The Influence of Social Media on Millennial Generation about Travel Decision-Making

<p><em><span>The presence of the millennial generation in the world of tourism has different characteristics from the previous generation. They are not interested in commercial advertising but prefer a User-Generated Content (UGC) approach and influence in their social environment. The purpose of this research is to determine the influence of social and UGC on Instagram on millennial generation travel decision-making. Instagram was chosen because 67% of travelers use Instagram for travel inspiration before booking a trip and after a trip is booked, and continue to use it for future trips. The sample of this study was 384 millennial respondents in the Greater Jakarta area because it had the demographic bonus and the most productive age. The results show that UGC on Instagram is highly trusted as a media for millennial tourism decision-making because it is authentic and reliable. This research also succeeded in answering the phenomenon which states that the millennial generation can change the tourism industry. This finding is useful for destination managers and the government in their efforts to increase the promotion of tourist destinations to the millennial generation with the Instagram user-generated content approach.</span></em></p>

Audiovisual Translation at the Service of the EU Public Communication 2.0

Communication is becoming more and more (audio)visual, social and mobile. This is true not only of the entertainment industry but also of commercial advertising and institutional public communication. Consequently, the audiovisual translation industry is flourishing. Although a growing array of products outside the field of entertainment are being localised and/or made accessible, they have received scant attention so far, whether in academic or professional circles. This is notably the case of the institutional video subgenre. This practice report will first address the importance of using increasingly multilingual and multimodal audiovisual products in EU external communication – a tool for reaching out to more citizens on social media and boosting their active participation at a time when populism and Euroscepticism are on the rise. The focus will then shift to the audiovisual communication of the Council of the EU. Through a case study which aims to investigate the internal localisation in all EU official languages of the “#Europeans” series of videos – produced for the 2019 EU elections – the rest of the paper will then outline the main features of the institutional audiovisual translation subgenre. It will also identify some opportunities for improvement: a more integrated and interdisciplinary approach which – together with reinforced collaboration with academia – could lead to a real multilingual creative process right from the initial steps of the audiovisual production process.

Communicative technologies in the formation of political mediariality during conflicts

In the modern political world, information and technological principles are important, which form the media space – factors of manipulation, fake news, support for political actors. The media, in the XXI century, not only manipulate society and create confrontational moments, but also in their activities mix politics, commercial advertising, criminal aspects. The modern product of media culture is media reality, which forms new boundaries of the socio-cultural space of each state. Media reality is one of the elements of communication technologies that influence society, but also individual state institutions. Focusing on important political problems and issues in the modern world is reduced to public (mass) attention, coverage of incorrect (fake) information about the opponent – and so is the process of manipulation of citizens and the creation of conflicts in society. All this is accompanied by an imbalance of communication interaction and information noise, which leads to distortion of the information space of the state, new hybrid wars, information disputes, fake news. In Ukraine, there are difficulties in maintaining the media space in the international arena, because we have a number of open and latent conflicts. Accordingly, the media space – connections and interaction, as well as gaps and opposition between agents in the political arena. Ukraine should understand that it is necessary to develop and integrate into new communication technologies. This will give an opportunity not only to orient oneself politically and to understand the advantages and disadvantages of one or another political force, but also to form one’s own integral and effective state interest and values. The rapid process of information and communication technologies in all spheres of society has caused global transformations, opened new opportunities for the information space. A popular model of integrated political technologies in Europe is social management in a real communication network. For example, Estonia has a progressive model of e-government in Europe, which means that communication technologies and a minimized level of conflict factors function accordingly in the country.

Highly Reflective Thin-Film Optimization for Full-Angle Micro-LEDs

Displays composed of micro-light-emitting diodes (micro-LEDs) are regarded as promising next-generation self-luminous screens and have advantages such as high contrast, high brightness, and high color purity. The luminescence of such a display is similar to that of a Lambertian light source. However, owing to reduction in the light source area, traditional secondary optical lenses are not suitable for adjusting the light field types of micro-LEDs and cause problems that limit the application areas. This study presents the primary optical designs of dielectric and metal films to form highly reflective thin-film coatings with low absorption on the light-emitting surfaces of micro-LEDs to optimize light distribution and achieve full-angle utilization. Based on experimental results with the prototype, that have kept low voltage variation rates, low optical losses characteristics, and obtain the full width at half maximum (FWHM) of the light distribution is enhanced to 165° and while the center intensity is reduced to 63% of the original value. Hence, a full-angle micro-LEDs with a highly reflective thin-film coating are realized in this work. Full-angle micro-LEDs offer advantages when applied to commercial advertising displays or plane light source modules that require wide viewing angles.

