1/2024 – Communication Today

THE INFLUENCE OF NEWS AGENCIES ON PRINT AND ONLINE PUBLICATIONS/NEWSPAPERS

Saule Kultayeva — Wed, 24 Apr 2024 06:00:00 +0000

ABSTRACT:
The purpose of the study is to analyse the dynamics of the influence of news agencies on the content of print and online publications within the media environment of Kazakhstan. The following methods were used: hypothetical and deductive, content analysis, and comparative. The results of the study have determined that rapid and intensive changes have been taking place in the Kazakh mass media and communications market in recent years, which are especially evident in the market of printed and online publications. It was found that news agencies, which are the standard of reliable data, are the main sources for newspaper materials. However, they still have the greatest influence on state publications, unlike private regional ones, which use publications of large-scale services more often. Content analysis of publications has determined that the number of citations by newspaper publications directly depends on the scale of events. The dynamics of news data from 2020 to 2023 highlighted that the number of mentions of the news agency in online and print publications is decreasing over time. In turn, all subjects of the media environment of Kazakhstan are reorienting themselves to the audience, actively using various platforms, social media, and digital opportunities.

KEY WORDS:
departmental materials, information sources, media environment, news topics, social media

02_KULTAYEVA-et-al_CT-1-2024 Download

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.1.2

EVOLUTION OF COMMERCIALS FEATURING PARA ATHLETES: FROM FRIEND NEXT DOOR TO EQUAL SPORTS STARS

Veronika Macková — Wed, 24 Apr 2024 06:00:00 +0000

ABSTRACT:
This article analyses how Para athletes were presented in audiovisual commercials by companies that supported the Olympic or Paralympic Games. We focused on the framing of (dis)ability in commercials available on YouTube (2008-2021). The evolution in Para athletes’ presentation can be tracked in identified frames. The traditional defensive and supercrip frames have persisted, though less noticeably than in the past. Defensive framing accentuates the hard work and tough training of Paralympians. Its subframe, supercrip or cyborg framing, challenges the notion of disability and highlights the courage of Paralympians. One newly identified frame was the equality frame, when advertisements present Paralympians as equals living ordinary lives as able-bodied people. The portrayal of Paralympians in advertisements has evolved and corresponds with the companies’ missions and campaigns’ claims.

KEY WORDS:
athletes with a disability, commercials, framing, para athletes, sports communication, social media

03_MACKOVA-et-al_CT-1-2024 Download

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.1.3

THE COVID-19 PANDEMIC: A CATALYST FOR INCREASED CONSUMPTION IN TELEVISION AND SOCIAL MEDIA USAGE IN ROMANIA

Antonio Momoc — Wed, 24 Apr 2024 06:00:00 +0000

ABSTRACT:
The general perception is that the COVID-19 pandemic led to significant shifts in social media usage patterns, resulting in increased Internet traffic for communication purposes. This study analyses the use of social media and television by the Romanian population before (in 2018), during (in 2020), and after (in 2023) the COVID-19 lockdown. The results indicate that during and after the lockdown, the most frequently used social networking sites and mobile apps in Romania were Facebook and WhatsApp. TikTok experienced a significant increase in user registrations, surpassing Instagram. Despite the presumption that TV lost market share compared to the Internet, television not only remained the most utilised medium, but TV consumption increased during and after the pandemic. The data was collected by the media agency Dentsu Romania, combining information obtained from BRAT (Biroul Român de Audit Transmedia) and Dentsu Romania, based on a collection methodology involving online and face-to-face interviews, on a representative sample of the Romanian population. BRAT and Dentsu Romania media consumption data was cross-referenced with information on consumption behaviour monitored through people meters by ARMA (Asociația Română pentru Măsurarea Audiențelor).

