scholarly journals Cultural Authority with a Light Touch – Museums Using Humor in Social Media Communication

2020 ◽  
Vol 22 (2) ◽  
pp. 39
Author(s):  
Marta Najda-Janoszka ◽  
Magdalena Sawczuk
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Empirical Study ◽  
Cultural Authority ◽  
Light Touch ◽  
Common Trends ◽  
Media Communication ◽  
Final Sample ◽  
The Social ◽  
Social Media Communication

The distinctively informal and participatory environment of social media can help museums improve comprehension by providing new ways of seeing, interpreting and experiencing. Aparticular potential in that digital context may relate to a humorous discourse. Given that museum research has yet to explore the use of humor in social media communication, the aim of this article is to fill the gap by investigating how museums incorporate humor to communicate over the net with wide and fragmented audiences. The empirical study was based on a content analysis of messages posted on the social media profiles of museums from the Mal opolska Region in Poland. The analysis involved material gathered from 71 institutions running proprietary social media sites (of a total 119 museums in the region), whose activity was observed during a two-and-a-half-month period. The final sample developed through a consensus coding procedure consisted of 47 humorous messages posted on profiles of 15 institutions. The findings identify certain common trends as well as differences in the use of humor in the social media communication of museums. Observed discrepancies relate to distinct framings and cohesiveness of practiced humorous communication. Along with a variety of humorous utterances different reactions of the audience were identified.

Social Media Marketing of Brands in the COVID-19 Pandemic

2022 ◽  
pp. 61-82
Author(s):  
Petek Tosun
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Social Media Marketing ◽  
The Novel ◽  
Media Communication ◽  
Health Crisis ◽  
The Social ◽  
Brand Promotion ◽  
Novel Coronavirus ◽  
Social Media Communication

This chapter explores the social media marketing communication of brands in the first days of the novel coronavirus (COVID-19) outbreak within the theoretical framework provided by signaling theory. The social media content of six Turkish brands was examined by content analysis. The findings have shown that brands shared posts in four themes: brand promotion, brand's COVID-19 messages, product promotion, and special day posts. Brands integrated the COVID-19 agenda in their social media communication in two ways. First, they designed and shared posts that focused solely on the pandemic. These COVID-19-related posts constituted a separate category that did not include any direct relevance to the brands' promotion activities. Second, they added COVID-19-related points in their social media posts. This study provides valuable findings for marketing practitioners and academicians regarding social media communication in a global health crisis.

scholarly journals KOMUNIKASI MEDIA ONLINE PENGUSAHA MILENIAL DALAM MEMBANGUN PERSONAL BRANDING DI ERA DIGITAL

2019 ◽  
Vol 4 (1) ◽  
pp. 114
Author(s):  
Dewi Rachmawati ◽  
Lestari Nurhajati
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Internet Technology ◽  
Online Media ◽  
Media Communication ◽  
Digital Era ◽  
Generation Cohorts ◽  
The Social ◽  
Personal Branding ◽  
Age Range

