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Media (R)evolutions: How paid, owned, and earned media converge

Roxanne Bauer's picture

New developments and curiosities from a changing global media landscape: People, Spaces, Deliberation brings trends and events to your attention that illustrate that tomorrow's media environment will look very different from today's, and will have little resemblance to yesterday's.

When the internet first emerged as a medium (and still often today), digital and non-digital communication were separated into different silos within an organization. While this distinction has blurred for many, new distinctions based on revenue have developed: paid, earned, and owned media.

Paid media is often considered to be ‘traditional advertising’ and includes ads, paid search marketing, ‘pay per click’ advertising, and sponsorships. It usually involves targeting specific audiences in order to create brand awareness or develop new customers. Owned media is the content that an organization creates itself and includes an organization's website, blog posts, email newsletters, and social media. It usually involves targeting an organization’s existing community or current customers.

Earned media is the result of public relations and media outreach, ad campaigns, events, and other content that is created through an organization’s owned media. Brands may hire a PR firm to reach out to the media, influencers may pitch or demoralize a brand on TV and social media, and consumers may talk about an organization on social media or in product reviews.

 Paid, Owned, and Earned Media

Stealthy protest: Collective identity and the affordances of social media

CGCS's picture

A computer class is conducted at the Female Experimental High School in HeratCGCS Post-Doctoral Research Fellow Emad Khazraee discusses his research project with Alison Novak on socio-political activism and women’s rights in Iran, featuring My Stealthy Freedom as a case study. Emad and Alison presented their project at the ICA on May 25, 2015. 

It is likely most Facebook users have come across a Facebook page supporting a socio-political cause. The popularity of these pages reinforces the need to better understand their affordances for socio-political activism. In an effort to address this issue, a recent research project I undertook with Alison Novak[1] studied campaign pages on Facebook advocating for women’s rights in relation to the dress code in Iran. One of the pages we analyzed, My Stealthy Freedom, acts as a strong case study. My Stealthy Freedom’s (MSF) page was created in April 2014 by Masih Alinejad, an expat Iranian journalist based in the United Kingdom. In an effort to digitally protest hijab laws that restrict women’s right to choose their own cover, Alinejad first shared a photograph of herself online, riding in a convertible without hijab, and then encouraged women inside Iran to share pictures of their own “stealthy freedom.” Soon women from inside Iran shared their own photos taken in a public space without hijab. These photos were often accompanied by a message providing the background stories, grievances, or opinions of the user. In the weeks that followed, MSF became an internationally recognized page and was followed by 500,000 users on Facebook, resulting in reactions both outside and inside Iran.

5 things you should know about governance as a proposed sustainable development goal

Vinay Bhargava's picture

South Sudanese prepare for independenceVinay Bhargava, the chief technical adviser and a board member at Partnership for Transparency Fund, provides five takeaways on governance and development interactions from a recent panel discussion hosted by the 1818 Society.

On May 27, I had the pleasure of serving as a panelist at an event organized by the Governance Thematic Group of 1818 Society of the World Bank Group (WBG) Alumni.

The panelists were: Mr. Homi Kharas, Senior Fellow and Deputy Director for the Global Economy and Development program at the Brookings Institution; Ms. Heike Gramckow, Acting Practice Manager, Rule of Law and Access to Justice at the Governance Global Practice at the World Bank Group; Mr. Brian Levy, Professor of the Practice, School of Advanced International Studies (SAIS), Johns Hopkins University; Mr. Jerome Sauvage, Deputy head of UN Office in Washington DC. Mr. Fredrick Temple, currently Adviser at the Partnership for Transparency Fund, moderated the workshop. 
 
The panel presentations and discussion were hugely informative and insightful. I am pleased to share with you my five takeaways that anyone interested in governance and development interactions ought to know.

Quote of the Week: Arnab Goswami

Sina Odugbemi's picture

Arnab Goswami"I've often said this: that, in a choice between right and wrong, black and white, the facts that stare you in your face, will you not take a side on what is right?" 
 
Arnab Goswami, an Indian journalist and the editor-in-chief of Indian news channel Times Now. He anchors The Newshour, a live debate show that airs weekdays on Times Now and hosts the television programme Frankly Speaking with Arnab.
 

Median impact narratives: Who, why, and how

Heather Lanthorn's picture

​​Storytelling is essential to persuasion. But how do we decide which stories to tell? Heather Lanthorn reviews median impact narratives and explains why they are more than just window dressing.

Way back in January, an interesting conversation took place on the Development Impact blog; I am just catching up on the conversation. The conversation featured a 7 January guest post by Bruce Wydick, who advocated the idea of “median impact narratives,” and subsequent commentary.

In short, Bruce recognizes that even when solid quantitative causal evidence exists,

“A good narrative soundly beats even the best data.  Economists and scientists of all ilks need to digest what for many is an unpleasant fact:  In the battle for hearts and minds of human beings, narrative will consistently outperform data in its ability to influence human thinking and motivate human action.”

Bruce further points out (to take a bit of liberty with his words) that, sadly, Stalin was right about at least one thing (to paraphrase): a single death is a tragedy while a million deaths is a statistic. And people do rather better with making sense of and feeling empathy for a single victim (or success) than for a large number of statistical people and their myriad outcomes (e.g.). This leads Bruce to an important question: how to choose which individuals to highlight? What Bruce’s post gets around to (and as he confirmed with me in a follow-up email, thank you!) is really a question about sampling for qualitative research and placing (and valuing) anecdotes within the context of the study sample and population.

