scholarly journals Millennial fandom and the failures of "Switched at Birth"'s sexual assault education campaign

2018 ◽  
Vol 26 ◽  
Author(s):  
Stephanie Anne Brown
Keyword(s):  
Social Media ◽  
Sexual Assault ◽  
Black And White ◽  
Education Campaign ◽  
Special Series ◽  
Engagement Strategies ◽  
Sensitive Topics ◽  
Social Tv ◽  
Online Conversations ◽  
Fan Engagement

Since the emergence in the 1970s of the ABC Afterschool Special series, networks have sought to distance themselves from the what critics saw as the crass, shallow spectacle of mainstream television. Indeed, contemporary teen programming increasingly rejects black-and-white messages and didacticism in favor of provoking discussion both within the text and online. How, then, do "very special episodes" play out in an age of social TV, online fan discussion, and culturally edgy teen programming? By exploring a 2015 sexual assault story arc on ABC Family's teen drama, <em>Switched at Birth</em> (2011–17), and the network's accompanying social media fan engagement, I argue that fan conversations on social media about divisive or sensitive topics have the potential to disrupt the educational messages within teen programming. ABC Family's #SwitchedAfterChat exemplifies the ways in which fan engagement strategies that fail to adequately support online conversations surrounding sensitive or controversial topics have the potential to thwart educational messaging and to shut down lines of conversation opened by the television text itself, not only in teen programming but in television storytelling more generally.

scholarly journals Click here to buy. Click here to vote.

2020 ◽  
Vol 32 ◽  
Author(s):  
Mary Ingram-Waters
Keyword(s):  
Social Media ◽  
Engagement Strategies ◽  
Celebrity Status ◽  
Fan Engagement

Taylor Swift's October 7, 2018 Instagram post marked her first public foray into politics, and indeed, media accounts credited her with inspiring 65,000 people to register to vote. However, Swift's social media posts reveal deliberate fan engagement strategies deployed for sustaining her celebrity status. These fan engagement strategies, like those of many other celebrities, present an illusion of fans' collective power while actually reinforcing a dynamic that privileges the celebrity over the fan.

scholarly journals Towards engagement: A comparison of fan groups in the context of a major South African football club

2016 ◽  
Vol 42 (1) ◽  
Author(s):  
Frederick W. Stander ◽  
Leon T. De Beer
Keyword(s):  
Social Media ◽  
Latent Variable ◽  
Professional Sport ◽  
Customer Engagement ◽  
Cross Sectional ◽  
Convenience Sample ◽  
Sport Fans ◽  
Engagement Strategies ◽  
Sport Clubs ◽  
Fan Engagement

Orientation: The commercial growth of sport clubs is often a direct consequence of the level of engagement of its fans. However, limited research has been done to understand how the engagement experience of these fans could be enhanced.Research purpose: The objective of this research was to evaluate whether differences exist amongst groups of sport fans in terms of their levels of engagement. This is conducted on the basis of customer engagement – relationship marketing – and market segmentation theories,and in an effort to inform practical strategies that could be used to leverage engagement. By establishing that differences do exist between segments of sport fans, practical strategies could be developed based on such differences.Research approach, design and method: A cross-sectional, quantitative design was utilised in this study. A convenience sample of 430 adult fans of one of South Africa’s largest and best supported professional football clubs participated in the study. Two fan groupings were compared, namely fans who belonged to a formal supporters’ branch of the club versus fans who did not, and fans who frequented the social media platforms of such club versus fans who did not. Multi group confirmatory factor analysis and latent variable modelling were implemented to compare groups of fans in terms of sport fan engagement. Measurement invariance was reviewed to compare the equivalence of measurement between the groups.Main findings: Statistical analysis revealed greater levels of fan engagement amongst fans that form part of formal supporters’ branches as well as amongst fans who regularly visit the sport club’s social media platforms.Practical/managerial implications: By making use of supporters’ branches and social media,practical engagement strategies are available to professional sport clubs that seek to enhance the engagement experience of their fans. These strategies could assist clubs in developing customised intervention programmes specifically for this purpose.Contribution/value-add: The study puts forward practical suggestions with regards to engagement strategies that professional sport clubs can consider in their efforts to enhance the commercial performance of their teams through greater engagement.

