1/2023 – Communication Today https://communicationtoday.sk Media, marketing, communication Mon, 29 May 2023 21:08:48 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.5 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png 1/2023 – Communication Today https://communicationtoday.sk 32 32 The Changing Stereotypes in Popular Films STEM Themed: On Breaking the Traditional Rigid Values and the Popularisation of Science https://communicationtoday.sk/the-changing-stereotypes-in-popular-films-stem-themed-on-breaking-the-traditional-rigid-values-and-the-popularisation-of-science/ Sun, 23 Apr 2023 12:30:00 +0000 https://communicationtoday.sk/?p=4143 ABSTRACT:
This study analyses STEM identities in STEM fields represented in popular films. The authors argue that the recently produced big-budget popular films directly or indirectly affirm STEM characters with their portrayal of STEM fields. This analysis focuses on how popular narratives can be an essential tool to communicate the idea that women can be scientists and how they can inspire young women to enter science. These narratives reflect a significant problem in the interactions between the audience and science. The audience thinks the scientists are heroes and the public expect that scientists will automatically accept scientific solutions to problems. Nevertheless, scientists find a solution in these films, and everything gets better. Thus, recent popular STEM-themed big-budget films provide identification with the audience and STEM characters. These narratives construct an alternative STEM discourse by breaking down gender stereotypes and dominant ideology. These films can be coded as films that produce ideology against the dominant ideology and patriarchy, especially regarding STEM, character and gender representation. There is a positive change in the hierarchical order in the STEM field and the representation of women and Others. And these representations do not have any marginalisation.

KEY WORDS:
diversity, gender, high-budget film production, popular films, popularisation of science, STEM, stereotyping

12. GURKAN & ECHAZARRETA-SOLER – CT 1-2023Download

DOI: https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.12

]]> Impact of COVID-19 on Communication Patterns of Czech and Slovak Cosplayers https://communicationtoday.sk/impact-of-covid-19-on-communication-patterns-of-czech-and-slovak-cosplayers/ Sun, 23 Apr 2023 12:16:00 +0000 https://communicationtoday.sk/?p=4141 ABSTRACT:
Cosplay is a distinctive hobby of fans of popular culture texts such as comics, manga, anime, digital games and films. Members of the cosplay community are active participants affiliated with various fandoms and communities who produce their own costumes, props and make-ups. An important part of those specific fan and community groups are fan conventions and festivals, which have been cancelled or postponed due to the COVID-19 pandemic situation. This fact is reflected significantly in usual behaviour, community life and participation of cosplayers. The main goal of this study is to identify the main changes and impact of the pandemic on Czech and Slovak cosplayers’ fan and community behaviour and communication habits. This study uses qualitative research strategy, specifically a series of in-depth interviews. The research unit consists of Slovak and Czech cosplayers who have been involved in this activity for at least eight years and are active members and participants in cosplay communities and fan conventions.

KEY WORDS:
cosplay, COVID-19, fan convention, fan studies, participatory culture

11. JELINKOVA & TRNKA – CT 1-2023Download

DOI: https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.11

]]> Motivations behind the Production of News Podcasts in Established Czech Media https://communicationtoday.sk/motivations-behind-the-production-of-news-podcasts-in-established-czech-media/ Sun, 23 Apr 2023 12:11:00 +0000 https://communicationtoday.sk/?p=4139 ABSTRACT:
News podcasts are an emerging media phenomenon in Czechia, and yet there has never been a proper analysis of the fundamental incentives for producing them. This study identifies three principal factors that motivate established media houses to create news podcasts alongside other traditional forms of delivering the news: focus on a younger audience, content presentation and the building of trust. Each motive is analysed independently and thoroughly. The study also reveals the background of media marketing strategies concerning podcasts and examines the mechanisms of adapting foreign trends in podcasting to the Czech context. The study focuses on six different Czech news podcasts (including news-politics and news-talk formats) and is based on twelve in-depth interviews with the hosts and their Editors-in-Chief. This work aims to broaden the knowledge of podcasting in Czechia and to help understand how this surging media platform can be generally used to share news stories and information about current affairs.

