Peter Krajčovič – Communication Today

Hard News Revisited: A Case Study of Various Approaches to an Incident at a Primary School as Reflected in the Media

Peter Krajčovič — Mon, 19 Apr 2021 18:13:29 +0000

ABSTRACT:
The study highlights various approaches to an incident at a primary school as reflected in the media. The authors analyze different media outputs and by using numerous examples prove the most important features of the news. They supplement their quantitative analysis with a qualitative analysis of the media outputs of selected news portals and focus on several key elements: title of the media output, content of the article, and signals of addressee orientation in the texts. The analysis is based on the comparison of the time of publication of the media output, the method of processing information and the headlines. Additionally, the study gives valuable information on the meaning of timeliness, conflict, proximity, and surprise. The research presents an exhaustive analysis of different forms of hard news production, forms of its reproduction, and media channels dividing media sources into three groups: news presented in serious portals, official sources, and tabloid news portals. Such an approach gives the opportunity to specify signals of addressee orientation in the headlines and the text body, typical of each media group. The results of the analysis vividly show what common and specific signals of addressee orientations in media sources, forming three groups – official, serious, and tabloids present hard news on their portals.

KEY WORDS:
emotional journalism, hard news, media market, media output, tabloid news portals, traditional and new media

08. PANASENKO et al. – CT 1-2021 Download

Use of Media to Raise Awareness of Eco-Innovations

Peter Krajčovič — Sun, 10 Nov 2019 12:29:15 +0000

ABSTRACT:
The study deals with the use of media to raise awareness of eco-innovations. Its aim is to identify public interest in environmental issues and the extent of use of mobile geolocation-enabled applications. Building on these research areas, statistical dependence is explored, between age, interest in environmental issues, and the use of mobile applications. The text further examines and analyses what media are used by respondents when obtaining information on environmental issues, whether they have encountered promotions for eco-innovations in the media, and which media are considered by them to be the most suitable for sharing information on eco-innovations. Attention is also paid to the concept of SoLoMo as a current trend in marketing communication. From the theoretical point of view, the study provides an overview of current bases and definitions of eco-innovations, the influence of media and the selection of suitable media for communication from domestic and foreign scholarly sources.

KEY WORDS:
eco-innovations, geolocation, marketing communication, media, SoLoMo

09. KRAJCOVIC – CT 2-2019 Download

Strategies in Media Planning

Peter Krajčovič — Fri, 06 Nov 2015 10:19:05 +0000

ABSTRACT:
Strategies serve as a means for achieving set objectives and goals. By selecting and applying the right strategies, many business entities have become successful on the market; they have been able to beat their competitors and face a number of risks. Therefore, business organisations may consider these strategies as a key to their successful establishment on the market. However, there are no clear definitions of such strategies; an exact ‘manual’ for selecting and implementing the ideal strategy is also hard to determine. That is why, in practice, we often come across a combination of several types of strategies. However, their common features leading to market success include the focus on thorough planning and detailed knowledge of the market. Addressing the issue of media planning, we have to take into consideration so-called media strategies or strategies of media planning. The main purpose of these strategies is to fulfil the set media objectives. It cannot be denied that media play an important role in the processes of marketing communication. They function as bearers and distributors of advertising messages which are to be delivered to the target audiences, helping the advertisers achieve their goals as well as – especially if we place emphasis on the broader contexts – related communication and marketing tasks. Therefore, we may see the media as communication tools and significant elements of advertising or communication campaigns. Selection of suitable media space is thus the basic principle of media planning and an inherent part of media strategy. The article focuses on the significance, role and position of strategies in the process of media planning; the author defines the basic types of media strategies and the main criteria for selecting the appropriate media strategy.

KEY WORDS:
management, media, media planning, media strategies, strategies

02_Krajčovič_CT-2-2015 Download