MC 2035: Digital Brands - Study Guide
MC 2035: Digital Brands - Study Guide MC 2035
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This 13 page Study Guide was uploaded by Alayna Dixon on Thursday October 16, 2014. The Study Guide belongs to MC 2035 at Louisiana State University taught by Lance Porter in Fall. Since its upload, it has received 160 views. For similar materials see Digital Brands in Journalism and Mass Communications at Louisiana State University.
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Date Created: 10/16/14
MC 2035 Study Guide for Lance Porter For the following terms 1 know the definition 2 understand the significance and or 3 be familiar with application of EXAMPLES from the readings and the lectures 1 Persuasion vs Coercion Persuasion the co production of meaning that results when an individual or group of individuals uses language strategies and or symbols to make audiences identify with them Coercion control through force 2 Linear model of communication Linear model of communication source message channel receiver Sourceanybody Messageconvince Channeinternet tv etc Receiveranyone who message pertains to The problem with this model is that it doesn39t take into account distractionsnoise o assumes the audience is passive o assumes no feedback o assumes type of channel doesn39t matter break up text 3 Persuasion definition variables contemporary characteristics coproduction of meaning identification strategies of identification obvious amp direct antithesis Persuasion is necessary for economy gov t work places etc in our democratic society You can hardly speak without using persuasion Necessary beneficial persuasion vs aggressive problematic persuasion About choice 0 And trust Persuasion is NOT coercion How persuasion works depends on how we think communication works Persuasion definition the coproduction of meaning that results when an individual or group of individuals uses language strategies and or symbols to make audiences identify with them Persuasion in the media age Persuasion requires identification active audience comes into play Ex Three little pigs ink9messagethey cover the whole picture from all angles o You had to know the pigs story and know about the mortgage crisis in order to understand meaning Effective persuaders do build relationships Strategies of identification Obvious and direct trying to identify w your people o deer hunter VP example Anti thesis us vs them o Apple39s Get A Mac ad campaign example 4 The Digital Landscape mobile shift advantages of digital vs print cloud computing branding screens APIs Internet of Things What changed how media content is accessed in 2014 Mobile devices have surpassed PCs 0 Mobile is better bc easier portable apps rather than websites etc Mobile o Over 6 billion subscriptions o 77 of the world population o Overtaken PCs We39re now a world of convergence Apps kill the direct web Search based web has become less important bc of apps Google uses links to decide which websites come up at the top of a search o Changes algorithms more than once a day o Ex JC Penny sets up a bunch of fake websites linking to their site gets them to the top Tablets are surpassing print expect no more print by 2020 Content moves to the cloud Big data storage facility Enables meaningful mobility w o Storage o Speed o Processor power o Economic Content marketing Think of when you see You might also like Advertising companies are using it now bc print ads commercials and interruptive ads online are annoyingnot working 0 When advertising isn39t working as well advertising companies often just raise rates Have to think about screens web radio television etc o HBO calls this TV Everywhere Audiences skip traditional means of viewing content Screens are also digital billboards Micro video Muti screen device usaqe all constantly happening Meshing Stacking more than one screen on different types of content watching Netflix on phone studying on laptop etc all at once Shifting ex see interesting news story on web watch it on 6 O39clock news Guts of social media APIs9the social graph Top of news feed determined by what you39ve liked what your friends like etc The internet of things When all your devices connect and make media How do we deal 0 Social media strategy chart 0 5 Rhetoric Aristotle ethos pathos logos Walter Ong39s Theory of Mediated Cultures oral literate electronic digital Scott Shamp39s Aesthetic Shift How persuasion today compares to persuasion in ancient Greece Ancient Greece Study of rhetoricthe art of effective communication Sophists vs PlatoSocrates Aristotle39s key components of persuasion Ethos trust amp credibility Logos reevance consistency and logic