Newspaper
research
Tabloid – Daily star -
@Daily_star
Joined February 2009
· 
This account has a lot
of tweets due to it being a newspaper account, but also because it is a popular
tabloid paper.
· There are a fair few amount of followers that this account has, and this
is because they need to get different pieces of news from across the web.
· They have a big
following due to the fact that their news stories are about reality shows and
controversial topics.
· Here we have a tweet about an event on ‘Xfactor’. The paper uses the #
to get a larger audience for that
particular news story, and here we see that their headline is mainly aimed
towards the younger audience as it is very short and simplistic.
· The image seems to summarize the event, despite the fact that the women
In the photo is actually singing and not crying, like the paper would like you
to believe.
· 
Here is a tweet from the
daily star revealing an exclusive story from ‘Katie Hopkins’. The star uses the
news value of negativity and recency to immediately shock the readers, and to
hit them with a news story that should want to know more about.
Here is a tweet from the
daily star revealing an exclusive story from ‘Katie Hopkins’. The star uses the
news value of negativity and recency to immediately shock the readers, and to
hit them with a news story that should want to know more about.
· They most likely used a hash tag instead of an ‘@’ because it is quicker
to see the tweet, and they cold also hope for the tweet to star trending in
order for their news story to be read by more people.
· Here we find a different form of tweet, this time without an image. They
do have a hash tag, which at the time was trending at the time of the tweet;
this made the tweet more popular and got the story out there. However, due to
the amount of tweets with this hash tag, and how popular the topics, there is a
very small amount of retweets, making this popular not as popular as certain
other papers. The language they use in this tweet is very informal and that
reflects the register that the paper is in, which the rest of the tweets are at,
thus certifying the age of the readers for this paper.
· Here we see the daily star use a viral video for a major news story.
This clearly shows the age at which they are aiming at, and it also includes a
link to their full article, which includes the video within it. This will
appear to a younger audience as it is a comical video, and the big pictures
will immediately put the story out there instead of just having a tweet with a
link.
· This is a retweet for the daily stars other account ‘Daily star
pictures’, and includes a hash tag, as well as a link to see more of the
pictures, the account uses ‘@’ to allow you to easily view the account, and a
hash tag so that the photos can be shared, retweeted and hopefully get
trending, so that it gets more and mnore views.
· This is a tweet from their technology section and includes a link to the
main article of the story. They do not use any hash tags for the tweet so there
could mean the story is not as big as they make it out to be.
Broadsheet
· This is a graphical tweet and shows the amount of sand lost that winter
on the worst affected beaches, it includes a hash tag and a link to the
article, this would appeal to an older audience due to the nature of the story
but te comparison with Wembley stadium would mean a younger audience will
approach. The language is also a lot more formal than that of the tabloid, and
this will promote the Sunday times as being for the upper class reader.
· This is a tweet that appeals mainly to the art readers of the Sunday times,
however the use of the image could entice a wider audience, as well as the use
of a plain headline and a link to their twitter account. This shows the Sunday times
as being quite a cultured paper, and presents them as being formal.
This is a short tweet and one that clearly shows what the papers view is on the 'jihadist' situation. the short tweet allows the times to have an impact on the viewer, and then follow that up by including a link to the article.
This tweet shows a link to an article written by sky presenter Adam Boulton. the image includes a section of the article within the picture so therefor the reader gets an idea of what to expect from the article. This could also show the political stance of the guardian and appeal to narrower audience than intended.
This promotes the sports section of the paper and uses a # for the team of the player. This will allow it to get a lot more views, but as well as them being from an older audience, the use of the football team will vary the age. The tweet also uses the two accounts as if they are talking to each other, providing the tweet with a formal look.
International Paper
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Here we see the amount of followers that the New York Times has, due to the paper being international, it is bound to have a fair amount of followers, and it is the second most followed paper in the US. Usually when you have a massive following on twitter, you don't follow many people back, and this is evident on this account, it is most likely that that the people thy are following is accounts with breaking news and editors of that particular paper.
This a rare tweet from the New York Times, as this includes an image, therefore more readers are going to read the tweet. There is no use of a hash tag, meaning that story can not be seen as easily as it could be, however they are clearly relying on their major account following in order for the story to be shared.
