During this last week in MMC6400 we learned about the importance of reliable and accurate research. This helps push the field of mass communications, better understand the people around us, and more effectively communicate to a general audience that is willing and able to act. I am going to dive into two incredible research topics that are shaping our progression in the field.
How do we define solid research? It is through validity and reliability that we know it is accurate. To better understand this, we have to understand the classical quantitative vs qualitative debate. What I want you to…
In 1964, Marshall McLuhan, a Canadian theorist of media and technology, set the stage for technology and human consumption. His main ideas were that as technology advanced, it shaped us versus the alternative of us shaping society around the technology.
People are pushing toward a future with more virtual contact than physical.
While McLuhan later in life came back to change his opinions as people became more proactive in the consumption of media, still his points helped shape our understanding of the overall impact of our progression.
McLuhan has some great ideas and concepts established in 1964. His main arguments…
I use the analogy of pulling back an arrow further to make it fly faster and straighter. This is crucial in a media practitioner's world when communicating with their audience for paid and organic posts. Ensuring copy is spot on along with the delivery platforms and methods make up effective communication.
As we have adapted our messaging, we understand three crucial pieces to persuasion. “Persuasion is at the heart of the mass media”(Rosenberry, pg 52). And at the core of persuasion, there is ethos, logos, and pathos.
Ethos is the appeal to credibility, like using influencers and powerful figures to…
Dr. Andrew Selepak, a University professor in the Journalism school, told me one thing that shook the way I consume media. Understand this, and your perception of the news and people around you will shift.
Dr. Selepak is a program head and lecturer at the University of Florida. With a Ph.D. in Mass Communications, he has lately been the go-to in understanding trends, the power of social media, and even legislative regulation on big tech. What makes Dr. …
My TV is turned on five minutes before the news starts. I am sitting patiently waiting to be informed. This hour is gold and I need all of it. Whatever the talking head says, I absorb. Most importantly, do NOT talk to me when I am watching the news.
The Hypodermic Needle Theory categorizes the general public as a group willing and eager to eat up the information from big news. It states the audience is very susceptible to be influenced by the words of the power.
Your parents are embarrassing. Their parents were embarrassing. One day, you will be embarrassing.
Progressive captures the essence of aging in their new commercials that is relatable to everyone. While it doesn't have a linear arch, we saw fun character development and a progression over obstacles through multiple ads. With revolving characters and locations, one central part makes these effective.
“Unleash the Power of Storytelling” by Rob Biesenbach details what makes a story good and brings them to a human level(pg. 22). The pivotal part of any good story is a real and relatable main character.
Progressive, who originally…
Are you scared of change? Do you take risks?
Let’s chat about new online platforms and why you should make the jump to reap the rewards.
Take example Medium, the site you are reading this on. What would have happened if you didn't create an account? Who knows. And that is the point I want to drive home. Think about your favorite brand voices on this site that reached you. The organizations have made the jump and are solidifying relationships with their audience.
Relationships lead to sales. Period.
When working to scale your, or your companies, social media presence, you…
People trust people. Not ads.
Influencer marketing is crucial to fast scaling and promoting a solid community within organizations or product lines. While this partnership has the potential to be great, there are also huge risks involved in having an individual represent your company. For this reason, plentiful background information and analytics are needed to make that decision of who you are going to go with.
The brand we are focusing on today is Play Hard Florida. PHF is an outdoor adventure directory along with a non-profit liaison to tourists and locals. An integral part of this organization is protecting…
Social media is an asset to every organization. Not only can they help promote community and create relationships with their consumers, but they can advertise events and create buzz.
Social Media Buzz: “ a viral technique used to maximize word-of-mouth potential of a campaign or product”(Caveney, 2020)
Buzz is almost always good and will put more eys on your product or service. When aiming to have a successful event, the more people you can get to show up, donate, or participate will be a direct correlation with the amount of buzz created before the event.
When planning an event, it's…
When a crisis hits and you are dealing with it, do not go running. Address the issue. Position yourself.
Refer to your pre-made crisis plan and navigate your way out. Social media is crucial to an organization’s public image and needs constant surveillance. Having a plan when a crisis in place guarantees that your organization will be better prepared for when a time of crisis comes into play.
With a constant need to be “on the clock” with social media, organizations have an opportunity to hit their viewers 24/7 right where they are residing. While marketing teams appreciate this, PR…