Commercial ethnicity: Language,class and race in the marketing of the hispanic audience

This essay examines the historical construction of the Hispanic audience and analyzes how contemporary Hispanic audience researchers/marketers have disrupted that unitary, essentialist construction by segmenting the Hispanic audience by class. The principal tool in this effort is language: the Spanish language is proxy for the “mass” of lower socioeconomic class Hispanic audience; English language usage by Hispanics is the sign of a higher class of Hispanic audience. The clearly defined panethnic conceptualization of the Hispanic audience, the nexus of which is the Spanish language, has been blurred. The study draws on interviews with Hispanic media marketers and audience researchers and on analysis of Hispanic market research reports.     

Cultural Proximity and Audience Behavior: The Role of Language in Patterns of Polarization and Multicultural Fluency

Cultural proximity is a multidimensional concept, most often used to explain media preferences across national boundaries. The present study extends the construct, revealing its power to explain audience formation within a multicultural society. Portable People Meter data from Arbitron, Inc., was used to compare patterns of television and radio use across Spanish-speaking Hispanics, English-speaking Hispanics, and non-Hispanics in Houston, Texas. The results indicate that language preferences play a powerful role in determining audience behavior. Furthermore, while English-speaking Hispanics exhibit multicultural fluency, the other two populations show evidence of cultural polarization.     

JOURNALISM EMBRACING ADVERTISING AS TRADITIONAL JOURNALISM DISCOURSE BECOMES MARGINAL

The border between journalism and marketing communication is diminishing and media such as television and magazines are especially vulnerable to the colonisation of traditional journalistic genres by promotional information. From the point of view of audience perception, grouping certain media channels or discourses into “journalistic” and others into “promotional” or “mixed” would provide a certain level of predictability, as well as a basis for their judgement of information. However, we argue here that category confusion takes place even inside sub-sectors of niche magazines. The objective of this international comparative research is to analyse the editorial ideologies and discursive practices concerning the hybridisation of media discourse in one media sector: the Meetings, Incentives, Conferences and Events (MICE) sub-sector of niche magazines. Can these magazines be identified as “journalistic”, “advert” or “mixed” oriented media? The empirical research is focused on the production process (the implementation of editorial principles) in key MICE magazines mainly in European countries.     

西文经济类文献资源建设分析和发展思考

通过对上海图书馆2008—2010年采选的西文经济类文献的调研可知,西文经济类文献的各细分学科构成不够合理,核心出版社的认定与国际著名选书杂志推荐的核心出版社还没有完全接轨,图书学术价值的确定方法有待完善。为此,结合未来馆藏建设发展思路,西文经济类文献资源建设应重新提炼各细分学科的重点关键词,调整核心出版社的确定范围与方法,建立核心作者数据库,从而更科学地制定采选决策,建立特色藏书体系。     

Audience concentration in the media: cross-media comparisons and the introduction of the uncertainty measure

This article examined how audiences respond to item abundance by analyzing audience concentration of magazines, cable television networks, radio networks, and broadcast television networks. The primary finding is that there is a positive relationship between item abundance and the degree of audience concentration measured by uncertainty ratios. As item options in newer media increase, the finding is important for two reasons: diversity issues related to audience behavior and diversity policy issues. The efforts to promote item diversity by policy-makers can be undermined by the result that audiences concentrate more highly on a smaller portion of items with an increase in item options.     

The Case for Audience Isolation: Language and Culture as Predictors of Advertiser Investment

Abstract

In what has become an increasingly multilingual United States, growing numbers of television advertisers have begun targeting foreign language speakers. Because of the increased cost and effort in crafting unique ad campaigns, however, the factors behind this investment decision are explored. Using an online survey, advertisers (N?=?1,150) were asked how they valued various demographic audience traits as they considered potential target markets. T tests revealed significant differences between foreign language and non-foreign language advertisers' audience preferences. Logistic regression showed that, contrary to previous audience valuation findings, household income was not a primary factor in foreign language audience investment decisions. Rather, advertisers who valued household income more were less likely to invest in foreign language audiences in the United States, with language dependency and cultural traits predicting a greater likelihood of investment. The Audience Investment by Isolation Model is offered, which can help explain the investment decision-making process by advertisers as they weigh demographic audience traits, audience isolation strategies, and costs.     

