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Thanks for sharing! I completely agree that the San Diego and San Francisco pages are quite different. Like you mentioned, San Diego’s page posts more frequently and has engaging content that stays in tune with current events. By posting only once in two weeks, San Francisco’s page is struggling to garner attention and generate a conversation in the comments section.
It is important to note, however, that San Francisco tends to post content that is more relevant to the local community and city. San Diego tends to post more about national events, such as the Election and Veterans Day (as you mentioned). Perhaps that is why SF has lower engagement and less likes on their posts- the content doesn’t pertain (for the most part) to people living outside of the Bay Area. San Diego’s page, on the contrary, is likely to get attention from around the country if they continue posting and taking a stance on national issues.
It’s really crucial to understand how influential social media can be. By engaging with your target audience in a less formal and casual way, they are more likely to illicit a behavior change. SF and San Diego could both make improvements to their pages.
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Social Media, Part two, Analysis activity #2, PH 402
@globalcommunicationproject
Analysis Activity #1
When comparing the web page for the city of San Francisco to the city of San Diego, there are some major differences. The city of San Diego seems to be more active with about 2.35 posts each week, while SF only posts about 1.5 posts per week. I do feel that SD is better at trying to keep relevance to what is going on around the city. This past week, they had two posts about veterans and veteran’s day and they had two posts about the elections, with a random post in between. San Francisco has only posted one thing in the past two weeks and it was an inspirational quote. They only got 25 likes on the post and no comments. The other post was posted in October and it was about the voting deadline with only 5 likes. The city of san Diego averages about 53 likes per post with one post from last week reaching 115 likes (Veteran’s day post).
City of San Diego
1. They should post more frequently in regards to things are that happening locally, since they only post about 2.35 times per week
2. They should target certain demographics for certain posts and try to be relatable to the audience that they are trying to reach.
3. They should also start using hashtags and start sharing posts from other pages that they think might be relatable to some of their target audience. Using hashtags will allow those who are looking for certain hashtags to be able to find your posts.
4. The city also needs to start responding to the comments that are being made on the page because if not, then it could deter the audience
5. They should publish posts between 4-8 pm, which are the times that most people will be getting out of work and will most likely be on their social media accounts.
City of San Francisco
1. The city of San Francisco needs to build a better following base and needs to assess the type of demographics that they are trying to target.
2. They already use hashtags, but they should use more hashtags that are hopefully more relevant to the target population that they are trying to reach.
3. Although they do use hashtags, they only post about 1.5 times per week, which is less than SD county. This will not allow them to build that social connection they are seeking.
4. They should also try to check in to more places that they host events at so that those who do follow them see that this page is relatable and also promotes such events
5. They do a great job at responding to the comments on their posts, but they need to actually post more and respond more to their audience so that they can build that relationship that is needed.
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Social Media, Part Two, Analysis Activity 1, PH 402
San Diego and San Francisco are two of California’s biggest, most dynamic cities. They attract visitors from all over the world, and are home to millions of Americans. In a society that has become increasingly encapsulated in technology and the digital age, local government have turned to social media to better communicate and connect with their constituents. The broad reach and simplicity of social media make it an ideal tool to interact with nearly anyone. Even though both cities have taken a step into the modern era, they could be utilizing social media in a more effective manner.
Right off the bat, it’s clear that San Francisco has far more reach on its Facebook page than San Diego. San Francisco’s page has 255,037 likes to San Diego’s paltry 17,650. It is obvious that San Francisco is doing a better job at promoting their page; visibility is key. The County of San Diego could perhaps allocate more money to paid promotion on Facebook to help garner more viewers. It is also evident that San Francisco’s page posts a lot more engaging content. Both cities posts are very short and usually include a picture, but San Francisco’s tone is more friendly and uplifting. They use emojis in their posts to make even a dreary message fun. San Diego could perhaps put a more positive spin on its posts and include emojis to make the message more relatable.
