«International Journal of Media and Information Literacy» – scientific E-journal.

E-ISSN 2500-106X

Publication frequency – once in 6 months. Issued from 2016.

2 December 28, 2021

1. Safa Ilyas Ahmed, Anjum Zia
Social Media Interactivity in Pakistan: A study from Metropolitan City

International Journal of Media and Information Literacy. 2021. 6(2): 249-258.
DOI: 10.13187/ijmil.2021.2.249CrossRef

In this study the social media interactivity among digital natives and digital immigrants in Lahore has been evaluated. The primary goal of this research is to determine whether they are participating in social media interactivity or not. In continuation to this their social media interaction patterns have been highlighted. The interview of total 16 participants were carried out. These participants belong to a variety of communities including students, academics, psychologists, sociologists, and housewives. They are chosen based on their interest in and frequency of social media interactions. Data was collected through a semi structured interview and examined using thematic analysis. The results revealed that the digital natives and digital immigrants both spend a significant time of their daily lives interacting with social media. Both natives and immigrants have comparable intentions of staying connected, following recent trends on social media and interacting with friends and family. These research threads address high-profile problems and debates surrounding both groups' involvement in social media interactivity, and they provide fertile ground for future research.

URL: https://ijmil.cherkasgu.press/journals_n/1640646276.pdf
Number of views: 388      Download in PDF

2. Okan Baldil
Are We Transformed to Confused Decision-Makers? The Impact of Digital and Conventional Media on the Health-Relevant Choice and Information Overload

International Journal of Media and Information Literacy. 2021. 6(2): 259-273.
DOI: 10.13187/ijmil.2021.2.259CrossRef

During H1N1 and Coronavirus pandemics, there has been a global info-demic. We have seen an immense rise in the production and dissemination of health-relevant information and choices. Biomedicalization and pharmaceuticalization paved the way for the proliferation of many products, services, and advice. This process has also enhanced the dissemination of misinformation and conflicting information. This study investigates how information overload influences health-relevant decision-making and behaviors, and how the overload of healthy life messages creates confusion and indecisiveness about ideal healthy life behaviors through mass communication, the internet, and social interaction. It provides examples from digital and conventional media and data from primary and secondary findings. This paper was prepared and organized as part of a doctoral dissertation for the period anteceding Coronavirus pandemic and did not focus on this pandemic, however, it may provide some foundational explanations about the Coronavirus info-demic.

URL: https://ijmil.cherkasgu.press/journals_n/1640646474.pdf
Number of views: 320      Download in PDF

3. Tatiana Byundyugova, Anna Babikova, Elena Kornienko
Analysis of the Use of Visualization in Teaching Subjects of Different Ages

International Journal of Media and Information Literacy. 2021. 6(2): 274-282.
DOI: 10.13187/ijmil.2021.2.274CrossRef

Global technological changes and the widespread use of information and communication technologies lead to the need to study the formation of information literacy skills of various demographic groups. The formation of the information economy creates increased requirements for the level of proficiency in digital and information technologies in order to successfully exist in a modern high-tech environment, which leads to the need for changes in the education system. These changes are aimed at developing the ability to understand the dynamics of the information world, to navigate the increasing flow of information. To this end, the latest technologies are actively used in educational programs, which, on the one hand, improve the quality of the educational process, helping to master educational content more effectively, and on the other hand, contribute to the mastery and use of digital and information technologies by students. This study examines the technologies of visual learning, which significantly improve the quality of the educational process. As part of the study of modern trends in the educational environment, the emphasis was placed on the use of visualization as a form of presentation of educational material. Different forms of visualization were investigated: active, passive, value-semantic, universal for different age groups of respondents (schoolchildren, students, adults), a total of 412 people participated in the study. For six months, they worked with different forms of visualization as part of the training. It was revealed that it is necessary to take into account age factors, motivational features that will allow you to build individual training routes based on operating with different forms of visual information, which will allow you to critically and systematically study materials, qualitatively develop skills and abilities, be effective, achieve goals and results.

