Thèses sur le sujet « Cross media content »

Personalized communication is when the marketing message is adapted to each individual by using information from a databaseand utilizing it in the various, different media channels available today. That gives the marketer the possibility to create a campaign that cuts through today’s clutter of marketing messages and gets the recipients attention. PODi is a non-profit organization that was started with the aim of contributing knowledge in the field of digital printingtechnologies. They have created a database of case studies showing companies that have successfully implemented personalizedcommunication in their marketing campaigns. The purpose of the project was therefore to analyze PODi case studies with the main objective of finding out if/how successfully the PODi-cases have been and what made them so successful. To collect the data found in the PODi cases the authors did a content analysis with a sample size of 140 PODi cases from the year 2008 to 2010. The study was carried out by analyzing the cases' measurable ways of success: response rate, conversion rate, visited PURL (personalized URL:s) and ROI (Return On Investment). In order to find out if there were any relationships to be found between the measurable result and what type of industry, campaign objective and media vehicle that was used in the campaign, the authors put up different research uestions to explore that. After clustering and merging the collected data the results were found to be quite spread but shows that the averages of response rates, visited PURL and conversion rates were consistently very high. In the study the authors also collected and summarized what the companies themselves claim to be the reasons for success with their marketing campaigns. The resultshows that the creation of a personalized campaign is complex and dependent on many different variables. It is for instance ofgreat importance to have a well thought-out plan with the campaign and to have good data and insights about the customer in order to perform creative personalization. It is also important to make it easy for the recipient to reply, to use several media vehicles for multiple touch points and to have an attractive and clever design.

1. Баранова Е.А. Конвергентная жуналистика: учебник для магистров / Е.А. Баранова. – М:Издательство Юрайт 2014. – 269 с. – Серия: Магистр. 2. Зіставний аналіз етапів становлення і розвитку крос-медіа в Німеччині і Україні [Електронний ресурс] – Режим доступу до ресурсу: https:// www.academia.edu 3. Иванов Д. Общество как виртуальная реальность // Информационное общество: сб. М.: ООО «Изд-во АСТ», 2004. С. 355. 4. Кендльбахер Р. Структурні зміни у медіа-галузі. Криза традиційної якісної журналістики // Підручник з крос-медіа / Видавці І.Крецу, М.Гузун, Л.Василик. Бонн-Сібіу. 2015. С.15 - 17. 5. Крос-медіа журналістика [Електронний ресурс ] – Режим доступу до ресурсу: https://www.personalizemedia.com/articles/cross-media/ 6. Сучасні тенденції розвитку крос-медійної журналістики [Електронний ресурс] – Режим доступу до ресурсу: http://nbuv.gov.ua/j-pdf/ is_2017_25_6.pdf 7. Behmer M., Müller H. Warum crossmedial arbeiten? // Innovation in den Medien. München: Verlag Dr. Gabriele Hooffacker, 2013. S. 24 – 39.
Our modern world is updated hourly and technology constantly moving forward. This applies to journalism in general. Cross-media journalism comes to the aid of full digitalization. Because this is exactly the genre in which both analog and digital media are supposed to be used. Content can be fully streamed anywhere and on anything: from a mobile phone to a personal computer.
Наш сучасний світ оновлюється щогодини, а технології постійно рухаються вперед. Це стосується журналістики загалом. Кросмедійна журналістика приходить на допомогу повній діджиталізації. Тому що це саме той жанр, в якому передбачається використовувати як аналоговий, так і цифровий носій. Контент можна повністю транслювати в будь-якому місці та на будь-чому: від мобільного телефону до персонального комп’ютера.