San Francisco’s Facebook page posts are also more engaging than those of San Diego. Many of the posts on SF’s page have numerous comments; some even have back-and-forth, constructive debates. San Diego could do a better job at framing its posts so that they invite interaction and friendly debate. San Diego also posts about 2.15 posts on Facebook per day compared to San Francisco’s 1.62 per week. It looks like the high frequency of posts on the San Diego page could detract some users from liking the page. There is nothing that I hate more than excessive social media posts from a single account. Perhaps San Diego could scale back the frequency to give the sense that when there is a post, it’s important to pay attention. 42.9% of all posts on San Francisco’s website are dialogue between Facebook users or posts that they submit to the SF page. San Diego’s page doesn’t even have a statistic for that measure. San Diego should understand that promotion can be done for free if you can get people talking about what you post. That way, they’ll want to engage with it when they see it.
San Francisco definitely benefits from its geographic location, drawing in big name tech people and companies from nearby Silicon Valley to run their social media accounts. The city’ page isn’t perfect though. Although most posts get a lot of comments from Facebook users, the page’s engagement rate is only 0.09% compared to 3.98% for San Diego. They could improve that by tying their message to pop culture. San Francisco also does not time their posts correctly, but neither does San Diego. They should do more market research to understand the habits of their constituents and find when they are most receptive to a specific message. San Francisco also gets less likes and shares than San Diego- 14 to 33, respectively. San Francisco could do a better job at promoting content that is relevant to the lives of its constituents. San Francisco also does a better job with hashtags than San Diego does.
I think it’s especially important for local municipalities and governments to use social media in a more effective manner to communicate with their constituents.
http://www.countynewscenter.com/pet-adoption-fees-waived-for-military-vets/
https://www.sfmta.com/about-sfmta/blog/busy-weekend-giants-baseball-north-beach-festa-sf-triathlon-and-sunday-streets
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Thank you for sharing your post! I agree that the intention behind the Clinton “Between Two Ferns” was to entertain. But I’m not sure it’s entertaining in the way her campaign wanted it to be. The sheer awkwardness between Galifinakis and Clinton (albeit, this show aims at creating awkward moments) speaks volumes about the mood in the room, and after November 8, that of the country. Their interaction fed into the narrative against Hillary Clinton--that she is out of touch with ordinary Americans, and no one knows her as a person. Regardless of your political views, the goal was entertainment, but it did this for me in a different way.
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Entertainment Education, Research Activity #1, PH402
The first example about Hilary Clinton on Between Two Ferns should be categorized as Entertainment. I think that is piece is entertainment because it provides humor and Zack Galifiankis who is an actor. Also, this example is entertainment because it is full of satire and is an internet mock talk show which features many celebrities to provide entertainment to his audience.
The second example about telling men at risk of Zika to put off procreation for six months from NPR is an example of informational campaigns because it is a public health matter that is trying to promote and educate men about the harm that could come if they may have been exposed to Zika. This is an informational campaign because it uses sources such as the CDC and FDA which are two very important health agencies in promoting individuals to abstain from intercourse or attempts at contraception.
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Thanks for sharing! I love the Black Eyed Peas, and “Where is the Love” is one of my all-time favorite songs. I agree with you that the intention of this song is to address the lack of empathy and cruelty that plague the world today. I do not believe a contract is being broken either, but by using what we fear (crime, discrimination, etc.) we are more receptive to the message. I think the Black Eyed Peas did a great job at making average Americans more aware of this.
I’m not too familiar with John Lennon, but after listening to the song, I do think it has optimistic and hopeful undertones. This calmness and sense of control is Lennon’s method of persuasion. I too believe there is no contract being broken, and that this song is effective in keeping people focused on peace.
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Entertainment-Education, Research Activity #5, PH 402
Song 1: Where Is the Love by the Black Eyed Peas
- The primary goal of the song is to bring awareness of the issues of the world. The route of persuasion is peripheral. They are not violating a contract, and the song is effective because it provides evidence such as terrorists, gangs, racism, discrimination, hate, etc.
