Making Meaning on the Screen - Annotated Bibliography Example

Annotated Bibliography Name Institution: Date White, C., & Raman, N. (1999). The World Wide Web as a public relations medium: the use of research, planning, and evaluation in web site development. Public Relations Review. 25 (4), 405-419 The article seeks to evaluate the role of the World Wide Web as an ideal public relations tool. In this case, the study seeks to establish the role of the tools and applications enhanced by the World Wide Web in publications. Among them is video production. In its analysis, the study reviews interviews with website developers. It establishes that the tools serve as ideal public relations communication tools. In this case, the study establishes that the tools are bound to increase influence in the future. Therefore, it advocates for increased involvement in the process. However, the study had a limitation in its interview population. In this regard, it relied on the developers only, rather than focusing on the implications of the systems to both the organizations and their customer bases. Nevertheless, the developers data can be relied upon as credible and the subsequent conclusions valid. Therefore, the research study will be relied upon in the research study. Machill, M., Beiler, M., & Schmutz, J. (2006). The Influence Of Video News Releases On The Topics Reported In Science Journalism. Journalism Studies. 7(6), 869-888 The study offers a variant approach in public relations. On its paper seeks to establish the relationship between public relations and science journalism. In this case, the study seeks to establish the public relations influence on the scientific reports through video production. In this case, the study adopts an investigative approach. In this case, it interviews a total study sample of 44 German journalists on their response to a scientific video footage. The study establishes that the market was easily influenced by the video footage with its impact deepening in greater depth than the new releases. Consequently, it concluded that video footages played a significant role in facilitating increased scientific journalism success. Despite its challenge in evaluating the reaction in the one and a half months period, the study forms a viable basis for demonstrating the relationship between public relations and journalism success. Waters, R. D., & Jones, P. M. (2011). Using Video to Build an Organization's Identity and Brand: A Content Analysis of Nonprofit Organizations' YouTube Videos. Journal of Nonprofit & Public Sector Marketing. 23(3), 248-268 The study is an analysis of the methods through which video production can be used as a brand development tool in the nonprofit organizations. In this case, the study aimed at establishing a link between video production and public relations success in organizations. In order to evaluate the extent of influence of the video productions and social media on organizations, the study reviews YouTube case study. In its analysis, the study establishes that the use of YouTube has over the years enhanced increased familiarity creation in the market as well as enhancing increased public relations. Consequently, the study concludes that the use of the social media and video production serves as a basis for increased organizational branding. Although the study findings are limited to the non-profit oriented organizations, the proposed research will rely on the findings as a background analysis. Austin, E, Pinkleton, B, & Fujioka, Y (1999). Assessing Prosocial Message Effectiveness: Effects of Message Quality, Production Quality, and Persuasiveness. Journal of Health Communication. 4(3), 195-210 The study seeks to review and establish the nature and relationship between prosocial messages effectiveness as compared to the formal advertisement avenues. In this case, the study seeks to establish the relationship between prosocial media tools such as video clips influence in the market in relation to the formal advertisement. In this case, it sought to establish if the production and design quality had implications on the overall information reception. In this regard, the study evaluated it through the message interpretation process (MIP). In this regard, the study established that the prosocial advertisements were rated on higher quality than the commercial advertisements. Although the study inclines more onto design and quality in the video production, the research study will rely on its analysis o form a rationale of technology and design influence on public relations enhancement tools. Rheingold, Howard. “Using Participatory Media and Public Voice to Encourage Civic Engagement." Civic Life Online: Learning How Digital Media Can Engage Youth. Edited by W. Lance Bennett. The John D. and Catherine T. MacArthur Foundation Series on Digital Media and Learning. Cambridge, MA: The MIT Press, 2008. 97–118 The article is a research study that seeks to establish how video production serves as a public relations tool. In this case, it seeks to establish the extent to which such video production has on the young people. In order to achieve this objective, the study offers a review and literature analysis on the young people population and video production and usage. In doing this, the study samples data and information from across social media and formal communication publications across the industry. In its analysis, the study establishes that a great number of the young generation relies on video communication as a communication media. Such include the established increase in video production ranging from theatre to dorm room production. Consequently, the study reveals that with videos as a communication medium, organizations would considerably boost their public relations image, as they will reach out to the young generation that forms a vital society population segment. However, a major limitation in the study is that it majorly focuses on the young population, negating the role of the aged population in public relations decisions. However, due to its use of credible sources, the study will form a critical base in the research process. Freeman, B., & Chapman, S. (2007). Is “YouTube” telling or selling you something? Tobacco content on the YouTube video-sharing website. Tobacco Control. 