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Relevant bibliographies by topics / Advertising in popular culture

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Academic literature on the topic 'Advertising in popular culture'

Author: Grafiati

Published: 4 June 2021

Last updated: 4 March 2023

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Journal articles on the topic "Advertising in popular culture"

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Mayer, Martin, Sut Jhally, Timothy W. Ryback, Deanna Campbell Robinson, Elizabeth B. Buck, Marlene Cuthbert, Roberta E. Pearson, et al. "Popular Culture and Advertising." Communication Booknotes 22, no. 5 (September 1991): 116–17. http://dx.doi.org/10.1080/10948009109488006.

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Rix, Alan. "Advertising and popular culture in Japan." Japanese Studies 12, no. 2 (September 1992): 44–51. http://dx.doi.org/10.1080/10371399208521908.

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Richardson, Glenn W. "Pulp Politics: Popular Culture and Political Advertising." Rhetoric & Public Affairs 3, no. 4 (2000): 603–26. http://dx.doi.org/10.1353/rap.2000.0016.

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Stoitchkova, Tatiana. "Similar Links Between Advertising, Pop, and the Arts." Postmodernism Problems 10, no. 2 (August 28, 2020): 165–76. http://dx.doi.org/10.46324/pmp2002165.

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This paper explores the views of different ideas regarding popular culture and uses them as a framework to compare other ideas regarding images, messages, and emotional approaches in advertising. In addition to identifying areas of interactions between popular culture, advertising, and pop arts, the research exposes some observations in advertising professionals' working theories. We also argue that dialogue among different fields and practitioners provides an opportunity to enhance advertising theory and practice in postmodern culture. To analyze the functioning of advertising in today’s postmodern conditions as part of the process of social and aesthetic transformations in society, with an emphasis on the links among/between popular culture, arts, and advertising.

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Butwin, Joseph. "Democracy and Popular Culture Before Reform." Browning Institute Studies 17 (1989): 1–21. http://dx.doi.org/10.1017/s0092472500002637.

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The theatricality of modern politics is an axiom available to every headline writer, every talk show host, and every college professor. National and international politics have become a branch of theater which is a branch of advertising. And most people who bother to note this commonplace complain about it. With the presidency of a movie actor, the headline writers have tended more and more to acknowledge the metaphor that animates their own activity. The press with its words and pictures, the newsreel, and then television have very self-consciously assumed the function of the stage in this century. Politicians step in as its actors while ad agencies produce, and we the people quietly sequestered in our living rooms play an uneasy role as a dispersed and silent audience, the weakest component of a global metaphor that has been with us at least since Shakespeare's time.

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Contois, Emily J. H. "“He just smiled and gave me a Vegemite sandwich”." Journal of Historical Research in Marketing 8, no. 3 (August 15, 2016): 343–57. http://dx.doi.org/10.1108/jhrm-06-2015-0019.

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Purpose Through a case study of J. Walter Thompson and Kraft’s efforts to market Vegemite in the USA in the late 1960s, this paper aims to explore transnational systems of cultural production and consumption, the US’s changing perception of Australia and the influence of culture on whether advertising fails or succeeds. Design/methodology/approach This paper draws from archival primary sources, including advertisements and newspapers, as well as secondary literatures from the fields of advertising history, food studies and transnational studies of popular culture. Findings Although J. Walter Thompson’s advertising contributed to Vegemite’s icon status in Australia, it failed to capture the American market in the late 1960s. In the 1980s, however, Vegemite did capture American interest when it was central to a wave of Australian popular culture that included films, sport and music, particularly Men at Work’s hit song, “Down Under”, whose lyrics mentioned Vegemite. As such, Vegemite’s moment of success stateside occurred without a national advertising campaign. Even when popular, however, Americans failed to like Vegemite’s taste, confirming it as a uniquely culturally specific product. Originality/value This paper analyzes a little-studied advertising campaign. The case study’s interdisciplinary findings will be of interest to scholars of advertising history, twentieth century USA and Australian history and food studies.

