![]() Hasil penelitian menunjukkan bahwa respons audiens positif terhadap native advertising dengan persentase sebesar 76,16%. Dengan menggunakan teori Model Pengetahuan Persuasi, penelitian ini menggunakan pendekatan kuantitatif dengan melakukan survei kepada 401 responden. ![]() Tujuan penelitian ini adalah untuk mengetahui kecenderungan respons audiens pada generasi Milenial dan generasi Z dalam menanggapi konten native advertising di portal berita daring. Native advertising adalah pesan komersial dibalut artikel informatif yang meminjam kredibilitas ruang redaksi yang menjadi isu krusial dalam ranah jurnalisme dan periklanan. In addition, respondents also provided support for native advertising as an innovation in the field of advertising to continue to develop in Indonesia. The research results show that the audience response is positive towards native advertising, with a percentage of 76.16%. Using the Persuasion Knowledge Model theory, this study used a quantitative approach by surveying 401 respondents. ![]() This research aims to determine the trend of audience response in the Millennial generation and Z generation in responding to native advertising content on online news portals. Native advertising is a commercial message wrapped in an informative article that borrows the credibility of the newsroom, which is a crucial issue in the realm of journalism and advertising. The results here show that freedom of expression given in our constitution if exercised properly, students will be able to engage in political communication. Using the quantitative method of data collection and program language R to analyze them, this study also explores students’ expression of political opinions through social media has a relationship to their political needs. And final year students are more engaged in political communication via social media than their first, second, and third-year counterparts. A survey reveals that male students are more involved in political communication than female students. Specifically, we attempted to compare the extent of political communication participation based on gender and academic education. In addition, this study combines communication theories such as uses and gratification and to analyze political interest in social media and the formation of political opinion. We endeavored to discover in social media which political topics students found more interesting in conversation. The use of social media for political thought and expression has given the study of political communication a new dimension. ![]() This chapter will also examine audiences as both consumers and (increasingly) producers or creators of media products, with an emphasis on the unique management challenges and opportunities associated with the contemporary media audience. This chapter will outline the key distinctive characteristics of audiences as product in the media marketplace and the implications of these distinctive characteristics for media management. This dynamic is further complicated by the ways that digital, interactive media are increasingly providing audiences with the opportunity to also serve as content producers, capable of producing content of significant value to other media consumers and to advertisers. In the dual-product marketplace that characterizes media, in which content is sold (or given) to audiences and audiences are, in turn, sold to advertisers, audiences occupy the unique position of being the customer in one market and the product in the other market. One of the most distinctive characteristics of the media marketplace is the role and function of the audience.
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