Pathos emotions amp imagination The core elements of persuasion have not changed but media has Walter Onq Theory of Media Cultures In Lil cultures face to face elders storytellers In literate culture secondary scribes etc In electronic culture radio tv entertainers In digital cultures social media authentics Facebook is an example of an aesthetic shift Shift from print culture to more objective Shift from accuracy to relevance Shift from being up to date to being timely Shift from viewing by appointment to Shift from exposure to immersion Shift from buying different formats to format fickle 6 Attitudes characteristics of attitude formation cognitive info emotional affective info past behaviors beliefs continuum of central and peripheral beliefs Elaborationlikelihood model central route and peripheral route processing motivation and ability Psychological consistency ways to maintain consistency persuasive tactics using consistency theories brand loyalty marketing strategies Cognitive dissonance theory dissonance prepurchasepost purchase context FCB model Taylor39s Message Strategy Wheel Key characteristics of attitude 0 Evaluative o Directed towards objects 0 Learned o Predispositions only Measuring an attitude doesn39t tell you how people are going to behave Attitude formation Cognitive info 0 Beliefs organized on a continuum of central beliefs and peripheral beliefs Centraessentia to identity Peripheracomparativey inconsequential o Persuasion is most directed toward peripheral bc to appeal to central beliefs takes a lot more energy on our part Affective info 0 Emotions 0 Needs 0 Values Past behaviorexperiences o If we have a positive experience we39re inclined to carry out the action again Sam39s v Apple Store example 0 If negative we will avoidand tell pthers to avoid Elaboration likelihood model ELM Central route processinq relies on logical infobased messages 0 Requires audience motivation and ability 0 Results in long term attitude change 0 Fewer of these Periphera route processing uses sensory or symbolic cues music celebrity images Oprah The persuader must inquire about Motivation 0 Is the audience motivated to pay attention to the message 0 Is it personally relevant Ability 0 Can audience understand technicalspecialized terms in message 0 Do they have the time to process the terms in the message ELM and Persuasion persuasion resulting from central route processing is more resistant to change Cognitive Dissonance Logos humans are logical rationalizing beings Why do people get so upset when you challenge their central beliefs Comfort 0 We avoid looking inconsistent 0 We seek balance or consistency in our beliefs 0 Psychological consistency Marketing strategies 2 fat free natural etc 2 brand loyalty If we39re committed to our first belief harder to change Persuaders create dissonance in audience then show how to resolve it o Pre purchase context create dissatisfaction o Buyer s remorse If there39s too much dissonance we will ignore alienate etc FCB Foote Cone amp Beldinq Model Different products demand different consumer responses a Degree of involvement highlow b Degree of thinkingfeeling Higi Involvement Quadrant 1 Quadrant 2 High Importance High Importance expensive expensive Rational Decision Emotional Decision Example New Car Example Designer Clothes l392ationaI ieuououig Quadrant 3 Quadrant 4 Low Importance Low Importance less expensive less expensive Rational Decision Emotional Decision Example Detergent Example Candy Bar Low Involvement Taylor39s Messaqinq Strateqy Wheel Ego Social Sensory Routine Acute need Ration Transmission View Rim View Caimbased 39739 F 39s39a9e39based i Transporting info armg mmquotquot quot Ra nal V ETotri39Pe39a Iefocused Productfocused E S s EB P9 i u 7 Social Media Tools social networking sites microblogging sites geosocial networking social photovideo sharing sites social news sites Social networks Numbers 0 A lot of people are using the internet but over half of the world is not connected yet 0 More than half do have mobile phones 0 Much less than half are on social media Uncommon in US other places lagging behind Facebook 0 Why has it been able to remain on top So many people use it makes it hard for competitors to just pop up like Google Plus Largest audienceAPIs 0 FB is mainly in US 0 they want to be your identity online Living room not as public as twitter or the town square Googe is growing doubled numbers bc YouTube now requires you to have a Googe account 0 LinkedIn 0 Want to be how you39re connected to people in the business world growing MySpace 0 Trying to go back to roots 0 Add FB integration smart business move 0 Not claiming to compete w FB anymore claiming to be