American Journal of Communication最新文献

{"title":"MEDIA MESSAGES AND STRATEGIES: SELLING KENYA TO THE WORLD THROUGH THE HOSPITALITY INDUSTRY","authors":"Jane F. Angalia","doi":"10.47672/ajc.236","DOIUrl":"https://doi.org/10.47672/ajc.236","url":null,"abstract":"Purpose: The purpose of this study is to explore the media messages and strategies that countries use to sell themselves to other countries. Methodology: The paper isolated theories that may explain the need to use media strategies in selling a country. Furthermore, empirical studies that demonstrate what media strategies other countries use to sell themselves were also explored. Specifically, the paper identified documentary evidence in the form of already completed studies that focused on media strategies and messages that are used by countries to sell themselves.Results: The paper indicates that the theories that support the use of media messages and strategies and are related to advertising and media include the “agenda setting theory”, and “persuasion theory”. Findings also indicate that countries in developed economies ( USA for instance) use  a lot of television, as well as digital, billboard and print advertisements along with a robust online presence and social media strategy to reach potential visitors. Facebook, Twitter and YouTube pages are used to showcase country specific promotions and engagements. In addition, the newly re-launched website DiscoverAmerica.com is a media strategy for selling America. In addition, Kenya uses various media messages and strategies selling itself to the world. Specifically, Kenya relies mostly on the hospitality industry to market itself.Unique contribution to theory, practice and policy: The most common area in the hospitality industry that is being used to promote Kenya to the world include ecotourism, culture tourism, slum tourism, hotel and accommodation, business conferences and sports tourism. To show case the products that it has, Kenya uses television for Brand Kenya Initiative campaign, radio and social media. Specifically, twitter and face book pages have been developed for brand Kenya. Furthermore, websites for brand Kenya initiatives and for showcasing the various hospitality products have been established. Musicians such as Emily Kosgei and Eric Wainana are being engaged to promote the Kenyan brand through their music. ","PeriodicalId":103346,"journal":{"name":"American Journal of Communication","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134569817","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"THE GROWTH OF SHENG AND ITS EFFECT ON MEDIA STRATEGIES FOR TARGETING THE YOUTH MARKET","authors":"Jane F. Angalia","doi":"10.47672/ajc.234","DOIUrl":"https://doi.org/10.47672/ajc.234","url":null,"abstract":"Purpose: The purpose of the paper was to review the growth of sheng language and its effect on media strategies of market targeting in Kenya.Methodology: The paper looks at how sheng is being used by corporate companies to air their advertisements hence change of strategy in order to fit in the youth market. The paper attempted to look how politicians use sheng to reach the public youths during campaigns. The paper also looks at how the sheng can influence the public either positively or negatively by the way they convey the messages or issues especially the messages uttered by the politicians. The paper identified documentary evidence in the form of already completed studies that focused on the growth of sheng language and its effect on media strategies of market targeting in Kenya.Results: The findings indicate that sheng has greatly spread in the urban centers in the country like a bush fire and therefore the company’s need to change their marketing strategies especially if the products they make are used by the youths. Findings also indicate that slang in developed economies is mostly used by peers or people of the same age group because it’s stylish and secretive.Unique contribution to theory, practice and policy: Due to its widespread use, ‘Sheng’ has been in the centre of discourse among scholars and researchers in Kenya. The code has also caught the attention of the print and electronic media especially in advertisements, official health warnings on HIV/AIDS, and other commercials. It is also gaining prominence in music and popular youth culture where popular musicians like GidiGidiMajiMaji and those who specialize in hip hop music like Kalamashaka, Nameless, Mr. Nice and Darling P. often blend the various ethnic languages, Kiswahili and English words in their compositions. The paper recommends that further studies should be done to evaluate if growth of sheng language and its effect on media strategies of market targeting in Kenya has helped in achieving positive results as targeted by different organizations. For example, it may be important to evaluate the effects of using sheng in Safaricom advertisements before the adverts and after the adverts were aired. The case study also recommends that further studies be carried out to determine whether use of sheng has brought unity among the youths and if this language can be useful in fostering national cohesion. ","PeriodicalId":103346,"journal":{"name":"American Journal of Communication","volume":"41 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125073401","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}