Dissertations / Theses on the topic 'Presse – Audience'

Pourquoi les femmes lisent-elles moins la presse quotidienne que les hommes, alors qu'elles sont de plus fortes lectrices qu'eux ? l'analyse des pratiques de lecture d'un quotidien regional et des textes lus par les enquete-e-s pendant un mois, et l'analyse des discours recueillis lors d'entretiens comprehensifs, montre que les lectrices et les lecteurs ne lisent ni de la meme facon, ni les memesarticles. Les hommes survolent l'information pour se tenir au courant et ils emettent des opinions, les femmes lisent pour apprendre, comprendre, et elles expriment des sentiments. Les femmes sont en quete d'informations sur la societe, les femmes, la sante, la culture et les loisirs, la vie des gens ordinaires, et s'interessent a l'actualite heureuse. Elles semblent concevoir la presse comme un lieu de parole. L'instance mediatique construit une actualite ou les femmes sont souvent absentes, et parfois maltraitees. Elle considere comme peu noble les centres d'interet des femmes, mais privilegie les sujets ou il est question de pouvoir : sportif, politique, economique. Ces centres d'interet seraient plutot ceux des hommes. Mais l'etude montre d'une part que le sport, pourtant tres mediatise, est loin d'etre une preoccupation de tous les hommes et d'autre part que tous les sports n'interessent pas les hommes qui aiment les sports. Les hommes lisent, un peu plus que les femmes, les faits divers, et ne font que parcourir l'information generale. Le contrat mediatique que propose le quotidien s'adresse donc a un lecteur universel masculin. Mais les jeunes hommes et les hommes sceptiques, non-lecteurs de presse quotidienne, se detachent des valeurs traditionnelles pour se rapprocher des valeurs mediatiques feminines.

[Cette thèse a pour objet l'étude du marché de la presse étrangère (française et arabe) au Maroc. Elle s'attache dans la première partie à faire connaître les mécanismes de fonctionnement de ce marché partant des structures globales (sociopolitiques) à celles spécifiques au marché de la presse (notamment les circuits de circulation et de distribution). La seconde partie représente l'évolution et la configuration du marché marocain, avec pour base d'analyse les données de diffusion des principaux titres de presse étrangères. Cette étude est accomplie, au niveau méthodologique, selon la classification des journaux et des publications par genre et par périodicité. Quant à la dernière partie, elle est destinée à la connaissance de l'audience de la presse étrangère. Nous avons mené à cet effet uen enquête sociologique dans la ville de Casablanca nous permettant d'analyser la demande des lecteurs marocains. Trois axes principaux constituent le privot de cette analyse à savoir les habitudes de lecture, les comportements de lecture et les attitudes-motivations de lecture. ]

Le marché de la publicité en ligne est un marché complexe, instable et en mutation. Notre thèse décrit et explique le fonctionnement de ce marché pour les sites de presse issus de l’imprimé. A partir d’une enquête qualitative, s’appuyant sur des entretiens semi-directifs auprès de professionnels occupant des postes à responsabilité dans les milieux de la presse et de la publicité sur le web, nous analysons la construction du marché et ses logiques de fonctionnement. Ces dernières interrogent la continuité du modèle publicitaire de la presse sur ce média. Notre objectif est de comprendre la manière dont la valorisation marchande de l’audience y évolue pour les sites issus de la presse imprimée. Les modes de quantification et de qualification de l’audience se transforment et marquent l’affrontement entre une logique issue de la publicité média et une autre relative au marketing direct, tirant parti du caractère interactif de la publicité en ligne. Trois dimensions complémentaires structurent notre travail : l’évolution de la relation marchande entre les éditeurs et les annonceurs et la manière dont elle est outillée (partie 1) ; l’inscription du marché dans un contexte socioéconomique imposant des contraintes spécifiques et une tension autour de modes de qualification alternatifs du produit publicitaire (partie 2) ; le rôle joué par l’appropriation des innovations techniques par certains acteurs ainsi que la mesure dans laquelle cette appropriation détermine, au moins en partie, l’évolution de l’activité publicitaire (partie 3)
The online advertising market is a complex, unstable and evolutive one. Our thesis describes and explains the way this market works for online news publishers from traditional news organisations. From a qualitative survey, based on semi-structured interviews with professionals in positions of responsibility in online news organisations and online advertising industry, we analyze the market construction and its operating logic. The latter questions the continuity of the news organisations advertising model online. Our goal is to understand how operates the audience markets valuation online for those traditional news market players. The audience quantification and qualification process are changing and show us conflicting logics between a logic imported from offline media advertising and another one from direct marketing, taking advantage of the interactive nature of online advertising. Three distinct but complementary points structure our work: the evolution of the market relationship between publishers and advertisers and how it is equipped (part 1); the inclusion of the market in a socio-economic context which imposes specific constraints and a tension between alternative modes of advertising product’s qualification (part 2); the role played by the appropriation of technological innovations by some players as well as the extent to which this appropriation determine, at least in part, the advertising business dynamics (part 3)

