This case study research examines the impact of transmedia storytelling on the global reach of Korean-pop (K-pop) group BTS (Bangtan sonyeondan) and how narratives within the transmedia storyworld can motivate the audience to seek individual and social change. This study is inspired by the rise of BTS in the global music industry. The group came with a solid brand image, highlighting sincerity and authenticity that captivate audiences worldwide. BTS consistent messages—that intersect with sustainability issues—about the importance of loving oneself, equality, social justice, anxiety, and wellbeing are communicated through multiple platforms and travel across language and cultural barriers. To understand the context, this study uses the concepts of transmedia storytelling and audience engagement by Jenkins (2006, 2007, 2012, 2014), Gambarato (2019), Broesma (2019), and Askwith (2007), to name a few. The method used to conduct this research is the analytical and operational model of transmedia design by Gambarato et al. (2020). The findings are that transmedia storytelling —with spreadability, drillability, extractability, and immersion characteristics—is an effective communication strategy that significantly influences the global reach of the group. Further, the camaraderie between BTS and ARMY generates fan activism—an epitome of individual change due to the fondness to BTS, as the act of identification and the attitude of giving back to the intimacy that BTS members provide to the fandom.

This diploma thesis deals with implementation of e-learning at Hettich ČR k.s. company in relation to their customers - joiner workshops and furniture manufacturers. In order to decide whether to implement e-learning in the company, various factors had to be taken into consideration. Firstly, current status of customer training was thoroughly analyzed. Not only basic information about e-learning were studied, but also efficiency criteria of utilization e-learning within the company as well as the outcome of e-learning programs in other firms were researched. Furthermore, comprehensive analysis of internet audience rate among company’s employees was done and questionnaire field survey among customers was carried out.

Inclusive public dialogue about issues of concern to science and society can democratise and widen the knowledge base for decision-making so scientific research and developments are made accountable to citizens’ priorities. This participatory model of science communication is not yet widely practiced. More research is needed into how to make such communication effective. Formative audience research can inform a communication strategy’s design to meet its objectives effectively and enhance its relevance to participants’ needs and communication preferences. However, audience research designs based on transmission models are inadequate for the participatory objectives of public dialogue. They must therefore be adapted. This dissertation proposes how audience research should be designed and conducted when the objective of communication is public dialogue about science, such as biotechnology. The methodology involves building an evaluation framework from the literature and applying this to a case of applied research. Four sub-questions are addressed. First, audience research and participatory development communication literature is reviewed to propose how audience research should be designed and conducted for public dialogue broadly. Second, literature on public engagement about science is analysed for the challenges in public dialogue about science and the implications for audience research. Third, a set of guidelines is presented for evaluating the appropriateness of audience research for public dialogue about science. Finally, these guidelines are used to evaluate a case of qualitative audience research commissioned by the Public Understanding of Biotechnology (PUB) programme, judging the appropriateness of its design to the communication objectives and extracting further lessons for audience research. The findings present a “double-dialogical” approach to audience research, where the research methods and the information elicited reflect dialogical objectives. This approach emphasises listening over telling, building relationships over interrogating targets, and optimising inclusivity and diversity in identifying participants, framing issues, and selecting channels and spaces for deliberative dialogue, wherein participation and information dissemination play complementary roles. Following these principles, audience research can build democratic foundations for public dialogue about science while recognizing the following challenges: the specialized and technical nature of science, the complexity of issues, the power of commercial interests, the need for social accountability, low motivation and interest amongst publics, and the resistance of technical experts and decision-makers towards dialogue. A framework of guidelines is offered for designing and evaluating audience research for public dialogue about science, structured around 5 interrelated elements: WHY – clarifying the objectives of communication and audience research; GENERAL – overall research design considerations; WHO – conceptualizing and investigating dialogue participants; WHAT – framing issues from multiple perspectives; and HOW – identifying spaces and channels for public dialogue. Applying the framework to the case study demonstrates the guidelines’ usefulness for evaluation purposes, grounds the study in an actual case of audience research and extracts lessons for future applications. The framework succeeds in judging the appropriateness of the study’s design for its purpose. The study contributes to the search for effective means of public engagement by proposing practical guidelines for the first steps of such a process, a methodological praxis for audience research that can be useful in scholarly and practitioner communities and can be refined and adapted for various contexts. / Dissertation (MA)--University of Pretoria, 2012. / Information Science / unrestricted

In den letzten Jahren hat die russische Musikwissenschaft die internationalen Ursprünge der russischen Musikkultur erneut zum Gegenstand ihres Interesses gemacht. Das betrifft insbesondere St. Petersburg, die \"europäischste\" Stadt Rußlands, die seit ihrer Gründung 1703 ausländische Mentalitäten gleichsam in sich aufsog.

