Analysis of Bullet Chats in User-Generated Content Advertisement on Bilibili Website: The Success of Madoka Magica’s Mobile Game Promotion

This article explores the reasons behind the success of user-generated content (UGC) advertisements on Bilibili, which is one of China’s most significant video-sharing social media sites, with a core focus on East Asian pop culture. Additionally, Madoka Magica is a well-known Japanese animation about magical girls. There are two derivative games based on it. By using diffusion of innovation theory and content analysis method, this article takes UGC advertisements of Madoka Magica’s mobile games as windows to investigate how early adopters (influencers) motivate early majority adopters (their followers) to play the game. Moreover, this paper also addresses three types of bullet chats in this kind of video to further explore followers’ interaction with the influencers and reasons for the success of its marketing method. Bullet chats are a unique way to observe target consumers’ reaction to the advertisements. The author found that word-of-mouth marketing, the right audience and influential people are important factors for the success of UGC advertising. Besides, this marketing strategy is not limited to the marketing of mobile game advertisements, but can also be used for the marketing of other products. However, the prerequisite for this marketing method to be effective is that the advertised product or service has good quality

Análisis de la realización de espectáculos televisivos en directo: Italia en Eurovisión 2021

This paper aims to study the production of live television at the Eurovision Song Contest, a contest characterized by the use of avant-garde and experimental technologies and staging. The filming and production of the winning performance in 2021, «Zitti e buoni», by the Italian group Måneskin, is selected as a case study, as it breaks with previous trends. The main objectives of this research are to analyze the selected performance from a discursive and formal perspective and to identify the visual references on which the production is based. We apply a formal audiovisual analysis while considering intertextual practices and the intention to appropriate pop culture references. The formal audiovisual analysis highlights the respect for a functional and classic audiovisual grammar that tries to make itself invisible to highlight the members of the band with their charisma. Faced with previous practices trying to break spatial and temporal continuity, the performance claims a classical audiovisual grammar and an apparently simple staging based on nostalgia.

Building Customer Engagement Through User-Generated Content: A Case Study on @Bt21Stuff.Id

As the popularity of K-Pop culture increases rapidly in Indonesia, many people started to see this as an opportunity to start a business. The business which started to get popular amongst K-Pop fans community nowadays is an online shopping entrusted goods service business which specialized in providing a service to help K-Pop fans in purchasing their favorite idol merchandises directly from South Korea. The competition for this online shopping entrusted goods service business keeps growing and increases every day, due to the popularity of K-Pop and the customers plays a crucial role in this business. Therefore, maintaining a customer engagement for this business is very necessary. The objective of this research is to reveal the contribution of user generated content created by the customers as a way to build customer engagement of @bt21stuff.id and also to reveal the motivations behind the creation of user generated content by the customers. This research is using a qualitative methodology and guided by using the concept of customer engagement cycle by Sashi (2012). The findings of this research shows that the user generated content plays a role in each stage of the customer engagement cycle and that the customers are mostly motivated by the empowerment motives in creating the user generated content.

Brands, Fans, and Exchanges

Although fandom has a rich history within pop culture, it is difficult to know what constitutes a fandom, what differentiates fandoms from similar phenomena as well as what different types of fandoms exist and how fandoms are formed and maintained. In this chapter, the authors define fandom and the related member actions that create and maintain fandoms, as well as delineate the concept from the similar fan-brand communities of transactional brand communities, social brand communities and brand publics. A typology for fan-brand communities is presented with two dimensions: 1) motivation for engagement; and 2) social status and relationship type. This typology can help guide researchers, brands, and marketers in effectively managing different subcultures of fans. This chapter may be used as a starting point for further understanding of fan-brand community-based relationships.

Embracing Video Games for Strategic Thinking, Collaboration, and Communication Skills Practice

According to the Entertainment Software Association (ESA) report, 70% of families have a child who is actively playing video games at home. This pop culture phenomenon has challenged the way teachers think about learning and engagement. This chapter explores how the nature, culture, design, mechanics, and logistics of video games shape the way classroom gamers think. It examines how video games provide a space for strategic practice, the 21st-century skills acquired, and the tools gamers use as experts. Presenting background and context to help better understand why and how video game environments develop strategic thinking, the purpose of this chapter is to encourage educators to embrace video games to harness pop culture experiences as a means to motivate students to develop 21st-century literacy practices and skills. Through the reflections and framework of a teacher's experience who is an active researcher, it also discusses how a popular mainstream video game in the classroom changed her teaching and opened her eyes to a new type of learner.