L’objet de cette recherche est de concevoir une nouvelle méthode de mesure de l’audience de la presse pour dépasser les limites de la Lecture Récente, méthode courante de mesure de l’audience de ce média. Un cadre conceptuel de la mesure d’audience de la presse centré sur les comportements des consommateurs est tout d’abord mis en place et se traduit par une taxonomie des comportements susceptibles de favoriser la formation de l’audience des supports de presse. Ces comportements qualifiés dans la littérature de décisions d’utilisations finales sont ensuite étudiés ; le domaine d’application choisi pour mener l����étude empirique est la presse sportive périodique française. Les résultats de cette étude montrent notamment que le comportement de reprise en main est un phénomène généralisé. Ils prouvent par ailleurs le potentiel de consommation en différé des publications ; ils indiquent que la probabilité de circulation des titres à l’issue d’une première consommation est en moyenne de 80% et permettent de mettre en évidence que la consommation à caractère collectif n’est pas un comportement marginal. Notre recherche trouve son aboutissement dans la conception d’un nouveau procédé permettant de recueillir les comportements d’audience presse de façon automatisée à partir d’un téléphone mobile. Le choix d’un panel comme mode d’observation et l’élaboration d’un questionnaire adapté à la mesure du parcours éditorial et publicitaire des consommateurs de presse finalisent notre dispositif méthodologique
The aim of this research project is to conceive a new method of measuring press readership in order to surpass the limits of recent reading, the common method of readership measurement for this type of media. We have begun by designing a conceptual framework for measuring press readership-per-copy focused on consumer behavior and set up so as to classify behavior which is likely to contribute to the shaping of press support readership. This behavior, referred to as end-use decision-making in the literature, is then subject to study, the chosen field of application for empirical study being the French periodical sports press. The results of this study demonstrate in particular that the trend of pass along reading is a generalized phenomenon. They establish the potential of pass along consumption for press titles. The findings further indicate that the probability of reuse of a press title subsequent to its primary consumption is on average about 80%, a statistic which highlights the fact that the collective nature of this consumer behavior is not marginal. Our project has been enhanced with the development of a new research tool which allows for the automated collection of data concerning press readership behavior via cell phone. Finally, to conclude our methodological approach, we have chosen the sample group as a means of observational research and have elaborated a questionnaire tailored to measure the editorial and advertising readership of press consumers

Le marché de la publicité en ligne est un marché complexe, instable et en mutation. Notre thèse décrit et explique le fonctionnement de ce marché pour les sites de presse issus de l'imprimé. A partir d'une enquête qualitative, s'appuyant sur des entretiens semi-directifs auprès de professionnels occupant des postes à responsabilité dans les milieux de la presse et de la publicité sur le web, nous analysons la construction du marché et ses logiques de fonctionnement. Ces dernières interrogent la continuité du modèle publicitaire de la presse sur ce média. Notre objectif est de comprendre la manière dont la valorisation marchande de l'audience y évolue pour les sites issus de la presse imprimée. Les modes de quantification et de qualification de l'audience se transforment et marquent l'affrontement entre une logique issue de la publicité média et une autre relative au marketing direct, tirant parti du caractère interactif de la publicité en ligne. Trois dimensions complémentaires structurent notre travail : l'évolution de la relation marchande entre les éditeurs et les annonceurs et la manière dont elle est outillée (partie 1) ; l'inscription du marché dans un contexte socioéconomique imposant des contraintes spécifiques et une tension autour de modes de qualification alternatifs du produit publicitaire (partie 2) ; le rôle joué par l'appropriation des innovations techniques par certains acteurs ainsi que la mesure dans laquelle cette appropriation détermine, au moins en partie, l'évolution de l'activité publicitaire (partie 3).

The aim of this study is to investigate the potential influence of audience design on interpreters’ behaviour in the genre of interpreted government press conferences. The interpreters of these government press conferences are required to follow the principle of ‘faithfulness, accuracy and completeness’ but casual observation suggests that the interpreters do depart from this principle. The hypothesis on which the present study is founded is that audience design, that is the adjustment of a speaker’s output to suit a particular participation framework, is involved in interpreters’ performance. In order to test this hypothesis, the theoretical framework of the study draws upon theories from interpreting studies, sociolinguistics and pragmatics. The investigation is carried out through a study of participation frameworks, face management strategies and information management strategies in an authentic corpus constructed by the author, comprising three interpreted and televised press conferences held by the Chinese Prime Minister and the Foreign Minister. Both quantitative and qualitative methods are chosen to analyze the selected parameters in order that recurrent patterns can be identified. The study confirms the hypothesis that the interpreters’ behaviour varies in accordance with the particular audience (i.e. the primary intended receiver) that they have in mind to serve at any given moment. This study shows that human factors are involved and challenges the public perception that interpreters are mere sounding machines with little or no personal agency.

