MECM2400 Creative and Social Media Lecture 1 2024 PDF

## MECM2400 Creative and Social Media ### Lecture 1 ### Overview Division of Communication ### Today's outline - Defining creative and social media - Changing audience characteristics - Generation C ### Traditional media - Do you use traditional media? Image: A collage of images showing a pil...

## MECM2400 Creative and Social Media ### Lecture 1 ### Overview Division of Communication ### Today's outline - Defining creative and social media - Changing audience characteristics - Generation C ### Traditional media - Do you use traditional media? Image: A collage of images showing a pile of newspapers, an old-fashioned radio, a cinema with red seats, and a vintage TV set. ### What is Mass Communication? Mass communications comprise the institutions and techniques by which specialized groups employ technological devices (press, radio, films, etc.) to disseminate symbolic content to large, heterogeneous, and widely dispersed audiences. (Janowitz 1968) Image: A diagram with a network of icons representing various forms of media, including a magnifying glass, a computer, a phone, music notes, a TV, a bird, a calendar, a speech bubble, a camera, a dollar sign, a hand drawing, a checkmark, a cross, a shopping cart, and a globe. (Source: Google images) ### Defining Social Media - Social media refers to the means of interactions among people in which they create, share, and/or exchange information and ideas in virtual communities and networks. - It's a blend of personal communication and public media that manifests a shift in the way we experience mediated communication. Image: A collage of two images. The first image depicts a mobile phone with various social media icons, including Twitter, TikTok, Youtube, Facebook, Instagram, and Spotify. The second image shows a collection of colorful blocks with social media logos. Social Media Revolution https://vimeo.com/303519249 ### Changing roles of audience | Traditional media (passive and responsive) | Creative and social media (active and creative) | |---|---| | Viewers | Producers | | Consumers | Prosumers | | | Users | | | Digital Natives | ### Characteristics of social media - Social media - media that highly facilitate social interaction - 2-way communication - Synchronicity - interaction at the same time - Active control ### Social media examples - Social networking sites - Micro-blogging - Video hosting and distributing - Picture uploading and sharing - Professional profile display and linking - Instant messaging Image: A collage of social media platforms icons. The icons include: a red Sina Weibo logo with a bird, a blue Twitter logo with a bird, a blue Facebook logo with an "f", a colorful Insta logo, a red Youtube logo with a play symbol within a white rectangle, a blue LinkedIn logo with a white "in", a green WhatsApp logo with a white speech bubble, and a green WeChat logo with a green smiley face. ### Advancing technology - Web 1.0 → Web 2.0 → Web 3.0 - Web 1.0: one host; centralized power and decision making (e.g. portals such as Yahoo.com) - Web 2.0: many hosts; decentralized power and management; people get connected on an equal basis (e.g. social media, FB, IG) - Web 3.0: decentralized application of technology, Using Al to empower a more intelligent virtual world (e.g., Metaverse with avatars). ### Generation C - A new group of internet users called “generation c" where C stands for both “content creation" and for “creativity" more generally. - The group of internet users who managed to create a wide array of alternatives for traditional content creation areas and introduced user-led content creation to various online platform (trendwatching.com, 2004-2005) Image: A logo representing "GENERATION C", with a large "C" in white at the center of a pink background. ### Generation C - Highlight https://www.youtube.com/watch?v=4a0gsQB9Kks ### What does C stand for? - Creation - Comment - Connection - Community - Curation (策展) ### What does C stand for? - Creation - Create messages and artworks that express their ideas - Posts, photos, updates.... Image: A large yellow rubber duck floating on water. Social Media sharing: Duck 一隻 11/6/2023 ### Create Image: A collage of images showing different illustrations of a female character with different expressions. The text on the collage in Chinese translates to: “You’re not an onion ring! (Leung Chun-ying)”, “New land is not good! (kind heart is not good)”, “Shrimp noodle? (Shrimp me)”, "Eat vegetable meat! (Eat the wrong medicine)", "Burning the nest! (What are you laughing at)”, “Multiple toast! (You’re so busy)", "You're not an onion ring, You're not good at eating vegetable meat, you're not burning the nest, you're not shrimp noodle, you’re not toast!” GENERATION C ### Comment - Expressing one’s opinion by giving comments to content that is already made - A person, an act, an organization, an issue, Image: A picture showing Tom Cruise with three of his body doubles. 