Utilidad de los conceptos y estrategias comunitarias en el marketing online para la prevención de la copia ilegal en el mercado musical

Esta investigación se dirige a determinar cuál es la utilidad de los conceptos y estrategias comunitarias en el marketing online para la prevención de la copia ilegal en el mercado musical. Con este proyecto se desea que por medio de una nueva disquera enfocada en el comercio online, y usando los conceptos del mercadeo comunitario y el mercadeo relacional, se pueda desarrollar nuevas estrategias de mercadeo en donde se logre incentivar y promover la compra de música original por medio de la creación de una relación más estrecha entre la compañía y el cliente, en la cual pueda afectar de forma positiva a la comunidad a la que este pertenece. El objetivo general es determinar cuál es la utilidad de los conceptos y estrategias comunitarias en el marketing online para la prevención de la copia ilegal en el mercado musical. Los objetivos específicos son: 1. Mostrar la utilidad de los conceptos y estrategias del marketing comunitario en la prevención de la copia ilegal del mercado musical y 2. Implementar las estrategias logradas en la investigación en un plan de creación de empresa. Se utilizará el método de investigación y análisis de caso, utilizando el plan de empresa en la creación de una empresa del mercado musical, tomando la relación estratégica comunitaria y el marketing dentro del plan de mercadeo como estrategia para la prevención de la copia ilegal. Mediante este proyecto se desea que por medio del marketing relacional y de los conceptos del mercadeo hacia comunidades, enfocado en une- marketing sepuedanestablecerestrategiasparalaprevencióndelacopiailegalydelacomprade estos productos Además, se busca implementar dichos resultados en la empresa que se pretende crear en el sector de la industria musical, puesto que la seguridad que tendrán los productos a la venta, serán la ventaja competitiva de la empresa.

Movimientos sociales su construcción narrativa desde los nuevos medios: los Indignados bogotanos en Twitter

Se analiza la relación entre movimientos sociales y nuevos medios en Colombia, preguntando en particular por las posibilidades narrativas que tienen los movimientos sociales en el nuevo espacio comunicativo abierto por internet. Para ello, se lleva a cabo un estudio descriptivo del relato elaborado en la red social Twitter por activistas virtuales del movimiento de indignación surgido en Bogotá tras la destitución del alcalde mayor, Gustavo Petro, a finales de 2013. Se encontró que Twitter fue un espacio esencialmente de disputa. El relato del movimiento fue construido en permanente contrapunteo no solo con las informaciones de los medios de comunicación tradicionales y las intervenciones de los líderes políticos, sino también con expresiones ciudadanas rivales, que se movilizaron paralelamente en la misma red social en un ejercicio de contestación. Esta investigación emplea como marco analítico la “autocomunicación de masas” propuesta por Manuel Castells.

Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising

The increasing use of the World Wide Web has promised a huge advertising platform for marketers. Investment in online advertising is growing and is expected to overcome traditional media. However, recent studies have reported that users avoid looking at advertising displayed on the World Wide Web. This study aimed at examining the impact of verbal emotional cues (negative/neutral/positive) to capture attention on website’s advertising areas through an eye tracker system. The results revealed significant statistical differences between fixations to negative, positive words and neutral words. Significant differences between the number of fixations and recognition of the target words were found only for the negative valence words. We conclude that negative emotional words could play a major role on user attention to advertising.

MOOCs: a systematic study of the published literature 2008-2012

Massive open online courses (MOOCs) are a recent addition to the range of online learning options. Since 2008, MOOCs have been run by a variety of public and elite universities, especially in North America. Many academics have taken interest in MOOCs recognising the potential to deliver education around the globe on an unprecedented scale; some of these academics are taking a research-oriented perspective and academic papers describing their research are starting to appear in the traditional media of peer reviewed publications. This paper presents a systematic review of the published MOOC literature (2008-2012): Forty-five peer reviewed papers are identified through journals, database searches, searching the Web, and chaining from known sources to form the base for this review. We believe this is the first effort to systematically review literature relating to MOOCs, a fairly recent but massively popular phenomenon with a global reach. The review categorises the literature into eight different areas of interest, introductory, concept, case studies, educational theory, technology, participant focussed, provider focussed, and other, while also providing quantitative analysis of publications according to publication type, year of publication, and contributors. Future research directions guided by gaps in the literature are explored.