Tesis para optar al grado de Licenciado en Comunicación Social
La caja de comentarios de Facebook se ha incorporado en algunos periódicos web como una forma de alentar la participación de sus usuarios. La Segunda Online se cuenta entre los medios que han apostado a esta herramienta, la cual no tiene censura previa, lo que ha permitido una facilidad de acceso y una libertad de opinión que no existía previamente. Pese a que esta forma de participación está abierta a quién tenga una cuenta Facebook, quienes escriben opiniones no son más del 1% de los usuarios de este sitio. Para caracterizar a estas personas recurrimos a dos herramientas: una encuesta online y un grupo de discusión. Los resultados de ambos instrumentos permitieron construir un perfil de estos usuarios. Son mayoritariamente hombres mayores de 46 años, de clase media y media alta, más de derecha que de izquierda, y que pasaron de ser lectores del diario La Segunda a serlo de su sitio web. Además estos usuarios se definieron como “infomaníacos”, es decir son grandes consumidores de noticias y amantes de la actualidad informativa. A raíz de estos hallazgos se plantearon algunas sugerencias al medio para mejorar la interacción de los usuarios con las informaciones, algunas de las cuales se estaban implementando a la fecha de entrega de esta tesis.

This thesis examines the publishing career of Gertrude Stein, an American expatriate writer whose experimental style left her largely unpublished throughout much of her career. Stein’s various attempts at dissemination illustrate the importance she placed on being paid for her work and highlight the paradoxical relationship between Stein and her audience. This study shows that there was an intimate relationship between literary modernism and mainstream culture as demonstrated by Stein’s need for the public recognition and financial gains by which success had long been measured. Stein’s attempt to embrace the definition of the author as a professional who earned a living through writing is indicative of the developments in art throughout the first decades of the twentieth century, and it problematizes modern authorship by reemphasizing the importance of commercial success to artists previously believed to have been indifferent to the reaction of their audience.
iv, 89 leaves ; 29 cm

Memoria para optar al Título Profesional de Periodista
La industria de la prensa escrita ya no es la de antes. Con el arribo de las nuevas tecnologías e Internet se han visto transformadas sus propias dinámicas y su audiencia tradicional se ha visto diversificada. Sin embargo, a quince años de que la industria de los diarios en Chile incorporara la versión online como un nuevo soporte, los balances y proyecciones en la materia son difusos a nivel nacional e internacional. Por una parte, se apunta a que la empresa del diario tendría sus días contados, puesto que Internet la desplazaría como fuente informativa e, incluso, que la versión online del periódico diario ha resultado un suplemento del diario convencional, quitándole, además, buena parte de su público. Por otro lado, se señala que la industria estaría en su época de apogeo, pues ha sabido enfrentar los desafíos y ha posicionado a la versión online como una herramienta complementaria a la impresa. La satisfacción de sus lectores estaría garantizada. ¿Los diarios seguirían cumpliendo su papel con versiones diferenciadas o la distinción entre las ediciones tradicionales y online serían sólo aparentes? En las condiciones actuales de acceso a la información, ¿de qué manera ha influido en Chile la inserción de una versión en línea paralela al título impreso en la difusión de su marca y en la respuesta de sus lectores? El interés por conocer la relación entre la audiencia y los medios de comunicación masiva no es reciente. Existen antecedentes teóricos y empíricos en la materia que se remontan a las primeras décadas del siglo veinte, los cuales profundizan en las características de los mass media y en su efecto en la vida de las personas. Otros estudios se enfocan únicamente en los procesos de recepción de los medios de comunicación masiva, dentro de los cuales se cuentan las investigaciones de hábitos de consumo, que abarcan de manera general el perfil de los lectores y sus comportamientos e intereses. Sin embargo, son muy pocas las iniciativas y los organismos especializados que atienden los procesos de recepción de la prensa diaria, a diferencia de los cientos de trabajos que se centran en las características e influencia de los diarios como empresas periodísticas, es decir, que abordan su proceso de producción o su dinámica como negocio. Los estudios empíricos chilenos sobre hábitos de consumo en la prensa escrita mantienen el énfasis en las audiencias tradicionales, arrojando datos aislados concernientes a su caracterización en cuanto socio-demográfica, percepciones y comportamientos generales de los individuos. Por lo demás, la mayoría de estas investigaciones en el país tienden a ser realizadas por empresas privadas que comercializan los resultados a los entes interesados, que suelen ser las mismas empresas periodísticas. Otras derechamente realizan estudios de mercado a pedido de medios de la prensa específicos. Así, en ambos casos, las investigaciones que recogen este tipo de información son generalmente de carácter cuantitativo, de acceso restringido y con fines netamente ligados a la mercadotecnia. En tanto, la formación y caracterización de los lectores de noticias de diarios online a nivel general no ha sido suficientemente descrita ni menos aún sistematizada en estudios académicos, pese a que los consumidores de diarios online crecen a un ritmo bastante más rápido que los de prensa diaria y dan indicios de las nuevas tendencias. La descripción de los consumidores y sus hábitos de consumo en Chile se observa como un área escasamente explorada, a diferencia de varios países que han realizado estudios públicos y periódicos que dan cuenta del perfil y de los hábitos de consumo de los consumidores de diarios online. Estas iniciativas podrían parecer directamente vinculadas a la alta penetración de Internet en dichos territorios. Sin embargo, en zonas como Uruguay o Argentina, donde hay un impacto mucho menor de la Red en comparación al país, ya se ha comenzado a trabajar en la descripción cuantitativa y cualitativa de los lectores de noticias en línea. Frente a la falta de investigaciones chilenas en este ámbito, y al margen de fines comerciales o publicitarios, el presente estudio pretende revisar cómo la industria de la prensa escrita nacional se ha enfrentado a los nuevos desafíos, enfatizando en la utilización de la versión online. Asimismo, se intentará identificar los actuales perfiles y los hábitos de los lectores de diarios en Santiago, tratando de aportar en lo que hasta ahora ha sido una dimensión subvalorada. De esta manera, se podrá comprender el grado de conexión del lector con el soporte de elección, sus preferencias, el uso y las condiciones temporales y espaciales en que procede a consumir noticias de estas fuentes, como también su correspondencia con la oferta que entregan los diarios en ambas versiones. En el primer capítulo se entregará un panorama general sobre cómo Internet ha generado un impacto en los medios de comunicación tradicionales, abarcando específicamente sus repercusiones en la prensa escrita y en su audiencia. En el segundo capítulo se tratarán las condiciones en las que se produce un agitado debate sobre el futuro de los diarios, los antecedentes de una supuesta crisis en la industria, así como otras referencias que indican cómo la prensa ha sabido adaptarse a las necesidades informativas de sus usuarios y el modo en que la población ha incorporado las nuevas tecnologías como parte de su vida cotidiana. En el tercer capítulo se expondrá la historia y las características de Internet, se profundizará en la evolución de los soportes online e impreso utilizados por la prensa diaria, junto a su respectiva evolución en los últimos años. En el capítulo cuarto se enseñan los principales estudios enfocados en definir a la audiencia de diarios en Chile, evidenciado las modificaciones de su perfil en los últimos años. En los capítulos quinto y sexto se abordarán los vacíos específicos en la materia y los instrumentos metodológicos empleados, que buscan dar respuesta a los objetivos de esta investigación. Por último, en el séptimo capítulo se expondrán los resultados y las conclusiones generales sobre el tema.