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Chasar, Mike. "The Business of Rhyming: Burma-Shave Poetry and Popular Culture." PMLA/Publications of the Modern Language Association of America 125, no. 1 (January 2010): 29–47. http://dx.doi.org/10.1632/pmla.2010.125.1.29.

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This essay uses the example of the long‐lived and popular Burma‐Shave advertising campaign to argue that literary critics should extend their attention to the vast amounts of poetry written for advertising purposes in the nineteenth and twentieth centuries. The Burma‐Shave campaign—which featured sequences of rhyming billboards erected along highways in the United States from 1926 to 1963—not only cultivated characteristics of literary and even avantgarde writing but effectively pressured that literariness into serving the commercial marketplace. At the same time, as the campaign's reception history shows, the spirit of linguistic play and innovation at the core of Burma‐Shave's poetry unintentionally distracted consumers' attention away from the commercial message and toward the creative forces of reading and writing poetry. A striking example of popular reading practices at work, this history shows how poetry created even in the most commercial contexts might resist the commodification that many twentieth‐century poets and critics feared. (MC)

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Atsuko, Kimura. "Japanese corporations and popular music." Popular Music 10, no. 3 (October 1991): 317–26. http://dx.doi.org/10.1017/s0261143000004670.

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It has been a long time since Japan was first considered an economic power. Japanese automobile, electronic and computer companies have entered the world market and are now competing fiercely with each other. Their financial power and technologies are focused both domestically and overseas, and their launch into culture through advertising strategies is another facet of that power which has emerged since the 1980s (Un'no 1990).

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Robinson, Bryan K., and Erica Hunter. "Is Mom Still Doing It All? Reexamining Depictions of Family Work in Popular Advertising." Journal of Family Issues 29, no. 4 (April 2008): 465–86. http://dx.doi.org/10.1177/0192513x07310311.

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This study examines a sample of 299 advertisements from 4 of the top 10 circulated magazines of 2005 to see how contemporary advertising depicts household labor. Modeling after previous studies that examined the depiction of gender in family advertising, this study seeks to determine whether advertising reflects the changes in families that have occurred in contemporary American culture. The authors use Hochschild's (1989) typology of traditional, transitional, and egalitarian families to examine whether advertisements' portrayal of men and women in family situations resemble traditional (male breadwinner, female caregiver) or more contemporary parenting ideologies (men providing care, women in the labor force, etc.).

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Asquith, Kyle. "Join the Club: Food Advertising, 1930s Children's Popular Culture, and Brand Socialization." Popular Communication 12, no. 1 (January 2, 2014): 17–31. http://dx.doi.org/10.1080/15405702.2013.869334.

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Dissertations / Theses on the topic "Advertising in popular culture"

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Abdulkadir, Mansur Funtua. "Popular culture and advertising in Hausa : cultural appropriation and linguistic creativity in radio advertisements by Bashir Isma'ila Ahmed." Thesis, SOAS, University of London, 1997. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.267820.

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de, los Reyes Vanessa. "From Conformity to Protest: The Evolution of Latinos in American Popular Culture, 1930s-1980s." University of Cincinnati / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1505205872234436.

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Nowosenetz, Tessa. "The construction of masculinity and femininity in alcohol advertisements in men's magazines in South Africa a discourse analysis /." Pretoria : [s.n.], 2007. http://upetd.up.ac.za/thesis/available/etd-09302008-084418.

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Ranocchi, Di Cesare Francesco. "L'arquitectura: de la societat de l'espectacle a l'era de les xarxes. L'architettura: dalla società dello spettacolo all'era delle reti." Doctoral thesis, Universitat de Girona, 2015. http://hdl.handle.net/10803/402894.