In the tracks of Blinky Bill : How Sam the koala led news journalists into an Australian literary tradition

The world was captivated when footage of a badly burnt koala taking water from a Victorian Country Fire Authority volunteer was taken with a mobile phone and broadcast to the world on YouTube in February 2009. When the story of ‘Sam the Koala’ was subsequently adopted by traditional broadcast and print media, recombinant themes were used to construct her story – from heroism, patriotism, villain v victim - even romance was incorporated to entertain and create audience appeal. This paper explores how ‘Sam the Koala’ became a defining news story in the coverage of Victoria’s Black Saturday bushfires and examines the power of narrative when cross pollination occurs between new and traditional media in the production of news. It is argued that Sam’s story is evidence of journalists adopting new approaches to storytelling in a bid to retain their legitimacy as the authoritative voice of news and information in an increasingly technologically driven society.

Blockbusters for the youtube generation : a new product of convergence culture

While scholars have paid much attention to YouTube in a Web 2.0 environment, the YouTube blockbuster is yet to be discussed as part of this convergence culture. It differs from transmedia storytelling in that no single company owns or controls the characters or concepts. Once users have elevated videos with rich narrative qualities to the heights of fame within YouTube and other virtual social networks, they are taken from the YouTube archive by global commercial media and given new exchange values in traditional media forms such as books, films, television shows and ancillary products, using fragmented classical narrative techniques to do so. This paper traces the history of the blockbuster as a way of large commercial media adapting to social and technological change after World War II, to its refinements in the 1970s to cater for younger audiences and changes in the media landscape, to its most recent incarnation in YouTube. We argue that the economic and cultural values of the blockbuster are being transformed and refigured by the new form it has begun to take within convergence culture.

Closed vs open corporate social networking communities : a case study of the Victoria Police and Dairy Australia.

The availability of affordable, user-friendly audio-visual equipment, software and the Internet, allows anyone to become a content creator or media outlet. This exploratory case study examines the adoption of social networking by Victoria Police and Diary Australia, a non-media and non-profit organization respectively, in corporate communication, public infmmation and community relations. The paper initiates discussions on the implications for traditional media and audiences of this phenomenon. It content analyzed the two websites during a two-week period and conducted interviews with their moderators about the sites' content, functions and efficacy. The purpose, role and community acceptance of these sites are examined, along with organizational motivations for establishing these channels to reach audiences, bypassing traditional media's gatekeeping function. It highlights how these organizations may set both media and public agendas when traditional media use this web content in their news gathering and reporting, similar to using press releases in the past.

Youth and the communication of Risk: developing connections between cancer council Australia and contemporary online youth culture

Through two focus groups, the project investigated how youth culture perceives online communication of risk. In two 90-minute sessions, investigators gaged the range of online activities that nine 18 - 24 year old university students engaged with. Through a guided discussion the participants explored how they would relate to the communication of health risk more generally and cancer risk more specifically.
Participants’ online activity is very high and a range of social media forms are part of their everyday lives. In contrast, their use of traditional media is almost non-existent. Their relationship to accessing and being aware of health information demonstrated a range of views that pointed to quite new and different relationships to health and health professionals. To intersect with their online movements in the communication of health risk demands a sophisticated knowledge of their own searching patterns.
Key ideas generated from the focus groups include: that it might be advantageous to group health risk beyond the specificity of cancer for online success; that an online persona would be useful to provide a face for the communication of risk; that a multi-platform campaign to raise the profile of a persona would be useful; and that success means moving between the serious and the light-hearted in a way that makes the persona a complete person of interest for them.

