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首页> 外文期刊>International Journal of Market Research >What makes modern Britain laugh? How semiotics helped the BBC bridge the Humor Gap
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What makes modern Britain laugh? How semiotics helped the BBC bridge the Humor Gap

机译：是什么让现代的英国笑？ 符号学如何帮助BBC桥梁幽默差距

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In 2018, BBC Marketing and Audiences approached semiotic agencies with a challenging brief. They wanted to know the following: What makes modern Britain laugh? The BBC’s younger audiences have been steadily drifting to other platforms and broadcasters to satisfy their need for “funny stuff.” Brands that successfully leverage humor really resonate with this new modern mainstream audience, for example, Netflix, BuzzFeed, YouTube, Snapchat, and so on. The BBC, as part of its remit to continue to be a modern evolving brand, wanted to address this trend by understanding what types of comedy content convey a relatable sense of humor and how to best achieve this. The BBC required insight on the following key objectives: Identify key characteristics of content that younger audiences find funny; Explain how this compares with the preferences of the BBC’s older audiences; Estimate how far the BBC brand can stretch in humor content across platform; Assess the need for innovation across BBC platforms to accommodate fresh content. The project involved a multi-methodology approach, the centerpiece of which was a content analysis of 800 data points of consumer generated content derived from WhatsApp diaries. The semiotic analysis, informed by foundational thinking on humor schools and humor psychology, used an innovative hashtagging system to create a nuanced taxonomy of the mostly memes and viral videos with the primary types (e.g., #cringe, #pastiche, #awkwardness, #black humour, #satire, #schadenfreude etc.). The BBC received a comprehensive taxonomy of more than 50 humor types, a digest of levers of engagement for operationalising the humour, and maps for strategic channel positioning. The work has helped the BBC innovate in three core areas: rethinking their use of metadata for tagging comedy content on the iPlayer platform, modifying their tone of voice across all parts of the business, and in commissioning original comedy podcasts for the BBC Sounds app.
机译：2018年，BBC营销和受众接近了符号机构，具有挑战简介。他们想知道以下内容：是什么让现代的英国笑？ BBC的年轻观众一直稳定地漂流到其他平台和广播公司，以满足他们对“有趣的东西”的需求。成功利用幽默的品牌与这种新的现代主流受众真正共鸣，例如Netflix，Buzzfeed，YouTube，Snapchat等。英国广播公司作为其汇款继续成为现代不断发展的品牌的一部分，想要通过了解哪些类型的喜剧内容传达可关联的幽默感以及如何最好地实现这一趋势。 BBC要求对以下关键目标有所了解：确定年轻受众发现有趣的内容的关键特征;解释如何与BBC旧观众的偏好进行比较;估计BBC品牌可以在平台上延伸多远;评估BBC平台上的创新需求以适应新鲜内容。该项目涉及多种方法方法，其核心是800个消费者生成内容的800个数据点的内容分析。通过对幽默学校和幽默心理学的基础思路来推广符号学分析，采用了创新的哈希特拉布制度来创造具有主要类型的MEMEN和病毒视频的细节分类（例如，#cringe，#pastiche，#awkwardness，#black幽默，#satire，#schadenfreude等）。 BBC接受了50多种幽默类型的综合分类学，是用于操作幽默的参与杠杆的摘要，以及战略渠道定位的地图。这项工作有助于BBC在三个核心领域创新：重新思考他们使用元数据来标记iPlayer平台上的喜剧内容，在所有部分的所有部分中修改他们的语音，以及为BBC发出应用程序调试原始喜剧播客。

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