Course Notes Week #9 Nov. 16th-20th
Course Notes Week #9 Nov. 16th-20th Comm 2331
Popular in Strategic Communication Principles
Popular in Journalism and Mass Communications
This 0 page Class Notes was uploaded by Megan Hageman on Friday November 20, 2015. The Class Notes belongs to Comm 2331 at Ohio State University taught by Erik Nisbet in Summer 2015. Since its upload, it has received 20 views. For similar materials see Strategic Communication Principles in Journalism and Mass Communications at Ohio State University.
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Date Created: 11/20/15
COMM 2331 Week 9 Notes Nov 16th 20th Lecture Notes Nov 16th New New Media New interactive technology power from publishers to consumers Enhanced creativity Blurred boundary between interpersonal and mass communication Ex YouTube Facebook etc Rich Media range of interactive digital media that exhibit dynamic motion taking advantage of enhanced sensory features such as video audio and animation EX online commercials video on demand webisodes and games Create a pull environment instead of push KAB Types of New Media ForumsChat rooms Email Social networking sites Facebook Content aggregators YouTube Virtual reality Online Gaming Blogs Portals Social News Sites Online Advertainment people persuade themselves by engaging and immersing in persuasive narratives Lifestyle environment in which a brand is presented within the context of a multifaceted lifestyle Gamification use of game thinking and game mechanics in a non game context in order to engage users Media Convergence convergence of old and quotnew mediaquot to create an interactive experience Web 20 enhanced traditional quotword of mouthquot promotional channel quotGeneration Likequot Lecture Notes Nov 18th Generation Like Democratization of corporate communications bottom up Honeycomb of social media Identity Relationships Reputation Presence Sharing Conversations Groups Viral Marketing become synonymous with wordofmouth but more strategic Generate buzz Reaches larger number of people than just wordofmouth Attempts to tap into our existing social networks to promote an object Spread the virus Social Capital utility derives from social connections to achieve goals spread message and audience will promote for you Lecture Notes Nov 20 Market Mavens Opinions leaders Social Hubs network bridges connect different subgroups Social Ties Strong immediate social connections family Weak distant connections acquintances Wordofmouth seen as credible because it passes through the lter of quotpeople like mequot Messages trigger an emotional response Dunbar s number cognitive limit to the number of people with whom we can maintain stable social relationships Viral messages disadvantages Inability of audience to tie back to source Lost control over the message Create negative wordofmouth Guerilla Marketing unconventional and lowbudget brand experiences designed to grab attention and create buzz