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This paper analyzes the adaptation of the design culture to the americanization of western society; this phenomenon is studied with a special attention to the effects of the growth of the network society ( ie, in the process of global communication developed for digital technology) on the public realm of mass culture. Our study examines both the changes of the architectural expression and the deficiency of the critical method that has described it. As this is an unprecedented study that embraces the phenomenon not only in comparison with the past twenty years, but also in its evolution during the twentieth century, it was necessary to review the most important nodal moments, especially since the First World War and the shift of the econòmic center of gravity towards the United States; a kind of counter story.
En aquest treball s’analitza l'adaptació de la cultura del disseny a la americanització de la societat occidental i a un univers de la publicitat propi de la cultura de masses, en relació amb el creixement de la societat de les xarxes, és a dir, el procés de comunicació global desenvolupat per la tecnologia digital. El nostre estudi aborda les raons que estan en l'arrel, tant dels paràmetres de les configuracions de superfície en l'art i l'arquitectura, com en les limitacions del mètode històrico-crític que s’ha emprat normalment per estudiar aquestes anàlisis. Com que es tracta d'un estudi inèdit i que abraça el fenomen no tan sols en la comparació teòrica amb els últims vint anys, sinó que també analitza la seva evolució durant el segle XX, ha estat necessari revisar els moments nodals més importants, sobretot des de la Primera Guerra Mundial i el canvi del centre de gravetat econòmic d’Europa als Estats Units, en una mena de counterstory.

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Hoon, William. "Effects of model race/ethnicity on responses to print advertising : do popular culture identification and prejudice make a difference? /." Available to subscribers only, 2005. http://proquest.umi.com/pqdweb?did=1068248461&sid=4&Fmt=2&clientId=1509&RQT=309&VName=PQD.

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Segal, Eric Jefferson. "Realizing whiteness in U.S. visual culture the popular illustration of J.C. Leyendecker, Norman Rockwell, and the Saturday Evening Post, 1917-1945 /." [S.l. : s.n.], 2002. http://catalog.hathitrust.org/api/volumes/oclc/53916458.html.

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Thesis (Ph. D.)--University of California, Los Angeles, 2002.
Vita. Illustrations not reproduced. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references (p. 411-432).

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Roberts, Candice. "Exploring Brand Personality through Archetypes." Digital Commons @ East Tennessee State University, 2010. https://dc.etsu.edu/etd/1691.

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Though brands are created and maintained using many different management strategies, market and academic research has offered evidence that brands presenting the strongest personalities are more likely to perform better and resonate longer with consumers. This paper examines the components of brand personality using connections between contemporary branding and 13 classic archetypes. The study also discusses the life cycle of the brand, including development of brand personality and achievement of iconic status in conjunction with archetypal marketing. The research of Faber and Mayer (2009) is the basis for an analysis measuring participant attitudes toward popular brands by matching them with archetypal descriptions and explores possible correlation between product category and archetype. Results show evidence for high levels of participant agreement when categorizing archetypal representations of popular brands as well as consistency across product category. Results are also indicative of a relationship between gender and archetype selection.

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Ritter, Erin C. "Portrayals of mental illness in primetime television and psychotropic drug commercials." Access to citation, abstract and download form provided by ProQuest Information and Learning Company; downloadable PDF file 0.26 Mb., 106 p, 2006. http://proquest.umi.com/pqdlink?did=1163268081&Fmt=7&clientId=79356&RQT=309&VName=PQD.

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Mussman, Mark P. "Consumerism in the Classroom: An Investigation into the Effect of Advertising on Student Trust and Comprehension." Cincinnati, Ohio : University of Cincinnati, 2008. http://rave.ohiolink.edu/etdc/view.cgi?acc_num=ucin1226336671.

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Thesis (Ph.D.)--University of Cincinnati, 2008.
Advisor: Marvin Berlowitz PhD (Committee Chair), Vanessa Allen-Brown PhD (Committee Member), Steven Carlton-Ford PhD (Committee Member), Rodney Coates PhD (Committee Member), Wei Pan PhD (Committee Member). Title from electronic thesis title page (viewed Feb. 8, 2009). Keywords: strudent trust; trust; advertising; branding; school partnerships; Channel One; popular culture. Includes abstract. Includes bibliographical references.