something else Microbogssubscription based Twitter o Twitter is the live internet town square etc o curate content twitter putting stuff in your newsfeed big money Tumblr o 80 is adult content 0 Is part of the Yahoo platform yahoo purchased Tumblr to help them get into the social game Geo Socia Networks Trying to get a little more personal Tells you where friends are Four squareswarm 0 Location 0 Created a lot of sign ups when FB added FB Places 0 Kind of iffy still Social videophoto sharing sites YouTube 0 Makes money w ads o If someone skips an ad benefits both company and YouTube Companies don39t have to pay when you don39t watch their ad YouTube s happy when you get straight to the content Pinterest o Mainly women bc shopping 0 Male version of pinterest trying to happen 0 Curation980 o repins Instagram o Micro video producer o FB bought them bc they39re doing well Vine Flickr 0 Part of Yahoo platform 0 Lots of old guys using Social NewsBookmarking sites Reddit 0 You can say what you want 0 Kind of allows you to be yourself more than other social networks 8 Credibility ethos vs source credibility trustworthiness expertise goodwill dynamism composure sociability Sinek39s Golden Circle CredibilityEthos the past Practical wisdom Virtue Goodwill Who has high ethos Desmond Tutu known for apartheid Mother Theresa dedicated life to help poor Colon Powell credibility was damaged in 3903 bc of speech about going to Iraq was the first African American secretary of state w great ethos before this happened had photos that weren39t real and now he39s still respected amp people don39t want him for president Tiger Woods cheated and got called out by his wife and the women Accentureinsuting group that made ad about Tiger Nike didn39t drop Tiger stood by him always a risk when using a celebrity that they39ll do something to damage credibility Reasons for undermined ethos When moral character is tarnished When vested interest or ulterior motive is revealed Ethos is about virtue Characteristics of source credibility linked to your image refers to individual persons or organizations varies from person to person receiver based construct is a social construct eg race black here is diff than black in another country can change over time is largely subconscious Criteria for source credibility Trustworthiness peripheral being seen by others as being safe and sincere o Politicians kiss babies bc it makes them seem more human andor empathetic Expertise peripheral qualifications of the source 0 Training 0 Knowledge 0 Intelligence perceived caring taking a genuine interest in audience 0 Oprah Dynamism charisma and boldness of the source 0 MLK 0 Steve Jobs Simon Sinek s Golden Circe expains why some organizations do better than others communicate from the inside out Apple why how what Wright brothers9weren t qualifiedfamous but they believed they could change course of the world w taking flight People don39t buy what you do they buy why you do it 0 People buy not bc they need what you have but bc they believe what you believe 0 This is biology isn39t opinion 0 This is gut decision The aw 9to have mass market success you need to close gap between innovatorsearly adopters amp the early majority HOW wnv soeouwaemxaau 8 Transmedia Storytelling Seriality What makes a good story Seven story archetypes Six steps to transmedia storytelling Henry Jenkins Seriality Chunking break up story into meaningful chunks Dispersal after story is chopped up how will they connect to each other Muti modaity9thinking about different types of media what39s the best part of my story that could be told in this type of media What makes a good story Relevant unexpected Has to be something edgy about it but you do have to think of relevance at the same time Beginning the process 6 steps storytelling 1 Target audience 2 Set objective What is the most important objective 3 Write the story Seven story archetypes o Overcoming the monster 0 Rags to riches o The quest probably most used transmedia gives us some measure of control in the quest amp can play out over a long period of time ex lost 0 Comedy 0 Tragedy o Rebirth9 Bus bench for humans only example 4Muti modaity Layer the narrative allows deep interaction wout losing casual audiences drive by impressions What can you do w all this content you created Has to have a top layer to draw people in for it to work 5 Plan constant narrative dispersal Constantly put things out there so it makes sense to people 2 Ex Batman emblem cant just go all over everything 6 incentivize participation 1 ex play game that gets you to recycle speed camera lottery incentivizing you to go the speed limit
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