Recruitment, fundraising and interactivity through social media

Abstract Recruitment, fundraising and interactivity through social media This paper will interrogate these areas and look at the existing literature & comments in relation to how the concept of politicians as brands may require a re-think. I hope to achieve this by applying current digital marketing concepts to Obama's use of digital media (in particular WEB 2.0). This includes word of mouth, permission marketing, and online advocacy. Online we can and do act as brand ambassadors – a key aspect of Web 2.0 or social media is the process whereby the exchange of data creates networks of trust. Online we ask, question and receive data; depending on its use value this is then converted into information by us as consumers. Online advertising and PR have morphed into conversations and narratives about products, services, experiences and customer service. Brands are dead … long live brands

Digitising Marx : social power, new media technology and the challenge of a collaborative and creative commons

Abstract ‘In the digital era, the future is one in which consumers watch or listen to what they want to watch, when they want, at any time they want, on any device. This is a generation that will not wait for content to be delivered to them at a prescribed time.’ (Carly Fiorina, Hewlett Packard CEO) Digitisation and media technologies have and continue to receive critical consideration both within and outside of academia. From Manuel Castells ‘networked logic’ to Yochai Benkler’s ‘Wealth of Networks’; new media technologies are cast as redemptive technologies. The argument of this paper is to move beyond traditional utopian/dystopian view of new media and calls for a re-conceptualisation of the analytical tools in assessing digital technology. In particular this paper will critique certain elements of Manichean tendencies and arguments for a critical overhaul through notions of work and capita

Nudge this : behavioural economics & political marketing

Nudge This – Behavioural Economics & Political Marketing A key aspect of a behavioural economic paradigm is that there are limitations in defining the citizen as an informed rational processing machine. Arguing that rationality is bounded: human motivation and behaviour can be viewed as more likely to be influenced by biases, perceptions and general rules of thumbs (heuristics). Sunstein & Thaler (2008) in Nudge debunk the assumption of homo economicus and focus instead on design architecture as a form of libertarian paternalism. These views have obtained popular currency in both the political and business world. Building from the premise that consumers operate and move within spheres of a ‘bounded rationality’ this paper seeks to consider what the future implications are for political marketing and also for democracy predicated on a behavioural economic approach. If, as we are led to assume that value perception, narrative and emotion are more likely to impact on preferences and voting behaviour what lessons are there for political parties and finally what are the implications for democracy

The production of resistance : digital imperialism & online empires

Abstract The aim of this paper is to pick up and extend a few key concepts as utilised by Hardt & Negri (Empire: 2000. These concepts will be evaluated through the lens of digitisation in particular the creation of digital consciousness. Hardt & Negri's starting point is that sovereignty, power, resistance and control have been significantly altered. The nature of these changes can be expressed through a number of paradigms (Political Economy, Networked Society & The Wealth of Networks); these models will be briefly considered. What will be argued next is that power, sovereignty and resistance have become re-articulated through new centres. Greater attention will then be spent on Hardt's & Negri's argument and consideration of resistance as a form of negation and "the will to be against". By linking digital identities and online activism through case studies and examples this paper will conclude with an argument that online empires do contribute to the creation of a shallow and fleeting resistance. The key conclusion being that new forms of consciousness as determined by virtual production and engagement are contributing to the creation of imagined resistance. We’re an empire now, and when we act, we create our own reality. And while you’re studying that reality—judiciously, as you will—we’ll act again, creating other new realities, which you can study too, and that’s how things will sort out. We’re history’s actors . . . and you, all of you, will be left to just study what we do. Anonymous Bush insider (reported by Suskind, 2004

Tourism and advertising as creative industry sector

This chapter analyses the ways in which three distinct factors are shaping contemporary post-modern advertising and marketing practice. First, design thinking, behavioural economics and advertising as a creative field of practice and specifically how this contributes to the image and reputation of the United Kingdom for international tourism, and arguably as a leader in this field. The chapter also considers the UK as a branded tourist destination, with an emphasis on London as a cosmopolitan/multicultural world city that is distinct and separate from the rest of the country and more appropriately comparable with other 'world cities'

Online Social Capital and Political Engagement: facilitating and blocking aspects

We are presenting preliminary (Delphic study and / or exploratory research) into the intersection between: Political Engagement and the younger demographic Social capital, online capital, offline capital and trust Media framing and media habits This research will seek to add to the body of literature in three interrelated fields. First the nature of political engagement and participation will be evaluated in today’s context. The second theme will be looking at millennials but this time in relation to media systems and media ecologies. Finally the themes / strands will be brought together in order to ascertain when and how politically relevant social capital is created and whether this exists online

