Assignment:
Discussion: How You See Me
This unit focuses on communicating across cultures. For this discussion board:
• First, view the SoulPancake "How You See Me" short film series in the Readings and Resources.
• Discuss the intersection of culture and interpersonal communication. How does culture impact the way you communicate with individuals from diverse communities?
• What is the biggest contributing factor in your perception of cultural groups which are different from yours (family, upbringing, media)?
• What steps can be taken to communicate more effectively and personally with these groups?
Readings and Resources
eBook:
Wood, J.T. (2017). Communication in our lives (8th ed.). Stamford, CT: Cengage
• Chapter: Communication in Personal Relationships (pp. 132-145).
• Chapter: Communication and Culture (pp. 189-201).
Articles, Websites, and Videos:
As part of the "How You See Me" series, this short video features various individuals discussing how to practice understanding and communicate more effectively with diverse groups of people. Here are the first two videos. The attached document contains links to all 10 videos in the series. Your discussion question asks you to watch them all.
• COM107 SoulPancake How Do You See Me Series COM107 SoulPancake How Do You See Me Series - Alternative Formats
How to Practice Understanding | How You See Me
Why Do Labels Matter? | How You See Me
Discussion: Earned vs. Paid Media
Overview:
There are several various forms of media as it related to digital marketing. Take a look at this short video Meylan, C. (January 24th, 2018) Owned-Paid-Earned (OPE) Media before jumping into this week's business scenario.
In Style Fashion is a new entrant into the fast fashion market. InStyle Fashion targets Gen Z aged between 18-22 and Millennials aged between 23-28 years old. This market is valued at $35.8 billion and two of their primary rivals are Fashion Nova and Missguided.
Simulated Business Scenario:
Julio, the owner of InStyle Fashion, is trying to follow the earned media model of leveraging the reach of social media to promote the launch of new products. In other words, when customers become the channel.
Julio has recruited Marguerite from ASOS (another brand that relies on earned media) to head up this new initiative. There is a lot of positive buzz from the fashion industry and Marguerite is charged with creating and distributing press releases in an integrated marketing communications plan in advance of the Q3 (late spring, early summer) launch of the InStyle Fashion brand.
Questions:
• What social media platforms (owned media) should Marguerite recommend based on InStyle Fashion's target audience?
• How would Marguerite's team utilize earned vs paid media for the launch of the Premier brand?
Readings and Resources
Articles, Websites, and Videos:
Social media offers various ways for marketers to reach and interact with consumers. This article discusses how organizations can use social media and the future of this form of marketing.
• Appel, G, Grewal, L. & et. al. (Jan 2020). The future of social media in marketing. Journal of the Academy of Marketing Science. Vol. 48 Issue 1, p79-95. 17p.
This article shows how marketers have had to adapt their social media content strategy due to the pandemic.
• Pophal, L. (Jan/Feb 2021). Covid's impact on 2021 content marketing strategy. Information Today. Jan/Feb2021, Vol. 38 Issue 1, p36-37. 2p.
Why content creation is here to stay in the social media space.
• Kirby, J. (July 2021). Why content creation is here to stay. TVB Europe. Jul2021, p26-27. 2p. Neil Patel shares how to start social media marketing.
This video goes over the number of active users and advertising methods for each of the top social media platforms.
In this video, Seth Godin discusses how to reach your target audience.