This research examines why and how brand owners in China adopt and use mobile media in marketing campaigns to deliver co-creation brand experiences and build consumer relationships. China represents an interesting case to study as it has leapfrogged into the age of consumer society and mobile media adoption. As the largest mobile market globally, it has experienced the intensity of mobile technology diffusion; and with it the rise of mobile consumer culture and participatory culture. Further, the rising individualism and the socio-cultural heritage in collectivism serve as a structuring tension in how mobile media is leveraged in marketing to cater to consumers' desires for individuality and social interaction. First, through expert interviews guided by the technology-organization-environment (TOE) framework (Tornatzky & Fleischer, 1990) as well as integrating innovation diffusion theory (E. Rogers, 2003), this research attempts to fill the gap of theoretical application in mobile marketing adoption at the firm level in China, and unravel the adoption factors of mobile marketing by brand owners in China. In total, 27 semi-structured interviews were conducted with key industry informants from mobile agencies, traditional agencies, venture capital firms, mobile content and service providers, mobile portals, and marketing management at brand owners. Second, based on case studies in China, this research investigates the use of mobile marketing to facilitate innovative co-creation of brand experience to cater to both individualistic as well as collective tendencies and desires amongst Chinese consumers. Through multiple case studies of the campaigns conducted by Nokia, Clean & Clear, and The North Face, and informed by in-depth interviews and document analysis, this research analyses the role of mobile media in marketing campaigns along three dimensions: the role of mobile media in content generation and consumption, the centrality of mobile media as text, tools or platforms; and the interactive environment. Specifically, the cases are organized along the spectrum from user-generated content to corporate-generated content, mobile media's role from being supplementary to it being central, and from a virtual environment to a hybrid environment. Overall, these cases demonstrate how brand owners adapt mobile media as text, tools, platforms, and environments to deliver co-creation brand experiences exploiting both individualistic as well as collective tendencies and desires amongst Chinese consumers. This research contributes to the literature on firm adoption of mobile marketing, and the role of the mobile media in facilitating co-creation experiences for Chinese consumers. It develops a model of the technological, organizational and environmental factors influencing mobile marketing adoption by firms, and provides a model explaining the role of mobile media in facilitating brand experience co-creation. The findings also demonstrate that mobile media can be leveraged to facilitate co-creation brand experience to generate added value; and meanwhile cater to both the rising individualism and the deep-seated collectivism of Chinese consumers. Empirically, it assists industry practitioners in understanding the adoption of mobile marketing in China, especially those on the supply side in order to improve their offerings and propositions. It also assists brand owners and agencies in designing their mobile marketing strategies to build consumer relationships in China.

The article considers three main aspects of developing mobile learning for serious learning scenarios at universities and further educational training sectors. The first is about getting in touch with mobile learning in general and analysing actual e-learning-systems at the Technische Universität Dresden. The second aspect focuses on micro learning as a potential didactical approach. Having a look on prototyping pitfalls and problems will complete the introduction. For discussing the presented issues concerning technical, didactical, learning and teaching problems there will be a workshop session with three round tables using the worldcafé method.

The article considers three main aspects of developing mobile learning for serious learning scenarios at universities and further educational training sectors. The first is about getting in touch with mobile learning in general and analysing actual e-learning-systems at the Technische Universität Dresden. The second aspect focuses on micro learning as a potential didactical approach. Having a look on prototyping pitfalls and problems will complete the introduction. For discussing the presented issues concerning technical, didactical, learning and teaching problems there will be a workshop session with three round tables using the worldcafé method.

The Great Recession that followed the financial crisis of 2008 had a devastating impact on workers, leading to high levels of unemployment and underemployment, increased job insecurity and stagnant or declining wages. While the legitimation crisis of neoliberalism could be viewed as a turning point for labour internationally, the immediate response by political parties across the spectrum was one of austerity measures and cuts to welfare. As the largest collective representatives of workers, trade unions are at the forefront of mobilisations attempting to challenge this consensus. Simultaneously, they are engaging in new activities to enhance public awareness and understanding of the crucial role that trade unions play in the labour market. Thus, the 21st century crisis is creating both challenges and opportunities. Each trade union movement’s response depends on the different forms of power they possess and choose to deploy, their strategies and allegiances, and the specific socio-economic and political context in which they are situated. Questions concerning what constitutes union power and the ways in which it is being exercised and revitalized therefore represent fascinating lines of enquiry to explore. To do so, however, requires a new perspective on trade union power that recognises the significance of the media which has been overlooked in industrial relations theory. Drawing on insights from industrial relations, the sociology of media and social movement studies, this thesis proposes the concept of communicative power to trace how trade unions produce and circulate discourse through the media (either union-owned or corporate) to a mass audience. Methodologically, it uses the tripartite approach which focuses our attention onto three key communication processes involved in trade union attempts to exercise communicative power: the production of union discourse, the circulation of union discourse, and the reception of union discourse. This is applied to four cases involving seven union organisations in the UK and Denmark over a five-year period 2010-2015. Data was gathered using 40 semi-structured interviews with union officials and activists, content analysis of newspapers, union media outlets and social media, and secondary survey data. In sum, this thesis argues that the media is, and always has been, central to how trade unions exercise and revitalize power in society. And within the context of accelerating digital capitalism, it looks set to becoming an increasingly important determinant of their future trajectory.