KEY WORDS:
Internet, media consumption, news, social media usage, television

01_MOMOC_CT-1-2024 Download

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.1.1

THE IMPACT OF BRAND-VOICE INTEGRATION AND ARTIFICIAL INTELLIGENCE ON SOCIAL MEDIA MARKETING

Peter Murár — Wed, 24 Apr 2024 06:00:00 +0000

ABSTRACT:
Corporate identity plays an important role in the success and competitiveness of businesses in today’s dynamic business environment. It encompasses brand identity, organisational culture, values, and reputation, and is key in building relationships with stakeholders. An ethical corporate identity, in particular the perception of a company as ethical and socially responsible, positively influences employee behaviour and engagement. Artificial Intelligence (AI) has revolutionised business management and offers innovative solutions to improve decision-making, efficiency, and transparency. Integrating AI into corporate governance can improve risk management, compliance, and accountability. In the digital age, social media are key in building and maintaining the brand voice of businesses. With the advent of AI, new tools such as Chat GPT have emerged to simplify and accelerate content creation, including social media posts. However, achieving satisfactory brand-voice results using AI requires careful analysis and extensive, representative data that travels into the prompter. Although AI-generated content is fast, it should be vetted by experienced experts to ensure it aligns with brand values and brand image. Although Chat GPT promises to generate content and brand-voice, its successful use requires collaboration with experienced experts and thoughtful consideration of its use in building and maintaining an authentic and effective brand-voice.

KEY WORDS:
artificial intelligence, brand communication, brand perception, brand-voice integration, social media marketing

04_MURAR-et-al_CT-1-2024 Download

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.1.4

CODES OF ETHICS AS A MARKETING COMMUNICATION TOOL: THE IMPACT OF CODES OF ETHICS ON THE BEHAVIOUR AND APPEARANCE OF EMPLOYEES

Jana Kozáková — Wed, 24 Apr 2024 06:00:00 +0000

ABSTRACT:
Codes of ethics are crucial in communicating and building the values of organisations and their employees. This research study focuses on exploring various aspects of ethical behaviour and the impact of ethical constraints on employee performance in organisations. In the context of the growing importance of business ethics and human resource management, this study statistically identifies differences between organisations based on their ethical characteristics and strategies. The integration of ethics into corporate strategy is found to have an impact on the permissible behaviour and appearance of employees, with past ethical scandals leading to more stringent measures. In addition, the length and updating of the code of ethics affect the control over certain aspects of employee behaviour. These results underscore the importance of codes of ethics as tools for communication as well as for managing employee ethics and behaviour. They also highlight the role of multinational corporations in the diffusion of these practices and their impact on smaller market players, as well as the importance of managing workplace constraints. In conclusion, this study contributes to a deeper understanding of ethical practices and their importance within organisations.

KEY WORDS:
business communication, code of ethics, ethics, marketing communication, relationship building, values of organisations

05_KOZAKOVA-et-al_CT-1-2024 Download

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.1.5

BEYOND DATA: STRATEGICALLY LEVERAGING CONSUMER METRICS AND MARKET SIGNALS OF BUSINESS PROSPERITY IN THE CONTEXT OF MARKETING COMMUNICATIONS

Tomáš Fašiang — Wed, 24 Apr 2024 06:00:00 +0000

ABSTRACT:
In the dynamic environment of global markets, understanding the complexity of the relationships between economic indicators and consumer behaviour, which can be deliberately influenced by targeted communication activities, is becoming a decisive competitive advantage in achieving economic prosperity for businesses. The aim of the study is, based on market data correlation, to explain and approach the interrelations of selected economic attributes and metrics of consumer behaviour. The inquiry is conducted in the scope of optimisation determination of the allocation of the purchase gradient of a business unit in the context of maximising the effect of communication and service activities oriented towards achieving economic prosperity of the business entity. The focus of the study reflects the application of the interconnectivity of market predisposition, characteristics of the target group and geographic servicing in the form of localisation of the business unit in the paradoxical situational model of Hotelling’s Law. The result of the study confirms the leveraging effect of transactional increase and the rationale of localised communication effect for influencing consumers’ purchase decision-making processes in the purchase pairing of a business unit.

KEY WORDS:
business, consumer behaviour, economic indicators, hotelling’s law, marketing communication

07_FASIANG_GEZIK_CT-1-2024 Download

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.1.7

SIGNIFICANT COMMUNICATION FACTORS FOR SUSTAINABLE PRODUCTS WITH A FOCUS ON CZECH CONSUMERS

Eva Jaderná — Wed, 24 Apr 2024 06:00:00 +0000

ABSTRACT:
The aim of the study is to identify the importance of partial communication factors of sustainable products for the Czech consumer. First, the data from an online survey is interpreted in the form of descriptive statistics to establish a comprehensive overview of the attitudes and preferences of Czech consumers. Second, the global envelope method is used to evaluate reactions to packaging, certificates, ingredients, in-store placement, awareness, sales in a sustainable store, higher prices, and other factors among selected target groups. Based on the results of the 2020 questionnaire survey, significant target groups were identified by frequency analysis and their responses to communication factors were monitored for apparel, drugstore and cosmetics, and food. The test results show that clearly the most important communication factor for sustainable products is the certificate, to a large extent for two categories: males 45 – 64 years old and females who are university educated.

