Native advertising : attitudes, value and purchase intention

textNative-form advertising in the digital space can most easily be defined as promotional content constructed to mimic the form and structure of the website that it is embedded on. With the rise of user generated content and social media, digital native advertising is fast becoming a popular promotional tactic for brands looking to engage with an online audience. This study examines whether this form of advertising significantly impacts consumer attitudes towards the ad, value of the ad and purchase intention of the promoted product across three product categories. Although not significant, results suggest that native advertising positively impacts entertainment- and lifestyle-based products, while information-based service industries, including cyber security, saw a negative reaction from respondents. That said, product category did influence attitude toward the ad and ad value regardless of the ad type. Moreover, a strong positive correlation between product involvement and purchase intention was found, indicating the need to target specific audiences with online native advertising.Advertisin

Why Do Digital Native News Media Fail? An Investigation of Failure in the Early Start-Up Phase

Digital native news media have great potential for improving journalism. Theoretically, they can be the sites where new products, novel revenue streams and alternative ways of organizing digital journalism are discovered, tested, and advanced. In practice, however, the situation appears to be more complicated. Besides the normal pressures facing new businesses, entrepreneurs in digital news are faced with specific challenges. Against the background of general and journalism specific entrepreneurship literature, and in light of a practice–theoretical approach, this qualitative case study research on 15 German digital native news media outlets empirically investigates what barriers curb their innovative capacity in the early start-up phase. In the new media organizations under study here, there are—among other problems—a high degree of homogeneity within founding teams, tensions between journalistic and economic practices, insufficient user orientation, as well as a tendency for organizations to be underfinanced. The patterns of failure investigated in this study can raise awareness, help news start-ups avoid common mistakes before actually entering the market, and help industry experts and investors to realistically estimate the potential of new ventures within the digital news industry

Circling the Cross: Bridging Native America, Education, and Digital Media

Part of the Volume on Learning Race and Ethnicity: Youth and Digital MediaTo paraphrase a Native elder, any road will get you somewhere. The question for Native America is, where will the information highway take them? As Native Americans continue to face challenges from the legacy of colonialism, new media provide both an opportunity and crises in education. Standardized education policy such as No Child Left Behind and funding cuts in social services inadvertently impact Net access and Indian education, yet alternative programs and approaches exist. It is necessary that programs conceptualize new media learning strategies within a historical context by being sensitive to the political and cultural connotations of literacy and technology in Native American communities. By encouraging the use of new media as a tool for grassroots community media and locally relevant storytelling, this chapter asks educators to consider an alternative epistemology that incorporates non-Western approaches to ecology and knowledge

Using Dual-Language Books to Preserve Language & Culture in Alaska Native Communities

“Children learn their language on their mother’s lap.” This conventional wisdom from a Cup’ik Elder describes the approach used by many Alaska Native peoples to promote native language acquisition. Presumably, the children learn by listening to stories and tales from a trusted parent or caregiver. However, what happens when the caregiver does not speak the native language? This chapter describes an effort to address this issue while also promoting better educational outcomes by providing access to diverse dual-language books in Alaska Native languages through the use of a digital children’s library. Potential benefits from these efforts include an increase in resources for schools, a revitalization of Indigenous languages, and an increase in access, with hopes that future work will show evidence that using these dual-language books encourage greater parent support and involvement in education, support second language acquisition, and promote a strong sense of identity. Implications and future efforts follow.Ye

Digital native identity development in virtual worlds

In the transition from childhood to adolescence, teens are engaged in defining who they are and finding a place in the wide world creates insecurity. Digital natives are growing up as part of digital generation where technology is ubiquitous in a young person’s life. One online technology commonly used by digital natives are virtual worlds. Increasingly, they have come to rely on this digital media to help them navigate the challenges and issues they face in this period of life. This paper presents a research framework designed to provide a road map for the IS community in conducting research into this new and exciting area of virtual worlds and their impact on digital native identity development

The effects of disclosure format on native advertising recognition and audience perceptions of legacy and online news publishers

This experiment with a representative sample of US adults (N=800) examines the effects of disclosure design characteristics in sponsored news on readers’ ability to recognize such content as paid advertising, and examines whether such recognition differently affects perceptions of legacy and digital-first publishers. Although fewer than 1 in 10 participants were able to recognize native advertising, our study shows that effectively designed disclosure labels facilitate recognition. However, participants who did recognize native advertising had lessened opinions of the publisher and the institution of advertising, overall.American Press Institut

The Latino Digital Divide: The Native Born Versus the Foreign Born

Based on a survey, compares the percentages of cell phone and Internet users among native- and foreign-born Latinos by age, gender, language, and educational attainment. Examines differences among Latinos and non-Latinos by age

Conversion from linear to circular polarization in FPGA

Context: Radio astronomical receivers are now expanding their frequency range to cover large (octave) fractional bandwidths for sensitivity and spectral flexibility, which makes the design of good analogue circular polarizers challenging. Better polarization purity requires a flatter phase response over increasingly wide bandwidth, which is most easily achieved with digital techniques. They offer the ability to form circular polarization with perfect polarization purity over arbitrarily wide fractional bandwidths, due to the ease of introducing a perfect quadrature phase shift. Further, the rapid improvements in field programmable gate arrays provide the high processing power, low cost, portability and reconfigurability needed to make practical the implementation of the formation of circular polarization digitally. Aims: Here we explore the performance of a circular polarizer implemented with digital techniques. Methods: We designed a digital circular polarizer in which the intermediate frequency signals from a receiver with native linear polarizations were sampled and converted to circular polarization. The frequency-dependent instrumental phase difference and gain scaling factors were determined using an injected noise signal and applied to the two linear polarizations to equalize the transfer characteristics of the two polarization channels. This equalization was performed in 512 frequency channels over a 512 MHz bandwidth. Circular polarization was formed by quadrature phase shifting and summing the equalized linear polarization signals. Results: We obtained polarization purity of -25 dB corresponding to a D-term of 0.06 over the whole bandwidth. Conclusions: This technique enables construction of broad-band radio astronomy receivers with native linear polarization to form circular polarization for VLBI.Comment: 11 pages 8 figure

Immigrant Youth and Digital Disparty in California

This study addresses three key research questions regarding immigrant youth and the digital divide:What are the patterns of home technology use among native-born and immigrant families and youth?What are the causes and consequences of the digital divide for immigrant families and youth?How does technology at CTCs in California benefit immigrant families and youth

Counter culture

Considers the future of libraries in a Web 2.0 world. Looks at how libraries have responded to technological change historically; argues in favour of Prensky's digital native/digital immigrant divide and a fundamental change in user behaviour. Discusses the failures of libraries and librarians in responding to this and argues the need for an underpinning philosophy of e-libraries. Considers what future competencies will be required by the professio