Lance Porter

In-Game Advertising Effects

ABSTRACT This quasi-experimental survey involves 100 participants aged 18-24 years, conducted to measure effects of advertising schema congruity in a massively multiplayer online role-playing game (MMORPG) and other aspects of gameplay experience. Results from a posttest questionnaire suggest that though moderately incongruent advertising in an MMORPG can trigger high awareness rates, extremely incongruent in-game advertising can reduce a game’s perceived sense of realism and annoy players if not coordinated appropriately with the game environment. Whereas previous research suggests players usually accept in-game advertising when relevant, this study shows that the opposite occurs when advertisers fail to contextualize ads within the game world.

The blogosphere and public relations

Purpose – The purpose of this paper is to examine the perception and adoption of blogs among public relations practitioners and how blog use relates to roles and status.Design/methodology/approach – A national e‐mail survey of 216 US public relations professionals was used.Findings – While blog use was similar to national audiences, practitioners were maintaining mostly personal blogs and using blogs professionally at low levels. Furthermore, women lagged behind men in the strategic use of blogs. Finally, cluster analysis challenged Porter and Sallots roles typology, reverting to the previous manager‐technician dichotomy.Practical implications – While practitioners use blogs at a similar level to that of the general population, they may be missing an opportunity to reach publics directly both through blogging and placing stories in blogs.Originality/value – The paper provides an early look at an emerging technology that most practitioners agree will have a substantial impact on the industry.

New Technologies and Public Relations: Exploring Practitioners' Use of Online Resources to Earn a Seat at the Management Table:

A survey of corporate public relations practitioners classified as managers or technicians revealed that although online databases are having positive effects on the practice of public relations, most practitioners are not yet taking advantage of these empowering opportunities. Practitioners need to be aware that online databases provide a new avenue for participation in management decision making. As greater numbers of practitioners begin cruising the information superhighway and put the new technologies available to full use, public relations can experience even greater opportunities to pull up a chair at the management table.

MOVIES AND MYSPACE: THE EFFECTIVENESS OF OFFICIAL WEB SITES VERSUS ONLINE PROMOTIONAL CONTESTS

ABSTRACT Few studies have examined the effects of Internet promotions within social networking sites. This study uses a comparison of online survey results from an official movie site and a movie contest promotion within a MySpace site to examine the effectiveness of the two online promotional tactics. Results indicate that overall the official Web site was more effective than the MySpace promotional page at increasing intent to see the movie. However, on the basis of the findings, the authors believe the most effective campaign would use both an official Web site and a social networking site. This study suggests additional research to explore the effectiveness of advertising messages on social network platforms and understand how users interact and respond to messages within these social communities.

Science in the Social Media Age: Profiles of Science Blog Readers:

Science blogs have become an increasingly important component of the ecosystem of science news on the Internet. Through a survey of 2,955 readers of 40 randomly selected science blogs, we created profiles of science blog users. Super users indicated reading science blogs for a wide range of reasons, including for community-seeking purposes. One-way entertainment users indicated reading blogs more for entertainment and ambiance. Unique information-seeking users indicated reading blogs more for specific information not found elsewhere. But regardless of science blog users’ motivations to read, they are sophisticated consumers of science media possessing high levels of scientific knowledge.

Parasocial Compensation Hypothesis Predictors of Using Parasocial Relationships to Compensate for Real-Life Interaction

In America, socializing with friends has become a functional alternative to watching television. Such a drastic change in how we spend free time demands a closer look at media effects. The study at hand invokes intrapersonal communication research and parasocial interactions and relationships from the media effects literature, synthesizing a new line of research in the process. We ask, “What functions and characteristics of parasociability predict parasocial compensation for real-life interaction?” To explore this question, we combined data based on respondent identification numbers from two larger surveys that measured functions and characteristics of parasocial. An ordinary least squares regression with compensation as the focal variable revealed that parasocial thinking, when functioning as internal rehearsal and self-understanding, and when characterized by variety and self-dominance, predicts parasociability as compensation for human interaction. Retroactive parasocial thinking negatively predicted compensation. The bottom line is this: Under certain circumstances, people choose parasocial relationships over real-life relationships. These findings support the continuing push to explore parasocial relationships as an imaginative force rather than as simple by-products of media exposure.