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Kang, Mee-Eun. "Images of women in magazine advertisements : 1979 and 1991." Connect to this title online, 1993. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1114630654.

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Books on the topic "Advertising in popular culture"

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Advertising and popular culture. Thousand Oaks, Calif: Sage Publications, 1996.

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Advertising. New York, N.Y: Children's Press, 2003.

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1934-, Cross Mary, ed. Advertising and culture: Theoretical perspectives. Westport, Conn: Praeger, 1996.

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Root, Robert L. The rhetoricsof popular culture: Advertising, advocacy, and entertainment. New York: Greenwood, 1987.

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1934-, Danna Sammy R., ed. Advertising and popular culture: Studies in variety and versatility. Bowling Green, Ohio: Bowling Green State University Popular Press, 1992.

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Issues in American advertising. Chicago: The Copy Workshop, 2007.

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The rhetorics of popular culture: Advertising, advocacy, and entertainment. New York: Greenwood Press, 1987.

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Consuming passions: The dynamics of popular culture. London: M. Boyars, 1986.

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Bonacker, Kathrin. Illustrierte Anzeigenwerbung als kulturhistorisches Quellenmaterial. Marburg: Jonas, 2000.

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Marie, Wolburg Joyce, ed. Advertising, society, and consumer culture. Armonk, N.Y: M.E. Sharpe, 2010.

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Book chapters on the topic "Advertising in popular culture"

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Donovan, Stephen. "Advertising." In Joseph Conrad and Popular Culture, 112–60. London: Palgrave Macmillan UK, 2005. http://dx.doi.org/10.1057/9780230513778_4.

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Powers, Devon. "Advertising and Consumerism." In A Companion to Popular Culture, 341–60. Chichester, UK: John Wiley & Sons, Ltd, 2016. http://dx.doi.org/10.1002/9781118883341.ch19.

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Chaplin, Robert M. "Henry’s Paperweight: The Banks and TV Advertising." In Readings in Popular Culture, 32–38. London: Palgrave Macmillan UK, 1990. http://dx.doi.org/10.1007/978-1-349-20700-8_5.

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Knight, Mary. "Is the Micro Macho? A Critique of the Fictions of Advertising." In Readings in Popular Culture, 121–30. London: Palgrave Macmillan UK, 1990. http://dx.doi.org/10.1007/978-1-349-20700-8_15.

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Osten, Philipp. "Socialist Advertising. Health Education in East German Television." In Handbook of Popular Culture and Biomedicine, 371–85. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-90677-5_27.

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Klein, Bethany. "Popular Music, Promotional Culture, and Public Policy." In The Routledge Companion to Advertising and Promotional Culture, 335–46. 2nd ed. New York: Routledge, 2023. http://dx.doi.org/10.4324/9781003124870-34.

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McAllister, Matthew P., and Litzy Galarza. "The Relationship Between US Advertising and Popular Culture." In The Routledge Companion to Advertising and Promotional Culture, 35–47. 2nd ed. New York: Routledge, 2023. http://dx.doi.org/10.4324/9781003124870-5.

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Gabriele, Alberto. "The Cultural Trope of Sensationalism: Advertising, Industrial Journalism, and Global Trade in Belgravia." In Reading Popular Culture in Victorian Print, 81–109. New York: Palgrave Macmillan US, 2009. http://dx.doi.org/10.1057/9780230101272_5.

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Barron, Emma. "Puccini, Botticelli and Celebrity Endorsements: The Art of Magazine Advertising." In Popular High Culture in Italian Media, 1950–1970, 177–213. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-90963-9_6.

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Crawford, Robert. "Chunder Goes Forth: Humor, Advertising, and the Australian Nation in the Bulletin during World War I." In Humor, Entertainment, and Popular Culture during World War I, 225–43. New York: Palgrave Macmillan US, 2015. http://dx.doi.org/10.1057/9781137436436_15.

