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Mobile news access, mobile news repertoires, and users’ tendency to talk about the news – an experience sampling study on mobile news consumption 移动新闻访问、移动新闻惯用手法和用户谈论新闻的倾向--移动新闻消费的体验取样研究
Online Media and Global Communication Pub Date : 2024-06-03 DOI: 10.1515/omgc-2023-0051
V. Karnowski, Katharina Knop-Huelss, Zoe Olbermann
{"title":"Mobile news access, mobile news repertoires, and users’ tendency to talk about the news – an experience sampling study on mobile news consumption","authors":"V. Karnowski, Katharina Knop-Huelss, Zoe Olbermann","doi":"10.1515/omgc-2023-0051","DOIUrl":"https://doi.org/10.1515/omgc-2023-0051","url":null,"abstract":"\u0000 \u0000 \u0000 Over the past three decades, our media ecologies have substantially transformed, changing how people get in touch with the news. These changes have also led to higher variability in news access across users’ daily lives. Using the microcosm of mobile news consumption as a proxy for the changes in our general news use, we explore types of mobile news access and mobile news repertoires and their relations to users’ tendency to talk about the news. Our exploratory study aims to describe intra- and inter-personal variations in mobile news use. By taking this fine-grained perspective on mobile news use, we provide a more comprehensive assessment than cross-sectional studies, which is valuable to researchers and practitioners in mobile news.\u0000 \u0000 \u0000 \u0000 We conducted a 14-day experience sampling study among 72 young adult Germans. We received 2,211 filled-in in-situ questionnaires based on three daily alerts, reporting on 560 mobile news situations. We used multi-level latent class analysis to simultaneously assess patterns of mobile news access and mobile news repertoires.\u0000 \u0000 \u0000 \u0000 We uncover five distinct types of mobile news access embedded in four mobile news repertoires. These findings highlight the considerable intra-individual heterogeneity in mobile news use. However, these heterogeneities only scarcely manifest in users’ tendency to talk about the news.\u0000 \u0000 \u0000 \u0000 Our study highlights the importance of acknowledging intra-individual variation when studying news use and its implications. Most importantly, we see that no mobile news repertoire among our sample relies solely on social media-based mobile news access. Researchers and practitioners must acknowledge these heterogeneities when discussing the benefits and perils of social media-based news access.\u0000","PeriodicalId":29805,"journal":{"name":"Online Media and Global Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141270016","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}
引用次数: 0
Victims or villains? How editorial cartoons depict the 2023 Israel – Palestine war 受害者还是恶棍?社论漫画如何描绘 2023 年以巴战争
Online Media and Global Communication Pub Date : 2024-03-14 DOI: 10.1515/omgc-2023-0061
Gregory Gondwe, Carolyn Walcott
{"title":"Victims or villains? How editorial cartoons depict the 2023 Israel – Palestine war","authors":"Gregory Gondwe, Carolyn Walcott","doi":"10.1515/omgc-2023-0061","DOIUrl":"https://doi.org/10.1515/omgc-2023-0061","url":null,"abstract":"\u0000 \u0000 \u0000 The study analyzed online editorial cartoons depicting the Israel-Palestine conflict through visual, symbolic, metaphorical, and textual analysis. The study reveals a prevailing anti-war sentiment across editorial cartoons, with a notable inclination towards supporting Palestine. This support was prominent in cartoons originating from the Global South, particularly Sub-Saharan Africa. However, there was a scarcity of such cartoons within mainstream Western media.\u0000 \u0000 \u0000 \u0000 The study employs an in-depth approach, analyzing cartoons from both Western and non-Western media. It utilizes Multimodal Discourse Analysis (MDA) and Multimodal Semiotics (MS) theories, focusing on symbolism and text to decode nuanced narratives within the cartoons.\u0000 \u0000 \u0000 \u0000 The cartoons depict complex narratives, using symbolism to explain how politicians and the main media are framing specific entities while undermining victimology. They reveal subjective perspectives that influence audience perceptions. They echo existing scholarly views on the influential power of editorial cartoons in communicating complex political concepts.\u0000 \u0000 \u0000 \u0000 The cartoons shape public understanding of the conflict, potentially influencing biases and perspectives. They present Hamas as both an aggressor and a victim, portraying multifaceted perceptions of the group.\u0000 \u0000 \u0000 \u0000 The findings are instrumental in depicting political identities, including major organizations like the UN. The boldness in depicting such entities provides a practical avenue for understanding the role of such organizations.\u0000 \u0000 \u0000 \u0000 The study adds to the existing literature by applying multimodal analysis to editorial cartoons, unveiling hidden narratives and perceptions. It suggests the need for a deeper analysis of the conflict’s historical, geopolitical, and power structures. This research offers a multifaceted understanding of how editorial cartoons shape perceptions and interpretations of the Israel-Palestine conflict, emphasizing their complex and influential nature within media discourse.\u0000","PeriodicalId":29805,"journal":{"name":"Online Media and Global Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140242953","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}