KEY WORDS:
motivations, news, news podcasts, radio, traditional media

10. SKALICKY – CT 1-2023Download

DOI: https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.10

]]> The Influence of Advertising at the Point-of-Purchase on Shoppers and Brands: An Empirical Study in Convenience Stores https://communicationtoday.sk/the-influence-of-advertising-at-the-point-of-purchase-on-shoppers-and-brands-an-empirical-study-in-convenience-stores/ Sun, 23 Apr 2023 12:07:00 +0000 https://communicationtoday.sk/?p=4135 ABSTRACT:
The main purpose of this research is to understand the influence of shopper marketing and visual brand advertising at the point-of-purchase (PoP) on shopper behaviour and on the retailers-manufacturers relationship, particularly at small retail stores. Two related studies were conducted, with an integrated mixed methods approach. The first, qualitative in nature, used several samples with different purposes. Firstly, a sample of shopper marketing experts, aiming to characterise the shopper marketing approach and the strategic role of PoP advertising. This phase served as the main input for the subsequent phases of the study. The next sample was composed of retailers and manufacturers, with the purpose of understanding their perspectives on the role of brands’ visual advertising at convenience stores. The following study had a similar purpose but utilised a quantitative methodology, with 300 face-to-face interviews with shoppers at convenience stores. Globally, it was found that brands’ visual advertising at the PoP is a way for manufacturers to add value to their relationship with retailers, as well as a tool to increase sales for both parties. It was also found that only the brands’ primary visual advertisements at the PoP influence (some) elements of shopping experience, increase brand awareness and unplanned purchases. This research analyses different actors and samples on the shopper marketing field, thereby extending previous research. Another novelty of the research is that it was focused on convenience stores and was not directed to a single product or category, providing findings from a real shopping environment and on a type of store other than large supermarkets.

KEY WORDS:
advertising, brand, convenience store, point of purchase, retail communication, shopper, shopper marketing

09. SILVEIRA & MARREIROS – CT 1-2023Download

DOI: https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.9

]]> Social Media as a Tool of Building Reputation and Identity of National Parks https://communicationtoday.sk/social-media-as-a-tool-of-building-reputation-and-identity-of-national-parks/ Sun, 23 Apr 2023 11:52:00 +0000 https://communicationtoday.sk/?p=4132 ABSTRACT:
Social media have turned out to be a suitable tool of marketing communication that enables the virtual connection of individual public accounts (profiles) to share information, data and create conditions for the joint implementation of activities. The submitted study focuses on the evaluation of the use of marketing communication in nine selected European national parks. The study analyses data that indicates the level of using social networking sites for presenting the official profiles and websites in the context of building reputation and identity in order to determine to what extent national parks use suitable tools of marketing communication and what are its possibilities and limitations. Marketing communication was examined using the rhetorical and descriptive analysis of text, which enabled performing a content analysis focused on three main parts: Pathos, Ethos and Logos. Within the descriptive analysis, another part of the research dealt with communication focused on the issue of education, environmental protection and business activities in the area of tourism. A new formula for calculating Social Media Effectiveness was proposed, calculated at a global level. Based on the results obtained, Plitvice Lakes National Park was rated the best, while the results in terms of marketing communication were recorded in the case of the Swiss national park, National Park Saechsische Schweiz. The main barrier to marketing communication is the reluctance to use English as the main language of communication and in the case of the Facebook platform, a higher number of posts. The results also showed that good marketing communication has an impact on the number of visitors to national parks and the right combination of published posts influences the behaviour of national park visitors. Furthermore, we confirmed the influence of communication on the possibility to educate especially the younger generation through media platforms, which is a positive finding.

KEY WORDS:
descriptive analyses, marketing communication, national park, rhetorical analyses, social media, social media platform

08. KORENA & PARTLOVA – CT 1-2023Download

DOI: https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.8

]]> Sustainable Outdoor Advertising: A Professional Point of View from Spain https://communicationtoday.sk/sustainable-outdoor-advertising-a-professional-point-of-view-from-spain/ Sun, 23 Apr 2023 11:44:00 +0000 https://communicationtoday.sk/?p=4130 ABSTRACT:
Cities are unimaginable without outdoor advertising, and outdoor advertising, sometimes known as out-of-home advertising, is unimaginable without cities. However, this relationship is evolving due to the inevitable need today to take sustainability into account. As is becoming clearer every day, our planet is finite and it is up to us to bring hope to our present and our future. Sustainability consists of three aspects: social, economic and environmental. In this article, we take as its starting point the meaning of sustainability in relation to the city and outdoor advertising. The studies consulted confirm that outdoor advertising companies must work towards this sustainability to improve their relations with citizens, through an effort that also involves generating initiatives that come from all the actors involved in the outdoor activities at cities. In this research, we have collected the state of art about this question, and we also have analysed the opinion of one of the agents involved in integrating sustainability into the outdoor advertising activity, the exclusive outdoor advertising firms. We have investigated what they understand by sustainability and analysed whether their strategies are evolving in the same way as the meaning and significance of this term for the city and its citizens.

KEY WORDS:
city, environment, exclusive outdoor advertising firms, inclusion, management, outdoor advertising, sustainability

07. BREVA-FRANCH et al. – CT 1-2023Download

DOI: https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.7

]]> Greenwashing and the Nature of Education in Relation to Consumer Trust in Fast Fashion Marketing Communication https://communicationtoday.sk/greenwashing-and-the-nature-of-education-in-relation-to-consumer-trust-in-fast-fashion-marketing-communication/ Sun, 23 Apr 2023 11:37:00 +0000 https://communicationtoday.sk/?p=4128 ABSTRACT:
The fashion industry has long been known as one of the most polluting industries in the world. The urgent need to improve the current critical situation has given rise to a number of global initiatives, organisations and movements that highlight and at the same time, are involved in the sustainability of the fashion industry. As pressure from consumers and businesses is constantly growing, fast fashion brands are introducing their own sustainable fashion collections which, however, are likely to deceive consumers and, when combined with green marketing, are merely used just to reach their business goals. Environmental education as a key determinant is the way to eliminate deception and properly assess messages by consumers. The main goal of the study is, through neuromarketing research, to define the impact of the studied sample of informed and uninformed consumers from Generations Y and Z when it comes to customer loyalty to the marketing communication of fast fashion brands.

