Audience Engagement

Broersma, Marcel

doi:10.1002/9781118841570.iejs0060

Cited by 31 publications

(30 citation statements)

References 6 publications

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“…The engagement imperative implies that organisations' communication of all sorts is built on the precepts of creating engagement and dialogue among their audiences and stakeholders. Although audience and consumer engagement are well researched (see, for example, Barger et al, 2016;Broersma, 2019;Steensen et al, 2020), the same cannot be said about how engagement affects communication work and work-ers. Accordingly, this study examines media work in a promotional and participatory culture (cf.…”

Section: Introductionmentioning

confidence: 99%

The Engagement Imperative: Experiences of Communication Practitioners’ Brand Work in the Music Industry

Edlom

2022

MaC

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Due to societal trends, such as digitalisation, platformisation, and active and co-creative audiences, new organisational practices have surfaced. This study examines how communication practitioners experience their changing work in a new communication environment in which participatory cultural norms are becoming standard in strategic communication. I argue that the requirements to produce audience engagement affect the communication work and the communication workers. This study uses the popular music industry as a case, and is based on interviews with communication practitioners as well as on the qualitative text analysis of reports and newsletters from the music marketing firm Music Ally to the music industry. The study shows that communication practitioners within the industry experience a duty to create audience engagement—an engagement imperative. Although the practitioners are highly skilled in digital communication and social media, they often see the development of digital promotional culture as a challenge and express a lack of a deeper understanding of engagement. This study highlights implications for their professional roles, competences, and identities as well as ethical implications regarding the exploitation of audiences in communication work.

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Section: Introductionmentioning

confidence: 99%

The Engagement Imperative: Experiences of Communication Practitioners’ Brand Work in the Music Industry

Edlom

2022

MaC

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“…En términos generales, el engagement se asocia con las experiencias cognitivas y emocionales que las personas tienen con contenidos de medios o con marcas. En este sentido, se relaciona de manera particular con la utilización de medios digitales y redes sociales porque la mayoría de las veces esas experiencias implican algún tipo de interacción o participación (Broersma, 2019;Hill, 2019).…”

Section: Engagement Como Constructo Para Medir La Experiencia Del Públicounclassified

Hacia la comprensión del engagement en jóvenes universitarios mexicanos con Instagram TV

García-Béjar

2021

anagramas rumbos sentidos comun.

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El propósito de este artículo es describir las experiencias que los jóvenes universitarios mexicanos de la ciudad de Guadalajara (México) tienen con Instagram TV. La importancia de este estudio deriva de que el engagement es un concepto relevante para medir la inversión de tiempo, atención y los detonantes que motivan a una persona a consumir determinada plataforma o contenido, sobre todo de redes sociales. A partir de su conceptualización y medición, es posible tener elementos para cuantificar, con indicadores claros, la calidad de la experiencia de los usuarios con los medios digitales que consumen. Esta experiencia se compone de varios atributos que tienen algún tipo de efecto sensorial, de percepción, de atención, de emoción, de cognición y de retroalimentación. Instagram, la red social para compartir imágenes fijas y en movimiento, es una de las plataformas con mayor nivel de crecimiento en los últimos años. A través de la metodología cuantitativa y un análisis factorial, se establecieron los principales atributos de engagement que jóvenes mexicanos perciben experimentar con IGTV. Los resultados sugieren que los jóvenes mexicanos consumen Instagram TV motivados por necesidades de entretenimiento y por su interés en temas diversos y en personas que comparten la información que les interesa. IGTV les genera valor respecto a decisiones de compra y de información relevante para su vida y, en resumen, les interpela a pensar y reflexionar y a conectarse emocionalmente con comunidades y personas.

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“…Scholars' perspectives have shifted from passive audience exposure to active audience reception. Consequently, they have broadened the definition of audience reception to audience engagement, and they have defined audience engagement as cognitive, emotional, and affective involvement with media content (Broersma, 2019). Cognitive attachment refers to how audiences relate media texts to existing knowledge to help them understand issues (Broersma, 2019;Burke et al, 2018).…”

Section: Audience Engagementmentioning

confidence: 99%

“…More media companies and media scholars started to realize visual media products as a way to engage audiences and deliver social meaning (e.g., Corner, 2002;Höijer, 2004). How audiences cognitively and emotionally involve with documentary content becomes an area worth studying, as it examines the potential social impact of documentary (Fitzsimmons & Osburn, 1968;Broersma, 2019).…”

Section: Chapter 6: Conclusionmentioning

confidence: 99%

“…The study is grounded in audience reception and audience engagement theory (Hall, 1973;Roscoe et al, 1995). With scholars' perspectives moving from passive audience exposure to active audience reception, scholars have broadened the definition of audience reception to become audience engagement, defined as cognitive, emotional, or affective involvement with media content (Broersma, 2019).…”

Section: Chapter 1: Introductionmentioning

confidence: 99%

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Audience perceptions of female characters in Chinese documentaries

Zhang¹

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Media companies are more aware today than ever before of the impact of visual products. How audiences cognitively and emotionally connect with documentary content has become an area worth studying. With scholars' perspectives moving from passive audience exposure to active audience reception, this study hoped to bring insights into how audiences emotionally and cognitively relate to female characters. Using two Chinese independent documentaries, Still Tomorrow and Small Talk, the study employs a between-subjects factorial experimental design to examine audiences' perceptions of female characters. The purpose of this research is to examine audience perceptions within a crosscultural context, as the researcher compared audience perceptions of female characters based on the audience members' cultural backgrounds. This study supports that the documentary viewing experience evokes audiences' concerns about gender equality issues. Building on the theoretical concept of identification, the study finds that empathizing with media characters could increase audiences' awareness of gender issues portrayed in the documentary. From a pragmatic perceptive, the researcher provided some insights for media producers and documentary filmmakers in terms of documentary character construction and documentary narratives, with a comparison between two characters' narratives.

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Audience Engagement

Cited by 31 publications

References 6 publications

The Engagement Imperative: Experiences of Communication Practitioners’ Brand Work in the Music Industry

The Engagement Imperative: Experiences of Communication Practitioners’ Brand Work in the Music Industry

Hacia la comprensión del engagement en jóvenes universitarios mexicanos con Instagram TV

Audience perceptions of female characters in Chinese documentaries

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