引用次数: 0
“Tears have never won anyone freedom:” a multimodal discourse analysis of Ukraine’s use of memes in a propaganda war of global scale "眼泪从未为任何人赢得自由:"对乌克兰在全球规模的宣传战中使用备忘录的多模态话语分析
Online Media and Global Communication Pub Date : 2024-03-14 DOI: 10.1515/omgc-2023-0050
Mark A. Poepsel, Andrew Malo, Chinedu Obuekwe, Mikayla Wilhelm, Valquiria Perea Góngora, David Daiber
{"title":"“Tears have never won anyone freedom:” a multimodal discourse analysis of Ukraine’s use of memes in a propaganda war of global scale","authors":"Mark A. Poepsel, Andrew Malo, Chinedu Obuekwe, Mikayla Wilhelm, Valquiria Perea Góngora, David Daiber","doi":"10.1515/omgc-2023-0050","DOIUrl":"https://doi.org/10.1515/omgc-2023-0050","url":null,"abstract":"\u0000 \u0000 \u0000 This paper analyzes memes posted by @Ukraine to X, formerly known as Twitter, from the account’s inception in 2016 through September 2023 to examine the function and utility of memes as tools of propaganda in global conflict.\u0000 \u0000 \u0000 \u0000 A multimodal discourse analysis of more than 100 memes was conducted by a small research group to separate the memes into thematic categories in an exploratory fashion. Then, a small subset of the research group conducted a recursive analysis on the images and text in a handful of memes selected purposively to determine what types of ideological appeals were present.\u0000 \u0000 \u0000 \u0000 Our findings align with observations made in previous studies that internet memes might be used to bolster national unity and might be employed to bolster pleas for sympathy from wealthy, more powerful allies, in this case in the West. The essential propaganda ideals were those of democracy, friendship, and independence on the side of Ukraine while Russia is framed as a dictatorship.\u0000 \u0000 \u0000 \u0000 A small number of the memes referenced in our paper garnered global media attention. Though we do not make any claims about broad media effects relating to the memes studied here, garnering the attention of major U.S. publication seems clearly to have been a goal of some of these memes. For those who wish to find a key to the playbook for a nation’s propaganda strategy, its social media memes are a great place to begin.\u0000 \u0000 \u0000 \u0000 It is apparent in this study that governments might use memes to cover all their propaganda bases, so to speak. Ukraine’s memes appear to serve mainly to reinforce messages of national unity and messages of connection with the West.\u0000 \u0000 \u0000 \u0000 Though others have studied @Ukraine’s tweets, this is believed to be the first to focus exclusively on memes posted to the feed. This study makes a significant contribution to our understanding of how wildly varied memes can communicate core concepts of a propaganda strategy, perhaps with the hope that a few will “hit” with desired media outlets, if only to bolster propaganda efforts.\u0000","PeriodicalId":29805,"journal":{"name":"Online Media and Global Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140242057","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}
引用次数: 0
Mobile app adoption comparison between U.S. and Chinese college students: information processing style and use frequency after download 中美大学生使用手机应用的比较:信息处理方式和下载后的使用频率
Online Media and Global Communication Pub Date : 2024-01-29 DOI: 10.1515/omgc-2023-0032
Chenjie Zhang, Weiwei Jiang
{"title":"Mobile app adoption comparison between U.S. and Chinese college students: information processing style and use frequency after download","authors":"Chenjie Zhang, Weiwei Jiang","doi":"10.1515/omgc-2023-0032","DOIUrl":"https://doi.org/10.1515/omgc-2023-0032","url":null,"abstract":"\u0000 \u0000 \u0000 This study examines similarities and differences in information processing of college mobile app adopters, as age peers, in China and the U.S., by using the heuristic-systematic model as the main theoretical framework.\u0000 \u0000 \u0000 \u0000 An online self-administered survey was conducted.\u0000 \u0000 \u0000 \u0000 The results confirm that some peripheral factors affect personal factors. Some cultural orientations (power distance, indulgence, individualism, and uncertainty avoidance) influence app adopting behavior indirectly via information processing. Social norms significantly predict information processing and adopting behavior. Respondents share similar heuristic processing but show significant differences in systematic processing, which results in significantly different adopting behaviors.