URL: https://ijmil.cherkasgu.press/journals_n/1640646516.pdf
Number of views: 260      Download in PDF

4. Irina Chelysheva, Galina Mikhaleva
Methodology, Technology and Practice of Organizing Media Education Seminars and Workshops for Teachers on Promoting Interethnic Tolerance in the University Student Community

International Journal of Media and Information Literacy. 2021. 6(2): 283-288.
DOI: 10.13187/ijmil.2021.2.283CrossRef

The relevance of improving the methodological training of present-day university teaching staff is due to the dynamic changes taking place in the system of higher education. The article presents the experience of conducting scientific and methodological seminars and workshops for the pedagogical community. The purpose of the seminars for teachers on promoting university students’ interethnic tolerance by means of media education is to familiarize teachers with the leading methods, technologies and practical techniques of media pedagogy based on analysing media texts of different types and genres in the context of developing the culture of interethnic communication, constructive dialogue of university students in the media sphere. The authors describe the methodological and organizational aspects for teachers to use in their further professional activities in the course of integrating media education into social sciences and humanities.

URL: https://ijmil.cherkasgu.press/journals_n/1640646555.pdf
Number of views: 201      Download in PDF

5. Beatriz Feijoo, Charo Sádaba, Gemma Martínez
On My Own: Acquiring Technical Digital Skills for Mobile Phone Use in Chile. Parents-children Perceptions

International Journal of Media and Information Literacy. 2021. 6(2): 289-298.
DOI: 10.13187/ijmil.2021.2.289CrossRef

Despite its relevance, the difficulty in reaching consensus on the definition of digital competence slows down its implementation. The need of prior development of specific skills to advance in digital development has been recently reported. The acquisition of skills involves making the most of the opportunities offered by the digital environment. This article shows the results from a research conducted on 501 parent-child dyads in Chile in which minors aged 10 to 14 reported their self-perceptions on who (parents, siblings and peers) taught them certain technical and operational digital skills on mobile devices. Parents were also surveyed to know their perception about this children’s social mediation. Socio-demographic variables are also analysed. Chilean minors have a clear perception of autonomy in the acquisition of digital competence, parents underestimate their ability to influence, and other socialization agents such as siblings play a significant role. Age, gender and socioeconomic level to a lesser extent mark differences in the acquisition of these skills. In addition to providing a comparison on the perception parents and children have on the extent to which minors are accompanied while on their mobile phone, the article goes beyond parental mediation strategies and collects parental reflections on types of mediation.

URL: https://ijmil.cherkasgu.press/journals_n/1640646612.pdf
Number of views: 281      Download in PDF

6. Arturo García-Santillán, Ester Espinosa-Ramos, Violetta S. Molchanova
Internet and the Smartphone: Really Generate Addiction to the Students? A Theoretical Reflection

International Journal of Media and Information Literacy. 2021. 6(2): 299-310.
DOI: 10.13187/ijmil.2021.2.299CrossRef

Nowadays, communications have innovated with the emergence of the internet and mobile telephony (smartphone). Undoubtedly, this technological innovation has favored every sector of the worldwide population, thanks to the various forms of interaction in communication. Therefore, the aim of this essay focuses on the analysis of the literature about constructs of the internet and Smartphone addiction, and how this symptom has become present in the user population. For this purpose, a review of the literature on the subject is carried out, which allows us to identify some aspects that relate to both constructs. In the final reflections from the analyzed literature, we observe that some elements that most influence internet addiction are: leisure, online games, random games, cybersex, social networks to interact with other people, and sometimes to search for information. About this, it has already been reported in several studies, however, a question arises, has little been seen or at least it was not located, that the use of the internet is being the preferred channel of people to their academic training?, or just forced by the global health contingency? Today, the worldwide activity will no longer be the same after the COVID-19 pandemic that we are suffering from, and it is possible that the teaching-learning processes will frequently be taught through the different electronic media, hence this technology is emerging to be an agent of change in education worldwide.

URL: https://ijmil.cherkasgu.press/journals_n/1640646674.pdf
Number of views: 262      Download in PDF

7. Olga Gorbatkova
Structural and Substantial Constructs of “Teenage Extremism” Concept in Syntagma of Modern Media Discourse of Transforming Russian Society

International Journal of Media and Information Literacy. 2021. 6(2): 311-320.
DOI: 10.13187/ijmil.2021.2.311CrossRef

