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The Design Turn for the Management of Public Relations: Emerging Challenges for Communication Professionals using Design Practices

Author(s): Niklas Henke,Fabienne Martin-Juchat / Language(s): English Issue: 28 (2)/2021

Design as a profession differs from other communication practices in its socio-psychological and epistemological features. These features need to be considered to understand recent public relations strategies (Taylor & Botan, 2004). We analyze design practices and identify the five essential features which should be taken into account in the management of public relations: 1) the aspect of (necessarily) tolerated randomness; 2) the rejection of explicit methods and theory; 3) emotions as a constant, but implicit, background disposition of practices, and as a finality via the desirability paradigm; 4) a tendency towards auto-centered working perspectives; and 5) a large share of determined logics contrasting with creative sparks. We demonstrate that these features are implicit in the discourses and practices of designers, and we confront these features with our assumption that design practices are grounded in the Dasein (referring to Heidegger, 1963/1927) of designers. These features raise management challenges. The rationalization of design practices and the democratization of design tools make design more easily realizable by non-designers like communication professionals; consequently, other communication professionals are also pushed to consider these features of design practices. In the future, design and communication professionals will collaborate even further. The results of this research represent an ongoing challenge for socioeconomic actors to ensure the effective management of public relations.

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Соблазнительные фасады рынка каннабиноидов в российском даркнете: конструирование качества как ключ к социальной нормализации спроса

Author(s): Elena Berdysheva,Danila Nedikov / Language(s): Russian Issue: 2/2021

The article discusses the problem of sociopolitical control over the market for illicit psychoactive substances (PAS) on the Russian darknet in light of the needs that this market, on the one hand, promises to satisfy and, on the other hand, constructs itself, stimulating consumption communities. The transformation of goods into market commodities is conceptualized as a social process. Market intermediaries sharply detect the deficits and consumers’ cultural attitudes and, relying on them, firstly, normalize the demand for their product and, secondly, invest in the development of consumer capital, which helps buyers make informed choices even where the quality of market product is uncertain, unpredictable, and hard to assess prior to consumption. To reconstruct and evaluate the marketing efforts of online stores selling illicit substances, the article analyzes 1,000 descriptions of products available on the cannabinoid market, collected using the parsing method from an online marketplace on the Russian darknet, as well as consumer reviews of these products. The article demonstrates that the shadow market for natural surfactants normalizes its product by categorizing it as a natural medicine that allows consumers to influence their physical and psychological conditions not just for individual hedonistic purposes but to achieve positive social effects. Cannabinoid products are marketed as a source of new experiences that contribute to self-knowledge, creativity, emancipation, and substantive interaction with other people. In a medicalized society of emotions, the consumer is offered the image of a taster and gourmet, able to appreciate the results of the art of cannabis growing.

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Цвятко Пупов – един търговец случайно попаднал в политиката

Author(s): Milko Palangurski,Hristina Hristova / Language(s): Bulgarian Issue: 1/2021

Tsvyatko Pupov was a merchant who participated in the formation of the Bulgarian constitutional system in 1879 as a Member of the Constituent National Assembly. As a representative of the commercial elite of the Bulgarian National Revival period and after the Liberation, he developed as an entrepreneur at his own expense, and he earned a living as such. Although he was poorly educated and a typical product of the education system of the 1840s and 1850s, he had an obvious talent for trade. He gradually set up his own system of trade which was not very modern, but enabled him to control his costs and revenues per settlement and counterparty. He recorded them on a regular basis and, at the end of each year, he would recapitulate the individual open positions, which was in full accordance with the tradition and logic of National Revival merchants. Pupov did not seek to create any continuous working process. What mattered to him was to use all opportunities provided by what was produced in Bulgarian villages at the time – grain, leather, wool, butter and tallow, and to meet rural buyers’ needs of colonial goods. Thus, he proved to be an entrepreneur mainly on the urban-rural market who did not give up the opportunity to supply large merchants exporting grain through the ports of the Danube River.

