دانلود رایگان مقاله استراتژی رسانه های "PESO" به "SOEP" تغییر می کند: فرصت ها و معضلات اخلاقی

abstract

It is well established that the internet, and particularly the unprecedented growth of social media, are changing the mediascape and media practices in advertising, public relations, and journalism. Some of these changes are leading to convergence of genre and practices as well as the technologies of media. This analysis focuses on the first two of these types of convergence, drawing on data from the first Asia Pacific Communication Monitor, a survey of 1200 PR and communication practitioners in 23 Asia Pacific countries. This reveals a major shift from the traditional PESO model of media use by organizations (paid, earned, shared, owned) to an emerging SOEP model (shared, owned, earned, paid). This affords new opportunities for practitioners, but also poses practical and ethical dilemmas.

6. Discussion

The search for new media formats for marketing and promotion − including disguised and hidden ones − is likely to continue because it is being driven by converging forces that have created a ‘perfect storm’ in the media and marketing industries. These include:(1)the “meltdown” oftraditional media business models through declining circulations, audiences and advertising revenue, which is prompting a search for new revenue streams (Pew Research Center, 2013); (2) declining impact of traditional advertising (de Pelsmacker & Neijens, 2012, p. 1; Nielsen, 2015a,b); (3) increasing consumer resistance to ‘ads’ aided by technologies such as TiVo, video on demand, and ‘ad blockers’ (Macnamara, 2014b); and (4) a search by marketers to avoid persuasion knowledge − recognition by consumers of content as intentional persuasion, which reduces the effect of persuasion (Friestad & Wright, 1994; Tutaj & van Reijmersdal, 2012). Media content that “looks natural” and “innocent” and which does not trigger persuasion knowledge has been shown to be more effective in influencing audiences in many cases (de Pelsmacker & Neijens, 2012, p. 1).