The effects of gender‐role expectations upon perceptions of communicative competence

Several researchers have proposed that power, rather than gender, accounts for women using more powerless language than men. The present study examined the specific interaction context of bargaining and compared power with gender as potential predictors of the use of threats, one particular form of powerful language. Grounded in an interactional/social exchange view of power as dependence in social transactions, this study represented a marked departure from past studies of gender‐based language. The results largely supported power rather than gender as the best predictor of the use of powerful language in an interactional context involving bargaining.     

The influence of power upon powerful speech: A social‐exchange perspective

Several researchers have proposed that power, rather than gender, accounts for a greater use of powerless language by females than by males. The present study considered whether the manipulation of power as grounded in the social exchange perspective would influence the use of powerful language by males and females alike. The results indicated that males in positions of higher bargaining power used more bottom‐line statements than males in positions of lower power. Yet, the level of power apparently had little impact upon the use of bottom‐line statements by female bargainers.     

基于认知负荷理论的博物馆陈列语言设计研究

博物馆陈列语言是沟通观众和展览的重要媒介。如何合理利用陈列语言,将实物与多媒体互动设备、情境再现、活态演示等非语言表达方式联动起来,向观众有效传递信息,是博物馆进行陈列语言设计的重要思考点。本文以认知负荷理论为基础,阐明不合理的陈列语言设计会引起观众内在和外在认知负荷的增加,导致其学习效果下降。对此提出陈列语言设计要利用逐步呈现信息、展品样例、整合的信息源、多通道、嵌入支架的展示方法,降低观众的内在和外在认知负荷,有效地增加相关认知负荷,从而减轻观众参观过程中所需的认知努力,提升展览传播效果,促进观众学习。     

Audience orientations toward new media

The proliferation of new communication technologies over the last 2 decades has increased opportunities for audience activity by offering more choices and greater control aver the communication process for media consumers. However, extant research on the degree of user activity with new media portrays conflicting views of audience members as more active or more passive. This study attempts to sort out this issue by exploring audience activity levels among users of new and traditional media, as indicated by instrumental or ritualized orientations toward media use. Results indicate that new communication technologies are motivated by both instrumental and ritualized motives, but are used more instrumentally than traditional channels, particularly among older users.     

A molecular view of powerful and powerless speech styles: Attributional consequences of specific language features and communicator intentions

Two studies are reported. The first study examined the extent to which seven forms of language were perceived as powerful and effective when used by an interviewee in a hypothetical job interview. Results suggested a five‐level model of linguistic power and effectiveness, which is independent of communicator sex. The second study examined the same seven linguistic features but in this case two dissimilar intentions were attributed to the interviewee: desire to appear sociable versus desire to appear authoritative. Results indicated that power of style interacted with communicator intention, qualifying to an extent the five‐level model suggested by Study 7. Again, effects were independent of communicator sex. Results of both studies showed that respondents made rather fine discriminations among powerful and powerless language forms, that these discriminations were quite stable, and that some ostensibly powerless forms were judged to be relatively powerful in fact.     

In Our Own Voices: Reproductive Health Radio Programming in the Peruvian Amazon

This article examines the political and social implications of broadening public discourse and facilitating a collective mediated space in which gendered inequities, interests, and identities are debated via the feminist reproductive health radio program Bienvenida Salud! The article describes the mediascape in rural and indigenous Peruvian Amazonian communities and the ways in which feminist reproductive rights discourse has been introduced and interpreted in communities that have limited exposure to global feminism. By analyzing the reception and listening practices among the Bienvenida Salud! audience, the authors explore arguments about the limits and possibilities of participatory media to effect social change. Finally, the article examines the capacity of Amazonian women to use alternative media to voice their traditionally ignored reproductive health priorities, goals, and practices, and in so doing, critically assesses the potential of participatory media interventions to influence the discourses of global feminism and population planning.     