Song 2: Imagine by John Lennon
- The primary goal of the song is to provide a message of hope and peace. The route of persuasion used is central. They are not violating a contract, and the song is effective when it comes to inspiration and imagination. However, it does not provide a means for attaining this dream.
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Sources, Part Six, Research Activity 5, PH 402
This commercial, “Demand a Plan to End Gun Violence,” features well-known celebrities listing incidents of mass shootings and demanding leaders to act on gun control measures. I believe that casting well-known celebrities as a source detracts from the message. People may get distracted in the “who” and forget about the “what.” Many Americans responded with backlash, as it seems extremely insensitive to victims of gun violence and their families. One of the most important things to consider when choosing a source is their ability to connect with the audience on an emotional level, in a more coordinated effort to elicit a behavior change. Simply put, celebrities fail to connect with everyday Americans that they are preaching to in this commercial.
https://www.youtube.com/watch?v=64G5FfG2Xpg
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Sources, Part Five, Analysis Activity 1, PH 402
The Budweiser commercial with Helen Mirren promoting awareness of drunk driving is not a terribly effective or appropriate casting choice. Since this is a commercial made specifically for the Super Bowl, it is important to consider the audience and who the message is really trying to reach. Millions of Americans tune in to watch just the commercials, so your message must be concise and remembered. The target age range for this ad is most likely adults aged 18-49. It would be wise to choose a celebrity who resonates well with this age demographic. Unfortunately, many younger people may not recognize or be familiar with Helen Mirren (myself included). To this audience, the commercial seems accusatory, brash, and condescending. However, I understand the intent of the video is to portray drunk driving as a stupid decision, and using a celebrity on the same tier as Helen Mirren can most definitely be a convincing method. I just do not feel this campaign was well segmented or casted. Budweiser should have used someone more recognizable and relatable to its target audience.
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Sources, Part Four, Research Activity 4, PH 402
The documentary “Food Inc” really had a profound impact on me, and especially on my eating habits. I never before thought I could be so convinced from a movie, but this film portrays the horrors that riddle the agricultural and meat industries in the US as insurmountable and equates them to human rights violations. Showing the inhumane conditions that animals live in and the way they are treated elicits an emotional response, as it did for me. Though I did not eliminate meat from my diet, I have become much more conscious about what and how much meat I eat. To that extent, I believe the film is successful in making the audience aware of what they eat.
https://www.youtube.com/watch?v=jRp71BwRW8c
This campaign raising awareness about the dangers of smoking is particularly effective. Although I do not smoke, peers around me have referenced this commercial as a sobering reminder to quit smoking. The video shows a young child walking around with a cigarette, asking strangers on the street for a lighter. What is particularly compelling about this campaign is that REAL people lit the child’s cigarette. It personifies the idea that our behaviors influence those of our children. It is sad to see an adult literally lighting a cigarette for a child. To that extent, I think this campaign is extremely effective in promoting smoking cessation.
https://www.youtube.com/watch?v=Ad9yaJUVk_4
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Sources, Part Two, Research Activity 2, PH 402
Establishing a common identity with voters is critical to winning over their support; we have seen Donald Trump connect with his target audience in this way. As a rhetorical genius and so-called “master persuader,” Trump has brought identity politics to the forefront of the 2016 election. He establishes a sense of trust with his supporters, particularly the white working class. He portrays the establishment and system as being so corrupt and flawed that people like them get forgotten about by politicians in Washington. He taps into the fear and anxiety of Americans; emotional appeals are among the most compelling arguments.
https://www.youtube.com/watch?v=YqDl4JtHAhU
Clinton attempted to target women voters from a multilateral approach. She tapped into the emotions of women in a desperate show of feminism by reiterating the fact that they could help elect the first woman president. She also taps into their logic, making women's reproductive rights a centerpiece of her campaign. She tries to connect the dots between her pathos and logos-based appeals by showing herself as a woman who at one point could have very well taken or needed access to birth control.