This article is dedicated to the problem of teenage extremism as a form of social deviation in the configuration of modern media texts in the transformation processes of Russia (based on the material of online mass media) and specific features of the media messages embodying extremist materials impact on the consciousness of the adolescent audience. The relevance of the reviewed subject is confirmed by the fact that recently the phenomenology of the concept of “teenage extremism” is a discursive object in the research space. A significant increase in the level of attention to the study of extremist counterculture reflection in the media continuum of Russian society in the context of transformational processes is noticeable. The author revealed that there is a tendency of active disputes regarding the disclosure of the essential features and signs of “extremism” concept, which is a confirmation of the complexity, versatility of this phenomenon. The basic core of the research work is the implementation of the hermeneutic analysis of Russian media space continuum in the practical segment, which recreates the ideological meaning of the image of teenage extremism manifestation. As a result of the research, the author revealed the main tendencies of extremism among adolescents in modern Russian society, specific features and content characteristics, gender, religious, ideological, worldview context of the text of online mass media. The media educational potential in the context of reducing the level of risks in the media associated with the broadcast of extremist manifestations among adolescents to the society is indicated.

URL: https://ijmil.cherkasgu.press/journals_n/1640646824.pdf
Number of views: 194      Download in PDF

8. Inam ul Haq, Basharat Hussain, Muzammil Saeed
The Role of Humor in Understanding the Trolling Behavior of Social Media Users in Pakistan

International Journal of Media and Information Literacy. 2021. 6(2): 321-328.
DOI: 10.13187/ijmil.2021.2.321CrossRef

This study explores the use of humor in Pakistan as an emerging strategy of creative resistance to patriarchal oppression and rising authorities in the region and to develop a nuanced understanding of its reception by citizens on the social media handles. By examining instances from the protests of Aurat March through qualitative content analysis techniques and by drawing on literature on humor and protest as well as on the social media engagement, the paper attempts to describe the ways in which humor is implicated in formation and subversion of political subjectivities among urban women in the country. In this context, humor is not to be understood as a non-consequential ornamental element of protest spectatorship; rather, it provides a tool of localization of feminist movement through de-escalation and affect redirection in a public space hostile to women’s voices and public protests in general. However, the findings suggest caution in romanticizing humor as it can also serve to hijack the movement by deflecting attention away from the focal cause of economic, social and sexual justice for women and minorities in the country as well as lead to a negative cultural framing of the protesters and their movement.

URL: https://ijmil.cherkasgu.press/journals_n/1640646911.pdf
Number of views: 246      Download in PDF

9. Olha Harmatiy, Zoriana Haladzhun, Olena Makarchuk, Peter Kravčák
Government Internet-based Communication in Times of COVID-19: the Perspective of University Students from Slovakia and Ukraine

International Journal of Media and Information Literacy. 2021. 6(2): 329-337.
DOI: 10.13187/ijmil.2021.2.329CrossRef

Nowadays, governments recognize the importance of communicating with citizens, especially communication online – given the high popularity of the Internet and modern technical achievements. For the authorities, the Internet expands opportunities to explain and promote their programs and decisions, to establish and maintain dialogue with the public, especially with young people as the most active and promising part of it. For citizens, Internet-based communication is a powerful tool for studying government activities and understanding the public influence on decision-making processes. Its importance is particularly acute in crises, such as the global COVID-19 pandemic, as government responsibility grows up, complexity of communication tasks rises, and demands, inquiries, and scrutiny from the public increase. The results of the survey of university students from Slovakia and Ukraine confirm the need in government information at crisis time. According to the study, local government official websites and local government social media sites are prior sources of information and news during the coronavirus outbreak. The obtained data provide implications for a better understanding of how young audiences perceive government online communication during the crisis in light of increasing Internet usage on the one hand, and public demand for open, accessible, and transparent government on the other hand.

URL: https://ijmil.cherkasgu.press/journals_n/1640646981.pdf
Number of views: 230      Download in PDF

10. Adamkolo Mohammed Ibrahim, Mohd Nizam Osman, Ahmed Lawal Gusau, Phuong Thi Vi
Correlation of Technostress Creators with Employees’ Work-Life Balance in the Context of Journalists’ Use of Information and Communication Technology at Work: Moderating Role of Self-Efficacy

International Journal of Media and Information Literacy. 2021. 6(2): 338-353.
DOI: 10.13187/ijmil.2021.2.338CrossRef

Technical pressures otherwise known as “technostress” because of the use of work-related information and communication technology (ICT) are increasingly causing stressful experience to journalists in the newsroom. Existing research has shown that journalists’ attitudes and performance are adversely affected by technostress creators, and not much is understood about their effects on non-working lives especially in the Global South context. This study aimed to close this research void by examining the relationship between technostress creators and “work-life balance” with “job self-efficacy” as a mitigating factor. Employing a survey questionnaire, the data was collected from 300 full-time Nigerian and Vietnamese journalists. Key findings showed that (i) technostress creators were negatively associated with work-life balance; and (ii) the negative relationship was moderated by work self-efficiency. These findings enrich the technostress research by providing an insight into the influence of technostress creators on journalists’ work-life balance and highlight how to cope with technostress situations.