Here we see the amount of followers that the New York Times has, due to the paper being international, it is bound to have a fair amount of followers, and it is the second most followed paper in the US. Usually when you have a massive following on twitter, you don't follow many people back, and this is evident on this account, it is most likely that that the people thy are following is accounts with breaking news and editors of that particular paper.
The text size of this tweet is a lot larger than the usual tweets fro the New York Times, and this is due t the importance of the story. This allows for the tweet to be noticed and catches the eye of the twitter user, and the link on the tweet also allows them to read on more about the article. The story is also an international one from another country, and the fact that the story has high importance allows the newspaper to show that it is an international paper.
3 people linked to chosen papers
Daily star
This is the amount of followers that David Woods, the Daily Stars sports editor, has and as you can see, there are not many people that follow this editor. This could be the fact that the daily star is not the most popular paper and they might choose to follow sky sports or the BBC, instead of a columnist on a paper. This does not stop the editor put out stories of various articles written in the paper as he is trying to promote the work he has done.
Here we find a tweet from David woods, and he uses the headline of the article for the tweet text. He does this so that people are interested in the article written, but also the informal language appeals to a much younger audience, despite the likelihood that most of his followers are above the age of the language used. He does not use a # for this story as all he is promoting is the story, so therefore there is no need for any hash tag to be used. This however does show the importance of the article as that is the only thing in tweet.
As for the New York Times paper, this tweet's text is enlarged, this is probably to show the importance of the story, this is reflected in the amount of retweets that this tweet has compared to other ones this user has, as well as having the same amount of 'favourites' as retweets, this is good for promoting his brand, as the only link or interactive thing of any sort is the link to the story of the paper, this is a good way of promoting his brand as it only gives the other users one way of seeing more about the article and David Woods' opinion on the subject of the tweet.
This is latest retweet from David Woods and it is a retweet from another Columnist from a different paper. People often do this incase they have things that other companies like the idea of, and clearly in the instance both users share the same opinion. The daily mirror user appears to have more retweets and favourites than David Woods, and this most likely due to the daily mirror having a larger following and being a more popular paper. This promotes the daily star as they are sharing a larger accounts tweet so that then their account will hopefully get a looking at.
Sunday times
Here we find the chief sports editor for the sunday times, David Walsh, and how many followers he has on twitter. He appears to have a lot of followers, and this is probably due to the popularity of the paper, and the content he puts in. As with any accounts with large accounts on twitter, the user is not following many people, this is probably due to the fact that they do not want the twiter feed to be completely fill with many millions of peoples tweets.
Retweets are a good way of getting your topic of field and interest out to the public eye by sharing tweets of others. David Walsh has taken advantage of this, unlike David Woods, and is another way, along with the favourites and the hashtags, to get increase your popularity and to better your status to get you known in the public eye of twitter.
How do your chosen newspapers use
twitter to promote their brand and encourage readership?
Twitter has appeared to be an absolute essential tool for
modern day newspapers and is the most important and effective way of getting
their brand and business known to the public. Not only will they be aiming
towards their target audience through their newspapers, but also the use of the
modern day social networking sites allows the companies to reach an audience
that they had not previously seen.
The main way they
get their band out there, in my opinion, is the use of the ‘#’. This creates
discussion among the company’s’ tweets and allows them to use an extremely
major and popular topic to their advantage, thus getting that audience they had
never previously had. The use of a ‘#’ can also summarise the sort of thing
that a particular paper is encouraging or promoting, so a sports paper would
say something like ‘#myfirstgoal’, where as a tabloid newspaper might use one
that they deem suitable among their apparent young target audience. In some
cases however, a hash tag will not be as effective as a retweets, due to the
main fact that you can get direct information or tweets from your friends who
are following people that you have previously not known. Newspapers use this to
promote their brand, not by directly showing their articles, but by using a
tweet that they see as suitable for their audience and these people are usually
accounts that have more followers; this grabs the attention of the twitter
audience a lot more than an account with fewer followers. When the newspapers
are not retweeting and using hash tags, the use of images is a massively
effective way of grabbing large audiences, as you are 5 times more likely to
view the image than if it was a simple plain tweet. The tabloids for example,
often use sensationalise images so that people would get an instant right or
wrong view about the subject of the tweet, this impact could lead to a lot of
retweets by followers.
analysis of newspapers
daily star
articles
daily star
articles
Sunday times
New York Times
Assignment
Task 1 - Research
The Dark Knight
in 2007 warner bros decided that they needed to start a viral marketing campaign for the following Dark knight film, so hired 42Entertainment to produce the campaign. They got the ball rolling in this campaign by initially setting up a newspaper known as 'The Gotham Times' and although it was originally an interactive site for users to view primarily online, initial rough copies of the paper were actually handed out in Chicago to help promote the film.