Weekly wire: The global forum

Roxanne Bauer's picture

World of NewsThese are some of the views and reports relevant to our readers that caught our attention this week.


ICT Facts and Figures – The world in 2015
ITU
The ITU ICT Facts and Figures – The world in 2015 features end-2015 estimates for key telecommunication/ICT indicators, including on mobile-cellular subscriptions, Internet use, fixed and mobile broadband services, home ICT access, and more. 2015 is the deadline for achievements of the UN Millennium Development Goals (MDGs), which global leaders agreed upon in the year 2000, and the new data show ICT progress and highlight remaining gaps. 

Focus on Private Sector: New tech shouldn’t mean no jobs
SciDevNet
The development anthropologist James Ferguson published a new book last week: Give a Man a Fish.  Drawing on research conducted across southern Africa, Ferguson argues the world has entered a new economic era in which many people, including able-bodied, working-age people, may not find paid work for large stretches of their lives.  The sources of this are twofold: demographic changes are increasing the number of working-age people in developing countries, while technological advancements that enable automation are shrinking the employment footprint of many sectors.
 

Campaign Art: The HIV positive poster

Roxanne Bauer's picture

People, Spaces, Deliberation bloggers present exceptional campaign art from all over the world. These examples are meant to inspire.

HIV first emerged in the 1980s, and soon after Brazil's infection rates quickly climbed. A decade later, in the early 1990s, Brazil and South Africa had similar infection rates.  Today, however, the two countries look quite different: South Africa now has one of the highest HIV infection rates in the world, with over 6 million people infected while Brazil has been able to drastically reduce the number of cases to 660,000.

Over the last 25 years, Brazil has initiated a series of steps, including the provision of free condoms and free treatment (due in part to cheap drugs obtained through negotiations with pharmaceutical companies) and was able to reduce the disease’s prevalence. Nevertheless, the number of new HIV cases is  starting to rise again, as international funding for HIV/AIDS programs becomes more limited and as a generation of young people emerges that didn't experience the horror of HIV before widespread treatment was available.

In response, Ogilvy Brazil launched a campaign on behalf of the NGO Life Support Group (Grupo de Incentivo à Vida) that seeks to raise awareness and humanize the disease. They asked HIV-positive individuals to prick their fingers and add a drop of blood to posters that were then placed around São Paulo.
HIV cannot survive for more than an hour outside the human body, rendering the posters completely harmless. The idea is that, just like the posters, people with HIV are not to be feared.
 
VIDEO: The HIV Positive Poster


The things we do: Why do conspiracy theories thrive?

Roxanne Bauer's picture

Girl receiving oral polio vaccine in IndiaIndividuals who believe in conspiracy theories are often disregarded as 'paranoid' and 'irrational', but social science research indicates that they engage in psychological processes that we all do. The difference lies their unusual distrust of authority.

Conspiracy theories abound!  Rumors are whispered, discrepancies in a story are seized upon, and the official version of events is discredited.  Then, an alternate explanation is proposed and evidence is gathered to support it.

While there is no formal, generally-accepted understanding of a ‘conspiracy theory’, they are usually considered to be an explanation for an event that is not the most plausible account and which postulates unusually sinister and competent conspirators carrying out the conspiracy.  Conspiracy theories are usually based on weak evidence, are self-insulating from fact, and sensationalize the actors or the implications of the event.

Contrary to what we might think, many of the people who follow conspiracies aren’t crazy.  They are actually skeptics, they just happen to be selective with their doubt.   According to research, individuals that believe in conspiracy theories tend to favor a worldview in which people are prone to misbehave (or behave downright evil) and in which elites exercise omnipotence.

Quote of the Week: Barack Obama

Sina Odugbemi's picture

"Because ultimately, in an information age, open societies have the capacity to innovate and educate and move faster and be part of the global marketplace more than closed societies do over the long term. I believe that."

Barack Obama, President of the United States, speaking August 6, 2014 at a Press Conference after U.S.-Africa Leaders Summit.
Photograph by Lance Cpl. Michael J. Ayotte, USMC, available on Wikimedia Commons

Blog post of the month: “We are looking at gold and calling it rock”: Supporting communities to calculate the replacement costs of their communal lands and natural resources

Rachael Knight's picture

Boundary tree planting committeeEach month People, Spaces, Deliberation shares the blog post that generated the most interest and discussion. In May 2015, the featured blog post is " “We are looking at gold and calling it rock”: Supporting communities to calculate the replacement costs of their communal lands and natural resources".

Across Africa, Asia and Latin America, investors are increasingly approaching rural communities seeking land for logging, mining, and agribusiness ventures. In response, international and national advocacy organizations are stepping forward to provide support to communities in negotiations with investors, often with a focus on ensuring adherence to international laws such as the right to free, prior, informed consent (FPIC).[1] Yet even in situations when investors have followed FPIC principles and conducted a formal “consultation” to seek community consent to their proposed business venture, these consultations are generally conducted in a context of significant power and information asymmetries. Communities are frequently pressured by high-level government officials to consent to deals that they do not fully understand or desire. Community members may not be aware of the rental value of their land on the national market, the expected annual profits the investor will gain from the venture, the overall net worth of the investors’ company, and other financial information critical to negotiating a fair contractual agreement, including the value they themselves are deriving from their common lands. As a result, they have difficulty calculating an appropriate rental cost that leaves them in an equal or better position than before the investment.

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