Audience Research Methodologies Patriarche, Geoffroy; Bilandzic, Helena; Jensen, Jakob Linaa ...
2014, 20130731, 2013, 2013-07-31
eBook
The transformations of people's relations to media content, technologies and institutions raise new methodological challenges and opportunities for audience research. This edited volume aims at ...contributing to the development of the repertoire of methods and methodologies for audience research by reviewing and exemplifying approaches that have been stimulated by the changing conditions and practices of audiences. The contributions address a range of issues and approaches related to the diversification, integration and triangulation of methods for audience research, to the gap between the researched and the researchers, to the study of online social networks, and to the opportunities brought about by Web 2.0 technologies as research tools.
Formerly, it was considered that the main task of the corporate sector is to ensure economic performance. Nowadays, this attitude has changed and the term the bottom line has been replaced by the ...term the triple bottom line. Accordingly, not only financial performance but also the impact on the environment and society in which the organization operates is taken into consideration when measuring its effectiveness. Today, a corporation is not only expected to operate efficiently but also to be socially responsible. On the other hand, thanks to emphasizing social responsibility in their communication with stakeholders, corporations can have a positive reputation and good business performance. Therefore, the main goal of this article is to investigate how corporate communications managers of successful retail companies in Croatia, based on their practical experience, perceive the relationship between corporate social responsibility, reputation, and business performance. Specifically, the in-depth interview method was used to examine the attitudes of corporate communications managers of successful companies in retail market on the relationship between corporate social responsibility, reputation, and business performance. The results show that the surveyed public relations experts notice a positive relationship between corporate social responsibility and reputation, and also see a positive relationship between corporate social responsibility and business performance.
Communication is considered crucial in political processes because it makes possible the informing of the general public or the electorate, facilitates competition among the political candidates, and ...allows audiences to express their opinion. According to Gerstle, elections are seen as instruments of communication between those who govern and those who are governed. The seminal work of Blumler and Kavanagh showed the development of political communication through three successive periods of its existence, where Age 1 was characterised by firm political messages, poor access to media, and selective voter response; Age 2 featured the expansion of mass media in the 1960s; and Age 3 saw the rise of media abundance and cyber-politics in the 1990s. In SouthEast European (SEE) countries under communist regimes, these processes were, logically, postponed and overlapped greatly with each other in the 1990s. This is a distinctive mark of the development of political communication in these countries, and that is what makes them particularly interesting to study.
Kazališta, baš kao i tvrtke u korporativnom sektoru, imaju zadatak informiranja i održavanja odnosa s publikom. Za navedene zadaće pretežno su zaduženi odjeli marketinga, odnosa s javnošću ili pak ...propagande. Upravo zbog specifične organizacije odnosa s javnošću u kulturi, u suradnji s Gradskim dramskim kazalištem „Gavella”, provedena su dva kvalitativna i jedno kvantitativno istraživanje. Cilj prvog istraživanja bio je metodom dubinskog intervjua utvrditi kako djelatnici GDK-a „Gavella” doživljavaju stratešku komunikaciju kazališta. Nadalje, cilj drugog istraživanja, u kojemu je korištena metoda fokus-grupa, bio je analizirati imidž GDK-a „Gavella” te recepciju predstava kao programskog sadržaja kod publike. Konačno, cilj trećeg istraživanja, provedenog metodom ankete, bio je ispitati obilježja i preferencije publike GDK-a „Gavella”. Zaključci istraživanja pokazuju dvosmjeran utjecaj: imidža kazališta na očekivanja gledatelja putem repertoara te strateške komunikacije na imidž kazališta.
In the sector of culture, similarly to the role of firms in the corporate sector, theatres have the task of informing and maintaining the relationship with the audience. These tasks are mainly carried out by marketing and PR departments, or advertising. Due to specific organization of public relations, two qualitative and one quantitative research studies were conducted in the ”Gavella“ Drama Theatre. The goal of the first research, through the method of in-depth interview, was to determine how the employees of the ”Gavella“ Drama Theatre see the strategic communication of the theatre. The goal of the second research was to investigate the image of the ”Gavella“ Drama Theatre and the reception of performances through the method of focus group. The goal of the third research was to examine the characteristics and user preferences of the ”Gavella’s“ audience through the method of survey. The conclusions of the research show bidirectional influence: the influence of the theatre’s image on individual expectations of spectators through the repertoire, and the influence of strategic communication on the theatre’s image.