“Experts and Novices” up-dated: introducing the mini conference

“Experts and Novices” is a learning and teaching innovation which was introduced in the Faculty of Business and Law in 2009, designed to help students develop the critical analytical and synthesis skills required for a strong literature review. In brief, the approach involves nominating some students as “experts” and some as “novices” during selected sessions. “Experts” are those students who have completed in-depth reading of five journal articles on their chosen topic, whilst “novices” have just read a chapter from the course text. The “experts” are then responsible for briefing the “novices” on the topic during the session. The underlying thinking is that by having to sort out emerging themes from their reading and discussing these with peers, students would gain more confidence in their ability to synthesise different authors’ work critically, in particular by having to decide which research/evidence is most convincing. All of this would be completed in a non-threatening, low-risk environment. The original inspiration for the initiative evolved from the work on communities of practice (Lave and Wenger, 1991; Wenger, 1998) although the initiative has since moved away considerably from the thinking in this area and is now much more closely aligned with notions of student-led learning and co-creation of knowledge. Since its introduction, the innovation has been disseminated at several conferences (e.g., HEA Business, Management, Accountancy and Finance Conference, Newcastle upon Tyne, 2010; the Academy of Marketing Conference, 2011 and the European Conference on Research Methodology for Business and Management Studies, Portugal, 2013). It has been presented at several University workshops and has been adapted by many colleagues with slight changes and re-namings, for example “Masters and Apprentices” and “Taking Part”. The Mini Conference During this academic year, the authors have added another element to the traditional “Experts and Novices” sessions by introducing the Mini Conference: a vehicle for ensuring all ideas presented during the session are exposed to the whole class. This has been possible due to the extra contact time allocated to the 30 credit module as part of the Kingston University Review of the Academic Framework (RAF) introduced in 2013. In brief, following two “Experts and Novices” 20 minute discussions, the “experts” are grouped together in small teams of four or five. Their brief is to develop a conference presentation on “Contemporary Developments” in their expert topic. Teams have an hour to prepare and they are required to produce a logical, coherent presentation of their collective ideas. Meanwhile, the “novices” are tasked with preparing a presentation in which they apply their new learning to a practical business scenario. Presentations can use as much or as little technology as the students choose, and last no more than ten minutes. During the mini conference, “Expert” presentations are alternated with “Novice” ones, giving both theoretical and practical aspects to the Mini Conference. Assessment The overall individual assignment (worth 60% of the module) is an industry briefing paper on the student’s chosen topic. This should combine up to date research (summarised in a literature review) with practical examples and recommendations. The “Experts and Novices” sessions are designed to provide an environment where students can “rehearse” their views, share resources and insights. The three “Experts and Novices” sessions themselves account for 10% of the individual assignment, so a very low amount. In designing the weightings, it was felt that whilst this is enough to ensure attendance and participation, it means there is little pressure on the need for polished presentations. Student Feedback and Next stages After each “Experts and Novices” session, students are asked to complete a contribution sheet. This acts as a record for the marking, but is also an opportunity to gain feedback on the structure of the session. Formal evaluation of the mini conference element of “Experts and Novices” will be carried out once the individual assignment has been submitted in January 2015. In this way, students will be able to reflect on the usefulness of hearing their peers’ contributions when working on the individual briefing paper. During the Festival of Learning, students will present their views of the effectiveness of the Mini Conference. References Lave, J. and Wenger, E. (1991) Situated Learning: legitimate peripheral participation. Cambridge University Press. Wenger, E. (1998) Communities of Practice: Learning, Meaning and Identity. Cambridge University Press

Online Social Capital and Political Engagement; facilitating and blocking aspects

We are presenting preliminary (Delphic study and / or exploratory research) into the intersection between: Political Engagement & the younger demographic Social capital, online capital, offline capital and trust Media framing & media habits This research will seek to add to the body of literature in three interrelated fields. First the nature of political engagement and participation will be evaluated in today’s context (Ekman & Amna, 2012: Fox, 2014; Hooghe, 2014; Livingston, 2013; Van Deth, 2014). We will be looking at the various ways in which engagement has been measured (Putnam 2000, versus Norris 2000, for example) and whether political engagement can still be measured along these lines. The second theme will be looking at millennials but this time in relation to media systems and media ecologies. We will be mapping various capitals and levels of engagement by media platforms and systems. From here media platforms will be evaluated and levels of engagement as mapped. Which application, platform and creates or facilitates engagement … and then by default which one does not? This will help in determining what changes if any have occurred in bridging and bonding levels (Williams 2006) Finally the themes / strands will be brought together in order to ascertain when and how politically relevant social capital is created and whether this exists online (Ellison et al., 2007, 2011; Gil de Zuniga et al., 2012; Helliwell & Putnam, 2004: Ho et al., 2003; Resnick,2002; Skoric et al., 2009; Steinfield et al., 2008; Velenzuela et al., 2009) and if do in what fashion. The idea here is too look at what engages younger voters and where this locus exists – online and offline and finally the nature of capital (social or trust) created

Social capital: a framework for innovative learning and teaching?

We propose that social capital has potential in helping to create dynamic, interested and ‘lean forward’ thinkers in higher education. In the last twenty years the measures used to assess social capital in education have moved beyond achievement and attainment to include aspiration, engagement and motivation . Attendance, behaviour and commitment to education have also been used as successful indicators which suggests that educational innovations that promote these factors will see an increase in the equality of opportunity. For optimum development of social capital, it is proposed that a blend of bonding, bridging and linking connectivity is aspired to and we discuss how learning and teaching innovations at the research site can contribute to developing such connectivity. By creating dynamic collaborative experiences we are not only encouraging the students to take control over their education; we are also creating deep horizontal and vertical ties; in short developing social capital

Investigating the relationship between ‘changes’ in attitudes and purchase behaviour

Consumers' attitudes towards brands show great variability at the individual level, in spite of being steady, in the aggregate, between two successive interviews. While this mirrors well known patterns of "stochastic" buying behaviour, it raises the question of why individual variations in attitudinal responses occur. This paper investigates possible underlying sub-patterns in this variability. Specifically, we look at systematic sub-patterns between individual behaviour changes and individual attitude changes at two interviews. In practice, "heavier" buyers of a brand are found to give rather higher attitudinal responses than "lighter" buyers do. There are also further sub-patterns which are discussed in the paper