Social media homework
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464_W12_SLIDESHOW.pdf
Welcome! COMS 464 – DIGITAL CULTURE
PROFESSOR KEVIN MCDONALD
FOCUS ON INFLUENCING
HISTORY OF ADVERTISING
BRANDED CONTENT
INSTAGRAM INFLUENCERS
BRANDED CONTENT OWNED MEDIA
KEY TERMS FOR WEEK 12
NATIVE ADVERTISING
PROGRAMMATIC ADVERTISING
INSTAGRAM INFLUENCER
EARNED MEDIA
FINSTAGRAMMICRO-CELEBRITY
AESTHETICS CREATOR ECONOMY NEGOTIATION
HISTORY OF ADVERTISING (OPTIONAL READINGS)
ADVERTISING OVERVIEW
GENERAL TECHNIQUES
LONG-TERM DEVELOPMENTS
CRITICISM & ISSUES
GENERAL TECHNIQUES
FAMOUS PERSON
PLAIN FOLKS
SNOB APPEAL
BANDWAGON
HIDDEN FEAR
IRRITATION
ASSOCIATION PRINCIPLE
EARLY HISTORY
BRANDS
TRADEMARKS
PATENT MEDICINES
DEPARTMENT STORES
ASSOCIATION PRINCIPLE
RISE OF CONSUMER SOCIETY
EARLY HISTORY
RELATIONSHIP WITH MEDIA
CRITICISM & ISSUES
GENDER STEREOTYPES
VULNERABLE GROUPS
INDUSTRY RESPONSE
GENDER ISSUES
ASSOCIATIONS
SUBLIMINAL?
VALS
RELATED ISSUES
KIDS
HEALTH
ADDICTION
RECENT DEVELOPMENTS
INTO THE 21ST CENTURY
FOCUS ON CONTENT
RISE OF SEARCH
FROM EARLY WEB 2.0 TO FACEBOOK
MICROSOFT – CONTENT IS KING
LIMITATIONS
LEARNING TO BALANCE
‘HARDWARE’ AND ’SOFTWARE’
RISE OF SEARCH
INITIAL RELUCTANCE AND EVENTUAL
RESTRUCTURING OF HOW ADS WORK
FROM EARLY WEB 2.0 TO FACEBOOK
DECLINE IN TRADITIONAL MEDIA
ONLINE CULTURE TAKES SHAPE
EXHAUSTION & EXPLOITATION
EARLY BLOGGING
TURN TO CLICKBAIT
TURN TO CLICKBAIT
CELEBRITY GOSSIP/CULTURE
EXISTING MODELS
SOCIAL DYNAMICS
ADVERTISING
EXISTING MODELS
SOCIAL DYNAMICS
ADVERTISING
BRANDED CONTENT
RISE OF DIGITAL
SHIFTING TERMINOLOGY
LOOKING AHEAD
BRANDED CONTENT
INTEGRATION
DISAGGREGATION
BLURRING BOUNDARIES
BRANDED CONTENT
OWNED MEDIA
EARNED MEDIA
PAID/SHARED MEDIA
BRANDED CONTENT
OWNED MEDIA
EARNED MEDIA
PAID/SHARED
BRAND CONTROLLED
UNPAID EXPOSURE
THIRD PARTY SERVICE
OWNED MEDIA
EARNED MEDIA
EARNED MEDIA
PAID MEDIA
BRANDED CONTENT
INTEGRATION
DISAGGREGATION
BLURRING BOUNDARIES
NATIVE ADS
NATIVE ADS
SHIFTING TERMINOLOGY
DIFFERENT STAKEHOLDERS
ROLE OF TECHNOLOGY
PROGRAMMATIC ADVERTISING
NATIVE ADS
PROGRAMMATIC ADVERTISING
PAGE 106
MEDIA ECONOMY & ADVERTISING
DEPENDENT RELATIONSHIP
CHANGING RAPIDLY
UNCLEAR EFFECTS
INSTAGRAM ECONOMICS
INFLUENCERS
TECHNIQUES & VARIATIONS
LOOKING AHEAD
INSTAGRAM INFLUENCER FINSTAGRAM
MICRO-CELEBRITY
DISCUSSION QUESTIONS
WHAT IS THE RELATIONSHIP BETWEEN INSTAGRAM AND INFLUENCERS?
WHAT ARE THE DIFFERENT TECHNIQUES THAT INFLUENCERS USE?
WHY DO PEOPLE HAVE A ‘FINSTA’ PROFILE?
Good Bye HAVE A GREAT DAY
EMAIL ME IF YOU HAVE ANY QUESTIONS
