The Hunger Games: Catching Fire: Using Digital and Social Media for Brand Storytelling

2021 ◽  
pp. 1-18
Author(s):  
Mohanbir Sawhney ◽  
Pallavi Goodman
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Emotional Experience ◽  
Marketing Tactics ◽  
Hunger Games ◽  
The Hunger Games ◽  
Traditional Marketing ◽  
Marketing Team

After the successful release of the first Hunger Games film in 2012, the film's distributor, Lionsgate, was preparing to release the next movie in the series, Hunger Games: Catching Fire. Fan expectations had grown after the success of the first film, and Lionsgate faced the challenge of keeping moviegoers interested and engaged in another Hunger Games movie. In an era marked by the rising popularity of digital and social media, Lionsgate knew that attracting fans to a sequel meant pushing the boundaries of traditional marketing tactics. Digital brand storytelling is about using digital media in a holistic way to tell a brand story and build excitement for an audience. Brand storytelling seeks to make a connection with the audience by giving them an emotional experience that resonates with them. While Lionsgate was aware that traditional marketing would need to be blended with a digital campaign to bring in moviegoers, it also needed to strike a careful balance between the two and choose the appropriate platforms to tell a cohesive story. Should Lionsgate launch a brand storytelling campaign to appeal to fans? Lionsgate's comparatively small marketing team gathered to brainstorm about how to execute such a campaign and position the film for another big success.

Flows of Literacy across Corporate and User-Produced Virtual Worlds

2017 ◽  
Vol 119 (12) ◽  
pp. 1-20
Author(s):  
Rebecca W. Black ◽  
Jonathan Alexander ◽  
Ksenia A. Korobkova
Keyword(s):  
Digital Media ◽  
Virtual Worlds ◽  
Literacy Practices ◽  
Research Question ◽  
Literacy Events ◽  
Hunger Games ◽  
Literate Practices ◽  
The Social ◽  
The Hunger Games ◽  
Sociocultural Research

Background/Context Sociocultural research on young people's literate practices with digital media has generally focused on literacy events and practices that are grounded in distinct online locations, such as affinity spaces, specific websites, particular videogames, or virtual worlds. Purpose/Objective/Research Question/Focus of Study Contemporary media landscapes have become networked to such an extent that a transmedial approach is needed to understand the social, cultural, and literate contexts that young people inhabit. Research Design In this article, we use qualitative and literary analyses of products and artifacts from the Hunger Games media franchise to explore young people's literacy practices as embedded in corporate and fan-produced transmedia ecologies. Conclusions/Recommendations Our analysis looks beyond spatial and structural boundaries to understand how flows of corporate and user-produced artifacts can shape, constrain, and expand young people's literate repertoires.

Effects of Image Upload on Social Media as Media Promotion in Journal Publishers

CCIT Journal ◽  
2020 ◽  
Vol 13 (1) ◽  
pp. 20-31
Author(s):  
Untung Rahardja ◽  
Ani Wulandari ◽  
Marviola Hardini
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Digital Content ◽  
Three Solutions ◽  
Conventional Process ◽  
Promotion System

Digital content is content in various formats, whether written, image, video, audio or combination so that it can be read, displayed or played by a computer and easily sent or hared through digital media. Digital content has abundant benefits, especially in the field of promotion. Where when a place of business or a body wants to introduce a product or service that is owned, it definitely requires content such as images as a promotional media. However, if you have to distribute posters to everyone you meet, it is not in line with current technological advancements because you are still using a conventional process. Therefore, to overcome this problem, social media can be used to process digital content easily and quickly. In this study, there are 3 (three) problems that will be overcome by 2 (two) methods, and 3 (three) solutions are produced. The advantage of digital content in social media is that it can be accessed anytime and anywhere, so it is concluded that the use of digital content in social media is able to overcome problems and is a creativepreneur effort found in the promotion system of a journal publisher.   Keywords—Digital Content, Creativepreneur, ATT Journal, Social Media

Presbyterian Preaching

2019 ◽  
pp. 506-523
Author(s):  
Thomas G. Long
Keyword(s):  
Digital Media ◽  
Emotional Experience ◽  
New School ◽  
Intellectual Content ◽  
The Bible ◽  
The Reformation ◽  
Korean Presbyterian ◽  
Early Expression ◽  
History Of ◽  
School Conflict

