Vine: Redefining Racial Stereotyping in Six Seconds

Vine debuted earlier this year and has become the most popular video-sharing mobile app today. Unfortunately, the technology has been misused to reinforce racial stereotyping, causing ethical issues that need to be considered and addressed by media practitioners. Check out the video clip below. Here is a work-in-progress ethics paper I am developing for a … Continue reading Vine: Redefining Racial Stereotyping in Six Seconds

Considering Audience, Message, and Action in Social Advertising

Audience theory has been in existence since the emergence of mass communication/media studies. In fact, the best way to measure the success of any message is to gather audience feedback. However, in traditional advertising, the audience is simply the group of individuals that advertisers are interested in speaking to. They can be grouped or segmented … Continue reading Considering Audience, Message, and Action in Social Advertising

Advertising Online: A MAIN Model Perspective

“Build it and they will come” was an early assumption about how online marketing works. Today, most advertising agencies and marketing departments have their respective web teams devoted to creating and managing online advertising and marketing effort. The website, often seen as the home(page) to any product or service, tend to be overlooked as simply … Continue reading Advertising Online: A MAIN Model Perspective