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首页> 外文学位 >Fandom and Social Media Marketing Looking at 'Doctor Who' Tumblr Engagement Through the Lens of Participatory Culture.
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Fandom and Social Media Marketing Looking at 'Doctor Who' Tumblr Engagement Through the Lens of Participatory Culture.

机译：粉丝和社交媒体营销通过参与式文化的视角看待“ Doctor Who” Tumblr的参与。

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摘要

In social media marketing, the most important aspect that brands and companies try to reach for is engagement with their audience. Today's audience is no longer filled with passive consumers, but active participants. Nowhere is this more obvious than with fans of entertainment television. When television fans go on social media, they look to actively discuss, share content, and engage with other fans of the show. In the realm of entertainment television and social media marketing, the Doctor Who Tumblr has both a strong presence and an engaged audience. In 2013, the Tumblr page won a Shorty Award for its coverage of the Doctor Who 50th Anniversary, which broke records for Tumblr engagement for a televised event, surpassing both the SuperBowl and MTV Video Music Awards. How was this possible? This paper endeavors to answer that question, using the idea of participatory culture as a lens for examining Tumblr engagement on the 50th Anniversary of Doctor Who. What did the social media managers do to engage their audience and why was it effective? This study includes both a survey measuring individuals' attitudes toward social media and entertainment television, and a quantitative and qualitative study of the Doctor Who Tumblr page on the day of the 50th anniversary.
机译：在社交媒体营销中，品牌和公司尝试达到的最重要方面是与受众的互动。今天的受众不再是被动的消费者，而是积极的参与者。没有什么比娱乐电视迷更明显了。当电视迷使用社交媒体时，他们希望积极讨论，共享内容并与该节目的其他迷互动。在娱乐电视和社交媒体营销领域，Doctor Who Tumblr既有强大的影响力，也有热情的观众。 2013年，Tumblr页面以其对Doctor Who 50周年的报道而获得了Shorty奖，该奖项打破了Tumblr参与电视转播活动的记录，超过了SuperBowl和MTV视频音乐奖。这怎么可能？本文通过使用参与式文化的观点来检验Tumblr在Who Doctor诞辰50周年时的参与度，来努力回答这个问题。社交媒体经理做了哪些工作来吸引观众，为什么有效？该研究既包括一项测量个人对社交媒体和娱乐电视态度的调查，也包括对50周年纪念日的Who Who Tumblr页面进行定量和定性研究。

著录项

  • 作者

    DeMeo, Elizabeth.;

  • 作者单位

    Liberty University.;

  • 授予单位 Liberty University.;
  • 学科 Mass communication.;Multimedia communications.;Marketing.
  • 学位 M.A.
  • 年度 2016
  • 页码 91 p.
  • 总页数 91
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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