Humanisation of Media on Social Media
Simmelink, Elisa (2022)
Simmelink, Elisa
2022
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022122731476
https://urn.fi/URN:NBN:fi:amk-2022122731476
Tiivistelmä
The study aimed to broadly discuss the humanisation of media to help media companies strategically face present and future digital challenges. Mass media delivered a one-way communication model that limited the interaction between sender/receiver. It also benefited large organisations that profited and provided information according to their interests. However, communication has always been essential to human lives, and with the emergence of Web 2.0 and social media platforms, digital communications have become crucial in all sectors worldwide. A two-way communication model was established, where people’s voices started to resonate, and interactions between sender/receiver grew exponentially. The internet allowed brands and ordinary people to use it according to their preferences, which developed a new challenge involving creating a genuine virtual relationship. The human factor became decisive in how the relations would develop, giving space to a new profession, the influencers. Consequently, humanisation changed how the media communicates. And by transforming the communication system changed how the industry performs. The research explains the evolution process from mass media to the social media revolution and how brand humanisation is associated with the subject. As the humanisation of media is considered a phenomenon, the framework includes an extensive literature review mixed with netnography, providing scholarship and incorporating popular debate. Also, qualitative research through a questionnaire allowed the study to demonstrate the market's point of view by having answers opposing or corroborating the theory. The study provided a definition and explanation of the humanisation of media as a conclusion.
Kokoelmat
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