Study Guides (275,961)
US (143,106)
LSU (4,412)
MC (88)
MC 2525 (15)
All (15)
Midterm

MC 2525 Study Guide - Midterm Guide: Smartphone, Cognitive Dissonance, Stumbleupon

13 Pages
78 Views
Spring 2014

Department
Mass Communication
Course Code
MC 2525
Professor
All
Study Guide
Midterm

This preview shows pages 1-3. Sign up to view the full 13 pages of the document.
Tuesday January 15, 2013
Social Media
The Digital Landscape
Fragmentation
Personalization
Control
Two-way,
Access, share & create
Ubiquity
Speed
Permanence
Searchability
Ability to update
Ability to remix
Targeting
Interaction
Economics
Asynchronous
Instant (synchronous)
Digital Landscapes
Digital, Mobile, & Social Media
Communication strategy must be enhanced by listening and engaging audiences
in a two way dialogue
Social media has enabled communication to be global and instant
We must first understand the channels
Must know these changes to enhance and protect your brand
Digital Landscapes
Fragmentation and digitization
Subvert the top-down, passive, one-way flow of info
Many to many dynamic
Access, share and even create media content
When they want, how they want, and wherever they want
Mobile
Over 6 billion subscriptions
77% of world population
Most popular way to get on the web, overtake PCs as the most popular way to get
on the web
Americans now carry more smart phones than non-connected phones,
multitasking while watching TV
Apps kill the direct web
Smartphone users spend 2/3 of their time on apps. It’s less and less about the open web.
Open, search-based web becomes less important
Thick vs. thin
Thin are web based – still have to be connected to the Internet
Thick – heavier file because don’t have to be connected to the Internet
Tablets kill print
New York Time out of print by 2020
USA Today shifting to tablets
Newsweek stops printing
Digital is better, is cheaper
Another trend: Content moves to the cloud
The Cloud
Shift to rent vs. own for media content
PC as a set-top box is a reality
Phones are a convergence device
The clouds fill in processor power & speed
Enables meaningful mobility
What happens to advertising when you are renting your content?
Increase in interruptive forms of advertising
Branding is now more important
Apps are about branding. Students need to know how to brand themselves with a distinct
voice & writing style.
NYT & 60 Minutes embedded producers
Shifting towards the idea of Screens
HBO calls this “TV everywhere”
Audiences go around traditional means of viewing content
Screens are also digital billboards
Social Media
Social Media is a digital environment where audiences can create, share, & interact with
content.
Platforms?
From media to platforms
Facebook has all of our information
How businesses are using social media
Twitter 61% vs. Facebook 58% ----- blogs only 23%
“Social Media is now the job” –Barbara Raab
From Impressions to Connections
Bonin Bough – Kraft Foods
Move away from impressions and toward connections with our audiences
Links vs. Likes vs. Verbs
Storytelling
Telling your story
Interactions
Old paradigm: phone call, email, text, chat, wall posts, silos VS. Social Paradigm:
synchronous, highly personal, location aware, interconnected, share experience
Media Tools
Paid: ads, searches
Owned: website, FB, twitter, YouTube
Website
Guts of Social Media
The Social Graph – you & how you are connected to everyone else
API = Application Programming Interface – what allows Facebook to connect to another
site, or post a photo to Facebook from Instagram
Is a key that gives you a little bit of information
The Open Graph Protocol is Facebook’s API
Post-PC era?
Becoming the Internet of “things” where everything will become a chip
Tuesday January 22, 2013
Dynamics of Contemporary Persuasion
Persuasion can vary from necessary & beneficial to aggressive & problematic – only
difference is if you have a choice
To keep the balance you have to have trust
Persuasion is not coercion
How we think persuasion works, depends
Linear Model of Communication: Source  Message  Channel  Receiver
Issue: no feedback
Problems: assumes passive receiver, no feedback, type of channel doesn’t matter
Persuasion is 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
Medium
Persuader  Message  Audience
The guardian – Three Little Pigs video

Loved by over 2.2 million students

Over 90% improved by at least one letter grade.

Leah — University of Toronto

OneClass has been such a huge help in my studies at UofT especially since I am a transfer student. OneClass is the study buddy I never had before and definitely gives me the extra push to get from a B to an A!

Leah — University of Toronto
Saarim — University of Michigan

Balancing social life With academics can be difficult, that is why I'm so glad that OneClass is out there where I can find the top notes for all of my classes. Now I can be the all-star student I want to be.

Saarim — University of Michigan
Jenna — University of Wisconsin

As a college student living on a college budget, I love how easy it is to earn gift cards just by submitting my notes.

Jenna — University of Wisconsin
Anne — University of California

OneClass has allowed me to catch up with my most difficult course! #lifesaver

Anne — University of California
Description
Tuesday January 15 2013Social MediaThe Digital LandscapeFragmentationPersonalizationControlTwoway Access sharecreateUbiquitySpeedPermanence Searchability Ability to updateAbility to remixTargetingInteractionEconomicsAsynchronousInstant synchronous Digital LandscapesDigital MobileSocial Media Communication strategy must be enhanced by listening and engaging audiences in a two way dialogueSocial media has enabled communication to be global and instantWe must first understand the channelsMust know these changes to enhance and protect your brand Digital LandscapesFragmentation and digitizationSubvert the topdown passive oneway flow of infoMany to many dynamicAccess share and even create media contentWhen they want how they want and wherever they want MobileOver 6 billion subscriptions77 of world populationMost popular way to get on the web overtake PCs as the most popular way to get on the webAmericans now carry more smart phones than nonconnected phones multitasking while watching TVApps kill the direct web Smartphone users spend 23 of their time on apps Its less and less about the open web Open searchbased web becomes less importantThick vs thinThin are web basedstill have to be connected to the InternetThickheavier file because dont have to be connected to the Internet Tablets kill print New York Time out of print by 2020USA Today shifting to tabletsNewsweek stops printing Digital is better is cheaperAnother trend Content moves to the cloud The CloudShift to rent vs own for media contentPC as a settop box is a realityPhones are a convergence deviceThe clouds fill in processor powerspeedEnables meaningful mobility What happens to advertising when you are renting your contentIncrease in interruptive forms of advertising Branding is now more important Apps are about branding Students need to know how to brand themselves with a distinct voicewriting style NYT60 Minutes embedded producers Shifting towards the idea of ScreensHBO calls this TV everywhereAudiences go around traditional means of viewing contentScreens are also digital billboards Social MediaSocial Media is a digital environment where audiences can create shareinteract with content PlatformsFrom media to platforms Facebook has all of our information How businesses are using social mediaTwitter 61 vs Facebook 58blogs only 23
More Less
Unlock Document

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

Unlock Document
You're Reading a Preview

Unlock to view full version

Unlock Document

You've reached the limit of 4 previews this month

Create an account for unlimited previews.

Already have an account?

Log In


OR

Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit