2/2018 – Communication Today

Phonetic and Syntactic Stylistic Means in Media Space: Manipulation or Emotional Commonplace?

Halyna Stashko — Thu, 01 Nov 2018 10:31:01 +0000

ABSTRACT:
The essay presents research of video and audio texts featuring public personalities for usage of phonetic and syntactic stylistic means in their speeches, aiming at identifying whether a set of phonetic and syntactic devices may enable deliberate manipulation or remain commonplace showing mere melodic patterns in speech. The analysis embraces schemes of stylistic overlapping and isolation, examines their effect within a speech and outlines cultural, gender and social backgrounds of the speaker and the audience, their correlation and ‘dialogue’ on the touch points. Taking into consideration the idea that any influence of famous personalities must have its achievement point and relevant feedback, it is possible to speak of media as of a bridge to human minds, a key to their hearts and a trigger to their behavioural patterns.

KEY WORDS:
emotions, gender, manipulation, media space, phonetic stylistic means, syntactic stylistic means

09_Stashko_CT-2-2018 Download

Data Envelopment Analysis – A Key to the Museums’ ‘Secret Chamber’ of Marketing?

Michal Lukáč — Thu, 01 Nov 2018 10:29:30 +0000

ABSTRACT:
Intensive financial investments in marketing communication of museums are connected, in parallel, to their visual presentation as well as to strengthening the communication efficiency toward public. However, the unresolved question remains whether these finances are spent effectively or rather whether the communication strategy plan attracts the adequate target audience. How many visitors did react to a given campaign? Unfortunately, there is no single and definite answer on how to measure the efficiency of marketing communication in museums. The aim of the study is to use the Data Envelopment Analysis method to introduce a model for helpful assessment of the marketing communication efficiency within museums. While searching for the solution, we were inspired by the production economics, from which we chose the statistical method of Data Envelopment Analysis. This allowed us to evaluate the efficiency of production units and also to identify inefficiencies. In the public and non-profit sector, this methodological approach appears very rarely, and according to our findings, it has not been applied yet in the museum sphere in Slovakia.

KEY WORDS:
data envelopment analysis, effectiveness, marketing communication, museum

07_Lukáč_Mihálik_CT-2-2018 Download

Recursion and Equifinality in Relationship between Film and Theatre: Being John Malkovich

Peter Getlík — Thu, 01 Nov 2018 10:27:22 +0000

ABSTRACT:
The essay focuses on the intersemiotic relationship of film and theatre that inevitably forces a metatextual dialogue of these semiotic systems in artworks. We have chosen the play-element of art to be the centre of our theorising, because we assume that it is often a significant interpretational key to the metatextual dialogue of multiple arts. These metatextual dialogues might be compared to ‘artistic games’. They mix multiple ‘artistic games’ and experiment with the combination of their principles and rules. They are metatextually explaining the rules of ‘artistic games’ during these experiments by revealing the hidden and hiding the obvious. They try to bend some rules and break some rules without spoiling the ‘game’. We observe the types of the play principle in these arts and then we describe behaviour of these semiotic systems through the opposition of recursion and equifinality. We extract models of the theatre fractal and the film net, verifying the legitimacy of this point of view via an analysis of the film Being John Malkovich.

KEY WORDS:
actor, code, equifinality, film, John Malkovich, metatext, play, play principle, recursion, semiotics, text, theatre

08_Getlík_CT-2-2018 Download

Influencer Marketing as a Modern Phenomenon Creating a New Frontier of Virtual Opportunities

Zdenka Kádeková — Thu, 01 Nov 2018 10:23:54 +0000

ABSTRACT:
Social media influencers are winning over the Internet with their outstanding work and presence. Their opinions have a powerful impact on people, especially on young generation. We can mark them as a modern phenomenon that has seen a huge increase in cooperation with marketing agencies over recent years. More and more people are following such influencers so that they do not miss out on their content. Brands flock to such influencers for mentions, reviews and recommendations. Even though influencer marketing is a relatively new strategy, it continues to be a viable solution for marketers who are willing to think outside the box while building relationships with their target market. The aim of the study is to offer a comprehensive reflection on influencer marketing opportunities and determine the impact of influencers on consumer behaviour of Generations Y and Z. We wanted to find out whether influencers, who promote products, can attract potential customers and encourage them for purchase, as well as find differences between the given consumer generations. In order to meet the objectives of the study, own research was conducted (459 respondents from the Slovak Republic belonging to Generations Y and Z were involved in the inquiry). The research findings confirm that there are significant differences between the above mentioned consumer generations in the area of impact of influencers on consumer behaviour, which leads to different marketing opportunities. For statistical processing of the results, we used the Kruskal-Wallis Test, Kolmogorov-Smirnov Test, Fisher’s Exact Test and Dunn’s Test of Contrasts.

KEY WORDS:
brand, consumer behaviour, influencer marketing, marketing communication, WOM marketing

06_Kádeková_Holienčinová_CT-2-2018 Download

Network Communities as an Expression of Inclusive Culture of Participation in Political Protests: The Sunflower Movement Case Study

Grazyna Piechota — Thu, 01 Nov 2018 10:22:17 +0000

ABSTRACT:
This article offers an analysis of the ways creation of a community influences the activity of users expressed in their network behaviour. It has been assumed that a varied choice of used tools and channels of communication characterising societies with a high level of technological development simultaneously influences fragmentation of network communication processes. Inclusive culture of participation becomes limited, which is the result of the degree of engagement of users which influence participation in a virtual community. This leads to their differentiation in relation to content and choice of the used channels during network communication. Another factor limiting participation is also communication activity of administrators of a virtual community who impose the dominating content of messages. The research results are a part of scientific research concerning the role of leaders in network communication as well as the creation of network communities that accompany political protests and demonstrations.

