Amiee J. Shelton – Communication Today https://communicationtoday.sk Media, marketing, communication Tue, 09 Dec 2025 21:30:40 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.3 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png Amiee J. Shelton – Communication Today https://communicationtoday.sk 32 32 DIGITAL VIRULENCE: DIMENSIONS OF DEEPFAKE WITHIN DISINFORMATION NETWORKS https://communicationtoday.sk/digital-virulence-dimensions-of-deepfake-within-disinformation-networks/ Tue, 25 Nov 2025 10:17:06 +0000 https://communicationtoday.sk/?p=5126 ABSTRACT:

This study has two primary objectives: first, to identify which elements of manipulatively anchored deepfake videos on YouTube contribute to their potential for virality, and second, to examine how social media channels facilitate the erosion of rational perception in the consumption of media content. Using Jakobson’s communication model, we identify the basic communication elements associated with a specific deepfake video of a manipulative nature. The analysis revealed that the video aligns with a broader framework of stereotypes, media representation, and political discourse. We place the results in the context of media exposure, the fragmentary and instant consumption of media content, as well as within the specific space of perception of visuality and visual communications in the current media environment. Results show that the articulation of context plays a crucial role in interpreting a deepfake communication, underscoring the limitations of current mechanisms for labelling manipulated content on the YouTube platform.

KEY WORDS:

deepfake video, disinformation, digital virulence, social media, YouTube

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DOI: https://doi.org/10.34135/communicationtoday.2025.Vol.16.No.2.1

]]> Ambient Marketing Practices in the United States: A Professional View https://communicationtoday.sk/ambient-marketing-practices-in-the-united-states-professional-view/ Thu, 07 Apr 2016 19:41:33 +0000 https://www.communicationtoday.sk/?p=1661 ABSTRACT:
Although ambient communication has been of particular interest to both marketers and advertising agencies over the last several years, there is a paucity of academic research concerning ambient media usage. Academic research is limited to traditional outdoor advertising, specifically investigating billboards and outdoor and point-in-time examples of ambient success. This present study investigates the use of ambient marketing strategies by professionals in the various fields that make up marketing communication in order to fill a void in the existing literature. Overall, this study provides clarity regarding how marketing and public relations professionals (i.e. professional communicators) consider ambient media practices as a strategy for overall communication efforts. This qualitative study investigated the attitudes and feelings of marketing and public relations professionals regarding the use of ambient marketing practices. Findings stem from 39 in-depth interviews with communication professionals in the New England region of the United States. Analysis reveals a detailed picture showing that professional communicators are not completely knowledgeable about the term “ambient” but are generally knowledgeable about non-traditional types of marketing techniques. We found that the degree of attitudes, knowledge and use varied between specific disciplines within the professional communication field, and as well as between the age levels of participants. This study may form the basis for survey-based studies investigating the specific variables inherent in ambient media usage.

KEY WORDS:
ambient marketing, traditional advertising, guerrilla marketing, out-of-home advertising, Public Relations, marketing trends

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