ABSTRACT Scientists who use cohort generation (generation cohorts) to classify subjects by age group, strongly believe in differences in attitudes, behaviors and communication in each generation. Millennials in the age range of 23-39 (born 1980-1995) tend to be depicted as relying heavily on communication based on internet technology. This situation certainly causes significant communication changes, including when these millennials become entrepreneurs, inevitably they will rely on communication via online media. In 2018, several rows of Indonesian millennials entered the ranks of successful Asian entrepreneurs under the age of 30. This phenomenon certainly becomes interesting to study about how the use of online media by young entrepreneurs as a means of their communication with the public. This study aims to find out how the personal branding of millennial entrepreneurs is built with communication via online media. The personal branding study that is often used as a guideline is the Eight Laws of Personal Branding concept, which is a personal branding strategy that emphasizes the side; specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. This study uses the content analysis (content analysis) approach to 5 online media (Instagram, Facebook, Twitter, Youtube, LinkedIn and Website / blog) owned by 5 millennial entrepreneurs (Dian Pelangi, Fransisca Hadiwidjana, Talita Setyadi, Rorian Pratyaksa, and Stanislaus Tandelilin) within 1 year (1 January 2018 - 31 December 2018). The results of this study indicate that the effort to build personal branding on each of the online media owned, is only attached to the figure of Dian Pelangi, who is very active in using all lines of social media. While the other 4 subjects actually did not all actively utilize the social media / online media they had..Keywords:  online media communication, millennials, personal branding, millennial entrepreneurs, digital era.  ABSTRAK Ilmuwan yang menggunakan cohort generation (generasi kohort) untuk menggolongkan subyek berdasarkan kelompok umur, sangat mempercayai adanya perbedaan sikap, perilaku dan komunikasi pada tiap generasi. Generasi milenial dalam rentang usia 23-39 (lahir 1980-1995) cenderung digambarkan sangat mengandalkan komunikasi berbasis penggunaan teknologi internet. Situasi ini tentu menyebabkan perubahan komunikasi yang signifikan, termasuk ketika para milenial ini menjadi pengusaha, mau tidak mau mereka akan mengandalkan komunikasi via media online. Tahun 2018 lalu beberapa deretan pengusaha milenial Indonesia masuk dalam jajaran pengusaha sukses Asia di bawah usia 30 tahun. Fenomena ini tentu menjadi menarik untuk diteliti tentang bagaimana penggunaan media online para pengusaha muda ini sebagai sarana komunikasi mereka dengan publik. Penelitian ini bertujuan untuk mengetahui bagaimana personal branding para pengusaha milenial dibangun dengan komunikasi via media online. Kajian personal branding yang sering dijadikan pedoman adalah konsep Eight Laws of Personal Branding, yakni strategi personal branding yang menekankan pada sisi; spesialisasi, kepemimpinan, kepribadian, kekhasan, terlihat, Kesamaan antara yang terlihat dan tak terlihat, kegigihan dan itikad baik. Penelitian ini menggunakan pendekatan penelitian content analysis (analisis isi) atas 5 media online (Instagram, Facebook, Twitter, Youtube, LinkedIn dan Website/blog) yang dimiliki oleh 5 pengusaha milenial (Dian Pelangi, Fransisca Hadiwidjana, Talita Setyadi, Rorian Pratyaksa, dan Stanislaus Tandelilin) dalam kurun waktu 1 tahun (1 januari 2018 - 31 Desember 2018). Hasil dari penelitian ini menunjukkan bahwa upaya membangun personal branding pada masing-masing media online yang dimiliki, hanya melekat pada sosok Dian Pelangi, yang sangat aktif menggunakan semua lini media sosialnya. Sementara ke 4 subyek lainnya justru tidak semuanya aktif memanfaatkan media sosial/ media online yang dimilikinya..Kata Kunci: komunikasi media online, milenial, personal branding, pengusaha milenial, era digital.

Channelling Our Efforts: Europlanet in Social Media

2020 ◽  
Author(s):  
Helen Usher ◽  
Sarah Roberts ◽  
Anita Heward
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Planetary Science ◽  
Communication Strategy ◽  
Media Communication ◽  
Mailing Lists ◽  
The Social ◽  
Science Community ◽  
Social Media Communication

<div dir="ltr">The (small) Europlanet social media team has agreed aims of: Informing, Enthusing, Engaging, Encouraging and Celebrating the European Planetary Science Community and the wider community too.  Their work supplements the more traditional channels of website, newletters and mailing lists.</div> <div dir="ltr"> </div> <div dir="ltr">But how can this be done most effectively?  What channels should be used?  What content? What frequency?</div> <div dir="ltr"> </div> <div dir="ltr">If the needs of the communities are to be met, they first need to be identified.  There is currently a lack of data for this.</div> <div dir="ltr"> </div> <div dir="ltr">The proposed interactive poster will pose some questions for the community to consider during EPSC2020, link to a survey for data collection, and use the interactive, virtual nature of the meeting to stimulate a wide discussion.  The data and views of the community will then be used to inform the social media communication strategy for the remainder of the Europlanet 2024 RI Programme.</div>

scholarly journals Social media communication: content analysis of Indonesian parliament instagram account

2021 ◽  
Vol 5 (3) ◽  
pp. 746-763
Author(s):  
Achmad Jamil ◽  
Eriyanto Eriyanto
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
House Of Representatives ◽  
Media Communication ◽  
Dialogic Communication ◽  
The Public ◽  
Thematic Units ◽  
The Republic ◽  
Use Of Social Media ◽  
Social Media Communication