KEY WORDS:
Facebook, inclusive culture, network communication, political protest, social media, the Sunflower Movement

05_Piechota_CT-2-2018 Download

Social Media Tools for TV Programmes Promotion

Mariana Kitsa — Thu, 01 Nov 2018 10:20:05 +0000

ABSTRACT:
Social media are an important opportunity for communication and an efficient media promotion tool. Intelligent use of social media tools to promote media content helps to increase site traffic, build mass media image, and increase its reach. Today, the majority of young and adult viewers of the ‘traditional’ television get information from the social media first. According to our previous surveys, social media are the source, from which modern society get the information in the first place, and only after a working day watch TV to get the full picture of affairs. That is why, it is very important for “television” in the traditional meaning of this word to popularise itself through the social media. The most efficient methods of TV promotion via social media are personalisation, hosting news on social media, posting video, audio and photo materials, live broadcasting, direct communication with social network readers (users), etc. It is also very important to popularise both a TV channel’s website and programming. Every year social networks are becoming more and more popular with businessmen and media managers alike. Managers of the most popular TV channels have already appreciated the positive trends of using social networks because social media promotion tools help to boost TV programmes’ recognition and the audiences’ awareness of them.

KEY WORDS:
network, promotion, social media, survey, television, users

04_Kitsa_Mudra_CT-2-2018 Download

Maximizers and Satisficers in Consumer Culture Changes

Ondřej Roubal — Thu, 01 Nov 2018 10:18:16 +0000

ABSTRACT:
Consumer culture in the era of late modernity undergoes dynamic changes of global significance. One of the key attributes of these changes constitutes an increasing supply of opportunities and quantitative volumes of different product options. However, this trait of so-called “consumer society” is largely ambivalent. On the one hand, expansion of opportunities constitutes a desirable source of realisation and emancipation of personal freedoms and independence; on the other hand, demands on the ability to individually manage the consequences of one’s own decisions (and to take responsibility for these decisions) increase. We can see this ambivalence well with respect to an example of two different adaptive strategies of consumer choice – maximizers and satisficers. Maximizers are likely to achieve better objective outcomes of their selections than satisficers, but their subjective perception of these results is, according to empirical evidence, more affected by negative emotions. These and other findings should be used more extensively in the marketing practice associated with business strategies.

KEY WORDS:
choice, consumer culture, decision-making, maximizers, satisficers

03_Roubal_CT-2-2018 Download

On Cinderella Men and Peaceful Warriors: “Sportainment” in American Mainstream Cinema

Jana Radošinská — Thu, 01 Nov 2018 10:16:09 +0000

ABSTRACT:
Being one of the portmanteau words related to media entertainment, “sportainment” is a term that refers to the processes of merging sports and entertainment within the media sphere, predominantly for commercial purposes. Even though the concept is mostly discussed in terms of various forms of reality TV, live broadcasting of sports or globally successful spectacular sporting events such as the Olympic Games, there are many other forms of sportainment to consider. The author reflects on sportainment and its use in the present-day American mainstream film production. The aim of the article is to offer a set of theoretical outlines which are related to sport and its social, cultural and media frameworks, as well as knowledge on sports feature films produced in Hollywood and their thematic aspects. That is why the second part of the text addresses the ways various sports and athletes are portrayed in American mainstream films. The author works with the basic assumption that the current forms and variations of so-called sports dramas made in Hollywood apply multiple practices of genre hybridisation, and they thus tend to involve a wide variety of topics, ideas and heroes which may or may
not be primarily focused on sport.

KEY WORDS:
commercialised sports, global movie industry, mainstream, media entertainment, Hollywood, sports dramas, sportainment

02_Radošinská_CT-2-2018 Download

The Birth of American Advertising

Dáša Mendelová — Thu, 01 Nov 2018 10:13:18 +0000

ABSTRACT:
The study is focused on the development of advertising in the context of social changes in the US. Its main goal is to point out how advertising reacted to some historical events and important social, economic, political or cultural changes in the US. The study is based on the concept of four crucial moments in the advertising history stated by Holm. He speaks about four phases in the general development of advertising: 1. origins, industrialisation and development, 2. professionalization, consolidation and redemption, 3. manipulation, creativity and globalisation, 4. digital advertising, algorithms and ‘dataveillance’. In this study, the attention is paid to the first phase; however, it is applied to the US historical development and cultural environment. Therefore, the first part of the text points out the nature of advertising from the colonization to the American Revolution; the second and much more extensive part of the study focuses on significant events of the 19th century, which crucially influenced and changed the history of the US, i.e. the Industrial Revolution and the Civil War. Those historical events also affected the ways of promotion; advertising mirrored the situation in society remarkably. The study’s conclusion explains the necessity of regulation and the need for the professional approach towards advertising at the turn of the 20th century.

KEY WORDS:
the 19th century advertising, development, the history of advertising, social changes, the United States of America

01_Mendelová_CT-2-2018 Download