\u0000 \u0000 \u0000 \u0000 Some cultural orientations affect app adopting behavior through information processing, but affect heuristic processing and systematic processing differently. Not all cultural orientations influence the decision-making process, and some orientations may be moderators instead of predictors. Social norms can create strong social motivation in app adoption. Respondents are capable of processing information so perceived behavioral control is not a significant influencer in the decision-making of app adoption. Respondents are different in systematic processing but not in heuristic processing, which calls attention to cross-cultural comparisons in terms of information processing, researchers should test at the dimensional or item level before comparing at the variable level.\u0000 \u0000 \u0000 \u0000 This study extends the heuristic-systematic model by connecting peripheral factors (national culture, social norms, and perceived behavioral control) and personal factors (information processing and behavior). This study also tests the special roles of social norms and perceived behavioral control, which originated from the theory of planned behavior, as peripheral factors, and enriches the literature on information processing of decision-making. This study introduces the possibility that respondents are more different in systematic processing than heuristic processing and cultural orientations affect heuristic processing and systematic processing in different ways, and also sheds light on technology acceptance literature in terms of non-adoption.\u0000","PeriodicalId":29805,"journal":{"name":"Online Media and Global Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139591869","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}
引用次数: 0
Path to global knowledge: a review of Chinese scholars on international publishing 通向全球知识之路:中国学者国际出版述评
Online Media and Global Communication Pub Date : 2023-12-21 DOI: 10.1515/omgc-2023-0060
Ke Guo, Hui Zhou, Pei-You Chen
{"title":"Path to global knowledge: a review of Chinese scholars on international publishing","authors":"Ke Guo, Hui Zhou, Pei-You Chen","doi":"10.1515/omgc-2023-0060","DOIUrl":"https://doi.org/10.1515/omgc-2023-0060","url":null,"abstract":"Abstract The article selects 634 papers authored by Chinese scholars on international publishing from CNKI, China’s foremost dataset for Chinese academic papers, in the past three decades. Employing the thematic analysis, the article explores the trends, developments and issues deliberated by Chinese scholars in the realm of international publishing. The article first scrutinizes the major themes discussed by Chinese scholars, revealing an evolution in their perceptions on international publishing. This evolution progresses from initial awareness in the first stage to adeptly handling challenges and enhancing the quality of international publishing in the second and third stages. In the fourth stage, scholars in China emphasize distinctive Chinese characteristics. The second part of the article outlines six issues deliberated by Chinese scholars in the field of international publishing, including international influence, contextual debates, English language, academic motivations, evaluation systems and publication charges. These six issues underscore the resilience and proactive efforts exhibited by Chinese scholars as they endeavor to adapt to and integrate into the international academic arena. In conclusion, the article summarizes the features of Chinese scholarship on international publishing and advocates that Chinese scholarship continues its engagement in global collaboration to make a more substantial contribution to global knowledge production.","PeriodicalId":29805,"journal":{"name":"Online Media and Global Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138948720","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}
引用次数: 0
Global journal publishing, soft power, Italian Americans and social media visual impact 全球期刊出版、软实力、美籍意大利人和社交媒体的视觉影响
Online Media and Global Communication Pub Date : 2023-12-21 DOI: 10.1515/omgc-2023-0058
Louisa Ha
{"title":"Global journal publishing, soft power, Italian Americans and social media visual impact","authors":"Louisa Ha","doi":"10.1515/omgc-2023-0058","DOIUrl":"https://doi.org/10.1515/omgc-2023-0058","url":null,"abstract":"","PeriodicalId":29805,"journal":{"name":"Online Media and Global Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138949876","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}
引用次数: 0
From screen to soft power: the rising appeal of Turkish TV series in Bangladesh 从荧屏到软实力:土耳其电视剧在孟加拉国不断增强的吸引力
Online Media and Global Communication Pub Date : 2023-12-13 DOI: 10.1515/omgc-2023-0029
Shudipta Sharma