KEY WORDS:
consumer behaviour, corporate social responsibility, promotion, sustainability, sustainable product

06_JADERNA_SRBOVA_CT-1-2024 Download

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.1.6

VIRTUAL VOICES FOR SUSTAINABLE VALUES: EXPLORING CONTENT THEMES AND ADVOCACY STRATEGIES IN THE SUSTAINABILITY PROMOTION OF VIRTUAL INFLUENCERS

Hoai Lan Duong — Wed, 24 Apr 2024 06:00:00 +0000

ABSTRACT:
As the concept of sustainability has gained significant attention in recent years as a critical response to escalating environmental challenges and societal shifts, the influence of virtual influencers in promoting sustainability has become a focal point of inquiry. The purpose of this research is to explore the prevalent content themes utilised by virtual influencers to promote sustainability and examine the communication and advocacy strategies they employed in conveying messages related to social and environmental causes. With a qualitative approach and content analysis methodology, the study selects four virtual influencers known for advocating sustainability and analyses a dataset of 137 Instagram posts spanning two years (2022, 2023). Findings indicate that virtual influencers actively engage in advocating for wildlife and nature conservation as the most popular theme, with two distinct communication strategies identified: raising awareness by problematising threats to wildlife and showcasing the beauty of nature and conservation efforts. Additionally, the research uncovers specific tactics employed by virtual influencers, including storytelling, visual content, interactive questions, and inspiring statements, to effectively communicate and advocate for sustainability. This research contributes valuable insights to the dynamic landscape of virtual influencers’ sustainability promotion efforts on social media.

KEY WORDS:
communication strategies, Instagram, social media, social performance theory, sustainability, virtual influencer

08_LAN_TUNG_CT-1-2024 Download

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.1.8

KYJEV OR KYJIV? USE OF UKRAINIAN CITY NAMES IN SLOVAK MEDIA AS AN EXPRESSION OF SOLIDARITY

Daniel Rabina — Wed, 24 Apr 2024 06:00:00 +0000

ABSTRACT:
At the time of our study, more than five hundred days had passed since the beginning of the Russian occupation of Ukraine. Given the sufficient time gap and the significant amount of media output, I can thus analyse a unique phenomenon that appeared in the Slovak media shortly after the beginning of the occupation – the appearance of previously unused variants of the names of the cities Kyjev or Kyjiv [Kyiv], Charkov or Charkiv [Kharkiv], and Ľvov or Ľviv [Lviv]. Through a quantitative analysis, we focused on media content across publishing houses N Press (Denník N), Petit Press (SME), OUR MEDIA SR (Pravda) and news portals www.tasr.sk and www.sita.sk. As a follow-up to the performed analysis, I directly confronted representatives of individual media with the findings, including ascertaining the motivations and reasons that led the editors to change, or persistence in using the original names. In the study, I also point out the phenomenon of the emerging language problem, which is already occupying the attention of linguists today.

KEY WORDS:
Charkov, Charkiv, Kyjev, Kyjiv, Ľvov, Ľviv, media language

09_RABINA_CT-1-2024 Download

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.1.9

HOW UNIVERSITIES COMMUNICATE WITH THE PUBLIC VIA SOCIAL MEDIA: A CONTENT ANALYSIS

Ludvík Eger — Wed, 24 Apr 2024 06:00:00 +0000

ABSTRACT:
In recent years, social media have developed the strong potential to effectively communicate and to create a value proposition about university educational services, research activities and their third role. The social media content should be designed in a way which creates value for social media users to build a stronger level of engagement and facilitate brand communication. The conducted research not only investigates how selected universities use their profiles on Facebook and Instagram and communicate with the public, but the analysis also focuses on a deeper understanding of the characteristics that influence the interactivity and the relationship between a selected university and its page visitors. The findings reveal that different types of post sources generate different engagement per post (by follower) and behaviour of target groups. Furthermore, content analysis was performed to assess differences among universities in their communication. The findings document how selected categories according to uses and gratifications theory influence target groups’ engagement. The results offer scholars and practitioners new knowledge for communication in the higher education field using social media.

KEY WORDS:
brand in higher education, engagement rate, higher education marketing, social media, uses and gratifications theory

10_EGER_GANGUR_CT-1-2024 Download

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.1.10