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Conference papers on the topic "Advertising in popular culture"

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Kreicbergs, Toms, and Deniss Ščeulovs. "What are Gen Z’s and Millennials’ opinions on Masculinity in Advertising: a Qualitative Research Study." In CARMA 2022 - 4th International Conference on Advanced Research Methods and Analytics. valencia: Universitat Politècnica de València, 2022. http://dx.doi.org/10.4995/carma2022.2022.15059.

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The aim of the research is to explore young audiences such as Generation Z’s and millennials’ opinions on traditional and modern masculinity in advertising. The researchers used the YouTube platform for opinion mining on several advertisements selected to find out what themes emerge from these discourses. By using Nvivo 11 qualitative data analysis software researchers conducted qualitative content analysis, sentiment analysis, and discourse analysis. The results showed that masculinity in advertising gets a lot of Gen Zers’ and millennials’ attention while the product discourse does not get any noteworthy importance in the discussions about the advertisements. In addition, the research found that when commenting on the advertisements consumers take into consideration the entire context of masculinity and the contemporary notions of it in society, media, popular culture, and competitor’s advertisements. The study also concluded that that consumers are more emotionally expressive and opinionated when viewing modern masculinity advertisements than traditional.

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Li, Wenhua, and Ziqi Ye. "Advertising and Values: A Study on Cultural values Manifested in Advertising Targeting the Urban Middle Class in China." In 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1001850.

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Advertising is the mirror that reflects social and cultural trends and is capable of shaping society (Sivulka, 2012). We are influenced subtly by the meanings advertisers create in advertisements; in turn, our lifestyles and value priorities can affect the strategies of advertising design and branding. However, this mirror is distorted since advertising reflects only selected attitudes, values, lifestyles, and philosophies that work for sellers’ interests (Pollay, 1987). This paper examined the advertisements launched in nine of the most popular lifestyle magazines in China, to identify the frequently used values manifested in advertising, and its influences on the lifestyles of Chinese consumers. Two key theories are adopted in the value and advertising study: Hofstede’s five dimensions of national culture (1984) and Schwartz’s theory of basic values (1992). 525 print advertisements were selected. The advertising appeals were coded to identify the values that appeared most frequently in the advertisements. Pollay’s measurement of values manifest in advertising (1983) is used as the basic measurement guide. The value theme categories selected for content analysis were based on Schwartz’s value system. 12 values are finally adopted in the coding process: Family, Kinship affection, Accomplishment, Enjoyment, Social status, Love, Sense of belonging, Social responsibility, Utility, Self-fulfillment, Economic value, Authority power. After content analysis, we found that “utility,” “enjoyment,” “social status,” “accomplishment,” and “authority power” are the top five most frequently used values in advertisements targeting the Chinese middle and elite classes. This finding suggests that advertisements in China still play an important role in delivering utility information in product functions and effectiveness. Enjoyment is the second most frequently used value in these advertisements. Enjoyment is considered a typical western value (Cheng, 1997), which was forbidden in Confucian tradition. In Confucian tradition, enjoyment is discouraged. Working hard and not spending more than necessary are considered virtues (Hofstede and Bond, 1988). Nowadays, enjoyment is legitimated by mass media, western movies, and advertisements. Pursuing good quality life and enjoying it is considered a reward for hard work. The value of social status is the third frequently used value theme in magazine advertisements. As elite magazines are targeting the Chinese middle class, their audiences are readers who desire to move upward to a higher social status. These people are likely to have status consumption. They want to express their social status through consumer goods. The status meanings of consumer goods are usually delivered via advertisements using “social status” value. The frequent use of social status value in advertisements shows the strong need of Chinese consumers for social status. When values of consumers are consistent with the values reflected in advertising, the likeability toward advertisements, products, and brands will increase, and consequently, advertising will be more effective (Polegato and Bjerke, 2006). This study examines value and lifestyle issues from the perspective of advertising in emerging markets. The mediating role of advertising enables us to better understand the formation of and changes in the values and lifestyles of the new middle class in emerging markets, such as China. The findings of this study can also contribute to advertisers and designers by enabling them to understand the value themes in advertisements that attract them the most.