Presbyterian preaching grew from roots in the Reformation, particularly the Calvinist wing. The fullest early expression of the character of Presbyterian preaching is in the Westminster Standards, documents produced in England by an assembly of Calvinist clergy and laymen in the mid-seventeenth century. These documents described the key qualities of Reformed, and thus Presbyterian, preaching: sermons grounded in the Bible, containing significant doctrinal content, and aimed at teaching and edifying congregants.The authors of the Westminster Standards prescribed preaching that was substantive and lively, filled with biblical and doctrinal content, and touched the hearts of hearers. Throughout the history of Presbyterian preaching, however, these twin goals were often difficult to attain. This tension between intellectual, content-centered preaching and more emotional, experience-centered preaching among Presbyterian is evident in such events as the Old Side–New Side controversy in the mid-1700s and the Old School–New School conflict from 1837 to 1869 (both in America), in Scottish Presbyterian preaching in the early nineteenth century, and in Korean Presbyterian preaching during the end of the twentieth and the beginning of the twentieth century.Today as many Presbyterian preachers use digital media and conversational-style sermons, a strong desire continues for preaching that is clear, deeply theological and biblical, impassioned, and relevant.

“Tradition,” Vernacularism, and Learning to Be a Folk Musician With Social Media

2020 ◽  
pp. 442-466
Author(s):  
Simon Keegan-Phipps ◽  
Lucy Wright
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Case Studies ◽  
Folk Music ◽  
Learning Mechanisms ◽  
Media Technologies ◽  
Arts And Humanities ◽  
The Arts ◽  
The Social ◽  
Social Shaping

This chapter considers the role of social media (broadly conceived) in the learning experiences of folk musicians in the Anglophone West. The chapter draws on the findings of the Digital Folk project, funded by the Arts and Humanities Research Council (UK), and begins by summarizing and problematizing the nature of learning as a concept in the folk music context. It briefly explicates the instructive, appropriative, and locative impacts of digital media for folk music learning before exploring in detail two case studies of folk-oriented social media: (1) the phenomenon of abc notation as a transmissive media and (2) the Mudcat Café website as an example of the folk-oriented discussion forum. These case studies are shown to exemplify and illuminate the constructs of traditional transmission and vernacularism as significant influences on the social shaping and deployment of folk-related media technologies. The chapter concludes by reflecting on the need to understand the musical learning process as a culturally performative act and to recognize online learning mechanisms as sites for the (re)negotiation of musical, cultural, local, and personal identities.

Indigenous language newspapers and the digital media conundrum in Africa

2021 ◽  
pp. 026666692098340
Author(s):  
Kevin Onyenankeya
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Digital Transformation ◽  
Qualitative Approach ◽  
Indigenous Language ◽  
Technological Determinism ◽  
Traditional Media ◽  
Digital Revolution ◽  
The Future ◽  
Major Factors

The future of journalism is being shaped by the convergence of technology and societal shifts. For indigenous language press in Africa battling to stay afloat amidst stiff competition from traditional media, the pervasive and rapidly encroaching digital transformation holds both opportunities and potential threats. Using a qualitative approach, this paper examined the implication of the shift to digital media for the future of the indigenous language newspaper in Africa and identifies opportunities for its sustainability within the framework of the theories of technological determinism and alternative media. The analysis indicates poor funding, shrinking patronage, and competition from traditional and social media as the major factors facing indigenous newspapers. It emerged that for indigenous language newspapers to thrive in the rapidly changing and technology-driven world they need to not only adapt to the digital revolution but also explore a business model that combines a futuristic outlook with a practical approach.

scholarly journals Social Media Influencer’s Reputation: Developing and Validating a Multidimensional Scale

2021 ◽  
Vol 13 (2) ◽  
pp. 631
Author(s):  
Eun Ah Ryu ◽  
Eun Kyoung Han
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Economic Value ◽  
Reliability And Validity ◽  
Political Influence ◽  
Measurement Tool ◽  
Opinion Formation ◽  
Consumption Behavior ◽  
The Social ◽  
The Media

