Playing a critical role: experiential learning resources and analytical media studies in higher education

This article compares two Information and Communication Technologies (ICTs) used in the Faculty of Arts, Deakin University Australia, and investigates the relationships between technology, pedagogy and key issues in the teaching and practice of public relations, in a media studies context. The online role-play ‘Save Wallaby Forest’ and the e-simulation ‘PRessure Point! Getting Framed (GF), in their different ways, afford learning  environments with capabilities that present public relations and media students with opportunities to discover a critical consciousness, break out of naturalised world-views, and explore alternative approaches to organisational communication. Furthermore, they present students with complex ethical issues to investigate based around the idea that media industries are powerful discursive producers and reproducers of social norms, values and beliefs which in turn shape notions of identity and influence the formation of public opinion in society (Fairclough 1999; Habermas 1995). This article explores the intersections and differences between these distinct ICTs in their relationships to a constructivist learning approach and ethical questions about how public relations both produces and reproduces world views through practice. This interacting nexus – between technology, pedagogy and theme – is significant because “what happens in the learning process” relates to the learning outcome and therefore has the potential to develop holistic reflexivity in studies of public relations (Laurillard 2003, p.42).

Industries, artists, friends and fans : marketing young adult fictions online

The Internet has facilitated the coming together of formerly more separated youth taste cultures, such that literary, screen and graphic fandoms now more readily overlap. Media industries have invested in online strategies which create an ongoing relationship between producers and consumers of entertainment media texts. Using the Internet marketing campaign for Stephenie Meyer’s Twilight saga as a case study, the paper examines the role of the publishing industry in marketing popular teen literary fiction through online channels in ways that often disguise promotional intent.

Changing media landscapes: visual networking

 Combines theory, key issues for debate and an exploration of legacy and digital media industries to provide a holistic approach to communication and media.Activities, study questions and further reading/weblinks at the end of each chapter to help students put theory into context and further their understanding of key concepts.It covers the latest trends emerging from the deregulation of many media industries and then outlines future scenarios for a globally competitive digital media environment.Explores the contemporary intersections between social media, legacy media and communications with other studies in history, statistics, privacy and surveillance, public policy, media law and economics. The nature of media forms and industries is changing rapidly and constantly. As such, Changing Media Landscapes explores the concept of visual networking to describe the ways multiple media devices are used now for a variety of tasks. Visual networking extends the ability to engage in human communication particularly in today's context where most of our daily activities and routines are carried out with the help of various forms of communication technologies. It explores the changing media landscape through contemporary and developing latest trends, issues and developments including multicasting, cloud computing, privacy and social networking. It combines theory, key issues for debate and an exploration of legacy and digital media industries to provide a holistic approach to communication and media.

Screens : television's dispersed 'broadcast'

This chapter focuses on the television-like industries and viewing practices that have emerged on other screens. Through a discussion of the internet and mobile
media, it explores the developing relationships between the existing television
industry, the constellation of new media industries that have integrated video,
and the new audiences generated by these technologies and practices.

Monitoring persona: mediatized identity and the edited public self

One of the key transformations in contemporary culture is the insistent demand to construct a public persona. Constructing a persona for navigating through life is not new; what is new is the naturalization of producing a mediatized version of this public self. The complexity of producing an online public identity involves the labour of monitoring and editing ourselves, connecting with strategic purpose to others and building recognizable reputations. This article both identifies and concludes that what we are experiencing is the work and relative value of producing a mediatized identity—a persona—which is a form of identity often linked to celebrities in our traditional media industries and now pandemic in contemporary culture.

Celebrity and public persona

Research on celebrity and public persona derives from fundamentally interdisciplinary sources. Although at its core, the study of public personality has been the object of investigations by those more closely associated with media and communication, the key disciplines of sociology, cultural studies, literary studies, political science, social psychology, and even anthropology and history have been part of its analysis. Celebrity identifies the “extra-textual” dimensions of the famous, in which the lives of the renowned are followed, read, and reported. It is a public celebration of individuality that is (but not exclusively) connected to consumer culture and democratic capitalism. Through these larger cultural tropes celebrity has had its strongest affiliations with the contemporary entertainment industries, particularly in terms of how they are covered by the media and the press for further value beyond the cultural forms that are often the origins of stardom—the public individual’s performances in fields such as film, television, sport, and popular music. Celebrity is a site of celebration and derogation in any culture: these public individuals are truly exalted and given a status beyond others, but they are also ridiculed for their believed-to-be unearned credentials for having such a public platform and voice. Moreover, the study of celebrity and public persona is also an investigation into the connection between the populace and these public personalities, where parasocial relations most evident in fandom identify how celebrities embody audiences with an affective connection that is truly powerful in contemporary culture. That power of embodiment and connection that celebrities possess is subsequently exploited by the media industries to promote and sell new connected cultural products. Identifying celebrities as part of a spectrum of public personas links the study of celebrity to the investigation of the celebrated and famed in a variety of professions and fields well beyond entertainment. Thus, the term persona is used in these studies of public personalities to acknowledge the mask that is deployed to present a public version of the self for this external consumption and reading by an audience, a collective, a network, a nation, a citizenry, or a community. Research into public personas has led to related studies of political leadership, self-branding, notoriety in business, and reputation management, and research delves into the presentation of the public self by greater portions of the populace in online cultures. Celebrity and public persona is a field in which research aims to investigate the significance and meaning of various versions of the public self in both contemporary culture and historically.

Tale of three (media) cities

In the early years of the twenty-first century, three of the 23 Arab nations – Jordan, the United Arab Emirates and Egypt – have established media cities in the hope that media and knowledge-based industries will push their economies forward. All three cities are the direct result of government policy and planning. The intention is that a combination of media, business, technology and finance will become inexorably linked and that the resulting synergy will produce thousands of jobs. The cities offer financial benefits to companies located in the special zones created for the cities. As well as generating jobs and leapfrogging their economies into the 21st century, these cities are also meant to be shining symbols of modernity in societies that have tended to look backwards rather than forwards. This paper considers the vision behind these cities, who owns them, the business models employed and their likelihood of success. It also considers the key issue of freedom of expression and the free flow of information in these cities, in the context of societies that traditionally have restricted the flow of information and adopted a different interpretation of freedom of expression, compared with the West’s approach.

Reductions in nutrient discharge from aquaculture through recycling of water utilising floating media and activated carbon filtration

Nutrient discharge into coastal areas, such as the Great Barrier Reef can result in the degradation of coastal ecosystems. For example, excess nitrogen and phosphorus can damage corals through inducing algal bloom and subsequent shading. Excessive phosphorus can further weaken coral skeletons making them susceptible to damage. Land based industries such as aquaculture can contribute to such problems. This study set out to develop a system whereby water from aquaculture can be constantly reused resulting in minimized waste discharge. A three-stage filtration system utilizing floating media and activated carbon was designed to harness bacterial processes that could reduce both particulate and dissolved compounds to the extent whereby approximately 100% reuse of the wastewater became possible. This involved efficient and effective particulate and biological removal mechanisms in both aerobic and anaerobic zones of the filtration system. This design reduced dissolved nitrogen levels by up to 70% and maintained low phosphorus levels, which allowed the reuse of water for the successful culture of barramundi with a survival rate of 97% over 25 days. This pilot scale study demonstrated the potential of reusing aquaculture wastewater from the viewpoint of reducing nutrient input into coastal environments. Future research will refine these processes and assess the performance of the system at several commercial scale applications.

Exploring the integration of social media within integrated marketing communication frameworks: perspectives of services marketers

Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales.

Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement.

Findings – The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement.

Practical implications – The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications.

Originality/value – With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.