We studied close to 100 articles about the Swedish cup in cross country skiing, published by the three media outlets that cover the entire series; www.sweski.com , www.langd.se and www.skidzonen.com. The articles were published between 2015 and 2018 and by using a quantitative analysis we discovered that in these articles, the men and the women received almost exactly the same amount of attention, as far as counting words goes. In the articles which focused on both the female and the male athletes, the editors usually chose a picture from the women’s competition as the top image. We also saw a pattern where the women were far more often mentioned by their first names only, whereas the men were usually mentioned by their full names or their last names only. Another interesting theme that we found through a qualitative text analysis regarded how the athletes were portrayed in the articles, where the women seemed to be looked upon as less mature than the men. For example, they were often called “girls” instead of “women”, but the men the same age were never referred to as “boys”. These are seen by us as signs of trivialization and infantlization of the female athletes. However, we did not find any signs of the women being described as weak, or with a focus on their appearances and private lives. These were common patterns in the previous research on the subject.
Vi undersökte knappt 100 artiklar om den svenska cupen i längdskidåkning, publicerade av de tre medierna som bevakar hela serien; www.sweski.com , www.langd.se och www.skidzonen.com. Artiklarna publicerades mellan 2015 och 2018 och med hjälp av en kvantitativ innehållsanalys fann vi att damerna och herrarna fick nästan exakt lika mycket utrymme i dessa artiklar, räknat i antal ord. I de artiklar där båda könen stod i fokus var det  betydligt oftare som en bild från damklassen valdes som toppbild. Vi såg ett mönster där damerna oftare blev omnämnda med enbart sina förnamn, jämfört med herrarna som oftast omtalades med sina hela namn eller enbart efternamn. Ett annat intressant tema som vi fann genom en kvalitativ textanalys gällde hur utövarna porträtterades i artiklarna, där damerna tycktes bli sedda som mindre mogna och vuxna än herrarna. Till exempel kallades de ofta “tjejer” istället för “kvinnor” eller “damer”, samtidigt som de jämnåriga herrarna aldrig blev kallade “killar”. Dessa ser vi som tecken på en trivialisering och en infantilisering av de kvinnliga utövarna. Däremot hittade vi inga tecken på att kvinnorna beskrevs som svaga eller med ett större fokus på deras utseenden och deras privatliv, fenomen som har varit tydligt framträdande i tidigare forskning på ämnet.

Elections to the European Parliament are characterised by a steady decline in voter turnout. To tackle this problem, in 2014, several groups of the European Parliament nominated pan-European Spitzenkandidaten who were expected to personalise the elections and mobilise European voters. Based on this development, this study analyses the media cov-erage of the 2014 EP elections with special focus on the role of the Spitzenkandidaten. A quantitative content analysis of European election campaign coverage in the opinion leading newspapers of three influential EU member states, Ger-many, France, and the United Kingdom was carried out. The results show large candidate- and country-specific differ-ences regarding the visibility and thematic coverage of the EP elections in general as well as the presentation of the Spitzenkandidaten. The Spitzenkandidaten were not very visible in either the German, French, or British newspaper cov-erage. With respect to the presence and media personalisation of the Spitzenkandidaten, the newspaper coverage of the EP election does not demonstrate any mobilising effect and thus does not reflect the high expectations the European Parliament attributed to the nomination of the Spitzenkandidaten.