Excessive alcohol consumption is a common practice in licensed premises (Fortin, Belanger, & Moulin, 2015) and is a global problem (Graham et al., 2011). Excessive alcohol consumption poses threats to both individuals and society (Laslett et al., 2010; WHO, 2011a). Different approaches have been taken to minimise harm caused by alcohol, for example law enforcement (Wechsler, Lee, Nelson, & Lee, 2003), education (Clark, Ringwalt, Shamblen, & Hanley, 2011), and social marketing (Kubacki, Rundle-Thiele, Pang, & Buyucek, 2015). Social marketing is a behaviour change approach, and the use of social marketing benchmarks has been suggested as one means to highlight the essential characteristics of social marketing (Andreasen, 2002). One of the benchmarks is consumer orientation, which requires deep understanding of the target audience, and typically occurs through formative research (Kubacki & Rundle-Thiele, 2017). While mixed methods are recommended to obtain deep insights, application of mixed method research designs in the formative research phase in social marketing remains limited (Truong & Dang, 2017).
Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith Business School
Griffith Business School
Full Text

1. Стадницька Ю. Особливості викладу інформації в пізнавальних текстах для дітей (психологічні та когнітивні аспекти) [Електронний ресурс]. – Режим доступу: http://journlib.univ.kiev.ua/index. 2. Даценко К., Денисенко Є. Теоретичні засади аналізу мовних особливостей сучасних дитячих періодичних видань [Електронний ресурс]. – Режим доступу: http://moodle.ipo.kpi.ua/moodle/mod/resource 3. Марущак О.М. Психолого-педагогічні особливості використання дитячих періодичних видань у навчально-виховному процесі початкової школи [Електронний ресурс]. – Режим доступу: http://eprints.zu.edu.ua/20034 4. Бондаренко Ю. Медіапсихологічні проблеми сучасних дитячих періодичних видань [Електронний ресурс]. – Режим доступу: https://www. mediakrytyka.info/ohlyady-analityka/mediapsykhol
Modern society places new demands on the level of human development. Preschool education is the leading link that provides the initial formation of intellectually and communicatively developed personality. A special place in children’s periodicals, in our opinion, is given to magazines for preschoolers, which are designed to develop their curiosity and interest in the world around them, broaden their horizons and prepare the child for school.
Сучасне суспільство ставить нові вимоги до рівня людського розвитку. Дошкільна освіта є провідною ланкою, яка забезпечує початкове формування інтелектуально та комунікативно розвиненої особистості. Особливе місце в дитячих періодичних виданнях, на наш погляд, відводиться журналам для дошкільнят, які покликані розвивати їхню цікавість та інтерес до навколишнього світу, розширювати кругозір та готувати дитину до школи.