KEY WORDS:
education, fast fashion, greenwashing, marketing communication, sustainability, trust

06. MARKO & KUSA – CT 1-2023Download

DOI: https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.6

]]> Is Gen Z So Different? An Analysis of the Impact of Comparative Advertising https://communicationtoday.sk/is-gen-z-so-different-an-analysis-of-the-impact-of-comparative-advertising/ Sun, 23 Apr 2023 11:24:00 +0000 https://communicationtoday.sk/?p=4125 ABSTRACT:
Comparative advertising, the legislative regulation of which has long discouraged European companies from using it, has become an essential component of promotion in recent decades, although the approach of individual countries to it differs significantly and its influence varies depending on the cultural aspect, or the age of the recipients. The study deals with Generation Z, which differs from previous generations in general, and therefore it is not possible to use the same procedures and methods for them as for the rest of the population. The aim of the study was to find out whether comparative advertising is suitable for Generation Z as an extraordinary cohort and whether this segment of potential customers can be considered as a homogeneous group or a heterogeneous object for business marketing communication. It was determined whether Generation Z trusts this type of advertisement (ad believability) and whether this advertisement positively affects their purchase behaviour (purchase intention). Due to the nature of the research objectives, one-dimensional descriptive statistics and two-dimensional descriptive statistics for the evaluation of interdependent variables (Chi-square test) were used. Based on our research, it can be argued that Generation Z perceives comparative advertising differently from the rest of the population and cannot be subjected to the same processes as other generations.

KEY WORDS:
comparative advertising, credibility, Generation Z, marketing communication, purchase intention, purchasing behaviour

05. GAJANOVA et al. – CT 1-2023Download

DOI: https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.5

]]> What Is Subvertising? A Proposal of Delimitation and Definition https://communicationtoday.sk/what-is-subvertising-a-proposal-of-delimitation-and-definition/ Sun, 23 Apr 2023 11:19:00 +0000 https://communicationtoday.sk/?p=4122 ABSTRACT:
The understanding of “subvertising” has been approached from different perspectives as a phenomenon framed within the Culture Jamming movement. Even though both subjects focus on the symbolic guerrilla communication system, the specific allusion to corporate and advertising culture delimits the subvertising field of study. However, it seems that the two phenomena are analysed jointly by the literature that has addressed the subject, so that the terminology used for reference and analysis can be imprecise and confusing. This study aims to clarify the terminology used in literature to refer to the concept of “subvertising” and its actors. For this, data was collected through a previous scoping review, in which 253 documents focusing on subvertising dating from between 1980 and March 2020 were located and analysed. The main terminology used to refer both to subvertising and to the actors who carry it out was extracted and classified. The results highlight an excessive terminology used in this field of study, as well as a lack of correlation in linking subvertising object and subjects. Possible consequences of this finding may lead to a problem for the standardisation of the discipline and publications transfer, especially in the academic world.

KEY WORDS:
activism, advertising, anti-advertising, contrapublicidad. culture jammer, culture jamming, subvertiser, subvertising, symbolic subversion

04. LEAL-RICO et al. – CT 1-2023Download

DOI: https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.4

]]> Media as a Construct of the Modern Discursive Personality: Methodology of the Values-Based Approach https://communicationtoday.sk/media-as-a-construct-of-the-modern-discursive-personality-methodology-of-the-values-based-approach/ Sun, 23 Apr 2023 11:13:00 +0000 https://communicationtoday.sk/?p=4120 ABSTRACT:
This research focuses on the study of the theoretical and methodological grounds of a values-based approach to the typology of discursive personalities. The concept of values and their modern variations are described in the article, as well as the influence of the modern media on their alterations in society. The methodology of a values-based approach is grounded in the article which presupposes setting the typology of modern discursive personalities. Their characteristics are described taking into account the influence of the media. The division of the discursive personalities into three basic groups – participant, attractor, creator – is presented as optimal regarding the basic needs of modern society. From this standpoint the notion of the positioning of a personality in discourse facilitates clarifying the choice of a values-based approach to the typology of modern discursive personalities. A values-based approach within discourse studies extends the neo-anthropocentric paradigm in modern linguistics as well as contributes to the socio-cognitive approach to discourse studies.

KEY WORDS:
discourse, discursive personality, media, positioning, values-based approach

03. SKRYNNIK – CT 1-2023Download

DOI: https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.3

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