原文字描述:湯告魯斯(Tom Cruise) 與他的替身合照. Comments: 網友通知這是AI 合成圖。我受騙了! 昔日香港 132/6/2023 ### Connection - Relate oneself to the external world, should there be their acquaintance of the society at larger - Reading updates, visiting news sites etc... - Both real-life relationship and virtual relationship: followers Image: A collage of two screenshots of Facebook posts. The first post is from the Disney+ page, promoting the platform's shows and movies. The second post is from the JobMarket page, promoting a talk for graduates of the University of the Arts London. ### Community - Forming a community for various social functions such as fostering interpersonal relationship or completing a task Image: Illustration of a network with nodes connected by lines, with one larger node in red at the center. ### Community Image: Screenshots of different Whatsapp group chats. The group chat names are: Hong Kong Hiking Scenery & Portrait Photography Group, Hong Kong Car Noodle Concern Group, Hong Kong Miffy Fans Club HK, Hong Kong Beef Brisket Noodles Concern Group, Hong Kong Mountain Friends Hiking & Outing Sharing Group, Hong Kong/Japanese Ramen Concern Group/Sharing Group. ### Curation (策展) - Purposely arranging various information to be displayed or shared on social media - What to show and what not to? - Seek out share-worthy content and share them on a regular basis - To provoke a reaction and reinforce emotional connections within their community. ### Curation (策展) Image: A group photo of students for the "AD HERE Advertising Competition". The photo is posted on Facebook. ### Introducing Gen C The YouTube Generation Image: A cartoon with a tablet screen playing a video. There are people sitting in front of the tablet, watching the video. ### BABY BOOMERS BORN 1946-1964 AGE 57-75 Years Old https://www.youtube.com/watch?v=1-t4_TmmxEw&t=128s ### Generation group | Generation | Born in | |---|---| | Generation X | 1965-1980 (Aged 41-56) | | Generation Y / Millennials | 1981-1996 (Aged 25-40) | | Generation Z | 1997 – 2012 (Aged 9-24) | | Generation Alpha | 2013 – 2024 (Aged under 8) | | Generation C | 80% of Millennials and onwards. It's not an age group. | Source: Youtube.com/Generation Comparison ### Introducing gen c Gen C is a powerful new force in consumer culture. It’s a term we use to describe people who care deeply about creation, curation, connection, and community. It’s not an age group; it’s an attitude and mindset - and here are 8 of its defining characteristics. ### Characteristics of gen c - Gen C is a state of mind - Gen C strives for expression - Gen C is a taste-maker - Gen C defines the social network - YouTube is Gen C’s habitat for entertainment - Gen C is constantly connected - Gen C connects on YouTube on all screens - Gen C values relevance and originality ### Other features - Gen C used social media for mobilization in social movement - Gen C tend to comments on social media post - Gen C gather a group of people with similar interests ### Who are gen c ? 80% of Millennials is made up of Gen C- people who were born from 1995 onwards - is making its presence known as people from this generation are starting to enter the workforce and earning their own income (Source: Matt Kleinschmit, 2019) Image: A cartoon image related to “Gen C is a state of mind”, showing a tablet, a laptop, a mobile phone, and a desktop computer. 80% of millennials is made up of Gen C - YouTube's core (though by no means only) audience². But Gen C is more than an age-group; it’s a mindset defined by creation, curation, connection and community. 1. Forrester Technographics Q2 2012 2. YouTube, ComScore Metric Jan 2013, Nielsen Netview Dec 12 ### Gen C is a state of mind - They integrate technology into their daily routine regardless of age - Digital disruption has narrowed down age to just a number - They live in present tense connect across all screens, all the times, everywhere (Source: Digitalist Magazine, ２０１８) ### Gen C Strive for expression - They just don’t passively consume content – they are born curators, creating share worthy content. They also love answering queries online. Also, they are introducing new ways of communication via phone, memes, emojis, mash-ups Image: A picture showing a baby with an expression of astonishment. There are various emojis below the picture, including 100, a smiley face, a heart, a shocked face, a surprised face, a smiling face with heart-shaped eyes, a star, a heart, two eyes, fire, a heart, a smiling face with sunglasses, a broken heart, an angry face, and two clapping hands. ### Gen C is a taste maker - Many studies have suggested that millennials are looking for great experiences, not great products - Consuming content is just start of the process; they talk to friends about useful content - They set the trend for what should go popular next. They are motivated by honesty and integrity (Source: Matt Kleinschmit, 2019 & Digitalist Magazine, 2018) - Generation C influences trends and culture by curating and creating content that