This study examined on-screen hashtags and Twitter activity associated with four television programs (The Walking Dead, Pretty Little Liars, Scandal and Hannibal). Twitter facilitates real time discussions, allowing water cooler conversations about television to occur while shows air live. Hashtags organize these conversations around topics of interest. Active viewers will migrate to new media sources, searching for additional content that interests them. The act of complementarity increases their level of media enjoyment. The desire for this additional content dictates the viewers behavior. Network producers also promote media convergence, utilizing websites and social media to build word of mouth advertising for their programs. The combination of an abundance of exceptional programs and producer-driven media convergence might be causing viewers to feel a stronger urge to migrate to new media.
A content analysis was conducted on three episodes per program, noting the use of any on-screen hashtags. Next, Twitter activity information was pulled using analytics software Radian6. Various comparisons were made, such as the number of mentions of title-based hashtags versus plot-related hashtags and cable versus network program hashtags. An analysis of hashtag characteristics (such as the hashtag screen location and the length of screen time it received) provided information on how networks are currently utilizing hashtags on-screen, and how audiences are using these hashtags in their Twitter conversations.
Networks are placing a higher value on audience engagement. They are mining online data to improve their understanding of how existing viewers are reacting to their shows. The upcoming Nielsen and Twitter partnership will incorporate engagement in a new television rating. By understanding how viewers use sites like Twitter and Tumblr, networks can fine tune their dialogue with viewers.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-07082013-144346 |
| Date | 12 July 2013 |
| Creators | Hutchinson, Jessica |
| Contributors | Jeong, Yongick, Sanders, Meghan, Porter, Lance |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-07082013-144346/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached herein a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to LSU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below and in appropriate University policies, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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