URL: https://ijmil.cherkasgu.press/journals_n/1640647069.pdf
Number of views: 198      Download in PDF

11. Andrii E. Lebid, Mykola S. Nazarov, Natal'ya A. Shevchenko
Information Resilience and Information Security as Indicators of the Level of Development of Information and Media Literacy

International Journal of Media and Information Literacy. 2021. 6(2): 354-363.
DOI: 10.13187/ijmil.2021.2.354CrossRef

This paper analyzes the use of the terms ‘information resilience’ and ‘social resilience’ in the context of national resilience strategies. It is shown that information resilience reflects transformations in the system of international relations and the domestic policies of different countries, as well as prospects for the development of information-and-communications technology and its impact on social processes. Based on the results of a research project implemented as part of this study, a hypothesis was formulated which stated that the majority of the Ukrainian people are not aware of the reality of information threats at this time. This hypothesis was supported based on an analysis of empirical data collected for the study. The study helped identify gaps between government and society in Ukraine in the following five key areas: values, goals, capabilities, motivation, and communication. It is shown that these gaps have had a significant impact on the overall level of information and national resilience in Ukraine. The information resilience of Ukrainian society was analyzed at the local level (through the example of Ukraine’s eastern and southeastern regions). It is suggested that the issue of social and information resilience is of particular relevance in the context of information and media literacy amongst the population, especially within small communities. In this context, an analysis was conducted of the information space of Ukraine’s eastern and southeastern regions. The resulting conclusion was that the level of media culture in Ukraine, determined by a number of both subjective and objective factors, is relatively low at this time.

URL: https://ijmil.cherkasgu.press/journals_n/1640647177.pdf
Number of views: 283      Download in PDF

12. Anastasia Levitskaya, Alexander Fedorov
Manipulations in Contemporary German Press

International Journal of Media and Information Literacy. 2021. 6(2): 364-375.
DOI: 10.13187/ijmil.2021.2.364CrossRef

On the basis of the previously developed theoretical model of media educational activity, which contributes to the development of media competence of the audience in the process of analyzing the reliability of media texts, the authors of the article suggest the following technology of countering media manipulations and false information, based on tasks related to answering the following challenging questions: What is the source of information? Can you verify the source? What is the main message? What facts are presented to support the main idea? Is there any information missing? What is the purpose of transmitting this message? Who will benefit if people accept this message as true? Who will lose? From whose point of view is the message presented? Does the message refer to logic or emotion? What effect is it aimed at? Does this media text allow you to share different points of view? What values and priorities are transmitted as a result? Based on this model and problematic issues, the authors analyzed 337 articles in German newspapers during the period 2020-2021. Meanwhile, it was found that 98.2 % of the texts (331 out of 337 articles) expressed negative opinions about Russia, about its politics and economy.

URL: https://ijmil.cherkasgu.press/journals_n/1640647308.pdf
Number of views: 303      Download in PDF

13. Maria V. Plotnikova, Vladyslava M. Zavhorodnia, Sergey I. Degtyarev, Lyubov G. Polyakova
The Role of Decisions by the European Court of Human Rights in Shaping the Content of New Media Literacy Education

International Journal of Media and Information Literacy. 2021. 6(2): 376-386.
DOI: 10.13187/ijmil.2021.2.376CrossRef

This paper aims to explore the case law of the European Court of Human Rights in the area of regulating the activity of online media, as well as establish the information, axiological, and legal potential of the Court’s decisions for shaping the content of new media literacy education. Insight is provided into a set of factors governing the need for adopting new conceptual approaches to establishing a sound legal framework for the operation of contemporary social media. The authors analyzed the provisions of the Convention for the Protection of Human Rights and Fundamental Freedoms and decisions of the European Court of Human Rights dealing with the correlation and balance between the right to freedom of speech and expression and the right to privacy and the protection of the honor, dignity, and reputation of physical and legal persons. The authors singled out a set of legal provisions that need to be particularly focused on and promoted as particularly facilitative of the development of media literacy among both professional journalists and ordinary social media users who can create and/or distribute media content.