Den här uppsatsen syftar till att analysera och identifiera skillnader och likheter i webbdesign mellan två länder, Japan och Sverige. De japanska och svenska webbplatserna för två företag etablerade i både Japan och Sverige, IKEA och DAIKIN, har analyserats utifrån en modell framtagen av Würtz (2006) i en tidigare studie på området. Denna modell är i sin tur baserad på Halls och Hofstedes teorier om kulturella skillnader och skillnader mellan så kallade låg-kontextuella kulturer (t.ex. Sverige) och hög-kontextuella kulturer (t.ex. Japan). Modellen fokuserar på användandet av animation, främjande av kulturella värderingar som maskulinitet/feminitet och individualism/kollektivism, om individer avbildas tillsammans med produkter eller inte, grad av transparens på webbplatserna och slutligen linjär kontra parallell navigation på webbplatserna. Förutom studien av webbplatserna har två intervjuer hållits med en designer/utvecklare från respektive företag för att få ökad förståelse för hur företagen tänker kring webbdesign.   Studien har inte funnit några väsentliga skillnader i användandet av animation, graden av transparens eller navigation mellan de studerade webbplatserna men skillnader i kulturella värderingar har identifierats. De japanska webbplatserna främjar familjeorienterade värderingar och stereotypiska könsroller i valet av bilder på webbplatserna. De svenska webbplatserna främjar värden som är mer typiska för låg-kontextuella kulturer som till exempel livsstil och frihet. Det har också noterats att det japanska företaget använde sig av en maskot vilket kan tolkas som typisk för japansk kultur. I intervjuerna gav utvecklarna från båda företag liknande svar kring hur de tänker om användande av bilder och animation kontra text på sidorna. Den japanska utvecklaren förklarade att japanska kunder uppskattar kundrecensioner för att minska graden av osäkerhet vilket kan sägas vara typiskt för Japan. Den sammanfattande slutsatsen från studien är att kulturella skillnader i webdesign minskar, kanske på grund av globaliseringen av företag och samhällen.
This thesis aims to analyze and capture differences and similarities in webbdesign between two countries, Japan and Sweden. The Swedish and Japanese websites of two companies established in both Japan and Sweden, IKEA and DAIKIN, have been analyzed based on a model devised by Würtz (2006) in a previous study of the same topic. This model is in turn based on Hall and Hofstede’s theories on cultural differences and differences between so-called low-context cultures (e.g. Sweden) and high-context cultures (e.g. Japan). The model focuses on the use of animation, promotion of cultural values such as masculinity/femininity and individualism/collectivism, individuals being depicted together with products or not, level of transparency in the web design and finally linear vs. parallel navigation on the websites. Besides the study of the websites two interviews were held with a designer/developer from each company to get further input into how the companies think about their web design. The study did not find any significant differences in the use of animation, transparency and navigation between the websites studied but differences in cultural values could be seen in terms of the Japanese sites promoting more family-oriented values and stereotypical gender roles through the pictures used on the websites. The Swedish sites promoted values more typical for low-context cultures such as lifestyle and freedom. It was also noted that the Japanese company featured a mascot which can be said is typical for Japanese culture. Regarding the interviews the developers had similar thoughts on the use of text versus pictures and animations. The Japanese developer explained that Japanese customers appreciate customer reviews in order to lower uncertainty which can be said is typical for Japan. The overall conclusion from this study however is that cultural differences in web design are becoming less, perhaps due to the globalization of business and society.

博士
國立臺灣大學
資訊網路與多媒體研究所
104
Social media have changed the world and our lives. Every day, millions of media data are uploaded to social-sharing websites. The goal of the research is to discover and summarize large amounts of media data from the emerging social media into information of interests. Our basic idea is to perform multi-modal learning for given data, leveraging user-contributed data from cross-domain social media. Specifically, given a photo, we intend to discover geographical information, people''s description or comments, and events of interest, closely related to the photo. These information then can be used for various purposes, such as being a real-time guide for the tourists to improve the quality of tourism. As a result, this dissertation studies modern challenges of image location identification, image annotation, and event discovery, followed by presenting promising ways to conquer the challenges. For image location identification, most previous works directly integrated visual features and geo-tags of the given photos. The performance of the existing approaches, however, could be limited if the given photos were taken indoors, and/or their image contents contain a number of buildings in a close proximity. As a solution, this dissertation unifies visual features, geo-tags, and check-in data, and further presents an image cluster refinement approach, for image location identification. For image annotation, label propagation is widely used to annotate photos based on similarity graphs of photos, where most previous works focused on single-label propagation. Although performing multi-label propagation is expected to be more efficient for annotation than performing single-label propagation several times, performing multi-label propagation may increase the computational complexities. Further, sizes of image datasets continue to increase and thus increase the problem complexity. As a solution, this dissertation presents a scalable multi-label propagation leveraging the power of distributed computing. For event discovery, most previous works investigated a specific media stream. Potentially, mining multiple media streams is capable of achieving better performance than mining a media stream alone, but could be more challenging. As a solution, this dissertation presents a two-stage framework that combines a flow-based media dataset and check-in-based media dataset for events-of-interest discovery. Experimental results on real media datasets show the effectiveness of all of the proposed approaches. Finally, this dissertation provides some possible directions for future studies.

