Thursday, April 13, 2017

Assessment 2 - End Game 2017

Digital Story Proposal – Research Blog Post

One of the issues from my digital story proposal was figuring out a way to direct traffic towards the blog and social media pages. Usually a way to do this is constant promotion by sharing all around the social media sphere. In doing so, people are still not engaging with the content. This was difficult, because this project is mostly about learning how to do a digital story proposal, as well as learning how to promote yourself without a budget.

According to Jennifer Allyson Dooley, social media marketing promotion is “used to communicate the behaviour change idea and that both the “media message and media channels are vital components of the Promotion element of the marketing mix” (Dooley 2013, p. 17-18). While I agree that the media message and media channels are vital for promoting with social media, I disagree with how social media marketing is only used to communicate behaviour change. In terms of the digital story proposal, my group and I are filming a short narrative for our digital story. While it will be about 90 seconds, we will still be doing all the pre-production paperwork, which is one of my roles in the shoot. My group and I set up social media pages and will be promoting our digital story via Facebook, Twitter, Instagram and our blog which has all the information it needs. 

This also links into the Uses and Gratification Theory, where Thomas E. Ruggiero discusses in detail. According to his research, Ruggiero suggests “to explain the outcomes or consequences of mass communication, they did so by recognising the potential for audience initiative and activity” (Ruggiero 2000, p. 8). In terms of my project, my group and I scouted all the main social media platforms in order to determine which platforms we would be promoting our project on. 

We found that Facebook, Instagram and Twitter are the only media channels which will reach out to a larger audience, including the use of hashtags which will attend to specific audiences who use that hashtag. Ruggiero mentioned above about audience activity, and this is where we got the idea from to not use every social media channel available, especially since the audience we’re looking for might not be on every channel.


List of References:

Ruggiero, T E. (2000). Uses and Gratification Theory in the 21st Century. 1st ed. [ebook] Texas: University of Texas Press, p.8. Available at: [Accessed 10 Apr. 2017].

Dooley, J. (2013). Web 2.0 and its Implications for Health-Related Social Marketing Campaigns. 1st ed. [ebook] Wollongong: University of Wollongong, pp.17, 18. Available at: [Accessed 12 Apr. 2017].

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