URL: https://ijmil.cherkasgu.press/journals_n/1640647370.pdf
Number of views: 197      Download in PDF

14. Ramadania Ramadania, Titik Rosnani, Rizky Fauzan, Dio Caisar Darma
The Study of Perceived Risk and E-Service Convenience Towards Satisfaction and Trust of Online Academic Users in Indonesia

International Journal of Media and Information Literacy. 2021. 6(2): 387-395.
DOI: 10.13187/ijmil.2021.2.387CrossRef

The modernization in information technology (IT) has influenced the changes in the education industry. IT Utilization has provided users with many benefits. There are issues of security and privacy arising. This exploration examines the perceived risk and the e-service convenience of the satisfaction and trust of academic-online users at the University of Indonesia. Data collected by distributing the questionnaires to 220 respondents at two state universities and one private university in Indonesia. The sampling method applied from the convenience and purposive sampling technique, which is distributed to users, namely students, lecturers, and administrative staff. The data analyzed using path analysis. A results show that decision convenience, transaction convenience, and post-benefit convenience have a significant effect on academic-online user satisfaction. There is no influence of other factors such as perceived risk, access convenience, and benefit convenience on user satisfaction academic-online at college. This research also proves that satisfaction has a positive influence on user trust.

URL: https://ijmil.cherkasgu.press/journals_n/1640647432.pdf
Number of views: 277      Download in PDF

15. Lyudmila Seliverstova, Anastasia Levitskaya, Ilya Seliverstov
Media Representation of the Image of the Russian Political Leader in Western Online Media (On the Material Daily News and Der Spiegel)

International Journal of Media and Information Literacy. 2021. 6(2): 396-405.
DOI: 10.13187/ijmil.2021.2.396CrossRef

This article seeks to contribute to a theory of media's construction of reality – study the ways mass media use to shape a public figure's image, on the example of the Russian political leader's representation in foreign media. The main focus of the research is on the linguistic means by which this image is created and reinforced. The data are drawn from a selection of publications of the American newspaper Daily news and the German magazine Der Spiegel in the online format from 2000 to 2004 and from 2018 to 2020 . The authors examined is a striking and by far not unique example of how the world media construct the social reality for a contemporary man. In most cases, creating the media image of the President of Russia V. Putin, the Daily News and Der Spiegel appeal to readers’ negative emotions. Although on the pages of the German edition over the last three years it was possible to identify language means that positively characterize the leader of Russia, their share is insignificant. Since the selection of linguistic means directly affects what image will be formed in the mind of the reader, it can be concluded that the Western media deliberately form a predominantly negative media image of the Russian president, thereby manipulating the opinion of the German-speaking and English-speaking people. It should be admitted that powerful structures of information warfare and anti-Russian propaganda have long been developed in the West, and this propaganda itself, often mixed with Russophobia, has practically turned into a factor of global politics.

URL: https://ijmil.cherkasgu.press/journals_n/1640647476.pdf
Number of views: 251      Download in PDF

16. Hamza Shaheen, Farahat Ali, Muhammad Awais, Muzammil Saeed
Health-Related Information Seeking During COVID-19: Testing the Comprehensive Model of Information Seeking on University Students of Pakistan

International Journal of Media and Information Literacy. 2021. 6(2): 406-415.
DOI: 10.13187/ijmil.2021.2.406CrossRef

The study revolves around online health related information seeking. Hypothetically, the use of social media and other internet-based platforms is becoming common. This information seeking behavior further leads to self-medication which can be dangerous, so it requires theoretical attention. While many studies have been conducted to cover this behavior, there was a need to explore this area in the context of Pakistan. Internet is the focus of this study which is further sub-categorized into other media forms like Social Media, Google Search, Online Web T.V./Radio and E-Magazines/Papers. Data was gathered using purposive sampling technique from the intended population (N = 300) and to examine the data. Findings of this study indicated that the relationship of information-carrier characteristics and online health information seeking was significantly mediated by utility of information channel. On the other hand, utility was significantly predicted by beliefs, interest, and information-carrier characteristics. Furthermore, direct experience and salience are not significant predictors of utility of online health information seeking. The study also helped elaborating the extensions of comprehensive model of information seeking, which are helpful in applying this model in context of the latest digital media.