Social Media Translational Action

Internet application advancement has enabled Korean pop culture (K-Pop) to rapidly spread worldwide. However, technology alone is insufficient in delivering k-pop content to K-Pop fans because of language barriers. Hence, the translator's role is pivotal in decoding these data. Realising this crucial need, fans have acted as translators in interpreting enormous data file that have been improperly translated or unavailable in the original file. This research examined the translation process occurring in Twitter microblogging environment which is rarely analysed among linguistic scholars. the translation style of fan translators was identified, and the translational action involved discussed. K-Pop group, Bangtan Sonyeondan's (BTS) twitter account was selected as the main data source and Korean-English fan translation of the content distributed in the account was collected. The microblogging interface is equipped with the latest technology that supports multimedia data form, resulting in more dynamic translation work which needs to be highlighted in translation studies.

Forecast of Transmedia Language Learning With a Chance of Meatballs

This chapter reflects on a Korean ESL college class transformation into a transmedia learning environment. Lee and Seo illustrates the importance of pop culture knowledge in language learning along with constructing a positive rapport between the instructor and the students. The movie Cloudy with a Chance of Meatballs was used as the text of the class through interactions with students. They began to build the transmedia story about the movie. Students researched through multiple platforms to construct the movie through their major knowledge, personal experience, and findings on the internet. Furthermore, students developed their language skills to apply English to the movie related content. This chapter will illustrate how the students engaged in such activity and what became the transmedia project.

How Pop Culture Increases Student Engagement and Reading Comprehension

In this chapter, teachers will learn the importance of tapping into a child's prior experiences or background knowledge to help students gain the full understanding of a topic or subject matter. These practices help teachers recognize the background knowledge a student has on a subject matter; this information can assist them in their planning of a unit or specific learning objectives. This chapter provides elementary educators with practical ideas and a solid template or structure to help teachers brainstorm the countless ideas to weave pop culture into their instructional practices. Teachers should use these pages as a springboard to initiate the creative planning process to meet the needs of the students in their own classrooms. It is divided into sections of pop culture that are present in our 21st century society. As pop culture continues to change, teachers can use its appeal to get students excited about learning.

Amakusa Shirō, la Rebelión de Shimabara y el cristianismo en el manga Makai tenshō (1987)

RESUMEN: El objetivo del presente trabajo es analizar la imagen del cristianismo en el manga de Ishikawa Ken Makai tenshō (1987), adaptación libre de la novela de ficción histórica de mismo nombre compuesta en 1967 por Yamada Fūtarō. Ambientado a finales del Japón medieval, tiene como punto de partida un famoso acontecimiento en la historia del archipiélago, la Rebelión de Shimabara, que puso punto final al llamado "siglo cristiano" de Japón. Uno de los protagonistas de la obra es el líder de esa rebelión, el joven cristiano Amakusa Shirō, convertido en los últimos decenios en un personaje frecuente en la cultura de consumo popular japonesa. La representación del cristianismo en Makai Tenshō, publicado en un periodo de fuerte presencia de nacionalismo japonés en el manga seinen, recoge algunos elementos de la imagen de los misioneros cristianos desarrollada en el Periodo Edo como legitimación del shogunato Tokugawa; entre otros, la naturaleza demoniaca de los misioneros, similares a los tengu, demonios del folclore japonés, su asociación con la magia y la medicina y su objetivo, frustrado por Tokugawa Ieyasu, de invadir y someter Japón. ABSTRACT: The aim of this paper is to analyze the image of Christianity in Ishikawa Ken's manga Makai Tenshō (1987), adapted freely from Yamada Fūtarō's historic fiction novel of the same name published in 1967. The manga is set at the end of Japan's medieval period, beginning with a famous event in Japanese history, the Shimabara Rebellion, which is considered the end of the "Christian century" of Japan. One of the main characters of the work is the leader of that rebellion, Amakusa Shirō, a very frequent character in recent Japanese pop culture. The representation of Christianity in Makai Tenshō, published in a period of strong presence of Japanese nationalism in seinen manga, derives partly from some characteristics of the image of the Christian missionaries developed in Edo Period as legitimation of Tokugawa shogunate; among others, their demonic nature, close to the tengu, demons in Japanese folklore, their association with magic and medicine and their intention, frustrated by Tokugawa Ieyasu, of invading and subduing Japan.