This thesis examines the meanings that residents of the township of Hooggenoeg (in Grahamstown, in the Eastern Cape province of South Africa) made of the election coverage in the Grocott’s Mail newspaper during 2011 municipal elections in South Africa. In addition, this study also sought to understand the particular set of ‘normative roles’ played by the paper, both with reference to the well-established body of theory about the normative roles of journalism in a democracy, and in terms of the paper’s own conceptualisation of its role in the functioning of local democracy. Grocott’s Mail, the oldest independent newspaper in South Africa, provided extensive pre-election coverage, which included producing and distributing an unprecedented free edition of the paper. The paper also facilitated a town hall debate in order to encourage residents to vote, and empower them to make a more informed choice about their vote. Three qualitative research methods, namely qualitative content analysis, focus group interviews, and individual interviews were used to examine the relationship between the content provided by the paper and the audience’s process of ‘making sense’ and deriving meaning from the content provided. The study concludes that Grocott’s attempt to encourage democratic culture in Grahamstown, in keeping with the more ‘facilitative’ normative roles that the local media can play, was only partially successful. Much of the election reporting subordinated the voices of the ordinary people, and privileged reporting that focussed narrowly on the voting process, and which foregrounded the views of political parties. Overall this coverage largely failed to resonate with the Grocott’s readers who live in Hooggenoeg (a largely ‘coloured’ area of Grahamstown), whose key concerns in terms of their daily life – such as poverty, unemployment, crime, lack of services – seemed, to them, unaddressed by this election coverage and, consequently, was not as engaging or convincing as the publishers/editors had hoped it would be. It can be also argued that Grocott’s narrow conceptualisation of democracy as entailing only public participation in electoral processes failed to cater for how audiences can be made aware of how they can participate in governance beyond the election period.

Research has revealed that more Americans than ever are turning to the World Wide Web as their primary source for news and information instead of legacy media outlets such as printed newspapers and magazines and broadcast news. As more and more people rely on the Internet as a primary source for news, it is important to analyze the characteristics and content of online news to expose and correct problems associated with the practices that inform its production and presentation. There are several longstanding practices in the American journalistic tradition that have been adapted to the online news environment. The practices of market segmentation and gatekeeping are two such practices. To date, few studies have explored how internet news coverage differs when the same story is altered to address the perceived interests of specific target audiences. This goal of this study was to collect and examine the characteristics of news stories presented on the homepages of three news websites—the Huffington Post, Huffington Post Black Voices and News One—to arrive at conclusions about the similarities and differences in how news content is reported to a general audience and to an African-American audience. This exploratory study used both Web sphere analysis and qualitative analysis to examine the collected homepage news stories. It used the results of the analyses to explore the possible effects continued market segmentation and selective exposure online could have on discourse in the public sphere. The study found that the legacy media practice of market segmentation was evident when online news reporting on targeted and untargeted news website homepages was compared. The study also revealed that the traditional role of the Black Press in legacy media has been resurrected in new media and is evident on news websites produced by African-Americans, for an African-American audience. Additionally, a qualitative examination of online news coverage of President Barack Obama’s 2012 State of the Union address and the death of Trayvon Martin revealed that the targeted audience influences the editorial slant through which news websites report stories.

La tesis explora la representación del barrio del Raval de Barcelona en el discurso periodístico informativo mediante un análisis crítico del discurso y un estudio de recepción con adolescentes que viven y/o estudian en el Raval. El análisis discursivo de 495 noticas indica que el Raval es representado como un espacio conflictivo y que los migrantes que viven allí son responsabilizados de los problemas del lugar. El estudio de recepción sugiere que los adolescentes refutan la imagen que se difunde del barrio pero evidencian también ser objeto del "efecto de la tercera persona", es decir, la percepción de que las noticias negativas sobre el Raval ejercerían una mayor influencia en quienes no viven allí. Como resultado, los participantes tienden a ocultar su lugar de residencia y evitar así ser asociados con el Raval. A partir de estos resultados, la tesis constituye un aporte para los estudios de la comunicación urbana.