碩士
國立高雄大學
金融管理學系碩士班
99
This paper examines the relationship between the information content of media coverage and the cross-section of stock returns by number of articles published in Taiwan news media database. We find not only that large stocks, value stocks, and high idiosyncratic volatility stocks earn more media reports, but also that stocks with high turnover, stocks with high institutional investor holding, and stocks with extreme returns are covered. Our empirical results indicate that stocks with no media coverage don’t earn higher returns than stocks with high media coverage even after controlling well-known risk factor and various firm characteristics. However, stocks with high media coverage have significant negative abnormal returns, and the effect also persists in different holding periods as long as one year. Therefore, we conjecture that significant negative abnormal returns stems from investor’s over-attention. Finally, our findings support that the excessive release of information content by media coverage brings investor’s over-attention, and the media effect has significant negative impact on the cross-section of stock returns.

The present work proposes the exploration of new approaches for the development of technology for senior population. Developing technology for this growing segment of the Portuguese population, due to various factors that have increased the average life expectancy in modern societies, requires special attention since these individuals have certain physical and cognitive limitations. This work, inserted in the project +TV4E, explores the possibility of incorporating a video library in the existing platform, as well as in a mobile application, to complement the experience of sending information to seniors. We try to compare both approaches in order to understand which is the best option for the target audience.
O presente trabalho propõe a exploração de novas abordagens para o desenvolvimento de tecnologia para população sénior. Desenvolver tecnologia para esta faixa da população portuguesa, que se encontra atualmente em crescimento, devido a vários fatores que têm vindo a aumentar a esperança média de vida nas sociedades modernas, requer especial atenção uma vez que este indivíduos possuem certas limitações físicas e cognitvas. Neste trabalho, inserido no projeto +TV4E, explora-se a possibilidade de incorporar uma biblioteca de vídeos na plataforma já existente, assim como numa aplicação móvel, por forma a complementar a experiência de envio de informação a seniores. Procura-se comparar ambas as abordagens, de modo a compreender qual a melhor opção para o público-alvo em questão.
Mestrado em Comunicação Multimédia

碩士
國立政治大學
資訊科學系碩士在職專班
104
In the past few years, digital humanities researchers in our school have collected a huge amount of social media text data about major public events such as elections, disasters, social movements from various sources, namely Twitter, Facebook, PTT, real-time news. These text data can reflect largely the opinions, emotion, and interaction state, of the network community at the time of major events, thus being considered as valuable research assets. However, due to the lack of a proper information retrieval tool, these researchers have not been able to launch any in-depth studies on these social media text data. Therefore, this thesis presents the design and implement an information retrieval system for these cross-media data sets based on the popular search engine, Elasticsearch. Our system first preprocesses the data and meta-data of these social media texts into a unified yet flexible data schema before building their indices in a way that users can search the full text from both the data proper and various meta-data attributes such as date of publication and authors. We also provide some visualization aid to display the search results in a user-friendly manner. Overall, our system serves as a good tool for researchers to explore the social media text data from various sources in an easy yet effectively way.

