Critical Political Economy of the Media

Hardy, Jonathan

doi:10.4324/9780203136225

Cited by 141 publications

(93 citation statements)

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“…On social media platforms, it is easy for a user to share content for the sake of creativity in one post and in the next share a post because they have been paid by a company to produce sponsored content. Many media operate in what economists call a 'dual product market', selling goods ('content') to consumers but also selling their own media audiences to advertisers (Hardy, 2014;Doyle, 2002b: 12). Blogs and social media platforms have this 'dual product market'.…”

Section: Media Literacy and Ugcmentioning

confidence: 99%

“…The internet, which refers to a variety of technologies including cloud storage and services, enables users to shape content because it affords interpersonal, intergroup and individual communications to large audiences; this has been called 'mass self-communication' (Hardy, 2014;Castells, 2009). The internet combines 'vertical' communication, being the creation and distribution of corporate produced one-to-many communication, with a more 'horizontal' communication among everyday people.…”

Section: Internet Content and Usersmentioning

confidence: 99%

“…The internet combines 'vertical' communication, being the creation and distribution of corporate produced one-to-many communication, with a more 'horizontal' communication among everyday people. It combines interactive, interpersonal and intergroup networks and users (Hardy, 2014, Castells, 2009). The somewhat more recent proliferation of user-generated content (UGC) such as blogs, comments, reviews, and users' social media posts, rather than media corporations, contribute to internet platforms and have enhanced these networks.…”

Section: Internet Content and Usersmentioning

confidence: 99%

“…UGC manufactured by cultural industries or influencers play a central role in how people understand and construct images and discourse (Hardy, 2014;Murdock & Golding, 2005). The PK model can assist in understanding this sense-making.…”

Section: Persuasion Knowledge Modelmentioning

confidence: 99%

“…Fuchs (2015) argues this creates a category of media consumer that "does not signify a democratization of the media toward participatory systems, but the total commodification of human creativity" (p.149). The activities of users when building social media profiles, uploading photos, creating content, and communicating can be regarded as work to create an audience commodity that is sold by the company to other businesses (Hardy, 2014). …”

Section: Political Economy Of Social Mediamentioning

confidence: 99%

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User-Generated Content: An Examination of Users and the Commodification of Instagram Posts

Macon

2017

SSRN Journal

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USER-GENERATED CONTENT: AN EXAMINATION OF USERS AND THE COMMODIFICATION OF INSTAGRAMThe language around social media contributes to perceptions of who is posting content and why. The concept of user generated content (UGC) places an emphasis on authorship and has been defined as online content that is publically available and created by end-users in a creative effort (Dennhardt, 2013). UGC is a powerful tool for businesses because it taps into one of the most valued marketing tools: verbal consumer-to-consumer communication, which is also known as "word of mouth" (WOM) marketing. However, the tactics used by companies to integrate UGC with their own content and goals has resulted in a blurred line between sponsored content paid by advertisers and UGC independently posted by regular users. Recent attempts to regulate this distinction have struggled to determine how, exactly, audiences can be effectively alerted to paid content on social media platforms, especially Instagram. This study uses the persuasion knowledge model (PKM) as a theoretical framework to examine if and when audiences' responses to and coping mechanisms are triggered in Instagram.It argues that digital media literacy is especially challenged in UGC platforms, and draws on political economy to suggest that the relationships between producers and consumers has been blurred in favor of the producers. Online users who have a well-known or niche brand can make money from his or her brand and online community because companies use "regular people" to push products to reach a specific audience; one that a regular user has the ability to build and iii maintain. This is why businesses have targeted UGC and why the user interaction with this type of content needs to be re-examined.This study examines the relationships between viewer perceptions of commercial sponsorship and post content in the social media platform, Instagram. Specifically, it examines whether or not the trust and credibility generally associated with electronic word-of-mouth are affected by hashtags and other cues on Instagram posts. This project asks, Does the commodification of user-generated content change the way the content is perceived by users? It tests these relationships in an experiment that manipulates hashtags and @name text that accompany an image. The study hypothesizes that users will not be more likely to identify content as sponsored when a #promoted tag is present in the caption than when #ad or #sponsored is used; it also hypothesizes that @company_name tags were more likely to be recognized as sponsored than the hashtag text versions. Changes in advertising recognition, persuasive intent of the message, trust in the message, and credibility of the message were examined in between subjects' analyses using ANOVAs, correlations, and t-tests.The results revealed several findings. Results showed users recognized the @company_handle as an advertisement more than #ad, #sponsored, and #promoted. The results also showed no significant difference between user's percept...

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Section: Media Literacy and Ugcmentioning

confidence: 99%

Section: Internet Content and Usersmentioning

confidence: 99%

Section: Internet Content and Usersmentioning

confidence: 99%

Section: Persuasion Knowledge Modelmentioning

confidence: 99%

Section: Political Economy Of Social Mediamentioning

confidence: 99%

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User-Generated Content: An Examination of Users and the Commodification of Instagram Posts

Macon

2017

SSRN Journal

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Markets

McAllister¹,

Fassihi²

2016

The International Encyclopedia of Communication Theory and Philosophy

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This entry highlights markets as a key concept for a variety of communication phenomena and scholarship, especially in media studies and political economy. As a label for how groups of people may be constructed and conceptualized (i.e., the targeting of lucrative markets for the generation of capital), the term contrasts with other noneconomistic labels, such as “citizen,” “public,” or “audience.” When “market” is used in the domain of communication, it often refers to the imposition of capitalist, economistic, and profitability logics upon communication participants and activity. “Market” helps us to understand the economic dynamics and performance of our commercial media systems and advertising as a funding and cultural force. Trends in marketization, in which for‐profit market assumptions are built into a variety of social phenomena, also affect world media systems and elements of society such as communication in healthcare, academia, politics, digital culture, and even presentation of the self.

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Political Economy of News

Hardy

2019

The International Encyclopedia of Journalism Studies

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Political economic analysis of news is a general description for examination of the political and economic organization of resources relevant for news production, content, distribution, and use. This entry discusses the range of topics addressed in political economic analysis of news, including media ownership and control, the organization of journalistic labor, the financing of news, and the influence of advertising, sales, subscription, and subsidies. The entry traces the development of critical political economy perspectives on news, contemporary research themes and debates, and emergent topics such as automation and branded content.

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Critical Political Economy of the Media

Cited by 141 publications

References 0 publications

User-Generated Content: An Examination of Users and the Commodification of Instagram Posts

User-Generated Content: An Examination of Users and the Commodification of Instagram Posts

Markets

Political Economy of News

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