16(3), 207-210 This diversified article seeks to raise the moral and ethical issues in video production and public relations. In this case, the study acknowledges the role of video production in facilitating enhanced public relations. In its analysis, the study evaluates the implications of unrestricted video footage production on the concept of business ethics. The study, using the YouTube videos and Tobacco case study, reveals that the use of the social media and video production raises business ethics concept. Therefore, it recommends a re-evaluation of business and public relations approaches. Although the study fails to offer a critical analysis of how the Tobaccos advert is a violation of morals, its argument will be relied upon in the development of an ethical framework in the use of video production as a public relations tool. Ranker, J. (2008). Making Meaning on the Screen: Digital Video Production about the Dominican Republic. Journal of Adolescent & Adult Literacy. 51(5).410-422 This is a study on the Dominican Republic. In this case, the study is a review of the process through which 12 years students developed a video production unit for teaching purposes based on the existence of online video software. In this case, the study reviewed and applied culture in the market. As such, the study project revealed on the manner in which videos can be used not only for organizational gains, but also to enhance and develop cultural cohesion. Although the study failed to offer relevant theoretical framework on the study variables, the established empirical findings form a valuable base for the diversity application of the public relations and use videos. Owen, A. R., & Karrh, J. A. (1996). Video news releases: Effects on viewer recall and attitudes. Public Relations Review. 22(4), 369-378 Video news release (VNR) is a new media communication tool. In this approach, organizations use video footage as communication mediums. To this effect, rather than relying on the advertisement agents’ personality to air the adverts, the management executives actively participate in the process. The study seeks to establish of such an approach had differential impacts on the viewers’ attitude and recall ability. In this case, it reviewed an experiment on the same. In its analysis, the study established that viewers registered increased recall rates for the VNR advertisements over per advertisements. Moreover, it established that the viewers’ attitude was bound to change as the viewers experienced a direct relationship with the management. Consequently, the study concluded that the adoption of videos in the form of VNR enhanced public relations success. However, the use of an experiment data collection approach negates the openness and independent variables approach. Nevertheless, the study forms an imperative base for the evaluation of the implications of VNR on customer satisfaction and public relations. Harmon, M. D., & White, C. (2001). How television news programs use video news releases. Public Relations Review, 27(2), 213-222 Besides its application in enhancing increased organizational public relations, videos can be used as a link basis for offering connections between organizations and the society. In this case, the study adopts a case study of establishing public relations between the military and the civilians. In this regard, it evaluates the role of military video games in enhancing public relations with the society. In its analysis, the study established that the video games create a truce between the perceived military inhuman approach to their activities and the humanitarian approach in military work. Consequently, through the examples, the study concludes that the video games play a significant role in facilitating increased societal changes and public relations in the market. This study forms a viable data source as it enumerates on the structure and approach through which military public relations in the market. Steven Meisel, (1998) "Video types: considerations for effective use of video in teaching and training", Journal of Management Development, Vol. 17 Issue: 4, pp.251 – 258 The study seeks to establish the role of video production and video clips in enhancing communication success. In this case, the study seeks to establish the role of video clips in enhancing efficiency in communication. In its analysis, the study reviews the effectiveness of video clips as a television news support tool. Through the establishment of the fact that the approach provides for increased information reception, the study reveals that the same approach can be applied to facilitate and enhance teaching and training. In this regard, the study develops a theoretical framework through which the video clips aspect can be applied in training and teaching. Although the study lacks an empirical evaluation on the arguments, its argument remains useful to the research process as it provides an argument on avenues through which public relations can be enhanced in the future. Read More