COMM1003 Unit 3

social network

Connect individuals or groups over a common platform

5 characteristics of social media:

1. User-generated content

2. Comments

3. Tagging

4. Social networking

5. Customization

social media is:

a central part of how we live

User-generated content

• Not just to consume content but to create it

• includes written words, photos, podcasts, and streaming audio & video

Comments

• everyone comments on what others are posting

• Simple as liking a photo to participating in a heavy debate

Tagging

• people tag, or mark, photos and texts in which they are featured

Social networking

• people can share their online posts with groups of friends, or like-minded people

Customization

• people can make their social network pages unique

• Used for recreational or social purposes but also by businesses and organizations

Youtube

• founded by 3 friends

• Google bought out in 2003

• Biggest video-sharing site online

Most popular social media network?

youtube

Facebook

• mark Zuckerberg created it at Harvard in 2004

• “Walled garden”

instagram

• July 2010

• Has changed a lot over the following years

Snapchat

• temporarily instead of permanent

• Mostly popular amongst young people

Twitter

• 2006 by 3 college dropouts

• Can be valuable to businesses

What did twitter do in November 2017?

doubled the maximum character count from 140 to 280

tiktok

• owned by a Chinese company

• More content moderation than other platforms

Turing test

Developed by Alan Turing to see whether a person could tell if they were interacting with a computer or a person; test for AI

Tennis for Two

1958; first video game to be demonstrated and made by William Highinbotham

Spacewar!

1961; MIT students got access to a PDP-1 minicomputer and created the game

Baer and Sanders Asssociates

Underrated video game company

Atari

• first company to popularize video games

• Founded by Nolan Bushnell

Atari 2600

• launched the home video game console market in 1977

• Cost $199

• 1976: sold Atari to warner communications for $28 million

What changed everything for the video game industry?

microprocessor

Arcades

• 1970s-80s: recognized for its socialization impact

• PAC-Man was a huge success

Nintendo

1889: Fusajiro Yamauchi founded the Marufuku Company

1951: changed its name to Nintendo

What did Nintendo do that was different from its competitors?

had rules and inspected each cartridge they produced to ensure the best quality

What Nintendo game was a success?

super Mario bros

Nintendo game boy

Portable, inexpensive, and could play with friends

Sony playstation

PS used 3d polygon graphics and had substantial sales which set up Sony to be one of the dominant system manufactures

Xbox

• Instant hit with Halo game

• Built for online play

video game conflicts

• 1976 game, “Death Race”, which involved hitting people with a car

• “Custer’s Revenge” and “Mortal Kombat” sparked controversies

True or false:

The video game industry created a ratings system

Truee

Grand theft auto franchise

One of the most controversial and immersive video game series ever

pokemon

• launched in Japan in 1996 and was an instant success

• 2016: launched Pokémon Go, an augmented reality phone-based game

Video games as mass communication

• consoles are media content delivery devices

• Video games have stars/mascots

• New venue for advertising

• Promotes and fosters online communities

• Can be more profitable than movie

what amendment are video games protected by?

first amendment

true or false:

Video games are a legitimate spectator sport

True

eSports

Organized team competition in video games

Who bought Twitch and for how much?

Amazon bought Twitch for $970 million

Characters are typically what in video games?

traditionally white, male, and straight

advertising

Any paid form of nonpersonal communication about an org., product, service, or idea by an identified sponsor

earliest American advertising:

was published in newspapers and targeted at a narrow, elite audience

During what era did advertising boom?

the post-industrial revolution

Industrialization

Work done by hand in small shops were replaced by mass production of goods in large factories

modernization

social process by which people were born with an identity and a role in life to deciding for themselves

What did advertising do to products?

gave it meaning

economy of abundance:

there are as many or more goods available as there are people who want to buy them

What were the first goods to arrive bottled and ready to be sold?

patent medicines

When did brand-name goods become popular?

late 1800s

Brand name

A word or phrase attached to prepackaged consumer goods so they can be better promoted through advertising

Quaker Oats

Among the first prepackaged cereals

Newspapers moved from subscription revenue to?

advertising revenue

who did publishers begin to sell to?

sell subscribers to advertisers

What was The Ladies’ Home Journal designed for?

specifically as a medium for consumer advertising

Who founded CBS radio?