The People We Meet Discriminating Functions of Parasocial Interactions

A recent Bureau of Labor Statistics study reported Americans spend more time watching television than engaging in interpersonal activities. At the same time, television content is increasing in both complexity and quality, and important questions are emerging. With viewers spending increased time with television content through omnipresent screens and always-on mobile devices, and with the content becoming more compelling, are media effects changing? This study takes a fresh look at the deep relationships audiences have with todays complex television characters and the ultimate effects of those relationships by exploring parasocial interactions and relationships from an intrapersonal perspective. In this survey, we found compelling evidence that viewers use parasocial relationships to maintain relationships with television characters, keep conflict alive, undergo catharsis, and develop a better understanding of themselves and their viewpoints.

Cognitive and Imagery Attributes of Parasocial Relationships

In today’s rapidly changing “TV everywhere” environment of ubiquitous and always-connected screens, and instant social media interaction around and with complex and compelling television storylines and characters, perhaps it is time to take another look at media effects from a more social perspective. In this study, we provide that social perspective by examining imagined interactions, parasocial interactions (PSIs), and parasocial relationships (PSRs) as manifestations of intrapersonal communication. In the past decade, parasocial phenomena have become a hot topic in entertainment studies; yet, few researchers have worked to establish a strong theoretical foundation for this phenomenon. This study provides significant contributions to the literature by exploring and describing the attributes of imaginative processes revolving around parasocial contact with mediated personae. Specifically, we borrow from imagined interaction theory and identify the most salient relationships among attributes of the PSRs and PSIs with television personae that take place in our imaginations. We also isolate the attributes of PSRs with the greatest power to predict the frequency with which one imagines interacting with a television persona: retroactivity and variety.

Inoculating the electorate: a qualitative look at American corporatocracy and its influence on health communication

This research examines the profit-driven agendas, non-branded marketing strategies, and commercialized propaganda that influence citizen trust in health communication messages. Specifically focusing on Rick Perry’s 2007 human papilloma virus vaccination mandate, we highlight the role that corporate funding plays in legislation, regulation, and voter/consumer behavior. Emergent findings from in-depth interviews with Texas residents, in combination with US media reports, illustrate the questionable communications contaminating consumer trust and public health. Our critical analysis of health promotion reflects the commodification of health consciousness in the United States.

Book Review: Digital Universe, The Global Telecommunication Revolution

The final section, which is less than 20 pages, returns to the aforementioned big picture and offers ideas for working with media relations officers and dealing with ethical situations, among other topics. The strength of the book is the long middle section because it provides aspiring reporters with tips for preparing to cover an event, identifying themes, or moments to look for in an athletic competition, approaching players and coaches for those important interviews, and suggestions for writing the postgame or match report. Gisondi references in his preface more than 50 journalists who contributed ideas to the book. The talent listed here should not be glossed over; instructors might suggest as a class assignment that a student interview one of these professionals for additional advice about properly reporting an athletic event. It might be especially useful to target the journalist to the sport he or she most often covers. As an example, because I live in Pittsburgh, I know that the Post-Gazette’s Ed Bouchette (listed as a contributor) covers the Steelers. Thus, he would be a great resource for an aspiring sports journalist about to report on a high school or collegiate football team. My principal complaint about the book is that it focuses almost exclusively on newspaper/print writing; the effect is that aspiring broadcast reporters should feel slighted. Whether it is called convergence or something else, journalists are required to do more—that is, report across platforms—than ever before. There is simply not enough in this book pertaining to effectively using social media and the basics of broadcasting. The instructor could overcome this limitation by incorporating another text and/or additional readings focusing on these areas.