Purpose
– The purpose of this paper is to identify and redefine the categories of covert advertising, to demonstrate the covert aspects of advertising in the press, to provide a high-quality ...comparison of three leading Slovenian newspapers and to prepare a model for future researchers.
Design/methodology/approach
– In this article, the authors defined, analyzed, and explored covert advertising. In the first part, the authors used descriptive approach and method of compilation. In the empirical part, the authors used content analysis to research texts of covert advertising; the authors used analytical approach. Data were analyzed with the help of the computer programme SPSS.
Findings
– The results of the research indicate that covert advertising appears on a daily basis in daily newspapers and these articles are visually more attractive to garner greater attention from readers and offer numerous visual presentations.
Research limitations/implications
– The first limitation is presenting a lack of literature in this area, especially very poor knowledge of covert advertising in English, American and German literature. There is not a single word that around the world marked the same phenomenon. This research is limited to print media; it cannot be generalized to all media. This is a survey of ads where the authors cannot rule out subjective assessments.
Originality/value
– The significance of this research is that texts with covert advertising in Slovenia were for the first time scientifically investigated. The research approach and methodological instruments could be used as a model, a simplified representation of reality for future researches.
Kazališta, baš kao i tvrtke u korporativnom sektoru, imaju zadatak informiranja i održavanja odnosa s publikom. Za navedene zadaće pretežno su zaduženi odjeli marketinga, odnosa s javnošću ili pak ...propagande. Upravo zbog specifične organizacije odnosa s javnošću u kulturi, u suradnji s Gradskim dramskim kazalištem „Gavella", provedena su dva kvalitativna i jedno kvantitativno istraživanje. Cilj prvog istraživanja bio je metodom dubinskog intervjua utvrditi kako djelatnici GDK-a „Gavella" doživljavaju stratešku komunikaciju kazališta. Nadalje, cilj drugog istraživanja, u kojemu je korištena metoda fokus-grupa, bio je analizirati imidž GDK-a „Gavella" te recepciju predstava kao programskog sadržaja kod publike. Konačno, cilj trećeg istraživanja, provedenog metodom ankete, bio je ispitati obilježja i preferencije publike GDK-a „Gavella". Zaključci istraživanja pokazuju dvosmjeran utjecaj: imidža kazališta na očekivanja gledatelja putem repertoara te strateške komunikacije na imidž kazališta.
In the sector of culture, similarly to the role of firms in the corporate sector, theatres have the task of informing and maintaining the relationship with the audience. These tasks are mainly ...carried out by marketing and PR departments, or advertising. Due to specific organization of public relations, two qualitative and one quantitative research studies were conducted in the ”Gavella“ Drama Theatre. The goal of the first research, through the method of in-depth interview, was to determine how the employees of the ”Gavella“ Drama Theatre see the strategic communication of the theatre. The goal of the second research was to investigate the image of the ”Gavella“ Drama Theatre and the reception of performances through the method of focus group. The goal of the third research was to examine the characteristics and user preferences of the ”Gavella’s“ audience through the method of survey. The conclusions of the research show bidirectional influence: the influence of the theatre’s image on individual expectations of spectators through the repertoire, and the influence of strategic communication on the theatre’s image.
Journalists in Croatia do not enjoy formidable reputation among the public due to the beliefs that their writing is, inter alia, biased, inclined to sensationalism and manipulation, and that they ...lack analytical skills (see also Kanižaj and Skoko, 2010; Jokoš and Kanižaj, 2012). The aim of this research is to verify how journalistic work and journalistic profession in Croatia is perceived by corporate sector PR professionals who cooperate with them on a daily basis. Using the method of in-depth interviews conducted with eight PR professionals, the reputation of Croatian journalists has been put to the test. The research revealed that the interviewed PR professionals perceive Croatian journalists mostly as superficial and biased reporters who search for sensation rather than the truth. However, it turned out that the interviewees do not percieve journalists as being envious, irresponsible or corruptible. They even demonstrated true understanding of the difficulties that journalists encounter, especially in the context of the economic crisis.
The authors conducted a study on how the Croatian National Tourist Board (CNTB) uses the image of the Republic of Croatia for the purpose of tourist promotion in the East, and in the paper the ...authors propose a communication plan for CNTB for the mentioned markets. A web survey of residents of Georgia, Poland and Thailand on Croatia preceded to creation of a communication plan. The objective of the study was to discover whether the overall image of Croatia at the East is better recognized then its tourist promotion which emphasizes mainly the natural beauty, with the aim of cheaper and better promotion at these, hitherto unexplored markets.
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