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REVIEW & TODAY

Author(s): Jana Radošinská,Ľuboš Greguš,Peter Krajčovič,Tamás Darázs,Petra Cepková,Peter Lančarič,Eva Jonisová / Language(s): English Issue: 2/2021

1. Slovak Language in the Media (or, 111 Most Common Mistakes Made by Slovak Journalists); 2. News in Media; 3. Neuromarketing – A New Possibility in Marketing Research at FMK UCM in Trnava; 4. About an Exhibition Image/Flow of Realities.

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Event-менеджмент в індустрії туризму

Author(s): Liudmyla Maliuta,Roman Sherstiuk,Halyna Ostrovska / Language(s): Ukrainian Issue: 6 (39)/2021

In a knowledge-based economy, the most important issues of modernity areas development – event management become especially relevant. Current trends in the development of such socio-economic activity areas as event management is directly represented in the practice of event tourism, within which the creation, planning, conduction and event management. In order to manage a modern system of event tourism, event management is called to summarize the existing experience, give practical recommendations taking into account the specifics of various events, as well as improving this system of relations. Event management becomes an innovative tool for achieving the goals of the organization at its all operation stages. It is also worthily to note the importance of using event management technologies in the formation of a positive organization image, corporate culture and increase its competitiveness in the market.The article highlights the scientific approaches to the interpretation of the category "event management" according to certain criteria and characteristics. The author's definition of the categories essences "tourism industry" and "event management" is given. It is proved that event tourism is a fast-growing industry, which in recent years occupies a dominant position in the general classification of tourism. The potential of event management in the tourism industry is revealed. The system of organization and event-management carrying out in the world practice is investigated and recommendations concerning its application in Ukrainian realities are substantiated. The state of event management in Ukraine is analyzed and perspective directions of its development within the tourist business are outlined.The practical significance of the obtained results is manifested in their usefulness for optimizing the event managers’ work in the process of creating, planning, organizing and conducting events, as well as for improving and increasing the efficiency of existing technologies in the event organization field. In addition, they contribute to the clarification of "event management" concept in Ukrainian scientific community. Prospects for further research are to develop the basic processes of event management, which form its essence.

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Динамика концептуализации лексемы реклама в русской языковой медиакартине мира (на материале газетных текстов 2011– 2021 гг.)

Author(s): Lydia Alekseevna Isaeva,Elizaveta Nikolaevna Ostapenko / Language(s): Russian Issue: 4-5/2021

This article discusses the conceptualization dynamics of the lexeme reklama (‘advertising’), which has only recently adjusted its scope as a concept and become an integral part of modern society, actualizing and developing its meaning through publicistic texts. To fulfil this aim, the following tasks were solved based on the analysis of the Russian newspaper texts of 2011–2021: the concept of dynamics was defined; stable conceptualizations of the lexeme reklama formed by 2010 were determined; the newspaper texts of 2011–2021 with the lexeme reklama were analyzed; changes in the scope of the concept of advertising, which is denoted by the lexeme under study, were specified. Contextual and statistical analysis of the material obtained during the continuous sampling was performed. The results of the chronological study supported a conclusion that the newspaper texts of 2011–2021 are dominated by either neutral or positive attitude to the concept of advertising. This trend confirms the dynamic development of the lexeme reklama in Russian mass media and reflects the change in the attitude of native speakers to the concept of advertising. The practical significance of the work is associated with the possibility of using its results in the training courses on media texts, philological analysis, and marketing.

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Local history and museology in Dagestan: trends and prospects of interrelated development

Author(s): Eldar Magomedovich Eldarov,Murtazali S. Gadzhiev / Language(s): English Issue: 4/2021

The article describes the historical periods of development two closely related fields of activity in Daghestan (Russia) – local history and museology. Within each period, the authors highlight the stages of the local history and museum initiative of the local intellectuals and educators. The spatio-temporal dynamics of the network of local history museums in the context of the republic’s municipalities is analysed. The features of the evolution of local lore and museum affairs are revealed in the light of the prospects for the popularisation of the rich natural and cultural heritage of the “Country of the Mountains”. The issues surrounding the formation of effective museum and tourist clusters on this territory are discussed.