resonates with their peers. - They are often at the forefront of new styles, preferences, and cultural movements, shaping what is popular through their choices and recommendations. ### GEN Y vs. GEN Z #### COOL PRODUCT vs. COOL EXPERIENCE - Zs would prefer a cool product over a cool experience - GEN Z: 60% vs. 40% - But Ys would prefer a cool experience over a cool product. - GEN Y: 77% vs. 23% #### How they want brands to reach them: | Method | Ys | Zs | |---|---|---| | Email | 43% | 33% | | Social Media | 29% | 34% | | Online ads | 16% | 28% | | Regular mail | 16% | 13% | | Outdoor ads | 9% | 14% | #### BRANDED GAMES - GEN Y 46% vs. GEN Z 23% - Ys are far more likely than Zs to wish that there were more branded games for them to play #### FAVORITE WEBSITE - GEN Y: amazon.com - GEN Z: You Tube ### How to reach them? Here’s how to reach them: #### EMAIL MARKETING - 6 in 10 millennials prefer to watch a company video than read a newsletter - 1 in 2 millennials will read an email from a company if it includes video (Source: Matt Kleinschmit, ２０１９) ### Gen C defines the social network Image: Two diagrams comparing the top social media sites used by Gen Z and Millennials. Both diagrams show that the top sites used by both groups are Facebook, Youtube, Instagram, and Twitter. Gen Z also uses Snapchat and a platform called "V", while Millennials use Pinterest and an app called Google+. - Gen C will give comments, click “like”, add "+1", share and retweet to define their social network ### Gen C defines the social network Gen-C is an influencer: About 65% of the Gen-C are under 35, but regardless of the age they shape their opinion and lead their thoughts. They can provoke a reaction and reinforce natural connections within their community. ### Gen C defines the social network Gen-C is a brand advocate: They are passionate brand advocate and they trust advisors to navigate through web pages - Since they are connected through multiple communities, the social message is spread across the globe. Image: A diagram showing that 76% of millennials follow companies or brands on YouTube, 84% of millennials follow brands on Facebook, and 4 out of 10 millennials follow companies or brands on Instagram. ### YouTUBE is Gen C’s habitat for entertainment - One out of three believe, most of the time YouTube is the source of online entertainment for them - Gen-C is twice as likely to be a YouTube viewer than the general population. Many have YouTube as their source of earning too (Source: Digitalist Magazine, 2018) Image: Illustration showing a tablet displaying a play button on the screen, with the text “They watch 2x as many videos on mobile as any other demographic”. The text “70% watch 2 hours of YouTube per day” is also included next to the illustration. ### Gen C is constantly connected - Empowered by technology, they are engaged via multiple communities simultaneously - Brands are finding ways to form a deeper connection with highly engaged audience who want to be heard Image: A collage of two images. The first image is a cartoon illustration of a mobile device and the text “Nearly half (48%) of millennials ONLY watch videos on their mobile device” and “Millennials are 3X more likely than baby boomers to watch a video on their mobile device”. The second image is a picture of a group of cartoon people with the text “Millennials ♥ video and why you should too”. ### Gen C value relevance and originality - They want to co-create culture Image: A collage showing two images. One is a hand with a finger pointing up with text, "They don't use banks", and "They're twice as likely as the general population to hold no bank accounts or credit cards". The other image shows a computer mouse pointing down with text, "They prefer alternative financial products", and a collage of various logos for financial services, including Western Union, Bitcoin, and Money Mart. ### Gen C uses social media for mobilization - Gen C use social media platforms to rally themselves around a cause - E.g. the #BlackLivesMatter Movement Image: Picture of a street with the yellow words "Black Lives Matter" written on the pavement. - provided a democratic tool in the hands of the Gen C - Gen C use social media on one hand find people having similar views in the virtual sphere - and on the other hand, it is also a powerful tool to influence public opinion and government policy making ### Which one is your favor social media platform? Image: A collage of social media platforms icons. The icons include: a green WhatsApp logo with a white speech bubble, a red TikTok logo with a white "j", a colored Instagram logo with a white camera, a yellow Snapchat logo with a white ghost, a blue Twitter logo with a white bird, a blue Facebook logo with a white "f", a green WeChat logo with a green smiley face, a red Youtube logo with a white "You Tube" text and a white play button, and a black "SOCIAL MEDIA" logo. ### you’ve learnt - How to define social media - The characteristics of Generation C