Цель магистерской диссертации заключается в выявлении редакторских маркетинговых стратегий наполнения университетских корпоративных СМИ с последующим составлением рекомендаций. Редакторский подход к изучению проблем функционирования корпоративной прессы и, прежде всего, создания качественного контента определяет новизну исследования. Работа проведена на примере русскоязычного и испаноязычного изданий, что обусловило введение в научный оборот нового корпуса текстов и позволило определить эффективные стратегии формирования материалов корпоративного издания в разных лингвокульутрах. В исследовании на разных этапах был использован следующий материал. Для понимания процесса и тенденций моделирования коммуникативных стратегий и тактик в вузовских, российских и зарубежных СМИ методом сплошной выборки было проанализировано свыше 1500 текстов разных жанров из газет «Уральский федеральный» и «Gaceta UNAM» из 80 номеров за 2016–2018 г. Для уточнения портрета аудитории был проведен опрос, результатами которого стали 438 реакций 100 респондентов. Также материалом для исследования послужило свыше 1500 структурных элементов (заголовочный комплекс, концовки) журналистских материалов газет «Уральский федеральный» и «Gaceta UNAM» для анализа архитектоники СМИ. Магистерская диссертация состоит из введения, двух глав, заключения и библиографического списка. В первой главе рассматривается место корпоративных СМИ в системе инструментов брендирования и продвижения вуза, теоретические подходы изучения аудитории СМИ, в частности, через результаты опроса раскрывается образ целевого читателя университетской газеты «Уральский федеральный». Его основные характеристики были распределены в четыре обобщающие группы по степени важности для участников социологического опроса. Во второй главе представлен анализ коммуникативной, тематической и структурно-содержательной стратегий формирования контента корпоративных университетских изданий. В процессе исследования было выделено две доминирующих коммуникативных стратегии «свой круг» и «апелляции к ценностям», которые были подразделены на тактики. И газета «Уральский федеральный», и «Gaceta UNAM» стремятся к позитивной самопрезентации. К общим относятся тактики «свой-чужой», «территориального признака», «аббревиации», «кооперации», у которых, однако, иногда может быть разная подача в зависимости от издания. Например, «Уральский федеральный» описывает своего через местоимение мы, а «Gaceta UNAM» характеризует других. То же касается и импликатур, которые в газете «Уральский федеральный» отталкивают читателя от чужих, а в газете «Gaceta UNAM» привлекают к своим. «Gaceta UNAM» обладает индивидуальными тактиками, отличающими ее от газеты «Уральский федеральный». К ним относятся тактика формирования активной гражданской позиции и тактика постановки гендерного вопроса. Таким образом, мексиканский университет стремится объединить аудиторию еще и рассматриваемым кругом тем. Проведенный анализ заголовочного комплекса в газетах «Уральский федеральный» и «Gaceta UNAM» позволяет судить о наличии четырех характерных элементах: заголовки, подзаголовки (надзаголовки), вставки, рубрики. Газета УрФУ стремится к сочетанию информативных и эмотивных составляющих заголовочной системы, использует в качестве наименований цитаты, вопросы, а также иллюстративные и оценочные высказывания. Газета UNAM избегает использования экспрессивных заголовков, из чего становится видно редакторскую политику, а именно стремление позиционировать СМИ как деловое издание, представляющее аналитические материалы. Концовки текстов поддерживают заданный тон изложения. У материалов UNAM всегда есть подведение итогов, финальное мнение и оценка. А в «Уральском федеральном» частотна концовка-напоминание, а также концовка-отсылка к информации на других ресурсах. В проведенном исследовании также предложен общий алгоритм работы современного редактора над материалами вузовских медиа и индивидуальные рекомендации для каждой рассматриваемых газет.
The purpose of the master's thesis is to identify editorial marketing strategies for filling the University corporate media, followed by recommendations. The editorial approach to the study of the problems of the corporate press functioning, and, above all, the creation of high-quality content, determines the novelty of the research. The work is carried out on the example of Russian and Spanish-language publications, which led to the introduction of a new set of texts into scientific usage and allowed to determine effective strategies for the formation of corporate publications in different linguocultures. The following material was used in the study at different stages. To understand the process and trends of modeling communicative strategies and tactics in higher education Russian and foreign mass media, by the method of continuous sampling over 1,500 texts of different genres from the Newspapers «Ural Federal» and «Gaceta UNAM» of 80 numbers for 2016-2018 were analyzed. For determining the profile of a typical student of the Ural Federal University a survey has conducted, the results of which were 438 responses of 100 respondents. More than 1500 structural elements (headline complex, endings) of journalistic materials of the newspapers «Ural Federal» and «Gaceta UNAM» for the analysis of architectonics of mass media also served as a material for research. The master's thesis consists of an introduction, two chapters, conclusion and bibliography. The first chapter displays the place of corporate media in the system of branding tools and promotion of the University, theoretical approaches to the study of the media audience, in particular, through the results of the survey reveals the image of the target reader of the University newspaper «Ural Federal». Its main characteristics were divided into four generalizing groups according to the degree of importance for the participants of the sociological survey. The readers of the University media consider the communicative and cognitive needs to be fundamental for a typical student, therefore, the speech impact will be effective and communication successful if the corporate media will take into account certain interests during preparation of the materials. The second chapter represents an analysis of communicative, topical, structural and content strategies of corporate University publications, as well as a general algorithm of the modern editor's work on the materials of University media and individual recommendations for each of the examined newspaper. In the process of the research two dominant communicative strategies “the circle” and “appeal to values” were identified and subdivided on tactics. Both the the corporate newspaper of the Ural Federal University («Ural Federal») and the National Autonomous University of Mexico («Gaceta UNAM») crave for positive self-presentation. The common tactics include “friend-stranger”, “territorial attribute”, “abbreviation”, “cooperation”, which, however, can sometimes have a different presentation depending on the publication. For instance, the “Ural Federal” describes us through a pronoun we, and “Gaceta UNAM” characterizes others. The same applies to implicatures, which in the newspaper "Ural Federal" repel the reader from others, and in the newspaper "Gaceta UNAM" attract to theirs. «Gaceta UNAM» has individual tactics that distinguish it from the Ural Federal newspaper. These include the tactics of forming an active citizenship and the tactics of raising the gender issue. Thus, the University of Mexico seeks to unite the audience with the range of topics covered. The analysis of the headline complex in «Ural Federal» and «Gaceta UNAM» newspapers makes it possible to judge about the presence of four characteristic groups of elements: headings, subheadings (overheads), insertions, headings. UrFU newspaper strive to the combination of informative and emotive components of the heading system and uses quotations, questions, illustrative and evaluative statements as titles. UNAM newspaper avoids the use of expressive headlines, from which it becomes apparent editorial policy, namely the desire to position the media as a business media presenting analytical materials. The endings of the texts maintain a given tone of presentation. UNAM materials always have a summary, final opinion and evaluation. And in «Ural Federal» ending reminder, as well as ending, sending information to other resources, can be encountered frequency. The study also proposed a general algorithm for the work of a modern editor on the university media materials and the individual recommendations for each of the newspapers, which were taken into consideration.