INFLUENTIAL POTENTIAL OF RECEIVING "ARGUMENT TO AUTHORITY" IN ADVERTISING DISCOURSE

The article is devoted to advertising discourse, which uses the "argument to authority" as a powerful influential technique. The purpose of our article is to find out the influential potential of accepting the "argument for authority" in advertising discourse. The purpose involves the following tasks: to consider the essence of the concept of "argument to authority", to identify the influential features of "argument to authority", to clarify the mechanism of action of "argument to authority", to identify varieties of "argument to authority", to propose a classification authority ».The object of research is the influential load of advertising discourse, the subject - the influential potential of receiving the "argument to authority" in advertising discourse. The mechanism of the principle of action of the designated reception is developed, its influence of a sign is edited, in particular automaticity of reaction in a certain way to the information submitted by "authoritative" persons. Varieties of "argument of authority" are revealed: personalities and symbols of "authority". The classification of varieties of "argument to authority" is offered, where there are two blocks with the corresponding varieties: personalities ("stars", experts, consumers) and symbols of "authority" (brand owner, clothes, attributes and terms). The advantages of receiving an "argument to authority" is that to start the singer's program desire to imitate the leader, which deprives the educational consumer of complex mental operations in the decision-making process to acquire a singer or service. The recommendations of the "authorities" are not subject to criticism, are taken for granted, no doubt, to give authoritative advertising work the fastest. We see a promising study in the further study of the actualization of the motives of prestige and elitism, to be realized in commercial advertising discourse using the technique of "argument to authority".

Mythization by advertising means in the field of higher education: the worldview and communicative aspect

The article examines the process of mythization, which occurs in the advertising activities of higher education institutions. It is noted that in contrast to commercial advertising of other economic entities, advertising of higher education institutions is limited to the choice of forms and methods, as educational services are regulated not only by the economic institution of society, but also by education, culture and politics. Based on the analysis of more than 500 advertising messages (voice, visual, audiovisual) of higher education institutions of Ukraine, it is established that the vast majority of advertising has the character of a presentation of specialties and facilities of a higher education institution. This advertising is often made by non-professionals, its dominance in the media space causes the recipient not to perceive large arrays of information load, which is characterized by a low level of recognition of the subjects of advertising. The production of mythologemes allows advertising resources to increase the effectiveness of action, to form a campaign strategy for several years. The main mythologemes produced by advertising in the field of higher education are «new stage of life», «popular specialty», «ease and accessibility of education», «here you will be taught by the best professionals», «leader of education», «education for all», «higher education institution in your region». In particular, it is noted that the integration of mythologemes «popular specialty» and «ease and accessibility of education» allows the advertiser to appeal not to assess the essential strengths of the child and the need for rational choice of potential models for personal self-realization, but to the ambition of parents. An important component of the mythization process is the production of new archetypes. The mythologeme «education leader» is reflected in quasi-ratings, the proclamation of the word «leader of the region» in slogans and often does not involve the use of complex mechanisms to confirm the proclaimed advertising messages. The use of tagged advertising leads to the assertion of the advertising myth about the ease of material education in «their» region. An important component of the mythization process is the appeal to the archetype of the researcher in a white coat, as well as the production of new archetypes, including the «crazy professor». Along with the processes of mythization, there is also demythization, which is designed to apply the means of monitoring the market of educational services and compliance with competition rules, to introduce rational criteria for evaluating the activities of higher education institutions while maintaining their autonomy.

Sonic branding: a conceptualization of the mass media audience

This Major Research Paper (MRP) explores sonic logos, which are short sound bites used in commercial advertising to represent brands to the public. I discuss how these types of sounds are increasingly being used to attract audience attention in the current corporate and mass media landscape. My research is informed by scholarly debates about the role of the audience in contemporary media environments and traces key positions in this debate, including Celia Lury’s (1993) suggestion that contemporary audiences are passive and Philip Napoli’s (2010) suggestion that social media audiences now play a more active role in producing and sharing media content. Henry Jenkins (2004) provides a synthesis of these two views and states that while the audience has the option to be participatory on social media platforms, there is still an increasing trend toward concentrated ownership in the entertainment industry. I conducted interviews with advertising and branding professionals and analyzed the manner in which producers’ conceptualizations of the audience shape sonic branding practices. One key finding of my study is that media producers believe that changes in technology have changed the way that brand and media institutions interact with their audience. Another key finding is that producers view the contemporary media audience as distracted but also ore sophisticated due to their access and use of communication technologies.