https://www.youtube.com/watch?v=TEE97inel5c
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Entertainment Education, Part One, Research Activity #5, PH 402
“American Idiot” by Green Day is trying to communicate the message that the narrator is upset with the politicians and leaders of the United States who force their message down the throats of everyday citizens. It has anti-establishment undertones that point to America’s problems such as racism, sexism, violence, and crime. This song uses the peripheral route of persuasion because many of Green Day’s fans probably do not dwell on the nation’s problems. The audience does not have to think deeply about the issues because the title of the song, “American Idiot” about sums up the songs message. I do not believe that this song violates an entertainment contract or a persuasion contract. I believe the song is effective in conveying its message to the audience because of its blunt language that makes listeners want to pay attention.
“Get Up Stand Up” by Bob Marley is trying to communicate the message that you have to fight for acceptance of your beliefs and the need to take action to avoid oppression. It is a rallying call for people to vocalize what they are passionate about. This song uses the central route of persuasion because Marley’s fans tended to already be heavily invested in his cause and what he stood for. I do not believe that this song violates an entertainment contract or a persuasion contract. I believe that this song is effective in conveying its message to the audience because it resonates with everyone-- “stand up for your rights.”
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Entertainment Education, Research Activity 2, PH 402
Entertainment contracts are probably most effective at getting the audience to engage in behavior change and ultimately healthier lifestyles. The audience may be more receptive to change if the message is conveyed in a way that is fun and engaging, and which detracts the viewer from the challenges of making the behavior change. Riddling the audience with facts in an attempt to convince them to make a lifestyle change may not resonate well because it comes off as pandering and judgmental. Using a story and making the audience draw on their own experiences is often more effective at eliciting a behavior change response.
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Entertainment Education, Research Activity #3, PH 402
Sell stuff: This ad for birth control pills promotes the brand and that using contraception can prevent unintended pregnancy. The goal of this piece is not so much to promote contraceptive methods in general, but more so to promote the Yaz brand. The destination of this ad is probably to advise the audience of the prevalence of unintended pregnancy and activate and encourage them to purchase their product to prevent them from having one. The channel of this ad is most likely in print media or broadcasted on mass media through a commercial. I think this is a fitting channel because mass media has a broad reach and Yaz is likely reaching its target audience.
Inform: This ad promotes flu vaccination for children. The goal of this piece is to inform parents of the reasons why they should vaccinate their kids by showing the benefits of doing so. The destination of this ad is to advise parents of the dangers the flu poses to not only their kids, but to others as well. It also activates the audience to make a lifestyle change by offering to schedule an appointment. This channel is mass media, probably through printed materials posted in public areas. I don’t think it is the most fitting since it is very wordy and may discourage people paying attention to it.
Change Behavior: This ad aims to promote awareness of childhood obesity. The goal of this piece is to personify the obesity epidemic in the country by showing it is a direct result of the food we eat. By showing the image of a muffin, which is a staple food in school cafeterias nationwide, this piece shows that the problem of obesity is just as prevalent in our schools and is a direct result of the food we put there. The destination is to advise the audience of the problem and activate them to be conscientious of the food they eat. I think this channel is probably broadcast and print media, which is fitting because it has a broad reach and is likely to be seen by both children and parents, who have the ability to change their child’s lifestyle behaviors.
Entertain: This ad is to promote smoking cessation in the LGBT community. The goal of the piece is to present the dangers and negative effects smoking and tobacco use have on the body. The destination is to advise members of the LGBT community of the high prevalence of tobacco use, and to activate them to make a change by using drag queens in an entertaining manner to distract from the very real life message of the ad. The channel used is YouTube, and is very effective for the message because it has broad reach.
https://www.youtube.com/watch?v=j8GwWzZChno
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Thank you for your post! I agree that the first image you posted uses scare tactics to evoke a response (behavior change) in the target audience. By using the image of human lungs smoking on their surface, the viewer gets a first-hand look at the real-life dangers cigarette use has on the body. It’s amazing how images can elicit an emotional response from the audience.