Boys Will Be Boys and Girls Better Be Prepared: An Analysis of the Rare Sexual Health Messages in Young Adolescents' Media

Despite concerns about high rates of teen pregnancy and sexually transmitted disease in the United States, the mass media adolescents attend to most frequently include little accurate information about sexual health. In this study, a preliminary quantitative analysis of the sexual content in four media (television, magazines, music, and movies) popular among 3,261 Black and White adolescents (12–14 years old) found that less than one half of 1% of the content included information about or depictions of sexually healthy behavior. A qualitative analysis of the relatively rare instances of sexual health content revealed that across all four media the sexual health content was ambiguous and/or inaccurate, reinforced traditional gender stereotypes that males seek sex and females are responsible for protection against pregnancy, and presented puberty as funny and contraception as embarrassing or humiliating. These analyses suggest that significant changes in the media's presentations of sexuality would be required if the media are ever to be considered a healthy part of adolescents' sexual socialization.     

Influences on the survival of new consumer magazines

This study tracks magazines started from 1981 to 1983 that have survived to the present. It finds that magazines started by entrepreneurs, rather than media firms, and magazines that were consumer driven, rather than advertising driven, were more likely to survive.     

论第四种情报检索语言系统

第四种情报检索语言是自然语言与人工语言结合的一体化语言。第四种情报检索语言系统是一种基于网络的信息检索系统 ,比分类主题一体化情报检索语言系统更高级更新颖 ,是我国 2 1世纪情报检索语言系统研究的方向。加快我国第四种情报检索语言系统研究的关键 ,是解决汉语分词技术问题。参考文献 14。     

Body Politics: Coverage of Health Topics and Policy in U.S. Feminist Magazines

This study considered health coverage in 3 highly circulated U.S. feminist magazines: Ms., Bitch, and Bust. The authors used critical discourse analysis to examine 80 print and online articles for representations of liberal, social, radical, and postfeminist feminist ideologies in health coverage; the rhetorical strategies publications used for health content and how they compare with mainstream women’s magazines; and their emphasis on health policy and public health initiatives. The findings suggested that the magazines relied on discursive approaches resembling those of mainstream magazines when covering health, such as prioritizing personal health issues and individualized responses. However, through distinctive feminist lenses, they also performed better than mainstream women’s magazines in presenting health issues, representing a broader range of concerns affecting women, addressing people from diverse communities, and suggesting opportunities for collective response.     

Accessing the Audience Community: How Newspapers Connect with Audience Communities in Finland,Japan, and Korea

The article contributes to the research on media management by approaching the audience as consisting of communities, instead of considering it a mass audience. By developing audience community as a concept in media management and audience research and investigating mainstream newspapers’ perceptions and practices of audience community relations, the study aims to provide a future outlook for the changing community nature of audiences. Newspaper organizations are starting to perceive the audience as a more concrete network of people, and journalistic processes can increasingly consist of generating platforms and practices for communication and communal activities with and among the audience. In the article, these processes are studied empirically by means of a qualitative study carried out in Finnish, Japanese, and Korean newspapers. Interestingly, the findings indicate that audience communities do not, after all, play an important role in the daily practices of the newspapers. The engagement with audience communities in social media is only occasional, intermittent, and by no means systematic. By contrast, interaction with offline communities seems to be more familiar and considered more valuable than connecting with audience communities in social media.     

Traversing the “Twittersphere”

This article examines the workflows, editorial guidelines, and managerial oversight of social media, particularly Twitter, at seven international news agencies. Through a series of in-depth interviews with news managers, social media producers, and public relations officials at Al Jazeera, CNN, Globo, Telecinco, RTVE, the US government's Office of Cuba Broadcasting, and Voice of America, the authors examined how these policies may affect the framing of news stories. Results indicated that social media resources are currently being used more for promotional and audience tracking purposes than for newsgathering, although the Office of Cuba Broadcasting departed somewhat from that model.     

Tweeting Facts,Facebooking Lives: The Influence of Language Use and Modality on Online Source Credibility

The present study examines how language use (e.g., personalized vs. depersonalized language) and modality (e.g., tweets vs. Facebook status updates) influence source credibility interdependently. A total of 257 participants read personalized or depersonalized health messages embedded in mock-up tweets or Facebook status updates. The results show that users perceive depersonalized tweets as more credible than depersonalized status updates posted on Facebook. On the other hand, personalized status updates on Facebook generate higher credibility judgments than personalized tweets. The findings are discussed in light of the MAIN model as well as the preconceived user expectations and communication norms of social media.