{"title":"From screen to soft power: the rising appeal of Turkish TV series in Bangladesh","authors":"Shudipta Sharma","doi":"10.1515/omgc-2023-0029","DOIUrl":"https://doi.org/10.1515/omgc-2023-0029","url":null,"abstract":"Abstract Purpose This study examines the popularity of Turkish TV series in Bangladesh and their effectiveness as a soft power tool for Turkey. It also aims to understand why these series have been successful in shaping the attitudes and beliefs of Bangladeshi audiences towards Turkey and its leadership. Method This qualitative study employs the narrative analysis approach to examine the phenomenon. Social media posts and comments related to the Bengali dubbed version of the Turkish TV series The Magnificent Century on Facebook and YouTube from November 2015 to March 2022 were collected and analyzed using an inductive approach. Findings The study finds that the success of Turkish TV series in Bangladesh can be attributed to a combination of factors, including the absence of quality local content, the strong connection of Bangladeshi audiences with their Muslim identity, and the portrayal of Islamic historical context and similar Muslim culture. The positive image of Turkey and its history portrayed in these series has created a sense of cultural proximity between Turkey and Bangladesh, contributing to the popularity of Turkish TV series in the country. Implications The study suggests that Turkish TV series serve as a soft power tool for Turkey to increase its influence in Bangladesh. By promoting a positive image of Turkey and its history, these series have successfully shaped the attitudes and beliefs of Bangladeshi audiences towards Turkey and its leadership. Value This study highlights the effectiveness of Turkish TV series as a soft power tool. It provides insights into the factors contributing to the popularity of these series in Bangladesh and their potential to increase Turkey’s influence in the Muslim world.","PeriodicalId":29805,"journal":{"name":"Online Media and Global Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139003781","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}
引用次数: 0
Who navigates the “elite” of communication journals? The participation of BRICS universities in top-ranked publications 谁是传播期刊的 "精英"?金砖五国大学参与顶级刊物的情况
Online Media and Global Communication Pub Date : 2023-12-12 DOI: 10.1515/omgc-2023-0052
Naiza Comel, Francisco Paulo Jamil Marques, Luiz Otávio Prendin Costa, Chirlei Kohls, Maíra Orso
{"title":"Who navigates the “elite” of communication journals? The participation of BRICS universities in top-ranked publications","authors":"Naiza Comel, Francisco Paulo Jamil Marques, Luiz Otávio Prendin Costa, Chirlei Kohls, Maíra Orso","doi":"10.1515/omgc-2023-0052","DOIUrl":"https://doi.org/10.1515/omgc-2023-0052","url":null,"abstract":"Abstract Purpose Despite the increasing volume of research addressing the relevance of de-Westernizing Media Studies, we lack a comparative evaluation of the performance of Global South universities regarding their presence in the most prestigious domains within the field of Communication. Against this background, the article explores if and to what extent the publication of articles authored by BRICS-based scholars in top-ranked journals is restricted to a handful of academic institutions – making them a national “elite” authorized to engage in the mainstream intellectual debate. Design/methodology/approach We pose three questions: RQ1) To what extent is the academic output of BRICS countries in the field of Communication concentrated within a select few “top-level” institutions? RQ2) How are the research articles from the most productive universities distributed across the journal rankings comprising the SJR database? RQ3) What partnerships do institutions from BRICS countries engage in when producing research articles? Using data from the SciVal (Elsevier) and SJR (SCImago Journal Rank) platforms, the empirical study encompasses a set of articles published between 2012 and 2021. Findings Our findings reveal that South Africa, Russia, and Brazil had the highest concentration of academic production within a select few universities. The disparities among the most and least productive universities can be attributed to a lack of ambitious policies in terms of academic innovation. The contrast becomes more evident when we consider China’s performance – which has implemented a range of strategies to foster international partnerships with Western academic communities. Practical implications/social implications We contend that the demand for “de-Westernization” must go beyond a mere plea for increased numerical representation. The exclusion of perspectives or phenomena from developing regions hinders the progress of knowledge production itself. Once Social and Human Sciences traditionally occupy a peripheral position in terms of funding, it is as if Communication researchers based in the Global South were part of a “periphery of the periphery.” Originality/value The paper is relevant for enabling us to discuss Global South universities’ international insertion and the dynamics influencing the academic contributions of semi-peripheral communities. We also consider to what extent the SciVal and SJR metrics reinforce an academic rationale that upholds the mechanisms of neoliberal globalization and the standardization of the scholarly agenda.","PeriodicalId":29805,"journal":{"name":"Online Media and Global Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138632965","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}
引用次数: 0
Hashtags and heritage: the use of #italianamerican on Instagram 标签与遗产:Instagram 上 #italianamerican 的使用
Online Media and Global Communication Pub Date : 2023-12-05 DOI: 10.1515/omgc-2023-0028
Stephanie A. Longo, Andrea Towers Scott