The rhetoric of ‘community’ : ABC local radio's coverage of the 2009 Victorian bushfires

This article joins recent debates in media and communication studies concerning audience participation in news journalism. Specifically, we investigate the impact of an increasing reliance on audience-generated content on newsroom practice in traditional media organisations. We do this by recounting and analysing the experiences of journalists involved in ABC Radio's coverage of the dramatic Victorian bushfires of early 2009, which relied heavily in listener contributions and was closely integrated with the ABC's online coverage. Interviews with two staff at ABC Gippsland, and the ABC's Manager of Emergency Broadcasting provide the basis for a case study of the kinds of tensions that media workers routinely confront within an organisation like the ABC. The interviews suggest that in negotiating the possibility of increased audience participation, journalists and their managers are thinking about much more that the rhetorics of democracy and the validity of news values: their focus is also on a complex structure, the need for skill (re)development and the precise mechanics of creating and maintaining productive relationships with local communities. The significance of the research lies in its attempt to bring together a number of related factors: the increasingly active role of audiences in generating and supplying news content; the impact of digital communications technologies on news production practices; and the ABC's ongoing development of its now contested role as an 'emergency broadcaster'.

Book review : Newsgames: journalism at play

Book review of Bogost et al's Newsgames: Journalism at play, which explores the potential to harness a new medium for journalism to provide a richer experience than that offered by traditional media, including web publication.

Young adults and politics: investigating factors influencing voter decision making

Many parallels have been drawn between politics and marketing; however, the application of consumer behavior decision making to voter decision making is still an important research focus. Results from general elections around the world show that the turnout among young adults tends to be lower than in the general electorate, suggesting low interest and involvement in politics. This qualitative study investigated low-involvement decision making of young adult voters in Australia. Data were compiled from semistructured face-to-face interviews conducted with 29 young adults to explore their views, and NVivo software was used to assist with thematic analysis. Findings suggest that with low-involvement voter decision making, perceived knowledge and passive information seeking are important factors. Exposure to the media also plays an important role, and young voters rely more on traditional media such as newspapers and television than on social media for current political information.

Internet content regulation, public drug websites and the growth in hidden Internet services

Governments have traditionally censored drug-related information, both in traditional media and, in recent years, in online media. We explore Internet content regulation from a drug-policy perspective by describing the likely impacts of censoring drug websites and the parallel growth in hidden Internet services. Australia proposes a compulsory Internet filtering regime that would block websites that ‘depict, express or otherwise deal with matters of… drug misuse or addiction’ and/or ‘promote, incite or instruct in matters of crime’. In this article, we present findings from a mixed-methods study of online drug discussion. Our research found that websites dealing with drugs, that would likely be blocked by the filter, in fact contributed positively to harm reduction. Such sites helped people access more comprehensive and relevant information than was available elsewhere. Blocking these websites would likely drive drug discussion underground at a time when corporate-controlled ‘walled gardens’ (e.g. Facebook) and proprietary operating systems on mobile devices may also limit open drug discussion. At the same time, hidden Internet services, such as Silk Road, have emerged that are not affected by Internet filtering. The inability for any government to regulate Tor websites and the crypto-currency Bitcoin poses a unique challenge to drug prohibition policies.
Read More: http://informahealthcare.com/doi/full/10.3109/09687637.2012.745828

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.

Blogosfera, estratégias de subversão e o campo da comunicação no Brasil: uma análise do Movimento dos Blogueiros Progressistas sob uma perspectiva de estudos organizacionais