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17 years of service-dominant logic: Vargo and Lusch’s contributions

Author(s): Alexander Joseph Ibnu Wibowo,Ujang Sumarwan,Budi Suharjo,Megawati Simanjuntak / Language(s): English Issue: 2/2021

This article aims to examine the contribution of Vargo and Lusch (V&L) to service-dominant logic (S-D logic) thinking from the first time it appeared until now. No previous study has specifically analyzed all contributions of V&L since the phenomenon appearance of their article about this perspective in 2004. We identified a total of 146 titles of scientific publications by V&L with other authors on the S-D logic perspective over a period of 17 years (2004–2020). Each publication was analyzed through content analysis in several key aspects. This study found that the types of publications were dominated by journal articles and book chapters. There are 95 names of authors who have collaborated with V&L, mostly from the Americas and Europe. Based on the organization of origin of the researcher, 64 organizations have collaborated with V&L. All V&L publications are spread across 44 scientific journals, which include marketing and non-marketing journals or those from other social sciences. As a novelty, this study succeeds in explaining the evolution of S-D logic research over time based on V&L works through a systematic investigation. In this study, V&L’s efforts to institutionalize S-D logic can be traced.

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Specific Forms of the Safeguarding and Showcasing of Cultural Heritage as Part of Tourism in the High Tatras

Author(s): Zdena Krišková / Language(s): English Issue: 2/2021

This study describes a variety of approaches to communication by museums involved in cultural heritage exchange. It focuses on the High Tatras region, which is the most important centre of tourism in Slovakia. It also looks at the specifics of how tourism developed in the region. The data was collected over a multi-year series of ethnological field research trips, and primarily conducted by means of structured interviews, oral histories and participatory observation. The paper concentrates on shifts in the area of museum communication, from the classical interpretative approach towards exhibitions that present their subject matter in a more flexible way, with a focus on emotional experience. The article aims to use some chosen case studies of small, independent museums and galleries from the town of Vysoké Tatry, in the High Tatras, to highlight the importance of sustainability, especially in terms of the growth of tourism.

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The Family-Friendly Museum: Museums through the eyes of families

Author(s): Katalin Ásványi,Zsuzsanna Fehér,Melinda Jászberényi / Language(s): English Issue: 1/2021

According to studies on family leisure time, positive experiences with family members are the most important motivation factor for family leisure activities. In their traditional role, museums are cultural mediators, sources of information and research. However, as the needs of consumers with regards to museums are changing, institutions should instead focus on the opportunity to participate, learn and experience. The aim of our study is to identify key elements that make a museum family friendly and to define criteria for this designation. The framework was constructed based on the analysis of in-depth interviews with families with constructive grounded theory. The study’s findings highlight the need for museums to pay attention to families not only during their visit but also in the preparation and follow-up phases. The managerial implications for museums that would like to be family-friendly are discussed and solutions proposed.

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Influence of Modern Phenomena in The Media Environment on Children and Adolescents

Author(s): Dominik Mičuda / Language(s): English Issue: 1/2020

The use of technology and social media by children and young people is developing at a rapid pace, affecting their well-being. In order to understand these changes, there must be wider awareness of the types of social networking, as well as the effects of the modern phenomenon of influencers, which have a significant impact on juvenile development. A large number of juveniles have free access to social networks where many pitfalls await them. As they increasingly connect online via a mobile device or phone, their access has become more personalized, more common in a wide range of public and private spaces. Social networks encourage and rapidly evolve media practices that are increasingly rooted in other media areas - such as television, online games. As a result, social media are becoming a common feature of the daily lives of children and young people. However, social media is diverse and its effects on well-being of children and young people are increasingly focused on research, policy and service delivery and advertising.