{"title":"Hashtags and heritage: the use of #italianamerican on Instagram","authors":"Stephanie A. Longo, Andrea Towers Scott","doi":"10.1515/omgc-2023-0028","DOIUrl":"https://doi.org/10.1515/omgc-2023-0028","url":null,"abstract":"Abstract Purpose Using both framing theory and Collier’s cultural identity theory, this paper seeks to study the use of #italianamerican on Instagram by first attempting to determine if it is used exclusively by Italian Americans as a way to demonstrate their own cultural identity. The paper will then examine whether the message valence of posts using #italianamerican demonstrates users’ personal perceptions of Italian American culture. Finally, the paper will examine if there is a relationship between #italianamerican posters’ ethnicity and the message valence of their posts. This paper does not argue that Italian Americans are the only Americans of European ancestry taking part in the hashtag phenomenon; rather, this paper is meant to examine how one ethnic group attempts to define itself by its use of digital and social media. Design/methodology This simple exploratory study examined the 50 most recent Instagram posts using #italianamerican as they appeared on November 1, 2022. The posts were sent to two independent coders who analyzed their visual content. Findings This study provides insight into how ethnicity and cultural familiarity are associated. Results show that message valence and ethnicity are not linked, as anyone can admire and respect a culture and post a positive message about it on social media, even if it is not their culture of origin. Members of a specific ethnic group tend to have a stronger familiarity with their culture of origin, as demonstrated by the posts selected for this study. Implications This study showed that Italian Americans use social media to educate others about their heritage, as well as to celebrate their culture of origin. Value The methods used in this study could be applied to other European American ethnic groups and their social media usage, including Irish Americans, Polish Americans, and German Americans, among others.","PeriodicalId":29805,"journal":{"name":"Online Media and Global Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138598817","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}
引用次数: 0
Examining visual impact: predicting popularity and assessing social media visual strategies for NGOs 检验视觉影响:预测受欢迎程度并评估非政府组织的社交媒体视觉策略
Online Media and Global Communication Pub Date : 2023-11-01 DOI: 10.1515/omgc-2023-0025
Elina Koutromanou, Catherine Sotirakou, Constantinos Mourlas
{"title":"Examining visual impact: predicting popularity and assessing social media visual strategies for NGOs","authors":"Elina Koutromanou, Catherine Sotirakou, Constantinos Mourlas","doi":"10.1515/omgc-2023-0025","DOIUrl":"https://doi.org/10.1515/omgc-2023-0025","url":null,"abstract":"Abstract Purpose This research aims to analyze the role of visuals posted on the social media of NGOs and to predict the popularity of a post based on the characteristics of the visual it contains. Design/methodology/approach Two social media platforms, namely Facebook and Instagram, were selected as the empirical study environments. Specifically, all visuals posted on 12 child-related Non-Government Organizations during the period of 2020–2021 (4,144 in total) were collected and subsequently subjected to automatic characterization using visual recognition and artificial intelligence tools. Machine learning algorithms were then employed to predict the popularity of a post solely based on the visuals it contains, as well as to identify the most significant features that serve as predictors for post popularity. Findings The Support Vector Classifier performed best with a prediction accuracy of 0.62 on Facebook and 0.81 on Instagram. For the explanation of the model, we used feature importance metrics and found that features like the presence of people and the emotions of joy and calmness are important for the prediction. Practical implications Companies and organizations serve a large part of their communication strategy through social media. Given that every advertiser would like to use their funds in the most efficient way, the ability to predict the performance of a post would be a very important tool. Social implications The methodology can be used in the non-profit sector, whereby knowing what visual will perform better they could promote their mission more effectively, increase public awareness, raise funds and reduce expenses on their communication strategy. Originality/value The novelty of this work regarding popularity prediction on social media lies in the fact that to make the prediction, it focused exclusively on the visual and its characteristics and achieved high accuracy scores in the case of Instagram. Additionally, it provided important information about visual characteristics and their importance in predicting popularity.","PeriodicalId":29805,"journal":{"name":"Online Media and Global Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135217756","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}
引用次数: 0
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