ABSTRACT This study investigated the extent to which commercial factors, such as the need by newspaper publishers to generate and multiply profits to sustain viability and meet shareholder demands, influenced the selection of communities in Soweto as target audiences by community media publisher Caxton Media in the launch of its Urban News community newspapers series. The research is framed in the context of the growing trend of media commercialism, which has gradually expanded to the previously non-profit community media sector, and looks at how community newspaper publishers have employed various strategies, including targeting the most lucrative and segmented audience markets that are of the most value to advertisers, to maintain and increase profitability. It also examines whether or not community media publishers, while pursuing these profit motives, are able to maintain the thrust of what community media should be and how it should operate. The findings show that despite the perceived ‘normative’ ideals of putting the needs and interests of the community first, commercial factors were the primary factors that Caxton considered prior to the launch of the Urban News community newspapers. Contrary to the hypothesis of this study, it was also found that in a commercial community media setting, profit motives can tie in quite well with the ideals of community media if a link is found between editorial content and advertising content.

O presente relatório de estágio, realizado no âmbito do curso de Ciências da Comunicação, na vertente de Comunicação Estratégica, visa conhecer as principais relações entre o conceito de “comunicação” e “cultura”, a partir de questões ligadas ao marketing cultural, à assessoria de imprensa e às novas tecnologias de informação. Perceber o posicionamento estratégico do Centro Cultural de Belém (CCB) e que medidas devem ser implementadas para contrariar a concorrência cultural são dois dos propósitos do relatório. Através da observação participante durante o estágio, bem como a partir de inquéritos ao público e potencial público do CCB e de entrevistas feitas a jornalistas culturais, propõe-se discutir, ainda, se existe relação entre os conteúdos divulgados pelo CCB e o consumo de cultura, tal como perceber se o CCB enfrenta uma crise de públicos. A fidelização de clientes e a criação de novos mercados são aspetos explorados e analisados segundo a realidade do CCB.
The following internship report, carried out under the curriculum of the Master of Communication Sciences, more precisely in the subject of Strategical Communication, aims at understanding the fundamental relation between communication and cultural concepts through the approach of notions such as press office, cultural marketing and the new information technologies. It also aims to understand the strategical position of Centro Cultural de Belém (CCB) and which measures should be taken to tackle the current cultural competition is one of the purposes of this report. Through participant observation during the internship, and using tools ranging from questionnaires applied to both the actual audience and prospective audience of CCB, to interviews to cultural journalists, the purpose is to discuss whether there is a connections between the released contents and cultural consumption. It also aims to understand if there is audiences’ crisis in CCB. Customer loyalty and the creation of new markets are aspects explored and analyzed, according to the reality of CCB.