Your 2nd example also uses scare tactics. The raw, chilling facts about speeding show the audience the dangers of doing it. I don’t think it was done in the most compelling manner, however. Like you mentioned, it kind of sets up a challenge for some viewers to see if they can hit someone at a certain speed. The creators should have thought about some of the unintended consequences.
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Messages, Part Two, Research Activity #2, PH 663
In the “Bad Health Effects of Smoking” image in terms of fear (scare tactic) sends a message to the target audience “If you smoke that many cigarettes a day this is the outcome of what you are doing to your lungs.” “You are slowly killing yourself.” and “You are hurting your body and in the long run it will be difficult for you to breathe and where you are blocking the alveoli in your lungs to allow oxygen and carbon dioxide. This image messages a response of efficacy to not smoke or this will happen to you as you age.
This image from the campaign “NYC Dot” on twitter sends the message as a scare tactic by stating statistics on if you go over the speed limit of 40mph you will die and if you stay in the speed limit of 30 mph you will live. This picture to me messages to the target audience to be a dare devil and go over the speed limit to see what happens (perhaps die). This all comes down to telling people what to do. (some people don’t like to be told of what to do) I believe it’s a poor choice of scare tactic for the target audience and that is why at the bottom of the picture you see comments where people are confuse and really just don’t care. (which is sad)
In comparison, both images send out a message as a scare tactic except one is a good way of laying out the message to the target audience and the other picture is a bad example of a scare tactic, where it shows people are confuse and don’t care. Both photos shows if you keep up with this bad health behavior you possibly will die in the long run.
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Thanks for sharing! I think it’s amazing how sound can be used to tell a story and how it can evoke an emotional response from the audience. It is interesting that using a specific sound, such record scratch that you mentioned, can help you segment teens in a drug reduction campaign because they are more likely to listen to music that has record scratches in it. That’s why every aspect of public health communication is well thought out and strategic in its execution; even sound can be used in a convincing way. Some sounds are more appealing to certain demographics and audiences.
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#Messages #part two #research activity 3 #PH663
A short record scratch sound: Sounds very hip and alternative and could be used to reduce drug use in adolescents.
Arabic darbuka sound: Sounds very exotic and could be used to promote nutrition behaviors in Arabic populations.
An accoustic guitar: Sounds like traditional values and could be used to promote colon cancer screening in people over the age of 50 years.
Piano chord with underwater reverb: Sounds like a warning and could be used to highlight the risks of drunk driving.
Strumming of violin chord: Sounds feminine, and a little bit traditional, so could be used to promote breast cancer screening with mammograms.
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Messages, Part Four, Research Activity #4, PH 402
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Example 1: The channels, audience, and message of Budweiser’s anti-drunk driving campaign are best understood from the Kotler’s 4 Principles perspective. Some of the commercials on its page are shown exclusively online (the place) because the most widely used medium amongst their target demographic is the internet. Because of the shareable nature of online videos, Budweiser hopes that their audience will share their message and page (promotion) in an effort to get others to not drink and drive. Although the product isn’t tangible, it shows the benefits of driving sober, such as coming home to friends/family at night; sometimes this value can be more effective than a physical object. By illustrating relationships between people, it shows that the physical and social benefits (price) of not drinking and driving come at a high cost (your fun most times). This is all done in a way that helps to portray drunk driving as a reckless, mindless decision (position) and hopes that people consider that before making a bad decision. Overall, the Kotler perspective is the best explanatory model because of its approach to understanding market and social trends. The Kotler approach is more of a marketing model, focused on selling a product (benefits of changing health behavior/status) as opposed to just highlighting a message.