URL: https://ijmil.cherkasgu.press/journals_n/1640648853.pdf
Number of views: 183      Download in PDF

17. Larisa Skorova, Daria Suvorova
Peculiarities of Teenagers' Perception of the Characters of a Film Narrative in a Situation of Moral Choice

International Journal of Media and Information Literacy. 2021. 6(2): 416-425.
DOI: 10.13187/ijmil.2021.2.416CrossRef

The study of the system of moral values of young people using film narrative, which has an effect on the impressions, meanings, significations, attitudes of people and values, human beliefs, treatment of people and values would determine mental health of an individual and psychological well-being of a society as a whole. Teenagers are those most susceptible to the exposure. The novelty of the study was that the evaluation of the impersonations of the characters in a situation of moral choice, transmission of moral values presented in the film narrative, was studied in adolescents without parental oversight, living in residential care facilities for more than 10 years. The methodological foundation of the study was the psychosemiotic approach to content analysis. A toolbox of techniques was used in the study: theoretical analysis, immanent analysis of the film; factorial analysis; a dedicated semantic differential was used to discover the factors revealing the semantics of the impersonations of the characters of the film narrative in a situation of moral collision, and to compare their perception by different groups of teenagers; analysis of letters to the character was carried out using the procedure of content analysis. We proceeded from the assumption that teenagers' perception and semantic evaluation of the characters of the film narrative in the situation of moral choice was determined by their experience of living in the situation of moral choice and conditions of their upbringing; the system of values presented in the film narrative, the situation of moral collision experienced by the characters, determined the perception and semantic evaluation of their impersonations by modern teenagers. The study was carried out on the basis of schools in Irkutsk, facilities for children without parental care (Republic of Buryatia, Irkutsk) (n = 78). 'The Boy in the Striped Pajamas' motion picture was used as stimulus material. It was demonstrated that teenagers left without parental care would perceive the characters of the motion picture in positive categories of morality more often than those raised in families. The attitude towards the characters of a movie who were in a situation of moral choice, was determined by the categories of nobility, peacefulness, humanity, tolerance, and piety. The identified differences could be explained by their experience of living in a situation of moral choice, the attitude toward children in situations of living hardships, the individual psychological differences of adolescents. Differences in attitudes could also be seen as the reason for differences in the effectiveness of the impression of the movie. It was substantiated that the situation of moral choice in cinematography served as a tool for shaping moral values. The study sustained the idea of the potential of motion pictures, their effect on shaping moral values of adolescents, complemented the data on the effect of the film narrative on personal development and individual differences in the evaluation of media products. The obtained findings set the task of identifying the mechanisms of positive influence of movies on different groups of adolescents.

URL: https://ijmil.cherkasgu.press/journals_n/1640647680.pdf
Number of views: 220      Download in PDF

18. Yaroslav Slutskiy
Video Component of Media Education in Direct and Reverse Acculturation at North Carolina State University and Texas Christian University

International Journal of Media and Information Literacy. 2021. 6(2): 426-435.
DOI: 10.13187/ijmil.2021.2.426CrossRef

The article studies the practical application of the video component of media education in direct and reverse acculturation activities. It highlights that audiovisual aids may be used in the formation of educational and cultural competence, which includes skills such as critical thinking, building interpersonal relationships with representatives of other social and cultural groups and spontaneous communication. Two types of video content used by higher educational institutions and potentially designated as a means of developing acculturation skills — namely, feature films/documentaries (as part of the Global Film Series at North Carolina State University) and amateur videos (One Student One Voice Program at Texas Christian University) — were considered in the research. It was emphasised that in most cases the feature films/documentaries under study were produced in a language other than English, which required the use of subtitles that might be considered as the text component of media education. Thus, the application of the video component is directly related to video, audio and text components. The full-length films in question were shown in order to help understand the principles of interpersonal interactions between representatives of different countries (in geographical, cultural and linguistic terms) as well as to show the importance of mental resilience. The additional elements of acculturation —namely, discussions of issues outlined in the viewed film and cultural elements such as organising the tasting of national dishes of the country of origin—should also be mentioned along with the use of the video component. It was noted that amateur video content provides an opportunity for remote interaction between campus representatives.