William Paley

Why did William Paley found CBS radio?

b/c of advertising success

Local advertising

Tries to induce people to go to a local store or business to buy a product or service

What does local advertising look for?

immediate, direct action

Direct-action message

Get consumers to purchase a product or engage in a behavior

National advertising

Build demand for a nationally available product or service

Indirect-action message

Designed to build the image of and demand for a product

Advocacy ads

Promote a particular point of view rather than a product

Public service ads

Promote the messages of nonprofit institutions and government agencies

Business-to-business ads

Promote products directly to other businesses rather than to the consumer market

Advertising business

• multi-faceted business that involves 4 major groups

What must the 4 major groups of the multi-faceted businesses do for a product to be successful?

work together

What are the 4 major groups of advertising?

1. The client

2. The agency

3. The medium

4. The audience

The client

The company with something to sell or an idea to promote

The agency

Agency or department that researches the market, creates the advertising, and places it in the media

Open contract

Enabled the agency to provide advertising space in any publication

big idea

David Ogilvy: an advertising concept that will grab people’s attention and make them take action

The medium

• newspapers, magazines, TV, radio, outdoor sites

• Movies and books don’t receive large amounts of advertising revenues

what is the top medium?

TV

The audience

• the people who see or hear the ad

• Central “product” that media sell to advertisers

• Defined by graphics

Clutter

Huge number of commercials and other messages that compete for consumer attention

Who dominates the digital advertising market?

Google

Integrated marketing communication

• there should be an overall communication strategy for reaching key audiences

when does IMC date to

1980s-90s

Twitch is a streaming video service that shows ______.

A. lesser-known sports with a niche following

B. People playing video games

C. people dancing to video game music

D. homemade videos, usually of people’s pets

B. People playing video games

true or false:

eBay was created to help people share their videos online.

False

Video game arenas were also used during the pandemic as ______.

A. Movie theaters

B. Concert venues

C. Churches

D. Classrooms

B. Concert venues

True or false:

During the COVID-19 pandemic, video game platforms could be used for meetings and weddings.

True

Which 1980s arcade game appealed to almost everyone, inspiring merchandise, music, and cartoons?

A. PAC-man

B. Donkey Kong

C. Space invaders

D. Battlezone 3D

A. PAC-man

Who is the most popular Fortnite streamer whose nickname is “Ninja”?

A. Drake

B. Juju smith-schuster

C. Travis Scott

D. Tyler blevins

D. Tyler Blevins

True or false:

The original PlayStation used DVDs for their games, and the console could also be used as a DVD player

False

Which controversial video game made more money than the movies Avatar and Titanic combined?

A. Call of duty

B. World of Warcraft

C. Grand theft auto v

D. Halo

C. Grand theft auto v

Which Japanese-created video game developed into a smartphone-based augmented reality game you can interact with in real life?

Pokémon Go

True or false:

Political content is banned in groups on facebook

false

Daryl wants to respond to a post he saw on Facebook. Which basic social media characteristic will Daryl use?

A. Customization

B. Social networking

C. Tagging

D. Commenting

D. Commenting

Jayme is a seventeen-year-old boy who plays video games every day. Which device is he most likely to be using?

A. Hand-held game device

B. Computer

C. Game console

D. Mobile phone

C. Game console

How did Nintendo avoid the quality mistakes that plagued the Atari system?

A. Nintendo subcontracted its game cartridge manufacturing

B. Nintendo manufactured and approved each video game cartridge it sold.

C. Nintendo used children to test their games before they were manufactured in mass quantities.

D. Nintendo hired the most quality-oriented programmers to create their games

B. Nintendo manufactured and approved each video game cartridge it sold.

True or false:

The hashtag was added to the social media service Twitter more than a year after the service was launched

True

Why was the video game Rust so controversial?

A. Every character has disproportionate limbs

B. All the male avatars were suddenly swapped out with female avatars.

C. All the avatars are gender neutral.

D. It portrays every character as obese

B. All the male avatars were suddenly swapped out with female avatars.

The process of transitioning from work being done by people to being done by machines is known as ______.

A. Standardization

B. Modernization

C. Industrialization

D. Urbanization

c. Industrialization

true or false:

The primary purpose of the Super Bowl television broadcast is so viewers can see advertisements.

True

True or false:

Advertising Age magazine estimates that by 2020, two thirds of online advertising will be to mobile devices.

True

Broadcast and cable networks are experimenting with

A. cutting back 10-20% on their prime-time commercials

B. running commercials that only target children during the day

C. only running commercials between programs

D. running fewer, longer commercials during prime-time

A. cutting back 10-20% on their prime-time commercials

True or false:

Brand names first became popular for consumer products following World War II.

False

true or false:

One advantage of advertising on the radio is that you can purchase time for your ads at the last minute.

True

True or false:

The “big idea” is an advertising concept that attracts people, helps them recall the product, and encourages them to buy it.

True