youtube
Example 2: The posters showing a map marker over an individual’s genitals is best understood from the McGuire perspective. This campaign is intended to announce, advise, activate, and advocate for HIV awareness and use of contraceptives. The campaign is targeted to sexually-active men and women, advising them of the risk of HIV and knowing who their partner’s sexual history and previous partners. The posters announces the problem through an image of a female in lingerie laying on a bed, with a map marker over her genitals. It has a caption that reads the girls name with how many people have “been here,” referring to her vagina, which advises viewers to be proactive about STI/HIV awareness with another caption that reads “use condoms.” It activates viewers to practice healthier sexual behaviors because of the graphic nature of the images and message, which assign a physical location to the problem on her body. Finally, it advocates for safer health behaviors and HIV and STI awareness. The McGuire perspective is the best explanatory model for this campaign because it is much more focused on a message (an unsafe health behavior) rather than a product (benefits of changing a health behavior).
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Messages, Part Two, Research Activity #3, PH 402
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Sound 1: The synthesizer sound conveys a sense of disruption, disorientation, and damage and could be used to illustrate/personify what drugs do to the human brain.
Sound 2: The piano melody conveys sadness and a melancholy tone, and could be used to illustrate the real life, negative impacts of smoking.
Sound 3: The piano “fall” effect conveys suspense and surprise, and could be used in a campaign to show the unexpected, immediate consequences of texting and driving.
Sound 4: The police radio with a static wave conveys authority and recognition, and establishes the severity of the problem. It could be used to show the legal consequences of drug possession or distribution.
Sound 5: The church bells sound conveys grief and death, but has optimistic undertones. It could be used in a campaign to promote seatbelt use and to show the consequences of not using one.
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Message, Part One, Research Activity #1, PH 402
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Activate: By using an image of a child with a blunt message of how many deaths are attributed to lack of vaccination, the audience is more likely to recognize the severity of the problem.
Advocate: Occupy Wall Street was a social movement that promoted action against economic and social inequality. It seeks to promote community engagement.
http://occupywallst.org/
Combined Objectives: This video aims at announcing and activating the audience to be proactive about diabetes prevention and management.
youtube
Announce: The American Lung Association is hosting an event to raise awareness about lung cancer and lung health. It directs patrons to sign up and learn more, clearly stating the health problem of interest.
http://action.lung.org/site/TR?pg=entry&fr_id=14462&_ga=1.209096210.1864848657.1476243824
Advise: The American Cancer Society lays out a variety of resources to learn about and get involved with efforts to combat colorectal cancer.
http://www.cancer.org/cancer/colonandrectumcancer/index
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Thanks for sharing your post! I agree that the “This Free Life” campaign is an effective public health campaign that carefully segments its target audience. This Free Life comes close to the gold standard of audience targeting and segmentation; it does what all public health campaigns dream of. The message is specifically segmented to people in the LGBT community, warning them about the dangers and negative effects of smoking. By using an drag queens in the commercial, this campaign effectively ties the idea that smoking is bad to the mainstream LGBT celebs. By portraying their message in a funny, entertaining way, you draw in audience attention and they are more likely to change their behavior. More public health campaigns should look at This Free Life as a model.
Audience, Part Two, Research Activity #2, PH402
This Free Life campaign was effective going about their audience segmentation. Segments that they target is that smoking is harmful (segment) and there is especially a high rate of smokers in the gay/lesbian/transgender community (sub segment). I think they arrived at these segments in a very entertaining and convincing manner and I liked the fact that they especially used drag queens to promote that smoking cigarettes is in fact bad for you. They way This Free Life Campaign promotes the dangers of smoking cigarettes towards the gay/lesbian/transgender community is successful in my opinion. Instead of blatantly stating that “Cigarettes are bad for you” They say “Save Face - Cigarettes aren’t doing your flawless any favors” and I think that’s a much more convincing approach to quit smoking.
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