El presente trabajo analiza la relación existente entre la serie “Sex Education”: un producto audiovisual que plasma una realidad en donde los adolescentes realizan constantes cuestionamientos en relación a su etapa de vida sexual y su vinculación con los usos y gratificaciones. El objetivo principal del presente documento es identificar las principales características que vinculan al espectador joven con la serie. Asimismo, esta investigación busca identificar la forma en la que los usos y gratificaciones guardan relación con la serie de ficción Sex Education, en la cual se puede observar personajes de mentalidad abierta capaces de derribar antiguas preconcepciones sobre sexo. / This work analyzes the relationship between the series "Sex Education": an audiovisual product that captures a reality where adolescents constantly question their stage of sexual life and its connection with uses and gratifications. The main objective of this document is to identify the main characteristics that link the young viewer with the series. Likewise, this research seeks to identify the way in which uses and rewards are related to the fiction series Sex Education, in which it is possible to observe open-minded characters capable of breaking down old preconceptions about sex. / Trabajo de investigación

1 Abstract The diploma thesis will focus on television as a constantly evolving medium and the question whether the present TV audience is still a viewer and is suitable for the classic mass media, or that television is so close to the new media that it would be more convenient to talk about its "users ". Based on the assumption that society's access to television has changed over the years of its existence, we will archaeologically investigate television from the perspective of several leading media theorists over the past decades. We will examine first of all how the interface between the television medium and the viewer has changed, and especially the possibilities that television offers to its audience. At first, we will focus on the perspective of Marshall McLuhan, the theme of the remedation of the authors Jay D. Bolter and Richard Grusin. Subsequently, we will focus on the research direction of media archeology, based on the work of Michael Foucault's Archeology of Knowledge, and will examine the television and the discourse it is part of. We will focus on the ideas of writers such as Jussi Parikka, Siegfried Zielinski, William Uricchio and Axel Bruns. The work of Lva Manoviche and others will also appear. Particular attention will be paid to the gradual development of television as a medium and its...

A pesar de que toda estrategia publicitaria se enfoca en conseguir una reacción favorable de los consumidores hacia la marca, existe el riesgo de provocar consumer backlash cuando los consumidores no aceptan positivamente la acción publicitaria de esta. Por consiguiente, la imagen de marca se ve afectada cuando el público asocia ideas negativas con ella. El femvertising, a pesar de ser una estrategia publicitaria con fines positivos para la imagen femenina en la publicidad, puede generar backlash y dañar la imagen de marca. La presente investigación cualitativa busca analizar cómo puede el femvertising generar consumer backlash en el caso de Nuna Swimwear. Por medio de entrevistas al público objetivo y observación a las redes sociales en donde interactúan los usuarios y la marca. / Despite the fact that any advertising strategy focuses on getting favorable consumer reaction, there is a risk of consumer backlash when consumers do not accept positively the brand's advertising action. Therefore, the brand image is affected when the public associates negative ideas with the brand. Femvertising, despite being an advertising strategy with positive purposes for female image in advertising, can cause backlash and damage the brand’s image. This qualitative research aims to analyze how femvertising can generate consumer backlash in Nuna Swimwear’s case, through interviews to the brand's target audience and observing the social networks where users and the brand interact. / Trabajo de investigación

Reality TV is a well-appreciated concept in the world of entertainment. The purpose of this study is to approach the viewing of reality television, with the intention to explore if men and women react to and interpret gender roles differently in a chosen reality TV show. Further social factors, such as nationality, age, sexuality and education will simultaneously play a crucial part in the analysis. The Swedish adaption of the well-known format The Bachelor was chosen for this case study to examine if the situations in the show would provoke different reactions and interpretations among the respondents. The thesis delivers two qualitative methodological approaches to capture the reactions and interpretations among the test persons. A focus group discussion with eight Finnish men and women was conducted along with eight individual interviews with Swedish men and women, with the intention of gaining insightful and valuable knowledge regarding how men and women interpret what they see. The study’s findings suggest that there are both differences and similarities among men and women in their reactions and interpretations of gender roles in the chosen show, and that further social factors aid and affect in constructing the different interpretations.

This master's thesis deals with the topic of emotionality of the Game of Thrones fandom in the era of convergence culture. Game of Thrones, which had been on air since 2011 to 2019, became a hit show which gained millions of supporters and each new season was highly anticipated among public. During the course of all eight seasons, the show caused numerous heated controversies. Final season left both viewers and critics torn. This master's thesis is therefore interested in detecting and describing emotions of the Game of Thrones fan community during the time that the final season had been on air. Apart from emotionality, emphasis is also put on the characteristics of the show and its fandom. Reasearch was carried out online via the method of participant observation in six comments sections on the fan website Watchers on the Wall.com. Insomuch as fandom is connected to convergence culture, media convergence and audience participation, these topics are also covered. The term fandom is defined and the difference between audience and fandom is described. Last but not least, terms such as collective intelligence and knowledge community, which are also associated with fandom, are defined as well. All findings and the answers to research questions are then presented in the summary.

This thesis deals with the influence of TV series and their strong heroines on female audience. The aim of this work is to find out whether selected female characters influence the general view of the femine beauty ideal, whether the viewers were in any way inspired by strong female characters and whether these series have opened up some social issues. These goals were formulated into three research questions, which will be answered in the conclusion. The work is divided into three main parts - theoretical, methodological and practical. The theoretical part aims to acquaint the reader with the theoretic basis needed to understand the researched issues. The methodological part presents research methods with all its advantages and disadvantages. The last practical part is focused on research and interpretation of the obtained data. A qualitative method is used to achieve the results, specifically the grounded theory, which is used for the analysis and subsequent interpretation of data obtained from interviews.