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Lugovoy, D., and E. Pobedinskaya. "Advertising in popular instant messengers." In 2018 IEEE Communication Strategies in Digital Society Workshop (ComSDS). IEEE, 2018. http://dx.doi.org/10.1109/comsds.2018.8354962.

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Cvetkovich, Thomas J. "Holography and popular culture." In Display Holography: Fifth International Symposium, edited by Tung H. Jeong. SPIE, 1995. http://dx.doi.org/10.1117/12.201888.

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Kim, Yeonshin, Sukki Yoon, Tae Hyun Baek, and Yung Kyun Choi. "CULTURE AND ASSERTIVENESS IN GREEN ADVERTISING." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.03.08.02.

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Vehrer, Adel. "Teaching popular culture 3D/VR technology." In 2017 8th IEEE International Conference on Cognitive Infocommunications (CogInfoCom). IEEE, 2017. http://dx.doi.org/10.1109/coginfocom.2017.8268297.

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Lim, Cristina Teresa. "POPULAR CULTURE: THE SYMBOL OF GLOBALIZATION." In 3rd Annual International Conference on Political Science, Sociology and International Relations (PSSIR 2013). Global Science and Technology Forum Pte Ltd, 2013. http://dx.doi.org/10.5176/2251-2403_pssir13.64.

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Pavlichenko, Irina. "The libraries’ communicating popular scientific knowledge." In The Book. Culture. Education. Innovations. Russian National Public Library for Science and Technology, 2020. http://dx.doi.org/10.33186/978-5-85638-223-4-2020-178-181.

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The author examines how the public libraries could promote scientific knowledge. M. Lermontov Interdistrict Centralized Library System develops programs targeted at different population groups. The project activity is being accomplished in partnership with academic and research institutions, and universities.

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Petenji Arbutina, Sibila, and Jelena Kovacevic Vorgucin. "Demand for/ Consumption of Culture Advertising Photography." In InSITE 2010: Informing Science + IT Education Conference. Informing Science Institute, 2010. http://dx.doi.org/10.28945/1272.

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Rietveld, Hillegonda C. "Dubstep: Dub plate culture in the age of digital DJ-ing." In Situating Popular Musics, edited by Ed Montano and Carlo Nardi. International Association for the Study of Popular Music, 2012. http://dx.doi.org/10.5429/2225-0301.2011.30.

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Reports on the topic "Advertising in popular culture"

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Haynes-Clark, Jennifer. American Belly Dance and the Invention of the New Exotic: Orientalism, Feminism, and Popular Culture. Portland State University Library, January 2000. http://dx.doi.org/10.15760/etd.20.

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Reeves-DeArmond, Genna. Infusing popular culture into the museum experience via historic dress: Visitor perceptions of Titanic’s Rose as a living history interpreter/character. Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-779.

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Cunningham, Stuart, Marion McCutcheon, Greg Hearn, Mark Ryan, and Christy Collis. Australian Cultural and Creative Activity: A Population and Hotspot Analysis: Sunshine Coast. Queensland University of Technology, December 2020. http://dx.doi.org/10.5204/rep.eprints.136822.

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The Sunshine Coast (unless otherwise specified, Sunshine Coast refers to the region which includes both Sunshine Coast and Noosa council areas) is a classic regional hotspot. In many respects, the Sunshine Coast has assets that make it the “Goldilocks” of Queensland hotspots: “the agility of the region and our collaborative nature is facilitated by the fact that we're not too big, not too small - 330,000 people” (Paddenburg, 2019); “We are in that perfect little bubble of just right of about everything” (Erbacher 2019). The Sunshine Coast has one of the fastest-growing economies in Australia. Its population is booming and its local governments are working together to establish world-class communications, transport and health infrastructure, while maintaining the integrity of the region’s much-lauded environment and lifestyle. As a result, the Sunshine Coast Council is regarded as a pioneer on smart city initiatives, while Noosa Shire Council has built a reputation for prioritising sustainable development. The region’s creative economy is growing at a faster rate that of the rest of the economy—in terms of job growth, earnings, incomes and business registrations. These gains, however, are not spread uniformly. Creative Services (that is, the advertising and marketing, architecture and design, and software and digital content sectors) are flourishing, while Cultural Production (music and performing arts, publishing and visual arts) is variable, with visual and performing arts growing while film, television and radio and publishing have low or no growth. The spirit of entrepreneurialism amongst many creatives in the Sunshine Coast was similar to what we witnessed in other hotspots: a spirit of not necessarily relying on institutions, seeking out alternative income sources, and leveraging networks. How public agencies can better harness that energy and entrepreneurialism could be a focus for ongoing strategy. There does seem to be a lower level of arts and culture funding going into the Sunshine Coast from governments than its population base and cultural and creative energy might suggest. Federal and state arts funding programs are under-delivering to the Sunshine Coast.

