphere in important ways. Common themes of social media as multipurpose platforms, as interfacing with law and order, and as reconciling material and digital modes culminating in social activism were revealed. The study shows that the protest paradigm that has long characterized legacy media’s coverage of social protest is not as “pure” as it may once have been, since a social media component is helping define the contours and content of legacy media’s landscape. 相似文献
14.
The article analyses the social media activity around two genre fiction titles published in the UK. The research is focused on the platforms Twitter and Facebook as they are the sites currently most used as marketing tools by the publishing industry. Over 10,000 social media posts were collected and categorised to create a timeline of social media activity for two case studies. The findings were then compared to sales data from Nielsen BookScan to give an understanding to the value of social media marketing in the publishing industry. The findings show that social media is most effective as a marketing platform when there is already an established community, allowing publishers to converse with readers. While social media is less effective at marketing new books written by debut authors with no existing readership, it is none the less an important tool in the marketing plan as it provides a platform to engage with readers around significant events. 相似文献
15.
《Government Information Quarterly》2020,37(2):101441
Public organizations often face numerous barriers when it comes to adopting and using social media to communicate and engage with the broader public. This research aims to better understand how barriers to social media adoption can be tackled by zooming in on one specific type of organization: the police. Our research answers the following question: to what effect do police forces manage barriers to the adoption of social media with social media policies? Firstly, by systematically reviewing previous studies using a typology of barriers to ICT adoption, this study identifies the types of barriers that the police are often faced with. Secondly, by qualitatively analyzing two frontrunner cases, the United Kingdom and the Netherlands, this study analyzes how social media policies address and can help overcome these barriers. The empirical analysis indicates that in addressing barriers to social media adoption, a combination of exploration and exploitation is needed to address both structural and cultural barriers to social media adoption. We argue that this fits an approach of the ‘perpetual beta’: ongoing technological innovation requires organization capacity to continuously adapt to socio-technical change. 相似文献
16.
《Government Information Quarterly》2022,39(3):101709
Experts claim that the world is increasingly polarized by emerging social media platforms. The political actors amplify the polarization through their agents' user-generated content. The extreme political ideologies sway the people sitting on the fence on these social media platforms. Using tweets on a recent policy change on identity in India, the present study seeks to perform a scientific analysis of the polarization of the debates within ordinary citizens' groups from a theoretical lens. We further highlight some of the crucial trends that triggered these polarized discussions in general. Through the lens of Echo chambers and Herd behavior, this study provides valuable insights surrounding the influencers and individuals involved in this discussion where the polarization of preferences is witnessed. Proposing a novel design of a root-level influencer, this study establishes them as polarization actors on a social media platform (Twitter). Through various engagement metrics, we also identify the role of targeted communication (hashtags) and similarity in the users' discussion across the political domain as potential behavioral explanations for opinion polarization on Twitter. 相似文献
17.
《Government Information Quarterly》2021,38(4):101597
Evidence from literature reveals that good governance practices influence citizens' attitudes and behaviours towards the government. Therefore, grounded on the good governance theory, the current study aimed to empirically examine how good governance practices promote public trust with the underlying mechanism of perceived government response on COVID-19 (PGRC) and moderating role of government agency's provision of quality information on social media (GQS). The data was collected from 491 followers of the Facebook account, Instagram, and Twitter pages of a government news agency, i.e., Associated Press of Pakistan and were analyzed using measurement and structural model by employing SmartPls 3.3.0. The results revealed a direct and indirect association of good governance practices with the public's trust in government via PGRC as mediator. Likewise, results showed that GQS interacts with PGRC and augments public trust in government. This study tried to contribute to the body of knowledge while addressing the gap related to the dearth of literature regarding government use of ICT during the COVID-19 pandemic to harvest benefits from social media while communicating with citizens on a larger scale. Moreover, the current study offers valuable practical and strategical recommendations to agencies and policymakers. 相似文献
18.
《Government Information Quarterly》2020,37(3):101484
Social media enables public sector organizations to connect with citizens. Next to this, it can help organizations provide more detailed and useful information. But to what extent is social media used by local governments for interaction purposes, and what factors influence this? In this article, we study how Dutch local governments use Twitter for interaction, linking this to political, institutional, and socio-economic determinants. We find that politically fragmented municipalities use Twitter more for interaction, suggesting that political multiplicity forms a stimulus for more online engagement. Moreover, municipalities that have a Twitter account for a longer time make more advanced use of its functions, implying that municipalities with longer experience are better acquainted with a platform's strengths and weaknesses. Finally, municipalities with a higher presence of people in the age group 20–65 as well as municipalities with more higher-educated people use their social media more for interaction. The same counts for municipalities with more ICT workers. 相似文献
19.
《Government Information Quarterly》2018,35(1):109-122
Despite the expectation that social media use in the public sector contributes to enhancing government responsiveness to citizens, few empirical studies exist on whether social media use actually leads to more responsive public administration in practice and how social media are used by governments to build citizen-centric governance. The purpose of this study is to examine what roles are played by mayors and public officials in social media networks to increase government responsiveness. Thus, we adopt social network analysis (SNA) to the Twitter network of public services as well as carry out a case study on interactions among the mayor, local government, and citizens via Twitter in Seoul, Korea. The research findings show that the mayor of Seoul plays the most important role as a bridging hub in the Twitter network. Specifically, the mayor serves as a bridge between different clusters of citizens and public officials as well as a hub for the most connected users in the network. The mayor's role as a bridging hub in the Twitter network contributes to enhancing government responsiveness by making possible to overcome the disconnection between citizens and the local government, and information asymmetry among the mayor, public officials, and citizens. 相似文献
20.
This study analyzes Boston Mayor Thomas Menino’s rhetoric via Twitter following the Boston Marathon Bombing, exploring how a leader engaged in crisis communication using social media. Guided by restorative rhetoric, we examine how Menino included strategic communication (alleviate risk and restore public safety) and humanistic communication (focusing on the more substantive issues of crisis leadership) in his tweets. Our analysis is grounded in the five tenets of restorative rhetoric as a theoretical lens: initial reaction; assessment of the crisis; issues of blame; healing and forgiveness; and corrective action and rebuilding through a rhetorical vision. The findings demonstrate the utility of social media in aiding leaders as they provide critical information and guidance amid high uncertainty while also initiating the healing process, including fostering resilience. 相似文献