Цель магистерской диссертации заключается в выявлении редакторской специфики создания контент-маркетинговой стратегии театральных корпоративных изданий с последующим составлением рекомендаций. Редакторский подход к созданию контент-маркетинговой стратегии театрального корпоративного издания определяет новизну исследования. Материалом для исследования послужили театральные корпоративные издания «Урал Опера Балет» и Московского театра «Новая Опера». Общий объем проанализированного материала составил более 1200 текстов разных жанров и свыше 1950 иллюстраций из 135 выпусков. В фокусе исследовательского внимания оказались заметки, интервью и фотография как визуальный жанр. В процессе исследования были проанализированы коммуникативные тактики в материалах заметки и интервью, способствующие решению задач, поставленных контент-маркетинговой стратегией. Коммуникативные тактики были разделены на четыре группы – сопоставительные, воздействующие, самопрезентации, взаимоотношений со зрителем. Общими для театральных корпоративных изданий «Урал Опера Балет» и Московского театра «Новая Опера» являются тактики заботы и участия, «проблемное поле», ожидания положительной оценки, ценностной ориентации. Таким образом, издания не только формируют позитивный образ театров и транслируют их ценности, но и открыто обозначают существующие проблемы. По результатам анализа визуального контента предложена классификация жанров фотографии театральных корпоративных изданий. Было выделено три жанра – фоторепортаж, портретное и объектное фотоизображения, которые подразделяются на поджанры. Фоторепортаж представлен сценой из спектакля, фото с репетиции, событийным фото, фотоальбомом. Портретные фотоизображения имеют следующие разновидности: актер в роли, человек за работой, репортажный, постановочный, архивный. Объектные фотоизображения разделяются на фотографии театральных декораций, костюмов, интерьеров, документов. Перечисленные визуальные жанры, за исключением постановочного фотопортрета, помогают эффективно воздействовать на аудиторию и достигать целей театральной организации. При опоре на положительный и отрицательный опыт рассмотренных СМИ театральным корпоративным изданиям был предложен перечень рекомендаций для создания текстового и визуального контента.
The purpose of the master's thesis is to identify the editorial specifics of the content-marketing strategy of the theatrical corporate publications, followed by recommendations. The editorial approach to creating the content-marketing strategy for the theatrical corporate publication determines the novelty of the research. The foundation for the research was the theatrical corporate publications of «Ural Opera Ballet» and the Moscow theater «New Opera». The total volume of the analyzed material was more than 1200 texts of different genres and more than 1950 illustrations from 135 editions. Notes, interviews and photography as a visual genre were in focus of research attention. During the process of research, the communicative tactics were analyzed by the notes and interviews. These tactics contribute to the solution of the tasks, which are set by the content-marketing strategy. Communicative tactics were divided into four groups – comparative, influencing, self-presentation, relationship with the viewer. Tactics of care and participation, «problem field», expectations of positive evaluation, value orientation are common for theater corporate publications of «Ural Opera Ballet» and the Moscow theater «New Opera». Thus, the publications not only form a positive image of theaters and transmit their values, but also openly identify existing problems. The classification of genres of photography of theatrical corporate publications is proposed based on the results of the analysis of visual content. There were highlighted three genres: photo reportage, portrait and object photo images, which were subdivided into subgenres. A photo reportage is presented by a scene from a performance, by a photo from a rehearsal, by an event photo, by a photo album. Portrait photo images have the following varieties: actor in the role, person at work, reporting, staged, archived. Object photo images are divided into photographs of theatrical scenery, costumes, interiors, documents. The listed visual genres, with the exception of a staged photo portrait, help to effectively influence on the audience and achieve the goals of the theatrical organization. The list of recommendations for the creation of text and visual content was proposed to the theater corporate publications based on the positive and negative experience of the reviewed media.

In the nineteenth century, theatre and newspapers were the dominant expressions of popular culture in the northeastern United States, and together formed a crucial discursive node in the ongoing negotiation of American national identity. Focusing on the five decades between 1820 and 1870, during which touring stars from Great Britain enjoyed their most lucrative years of popularity on United States stages, this dissertation examines three instances in which English performers entered into this nationalizing forum and became flashpoints for journalists seeking to define the nature and bounds of American citizenship and culture. In 1821, Edmund Kean’s refusal to perform in Boston caused a scandal that revealed a widespread fixation among social elites with delineating the ethnic and economic limits of citizenship in a republican nation. In 1849, an ongoing rivalry between the English tragedian William Charles Macready and his American competitor Edwin Forrest culminated in the deadly Astor Place riot. By configuring the actors as champions in a struggle between bourgeois authority and working-class populism, the New York press inserted these local events into international patterns of economic conflict and revolutionary violence. Nearly twenty years later, the arrival of the Lydia Thompson Burlesque Troupe in 1868 drew rhetoric that reflected the popular press’ growing preoccupation with gender, particularly the question of woman suffrage and the preservation of the United States’ international reputation as a powerfully masculine nation in the wake of the Civil War. Three distinct cultural currents pervade each of these case studies: the new nation’s anxieties about its former colonizer’s cultural influence, competing political and cultural ideologies within the United States, and the changing perspectives and agendas of the ascendant popular press. Exploring the points where these forces intersect, this dissertation aims to contribute to an understanding of how popular culture helped shape an emerging sense of American national identity. Ultimately, this dissertation argues that in the mid-nineteenth century northeastern United States, popular theatre, newspapers, and audiences all contributed to a single media formation in which controversial English performers became a rhetorical antipode against which “American” identity could be defined.
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