O campo da comunicação tem passado por um processo de intensas mudanças no que tange ao modo como a notícia é produzida, distribuída e consumida em seus diversos segmentos. Tal fenômeno está ligado, principalmente, a mudanças de ordem tecnológica que têm possibilitado novas alternativas de se produzir e comercializar a noticia e que fogem ao modelo estabelecido pelas organizações dominantes nesse espaço. A Internet, além de ter modificado o processo tradicional de produção, comercialização e distribuição da informação praticado pelas corporações de mídia, possibilitou também que diferentes grupos da sociedade civil pudessem expressar-se de maneira mais livre. Nesse sentido, graças à utilização das novas tecnologias de informação e comunicação por parte de tais grupos, viu-se o surgimento, no campo da comunicação no Brasil, de um conjunto de blogs políticos que possui como principal intuito desafiar o poder da mídia tradicional e também o de permitir a difusão de pontos de vista políticos distintos aos das organizações mainstream. Tal espaço é aqui denominado como uma blogosfera política alternativa. Dentre os diversos grupos de agentes que ingressaram no campo da comunicação nos últimos tempos, pode-se mencionar um movimento organizado específico que ganhou visibilidade nos últimos anos tanto por sua atuação política, como por seu engajamento na discussão sobre a democratização da mídia no Brasil: o Movimento dos Blogueiros Progressistas (BlogProg). O BlogProg, que é composto por jornalistas egressos de grandes organizações de mídia tradicional, jornalistas ligados a veículos de mídia alternativa e militantes políticos vinculados a partidos de esquerda, foi responsável pela realização de diversos encontros nacionais em que foram feitas diversas reivindicações em prol da formulação de políticas públicas que garantissem a democratização do campo da comunicação no Brasil e que incentivassem a própria blogosfera. Nesse sentido, a presente tese possui como objetivo analisar de que maneira a gênese e a consolidação de uma blogosfera política alternativa possibilitou, sobretudo a partir da criação do Movimento de Blogueiros Progressistas (BlogProg), o surgimento de estratégias de subversão por parte de diferentes agentes pertencentes ao campo da comunicação no Brasil. Procura-se realizar uma articulação entre a teoria sociológica de campo social desenvolvida pelo sociólogo francês Pierre Bourdieu, e a perspectiva de ativismo de mídia advinda dos campos dos estudos de mídia e comunicação e da sociologia, especialmente aquela desenvolvida por autores como Carroll e Hackett (2006) e Hackett (2008). Para que o objetivo deste trabalho pudesse ser atingido, optou-se por coletar diferentes tipos de dados que pudessem ser contrapostos e que permitissem uma maior profundidade no que tange à analise dos elementos aqui sob investigação. Assim, foram coletados dados provenientes de treze blogs vinculados ao movimento BlogProg. Também, foram coletados dados provenientes de observação participante nos principais eventos promovidos pelos agentes que compõem o movimento. Por fim, foram entrevistados dezoito pessoas, dentre blogueiros e ativistas digitais que possuem algum tipo de relação com o movimento aqui analisado. Como resultado foi possível verificar que este novo movimento social faz uso de diferentes micro e macro estratégias de subversão não só para que seja possível desafiar as organizações dominantes vinculadas aos meios de comunicação tradicionais, mas também para modificar as regras dominantes e a ordem estabelecida no campo da comunicação. Entretanto, evidenciou-se que as estratégias de subversão, ainda que sejam orientadas por um desejo de promover transformações revolucionárias no campo por meio da defesa de práticas opostas às práticas dominantes, ainda assim muitas vezes são obrigadas a incorporar algumas práticas ou elementos que também estão presentes nestas últimas, o que está relacionado à força do habitus dos agentes que exercem mais peso no movimento e também pela necessidade do movimento continuar a disputar o jogo em questão. Espera-se que a pesquisa aqui proposta contribua para os estudos sobre as organizações e o elemento poder presente em toda a sua rede de relações sociais. Tais estudos, de acordo com Faria (2003), deve ser capaz de revelar não apenas o que é manifesto e que somos capazes de ver facilmente, mas também o que não pode ser expresso, o que jaz oculto.

Internet e movimentos populares: um modelo de dados em painel

Nos últimos anos, o mundo vem assistindo a um maior número de mobilizações sociais, que ocorrem em todo o espectro de regimes de governo e níveis de desenvolvimento econômico: de países tradicionalmente democráticos e desenvolvidos, a países em desenvolvimento sob regimes autoritários. Tais mobilizações vêm ocorrendo simultaneamente a uma expansão acelerada das Tecnologias da Informação e Comunicação (TIC), mais notadamente o avanço da Internet e dos telefones celulares (ITU, 2014; CETIC, 2013), tornando mais rápido e fácil o acesso e difusão de informações sem o intermédio dos meios de comunicação de massa tradicionais; há os que defendem que o contexto de cada nação é o grande responsável por tais manifestações, enquanto outros citam a importância tanto das TIC quanto dos fatores contextuais como influenciadores. O objetivo desta pesquisa é identificar as variáveis explicativas da ocorrência de protestos, considerando aspectos tecnológicos, sociais e políticos, por meio da construção de modelos utilizando dados em painel. Para tal são utilizados dados do Banco Mundial, Fórum Econômico Mundial e ITU, desenvolvendo uma amostra de 124 países. O resultado desta análise revela que o percentual de usuários de Internet influencia positivamente a ocorrência de protestos e que países desenvolvidos possuem maior a chance de apresentarem manifestações.