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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.

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Yatsymirska, Mariya. MODERN MEDIA TEXT: POLITICAL NARRATIVES, MEANINGS AND SENSES, EMOTIONAL MARKERS. Ivan Franko National University of Lviv, February 2022. http://dx.doi.org/10.30970/vjo.2022.51.11411.

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The article examines modern media texts in the field of political journalism; the role of information narratives and emotional markers in media doctrine is clarified; verbal expression of rational meanings in the articles of famous Ukrainian analysts is shown. Popular theories of emotions in the process of cognition are considered, their relationship with the author’s personality, reader psychology and gonzo journalism is shown. Since the media text, in contrast to the text, is a product of social communication, the main narrative is information with the intention of influencing public opinion. Media text implies the presence of the author as a creator of meanings. In addition, media texts have universal features: word, sound, visuality (stills, photos, videos). They are traditionally divided into radio, TV, newspaper and Internet texts. The concepts of multimedia and hypertext are related to online texts. Web combinations, especially in political journalism, have intensified the interactive branching of nonlinear texts that cannot be published in traditional media. The Internet as a medium has created the conditions for the exchange of ideas in the most emotional way. Hence Gonzo’s interest in journalism, which expresses impressions of certain events in words and epithets, regardless of their stylistic affiliation. There are many such examples on social media in connection with the events surrounding the Wagnerians, the Poroshenko case, Russia’s new aggression against Ukraine, and others. Thus, the study of new features of media text in the context of modern political narratives and emotional markers is important in media research. The article focuses review of etymology, origin and features of using lexemes “cмисл (meaning)” and “сенс (sense)” in linguistic practice of Ukrainians results in the development of meanings and functional stylistic coloring in the usage of these units. Lexemes “cмисл (meaning)” and “сенс (sense)” are used as synonyms, but there are specific fields of meanings where they cannot be interchanged: lexeme “сенс (sense)” should be used when it comes to reasonable grounds for something, lexeme “cмисл (meaning)” should be used when it comes to notion, concept, understanding. Modern political texts are most prominent in genres such as interviews with politicians, political commentaries, analytical articles by media experts and journalists, political reviews, political portraits, political talk shows, and conversations about recent events, accompanied by effective emotional narratives. Etymologically, the concept of “narrative” is associated with the Latin adjective “gnarus” – expert. Speakers, philosophers, and literary critics considered narrative an “example of the human mind.” In modern media texts it is not only “story”, “explanation”, “message techniques”, “chronological reproduction of events”, but first of all the semantic load and what subjective meanings the author voices; it is a process of logical presentation of arguments (narration). The highly professional narrator uses narration as a “method of organizing discourse” around facts and impressions, impresses with his political erudition, extraordinary intelligence and creativity. Some of the above theses are reflected in the following illustrations from the Ukrainian media: “Culture outside politics” – a pro-Russian narrative…” (MP Gabibullayeva); “The next will be Russia – in the post-Soviet space is the Arab Spring…” (journalist Vitaly Portnikov); “In Russia, only the collapse of Ukraine will be perceived as success” (Pavel Klimkin); “Our army is fighting, hiding from the leadership” (Yuri Butusov).

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