O objetivo deste projeto de mestrado é expor como os conteúdos, quando são produzidos e geridos numa estratégia integrada, contribuem para uma comunicação eficaz, com vista à criação de valor para o negócio de uma empresa, para a eficácia das mensagens institucionais a transmitir e para uma otimização de recursos e redução de custos. A metodologia empregada para o desenvolvimento deste projeto foi a pesquisa bibliográfica, que resultou numa análise descritiva e interpretativa dos dados práticos recolhidos ao longo de dois anos. Conteúdos, narrativa, crossmedia são peças-chave da proposta apresentada para uma produção de conteúdos de forma integrada, complementada por uma estratégia de governance 360º, aplicada na TAP Air Portugal, para obtenção do grau de Mestre de Comunicação, Cultura e Tecnologias da Informação.
The objective of this master's project is to show how content, when produced and managed as an integrated strategy, contributes to effective communication, creating value for a company's business, effectiveness of the transmitted institutional messages and optimization of resources and cost reduction. The methodology used for the development of this project was the bibliographical research, which sustained a descriptive and interpretative analysis of the practical data collected over two years. Content, narrative and crossmedia are key parts of the proposal presented for content production in an integrated manner, complemented by a 360-degree governance strategy applied to TAP Air Portugal, to obtain the degree of Communication, Culture and Information Technology Master.

O presente relatório de estágio é uma reflexão sobre o atual ecossistema comunicacional que, através dos conceitos de convergência e multimédia na forma como os conteúdos são produzidos e transmitidos, através de vários meios, criaram projetos multiplataformas nas Ciências da Comunicação. Partindo do princípio de que a Web é a plataforma dominante, vários meios de comunicação, com especial enfoque nos jornais tradicionais, adaptaram-se para transmitir conteúdos através de websites, convergindo com outras plataformas digitais e físicas tradicionais passando a servir de exemplo para outras áreas. Neste estudo apresenta-se o projeto QuoVadis Lisboa, e analisa-se, através de um guia em papel, desdobrável, monofolha e website, a implementação de 9 igrejas que foram divulgadas nas plataformas deste projeto e de como foi implementada esta estratégia de comunicação. O objetivo é compreender se eficientemente se transmitiram os conteúdos aproveitando as características de cada meio. Concluindo-se que é um projeto pioneiro que tem como inspiração outros casos de projetos multiplataforma nos media tradicionais, principalmente nos media impressos, mas com pontos a melhorar, este projeto é um ponto de partida para abordagem da temática de produção de conteúdos e manifestação em diferentes meios noutras áreas, como o turismo religioso.
This report focuses on the topic of the current communications ecosystem which, through concepts such as convergence and multimedia on how contents are created and transmitted, through various mediums, have created cross-platform projects within the Communications Studies. Starting from the perspective that the Web still is the dominant platform, various communication mediums, especially traditional newspapers, have adapted to transmit their contents through websites, converging with other digital and physical traditional platforms making them a paradigm to other fields of study. In this report the project Quo Vadis Lisboa is presented and analyzed, through how this communication strategy was implemented through the publish of the information regarding 9 churches on the platforms of the project, a guidebook, leaflet, a flyer and a website. The purpose is to understand if the transmission of the contents was efficient taking advantage of the characteristics of each medium. It is concluded that while it is a pioneer project that is inspired by other cross-platform projects in traditional media, mainly in print media, with areas of improvement, this project is a starting point to the topic of content creation and display through different mediums in other subjects such as religious tourism.

The diploma thesis "Cross-Curricular topics in the teaching of mathematics at primary schools" describes possible ways of involving personality and social education, education of a democratic citizen, education towards thinking in European and global contexts, multicultural education, environmental education and media education in primary school mathematics. The thesis is divided into a theoretical, practical and an evaluative section. The theoretical part of this thesis analyses domestic and foreign findings on cross-curricular topics, outlines the historical development of the curriculum in relation to this issue and characterizes the educational area of "Mathematics and its application RVP ZV". It further focuses on interconnecting particular cross-curricular subjects with mathematics and examines their integration in current mathematics schoolbooks. The practical part contains proposals of activities (methodical activity sheets) connecting the area of "Mathematics and its application" with cross-curricular topics. It further presents organizational teaching forms and work methods used in activities including their descriptions. The last part evaluates the application of the activities in practice in terms of the development of pre-assigned mathematical skills and knowledge and the involvement of thematic units of cross-curricular topics.