This study aimed to analyse the dialogic communication by The House of Representatives through Instagram of the Republic of Indonesia (DPR-RI) as part of public institutions. This study is prompted by the low public trust in DPR using dialogic communication in Instagram. DPR-RI Instagram account is one of the most popular accounts among Indonesian government bodies’ Instagram accounts. Having 470,000 followers, DPR_RI’s Instagram has uploaded 6,347 photos and videos. The research method used was quantitative content analysis. This study also used thematic units that examined the topic or discussion of a text. The populations in this study were the posts on the Instagram account of DPR RI (@dpr_ri) from January 2015 to December 2020. The sample in this study amounted to 600 posts where, in each year, 100 posts were taken as a sample. The result indicates that DPR Instagram account has not applied the principle of dialogic communication. The low number of posts suggesting a dialogue with the public and stakeholders signifies this finding. DPR could use the results of this study to improve their public communication, especially in the use of social media.

When Luxury Brands Changed Their Approach to Social Media

2021 ◽  
pp. 101-118
Author(s):  
Fabrizio Maria Pini ◽  
Dinara Timergaleeva
Keyword(s):  
Social Media ◽  
Purchase Decisions ◽  
Luxury Brands ◽  
Media Communication ◽  
New Approach ◽  
Digital Platforms ◽  
Content Creation ◽  
The Social ◽  
Latent Potential ◽  
Social Media Communication

COVID-19 lockdowns led to a new approach to social media communication by luxury fashion brands. This chapter explores recent pandemic-related changes in the social context and the need for brands to rethink their narrative to engage consumers and influence purchase decisions. The authors selected a panel of 28 fashion luxury brands, both independent and conglomerate-owned, to analyze the paradigm shift in social media communication and content creation. Their findings show that with social media acting as the main touchpoint, luxury fashion brands have effectively produced new communication archetypes, revealing the latent potential of digital platforms as strategic tools.

Character assassination as a right-wing populist communication tactic on social media: The case of Matteo Salvini in Italy

2021 ◽  
pp. 146144482110392
Author(s):  
Carlo Berti ◽  
Enzo Loner
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Qualitative Analysis ◽  
Communication Strategy ◽  
Right Wing ◽  
Media Communication ◽  
The People ◽  
Individual Traits ◽  
Social Media Communication

The article conceptualizes character assassination (CA) as a tactic of populist communication on social media by using the case study of Italian politician Matteo Salvini. CA consists of personal attacks aimed at damaging the reputation of individuals, used as political means to attack the “enemies of the people.” By means of CA, populists operate a shift from issues and arguments toward individual traits and behaviors. CA’s importance is linked to the features of social media communication (i.e. disintermediation, speed, virality, fragmentation, emotionality). The article uses content analysis of tweets, and qualitative analysis of relevant examples; it demonstrates the strategic nature of CA in Salvini’s communication and identifies five functions (i.e. polarizing, personalizing, symbolic, discriminating, emotional) of CA in right-wing populist communication. CA’s logic is unpacked, by showing how the delegitimization of individuals is used to reinforce a populist communication strategy. Potential implications and responses to CA are discussed.

scholarly journals How Novice Entrepreneurs Learn About Digital Marketing Communication Strategies?

2021 ◽  
Vol 6 (2) ◽  
pp. 345
Author(s):  
Miftahul Rozaq ◽  
Sri Hastjarjo ◽  
Yulius Slamet
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Communication Strategies ◽  
Communication Strategy ◽  
Media Communication ◽  
Start Up ◽  
The Social ◽  
Novice Entrepreneurs ◽  
Medium Enterprises ◽  
Social Media Communication

This study aims to investigate the process of learning digital communication strategies by novice entrepreneurs who have limited knowledge, information, and access to formal training by learning through observations on social media to develop their business. This study used a qualitative approach with a case study design of six start-up entrepreneurs from micro, small and medium enterprises in Surakarta, Indonesia. In-depth interviews were conducted with six start-up entrepreneurs to study the social media situation in modeling and the meaning of the social media communication strategy being modeled. The results showed that role modeling occurred based on the needs of novice entrepreneurs to learn social media communication strategies. Also, the correct meaning of social media communication strategies is a determining factor that leads to the self-efficacy of novice entrepreneurs to make similar imitation decisions, develop observed strategies, or create new versions of strategies.

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