URL: https://ijmil.cherkasgu.press/journals_n/1640647715.pdf
Number of views: 209      Download in PDF

19. Sonali Srivastav, Shikha Rai
Virtual Communities as Sites of Market Genesis: A Netnographic Study of Netflix India and Amazon Prime Video India’s Facebook Groups

International Journal of Media and Information Literacy. 2021. 6(2): 436-446.
DOI: 10.13187/ijmil.2021.2.436CrossRef

The study is aimed at examining the online brand image building and user engagement strategies adopted by the two Video on Demand Service providers, Amazon Prime Video India and Netflix India. It also analyses the communication patterns between the subscribers and the brand. The paper utilizes a method called Netnography or virtual Ethnography and studies two communities – the official Facebook groups – Netflix India and Amazon Prime Video India. Data was collated by acquiring two approaches, Observation and Extraction of archival data. The method not only shed light on strategies used by the service providers to engage the audience, but also witnessed the efforts by the brands of converting consumers into fan bases. It helped in discerning the communication process within the community, within the members and with the brand, contributing towards a brand building exercise on the Facebook group. Lastly, the data gathered also helped in evaluating quantitatively and qualitatively if the methods are working in favor of the brands or not. The results are not only indicative of how social media presence affects a brand image, but also how fan cultures have replaced the relationship of a service provider and buyer. These groups are emerging not only as sites of creating market space, but also for fan congregations. Participants interact not only with the brand, but also with each other and further inviting new subscribers to the group as well, laying a case for virtual word of mouth publicity. These groups are also instrumental in providing a quick feedback to the administrators of the page about the strategies adopted for marketing their content through Facebook groups.

URL: https://ijmil.cherkasgu.press/journals_n/1640647760.pdf
Number of views: 246      Download in PDF

20. Marina Tselysh
Foreign Leaders of Soviet Film Distribution: What Were They Like?

International Journal of Media and Information Literacy. 2021. 6(2): 447-452.
DOI: 10.13187/ijmil.2021.2.447CrossRef

In his new monograph "100 Foreign Leaders of Soviet Film Distribution: A Selected Collection", professor Alexander Fedorov gives a panorama of one hundred popular foreign films in the USSR in the mirror of the opinions of film critics and viewers. Professor Marina Tselykh talks to the author of the book, designed for university teachers, students, graduate students, researchers, film critics, film historians, journalists, as well as for a wide range of readers who are interested in the problems of movies. Based on the analysis made in the book, it can be reasonably stated that the first hundred of the most popular foreign films in Soviet cinemas included only films that exceeded the threshold of thirty million spectators. Based on attendance figures, it is clear (and we expect) that movies of entertaining genres (adventure, action, melodramas, comedies, detectives, westerns, science fiction) turned out to be the most popular among Soviet viewers.

URL: https://ijmil.cherkasgu.press/journals_n/1640647801.pdf
Number of views: 196      Download in PDF

21. Safeena Yaseen, Ibtesam Mazahir, Jeyasushma Veeriah, Iqra Iqbal
Towards an Integrated Model of Electronic Word of Mouth Communication

International Journal of Media and Information Literacy. 2021. 6(2): 453-463.
DOI: 10.13187/ijmil.2021.2.453CrossRef

The term electronic word of mouth has witnessed a constant evolution due to the technological advancements and increased internet mediated consumer conversations. The topic has become a subject of interest for both business professionals and academic scholars with its growing importance in business research. Past studies mostly discussed the dynamic nature of eWOM under the strong influence of emerging concepts and technological innovations. However, very few research studies have viewed its extensive evolution in the context of a basic model of communication. In this research paper, a theoretical review was conducted to systematically organize the literature findings to develop an eWOM communication model. From participants’ classification and motivation to generate eWOM to its influence on receivers, the model elaborates all the basic elements of communication process which also include content type and transmitting platform. This paper significantly contributes to elaborate the basic eWOM communication process by the extensive analyzation of the existing body of knowledge which will help in building a strong foundation of the topic for future studies.

URL: https://ijmil.cherkasgu.press/journals_n/1640647872.pdf
Number of views: 240      Download in PDF

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URL: https://ijmil.cherkasgu.press/journals_n/1640881528.pdf
Number of views: 430      Download in PDF

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