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Ecolabelling of Products as the Part of Green Marketing and Its Impact on Consumer Behaviour

Author(s): Alena Kusá,Marianna Urmínová / Language(s): English Issue: 1/2020

The main role of ecolabelling within the environmental marketing communication is well-known and widely discussed in various scientific studies. However, we can currently observe a low level of ecolabelling awareness among consumers as well as across the society. The article consists of two parts. The first – theoretical – part deals with the green marketing tools, product ecolabelling and its impact on consumer behaviour. In the empiric part of the paper, the authors analyse the results of the questionnaire. The main goal of the paper is, through theoretical background, the analysis and comparison of various types of research in the impact of ecolabelling on consumer behaviour as well as through the empiric research, to emphasise the current role of consumer education in the environmental field. To be properly educated, consumers need to receive high-quality, clear and concise information on ecolabelling, especially through media or social sites.

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Application of Solomo Marketing in the Presentation of Eco-Innovations in Selected Business Entity

Author(s): Monika Rezníčková / Language(s): English Issue: 1/2020

Trends in marketing communication will move even further into the online world. For businesses, this means the need to properly coordinate offline activities with digital ones. The world of the Internet opens up many unexplored possibilities, creating space for creativity. Such marketing communication is also suitable for the presentation of eco-innovations in order to strengthen environmental awareness. The presented scientific contribution briefly characterizes the concept of SoLoMo marketing concept in relation to current global statistics. Digital media platforms significantly support the interactive communication of a business entity with the customer – whether current or potential, which is happening through mobile devices that support embedded geolocation services. A specific example of the use of this concept can be found in the third chapter of this paper – it is a mobile application of IKEA, which uses augmented reality. The main goal of the contribution is to point out and approach the application of the SoLoMo marketing concept in a selected business entity, to characterize an example of good practice.

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The Limits of Content Marketing and Native Advertising in the Context of Environmental Behaviour

Author(s): Martin Vanko,Anna Zaušková / Language(s): English Issue: 1/2020

Any creation of the content to be published within marketing communication should be a main pillar of the communication strategy stimulating interest and interactivity in the target audience. Despite the fact that content marketing or native advertising were described as mainstream back in 2018 or as an ordinary element of marketing communication in 2019 – still in 2020 we are observing insufficient awareness of businesses regarding various marketing forms, hence the possibilities how they would attract their potential customers more effectively and in a broader context. The authors of this paper are presenting the results of their marketing research focusing on the rate of use of content marketing and native advertising by businesses in order to name or identify present limits of these digital marketing tools.

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The History of Theatre Advertising in Republic of Croatia

Author(s): Iva Buljubašić / Language(s): English Issue: 1/2020

The aim of this paper is to present the theoretical framework of advertising history in the 19th century in Republic of Croatia, and critical review of posters that were the dominant advertising tool of theatrical life at that time, and also through which information about theater performances was transmitted. The paper presents characteristic posters that certainly depicted the cultural moment of the time. The mentioned posters were found in State Archive in City of Osijek and in of the national museum in City of Zagreb.

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BİLGİLENME, EĞLENME VE İLİŞKİ SÜRDÜRME MOTİVASYONLARININ SOSYAL MEDYA KULLANIMI ÜZERİNDEKİ ETKİLERİ

Author(s): Kamil Çelik / Language(s): Turkish Issue: 2/2021

The development of technology has brought with it many innovations. One of these innovations is social media platforms, the use of which is increasing day by day. In this period, which is also called network society, the majority of people use social media platforms. With the spread of social media platforms, individuals have ceased to be viewers of the content presented to them, and have turned into active users who produce and contribute to the content. Thus, they instantly share their feelings, thoughts, wishes, and expectations with other people. These contents shared by users form the basis of social media. The question of which motives trigger individuals' social media use attracts the attention of many researchers. In this context, it would be correct to examine the use of social media in terms of responding to certain needs of people and bringing people to satisfaction. The aim of this study is to discuss the motivations that trigger individuals' social media use in the context of the uses and gratifications approach. As a result of this, it has been seen that accessing information and communicating affect the use of social media significantly and positively, while the fun factor does not have a significant effect on the use of social media.

