Who do you think you are? Intimate pasts made public

This is the official published version of the Article - Copyright @ 2011 University of Hawaii Pres

Online Video Contest Effects on Brand and Ad Attitudes

This research investigates how online video contests (OVCs) affect brand image, as measured by brand and advertisement attitudes. After conducting a pre-test to discover an appropriate product for the Generation Y target market, we ran an experiment examining OVCs, television, and magazine ad’s effects on multi-item measures of brand and advertisement attitudes. One hundred twenty-one subjects were randomly assigned to one of the three test conditions. The OVC significantly resulted in positive brand attitudes for the hedonic dimension such as feelings and attractiveness of the brand. For the more functional characteristics, OVCs did not influence brand attitudes. OVCs also produced positive advertising attitudes in terms of clarity, but other dimensions of advertising attitudes were unchanged. We also compared the OVC to the more traditional media of TV and magazines. OVCs produced more positive brand attitudes in terms of feelings than both TV and magazines. For the advertising attitude measure, OVCs produced significantly higher ratings than TV for feelings, attractiveness, and entertainment. There were no significant differences between OVCs and magazines for advertising attitudes. Our findings suggest that marketers can use OVCs effectively if the benefits of the product are hedonic in nature. Functional benefits may not prove as effective in enhancing OVC brand and ad attitudes. Marketers must determine their promotional goals before putting an OVC into practice

Questioning the Generational Divide: Technological Exoticism and Adult Constructions of Online Youth Identity

Part of the Volume on Youth, Identity, and Digital Media. This chapter reflects on the effects and implications of the discrepancy between adult perspectives on digital media and youth experiences. Through an analysis of public discourse by marketers, journalists, and new media researchers compared with statements by young technology users, it is proposed that the current so-called "Internet generation" is in fact a transitional generation, in which young Internet users are characterized to varying degrees by a dual consciousness of both their own and adult perspectives, the latter of which tend to exoticize youth. An analogy with the first television generation is developed to suggest that the birth of a true Internet generation, some years in the future, will pave the way for more normalized, difficult-to-question changes in media attitudes and consumption, and thus that the present transitional moment should be taken advantage of to encourage conversation between adults and youth about technology and social change

The Local TV News Experience: How to Win Viewers by Focusing on Engagement

Offers television stations insights to help them engage their audiences, stimulate strategic thinking about their position and role in the market, and connect with viewers in ways that could lead to improved civic involvement

Analyzing Media Representations of Male Rape and Debunking Myths on \u27Law and Order Special Victims Unit\u27

The project that I have done shows the importance of recognizing that male rape does exist and that it is more frequent than people think. By using Law and Order Special Victims Unit I am able to portray how myths about male rape are debunked and how the show creates new ways of thinking about male rape. Little research has been conducted about male rape and what we do know comes from the myths that are created in society and reinforced by false representations in the media. The research also concludes that we need more research to fully understand the prevalence and effects of male rape. I conducted a content and media of analysis of three episodes of Law and Order Special Victims Unit, in which the main focus was male rape by women. I have found that Law and Order Special Victims Unit fully represents the arguments surrounding male rape as well as the emotions that go into these discussions. In addition, this television show highlights the fact that these myths about male rape influence the way the police and judicial system interact with male victims and handle male rape cases. The literature that I have read about male rape and in the episodes that I have analyze have also shown me that the way the police and judicial system handles male victims influences the way victims talk to the police or decide to press charges against their attackers. The analysis of Law and Order Special Victims Unit in combination with the literature that I have read shows that male rape does not only happens in prisons or is committed by gay males

It Was TV: Teaching HBO\u27s The Wire as a Television Series

Unlike most courses dedicated to The Wire that have examined race, class, criminal justice, urban studies, or education, Sodano foregrounds The Wire as a work of television and examines how it was taught to media majors and non-majors from aesthetic, cultural, technological, economic, and sociological perspectives. It is crucial to recognize The Wire as a piece of television because the circumstances surrounding its appearance on HBO provide context for how it was produced, distributed, and received

The world-wide spread of journalism convergence

Convergence is a likely destination for news media in many parts of the world, though the duration of the journey will vary from country to country. This paper defines convergence as well as it is possible to do so, traces its spread around the world, and describes some of the most common business models. It looks at the forces driving convergence, and factors common to the most successful converged operations. The paper also describes the uncertain scenario in Australia now the Howard government has announced plans to change media ownership laws. It ends with discussion about changes in curricula at journalism programs in the United States in the light of the spread of convergence.<br /

Social Networking and Online Videos Take Off: Internet's Broader Role in Campaign 2008

Presents findings from a survey on presidential campaign news and political communication, with a focus on the Internet's growing role, by news source, generation, sites, and party. Also tracks views on media bias and the Iraq war