The purpose of this research is to quantify differences in key performance indicators between paid and organic (not paid) website traffic over a one year period of time at a regional comprehensive university in Kentucky, which is located in the southeastern United States. Two distinct sources of website traffic can be measured: paid traffic and…

Public Internet Data Mining methods enable studying educational institutions' public-facing communication. Multiple online data sources can illuminate differences in how different audiences are addressed online, opening the door for critical inquiry into emerging issues of representation and targeted advertising. The present study presents a case…

Social media are a popular source of information for young people, serving the purposes of not only communication but also the creation and distribution of content as well as advertising. However, that content may contain science-related information that in many cases is not based on scientifically proven sources. Content creators and/or…

Social media sites and other contemporary technologies open the possibility for the construction of online identities that are loosely connected to physical bodies; this construction allows individuals to edit their identities constantly, in a continuous process of self-recreation. In parallel, universities utilise printed and electronic media to…

This chapter explores the changing nature of Christian denominational discourse in an Australian context as informed by Internet technologies. It will take as its case study three Internet sites developed and published for the promotion of three separate Christian youth festivals held in Australia between July 2008 and January 2009, undertaking a…

Engaging with stakeholders on social media channels can burnish a brand's reputation, according to an early 2012 survey conducted by BRANDfog, a social media branding firm that caters to CEOs. The study found that 82 percent of respondents "were more likely to trust a company whose CEO and leadership team engage in social media." In addition, 94…

While schools have taught media literacy for many years, new challenges are raised by the growth of digital media and the sophistication of marketing techniques aimed at children. In response to a moral panic over the dangers posed by new media, schools have focused on cyber-safety education to reduce the incidence of phenomena such as…

Most parents of teenagers are concerned about what their teenage children do online and how their behavior could be monitored by others. Some parents are taking steps to observe, discuss, and check up on their children's digital footprints. A new survey of 802 parents and their teens shows that: (1) 81% of parents of online teens say they are…

Facebook and other social media have been hailed as delivering the promise of new, socially engaged educational experiences for students in undergraduate, self-directed, and other educational sectors. A theoretical and historical analysis of these media in the light of earlier media transformations, however, helps to situate and qualify this…

This Media Literacy column is a follow-up to the column in the September 2007 issue that discussed Guy Debord and the artistic, political avant-garde organization called the Situationist International. This column continues the discussion of the situationist concepts of the spectacle and "detournement" by explaining quick and easy ways to…

A well-designed online advertisement is essential for effective communication with potential customers and contributes to successful e-commerce. However, creating online sales messages that appeal to a broad range of cultures can pose unique challenges. Internet ads must offer both a globally appealing and a culture-specific message that in turn…

This publication reports on a 2000 forum that included media business executives, financiers, academics, and other experts who examined: how minority media can leverage their historically strong community base to succeed in the new century; how they can overcome financial challenges; what measures they might adopt to keep abreast of opportunities…

A longitudinal study was conducted to identify trends in entry-level technology, and interpersonal and basic skills related to communication. Two competencies and one foundation skill are discussed. Results indicate a decline in the number of classified advertisements including technology and basic skills related to communication. Ads including…

In this paper we examine how the figure of the teenager is positioned within the discourses and practices of commercial online media. In particular, we explore how the popular, Australia-based web portal "ninemsn" works discursively to shape the identities of young people. Ninemsn not only constructs and circulates selected…

The advertising section of the Proceedings contains the following 14 papers: "Advertising versus Product Publicity: The Effects on Credibility and Purchase Intent" (M. Catherine Chew and others); "Introducing Introductory Advertising Students to the World Wide Web" (Beth E. Barnes); "In Defense of Puffery" (John H.…