scholarly journals Fan Engagement in Motorsports: A Case of the FIA World Rally Championship

2019 ◽  
Vol 5 (1) ◽  
pp. 31-44
Author(s):  
Hans Erik Næss ◽  
Sam Tickell
Keyword(s):  
Social Media ◽  
Media Campaign ◽  
Audience Engagement ◽  
Media Campaigns ◽  
Building Relationships ◽  
Transmedia Storytelling ◽  
Fan Engagement

Social media success is increasingly being linked to profitable relations between sporting teams and their communities of fans. Through a case study of RallytheWorld, Volkswagen’s social media campaign 2013-2016 for the FIA World Rally Championship (WRC), this paper provides sports marketers with relevant practices on how to develop social media strategies and building relationships with and between the fans. Drawing upon theories of community facilitation and ‘transmedia storytelling’, as well as the method of autoethnography, our finding is that RallytheWorld, through its audience engagement techniques provided WRC fans with a new experience while respecting the championship’s sporting traditions. This combination, we argue, made RallytheWorld a qualitatively better offer to rally fans than comparable social media campaigns in the WRC.

scholarly journals A framework for entry: PAR values and engagement strategies in community research

2010 ◽  
Vol 3 ◽  
pp. 1-19 ◽  
Author(s):  
Joanna Ochocka ◽  
Elin Moorlag ◽  
Rich Janzen
Keyword(s):  
Action Research ◽  
Participatory Action Research ◽  
Research Study ◽  
Community Research ◽  
Participatory Action ◽  
Community Based ◽  
Community Based Research ◽  
Engagement Strategies ◽  
Sensitive Topics ◽  
Collaborative Community

The purpose of this article is twofold: to explore the entry process in community-based research when researching sensitive topics; and to suggest a framework for entry that utilises the values of participatory action research (PAR). The article draws on a collaborative community-university research study that took place in the Waterloo and Toronto regions of Ontario, Canada, from 2005–2010. The article emphasises that community entry is not only about recruitment strategies for research participants or research access to community but it is also concerned with the ongoing engagement with communities during various stages of the research study. The indicator of success is a well established and trusted community-researcher relationship. This article first examines this broader understanding of entry, then looks at how community research entry can be shaped by an illustrative framework, or guide, that uses a combination of participatory action research (PAR) values and engagement strategies. Key words: research entry, community engagement, participatory action research, mental health and cultural diversity

Public Service Media and Social TV: Bridging or Expanding Gaps in Participation?

2015 ◽  
Vol 154 (1) ◽  
pp. 89-100 ◽  
Author(s):  
Jonathon Hutchinson
Keyword(s):  
Social Media ◽  
National Culture ◽  
Public Service ◽  
Cultural Production ◽  
The Public ◽  
Social Tv ◽  
Content Consumption ◽  
Social Media Platforms ◽  
Cultural Intermediaries ◽  
The Public Sphere

The public service media (PSM) remit requires the Australian Broadcasting Corporation (ABC) to provide for minorities while fostering national culture and the public sphere. Social media platforms and projects – specifically ‘social TV’ – have enabled greater participation in ABC content consumption and creation; they provide opportunities for social participation in collaborative cultural production. However it can be argued that, instead of deconstructing boundaries, social media platforms may in fact reconstruct participation barriers within PSM production processes. This article explores ABC co-creation between Twitter and the # 7DaysLater television program, a narrative-based comedy program that engaged its audience through social media to produce its weekly program. The article demonstrates why the ABC should engage with social media platforms to collaboratively produce content, with # 7DaysLater providing an innovative example, but suggests skilled cultural intermediaries with experience in community facilitation should carry out the process.

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