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Evaluation of Marketing Components of Organic Cosmetics in terms of Socio-demographic Composition of Women Consumers

Author(s): Ayşe Ersoy Yıldırım / Language(s): English Issue: 10/2021

The study aims to examine the evaluations of female consumers in terms of the socio-demographic variables for the marketing components of organic cosmetics. The study is designed as quantitative research in the descriptive model. The main population of the study is the female consumers in Malatya province. 583 samples with population characteristics were found suitable for the research. The consumer evaluation survey for the marketing components of organic cosmetic products and the survey form containing the questions concerning the socio-demographic qualities of the consumers were used as the assessment instrument. The unpaired t-test and one-way analysis of variance were used in the data analysis. Significant differences were found between the socio-demographic qualities of the participants and their evaluations for the marketing components of organic cosmetics.

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Ulusal Kültür Boyutlarının İşletmelerin Kurumsal Sosyal Sorumluluk Çalışmalarına Etkisi

Author(s): Ayşe Gözde İyicil / Language(s): Turkish Issue: 2/2021

The main aim of this study was to examine the possible impact of the dimensions of national culture on the corporate social responsibility activities of businesses. In order to reach the purpose of the research, data from sixty-two countries listed in the GLOBE Project and National Corporate Social Responsibility Index were used. IBM SPSS 22.0 was used in the analysis of the data. As a result of the correlation and regression analyzes, it was determined that there is a relationship between the dimensions of national culture and national corporate social responsibility, and that national culture affects CSR activities. It has been revealed that the variables of uncertainty avoidance, assertiveness, future orientation and collectivism II, which are sub-dimensions of national culture, have a statistically significant predictive effect on national corporate social responsibility. Other dimensions of national culture do not have a statistically significant effect.

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Правда и фейк в аксиологическом ракурсе (на примере цифрового медиаресурса)

Author(s): Żanna Sładkiewicz / Language(s): Russian Issue: 169/2020

The paper is devoted to the analysis of the relations of axiological categories of truth and falsity (fake, mystification) in the digital information space. The evolution of online media has challenged the basic principles of journalism, above all its focus on objectivity and reliability in the transmission of content. Provocativeness and simulativity not only obtained the status of expression in the postmodern era, but they also became a universal algorithm of social behavior. The paper deals with such vectors of fake information functioning as clickbaiting, viral advertising, fake applications and programs, sites for generating fake information and digital algorithms for audio-visual falsification of content. The study showed that the intersemiotic architecture of the digital space allows one to update false events and design falsified information, turning the Internet into a tool of ideological programming.

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Ambalaj Tasarımında Minimalizm

Author(s): Merve Ersan / Language(s): Turkish Issue: 64/2021

Minimalism developed in the late 1950s as a reaction to the decorative art of abstract expressionism. Advocates of this movement in art and design emphasized purity, clarity and simplicity. Minimalism first showed its influence in the field of graphic design during the international typographic style era that emerged in Switzerland. In minimalist graphic design, sans serif typefaces, limited use of colors, dense negative areas and geometric shapes stand out. Minimalist designers aim to create objective and non-interpretive designs by eliminating all aspects of illusion and visual illusion and discarding the details that are not required to be used in the design. In this study, the use of the minimalist approach in packaging design was examined. In the field of packaging design, minimalism creates a contrasting approach with the dynamic visual language that consists of bright packaging materials, saturated colors, various fonts and three-dimensional typography that try to attract the attention of the consumer. In contrast to this traditional trend that is dominant today, minimalism strikes a balance between environmental considerations and the aesthetics of simplicity. In the examples examined in the research, it is seen that, minimalist packaging design products tries to create a sense of functionality, quality and in the consumer, as well as referring to ecology and sustainability issues.

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