Since the introduction of smartphones in 2009, social networking services (SNS), which have seen a surge in users, facilitated changes in the media environment along with social influence that has increased the economic value and political influence of SNS. In particular, as consumers’ media use and consumption behavior change around digital media, social media plays a very important role in consumers’ lives. From this perspective, influencers who influence not only consumers’ consumption behavior, but also decision-making and opinion formation based on social media are attracting attention. Therefore, the aim of this study was to develop items to measure an influencer’s reputation as a new source of information in the SNS environment; no previous researchers have presented generalized measurement items for an influencer’s reputation. We intended to identify what dimensions and items in the existing literature could effectively measure a social media influencer’s reputation and to verify each item’s relevance as a measure of a social media influencer’s reputation. Based on in-depth interviews with 30 experts and empirical findings from 557 adults, this study identified dimensions that impact on a consumer’s perception of a social media influencer and developed a scale. The results showed that the social media Influencer’s Reputation scale comprises four distinctive dimensions: Communication skills, influence, authenticity, and expertise. Additionally, the reliability and validity of the scale were assessed, using exploratory and confirmatory analyses and construct validity. The findings confirmed that the social media influencer’s reputation scale measurement items, in this study, can be used as a consistent measurement tool for each dimension. It is also important to develop value in favor of the marketing strategy by increasing value through the influencer’s reputation.

scholarly journals PARE0012 AWARENESS CAMPAING “LUPUS.GR 2020”

2020 ◽  
Vol 79 (Suppl 1) ◽  
pp. 1292.2-1292
Author(s):  
K. Antonopoulou ◽  
M. Konstantinidis
Keyword(s):  
Social Media ◽  
Digital Media ◽  
High Impact ◽  
Direct Mail ◽  
Press Conference ◽  
International Ngos ◽  
Help Line ◽  
Telephone Calls

Background:LUPUS GR 2020Objectives:To sensitize and educate the wide public about lupusTo contribute to the process of de-stigmatization as the rigid problem of prejudice and stigma prevails.Methods:The campaign “LUPUS GR 2020” consists of photographs, each of which has a different message for Lupus and 2 TV spots. The well know artists participated did not take any fee.The campaign consists of Press Announcements in digital and off digital media, in Social Media (Instagram - Twitter - Facebook), in Eleana Site and in YouTubePost of the artists in their personal social media pagesPress ConferenceDirect mail in international NGOs e.g. Lupus Europe, PAIN ALLIANCE EUROPE, AGORA PLATFORM, etc.Results:We announced the campaign on January 24, 2020. Until end of January, we have 36 press clipping, 3 TV interviews, more than 35.000 views of the post in our fb and increase of telephone calls in our help line about lupusConclusion:The campaign has a high impact in the wide public as well as in all the stakeholders.Figure:Disclosure of Interests:None declared

scholarly journals “Wars” on COVID-19 in Slovakia, Russia, and the United States: Securitized Framing and Reframing of Political and Media Communication Around the Pandemic

2020 ◽  
Vol 5 ◽  
Author(s):  
Marta N. Lukacovic
Keyword(s):  
United States ◽  
Social Media ◽  
Digital Media ◽  
Political Communication ◽  
Research Question ◽  
The United States ◽  
Frame Element ◽  
Political Factions ◽  
Russian Media ◽  
The Government

This study analyzes securitized discourses and counter narratives that surround the COVID-19 pandemic. Controversial cases of security related political communication, salient media enunciations, and social media reframing are explored through the theoretical lenses of securitization and cascading activation of framing in the contexts of Slovakia, Russia, and the United States. The first research question explores whether and how the frame element of moral evaluation factors into the conversations on the securitization of the pandemic. The analysis tracks the framing process through elite, media, and public levels of communication. The second research question focused on fairly controversial actors— “rogue actors” —such as individuals linked to far-leaning political factions or militias. The proliferation of digital media provides various actors with opportunities to join publicly visible conversations. The analysis demonstrates that the widely differing national contexts offer different trends and degrees in securitization of the pandemic during spring and summer of 2020. The studied rogue actors usually have something to say about the pandemic, and frequently make some reframing attempts based on idiosyncratic evaluations of how normatively appropriate is their government's “war” on COVID-19. In Slovakia, the rogue elite actors at first failed to have an impact but eventually managed to partially contest the dominant frame. Powerful Russian media influencers enjoy some conspiracy theories but prudently avoid direct challenges to the government's frame, and so far only marginal rogue actors openly advance dissenting frames. The polarized political and media environment in the US has shown to create a particularly fertile ground for rogue grassroots movements that utilize online platforms and social media, at times going as far as encouragement of violent acts to oppose the government and its pandemic response policy.

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