Gotham times website - http://www.whysoseriousredux.com/thegothamtimes/home.htm
They created different issues to make it appear as if this was a legitimate newspaper and this helped spread the initial word about the film, being very successful in the process. The newspapers contained made up false articles that 42Entertainment created and appeared to get fans really intrigued and left them wanting to know more.
Later in the year of 2007, at San Diego comic con, 42Entertainment vamped up the campaign by creating a website with the films slogan 'Why so serious?'. This website sent fans of the Batman world on a scavenger hunt to unlock a teaser trailer and a new picture of the joker. At the end of October 2007 the website decided to create another scavenger hunt, sending fans around the United States to find various clues in the major cities, these clues eventually led to a photograph of the joker and an audio clip of one of his lines in the film - 'Tonight you're gonna break your one rule'.
Having completed this it led the fans to another website called Rory's Death Kiss, where they could submit pictures of themselves dressed up as the joker, and having done that, those who submitted the images were mailed an actual copy of the fake 'Gotham Times' paper, and those were sent an electronic version received links to many other websites and one that was one of the flagship of the campaign was about Harvey Dent, one of the films main characters, who was running for district attorney. The creation of the website (which has now been deactivated:Ibelieveinharveydent.com) took a different angle into the film advertisement by focussing on Dent trying to 'save' Gotham city.
This interactive site allowed for fans to share their own images of them supporting Harvey dent with many other interactive things for the fans to do, for example downloadable route maps for the forthcoming 'Dentmobile'.
A lot more things were later posted on the website, including maps of Gotham city itself, why the people should vote for Dent himself, various press conferences which were streamed on the website via video and audio clips
A lot more things were later posted on the website, including maps of Gotham city itself, why the people should vote for Dent himself, various press conferences which were streamed on the website via video and audio clips
I believe these websites worked incredibly well for the advertisements of the movie, this is largely because they the idea of a viral marketing campaign is to spread the message online and increase the anticipation of the movie even more, and with the incredibly realistic and detailed harvey dent campaign along with the Gotham Times issues, the campaign was a sure fire way of getting the fans of the franchise to promote the movie itself, especially with the importance of social media.
Another form of communication used was via franchising, with the company behind the marketing of the film teaming up with Burger king who created a specially branded burger known as the 'Dark Whopper'.
Dark whopper Trailer -
https://www.youtube.com/watch?v=QTjr-aSCYDs
Dark whopper advertising poster -
This allowed an increase in the promotion of the film, and allowed it to reach a much wider audience, providing those who bought the specially branded burger with a toy abut the film. The trailer was also a very effective way of getting this burger out there as it could easily be shared on social media websites, the primary way of sharing the campaign as a whole and the fastest way of getting everything to do with the film out to the public.
Viral tagline - 'If we burn, you burn with us' this is taken from the books/films and is a clear call for anyone that stands for the revolution to join and go against the capitol.
Video - My video would include various people of various positions within the revolution all repeating the line 'If we burn, you burn with us', going from the lowest positions to President Coin all saying the tagline, and then at the end, the song 'Hanging tree plays with the audio from District 5 repeating itself as Katniss finally says the tagline at the end of the video.
Print - for my print i will create posters with the MockingJay symbol and the tagline, as well as Katniss facing peeta as if to represent the revolution against the capitol and the fact that the capitol are using peeta as a way of getting Katniss. The symbol will also be spray painted around various states in the U.S and separate certain counties as the varying districts. I will also create a map of the Uk with the land divided up into all 13 districts and the capitol.
Task 2 - My Assignment
What product are you promoting? I am going to promote the latest hunger games film 'MockingJay'.
I am going to focus all of my marketing on the concept of the MockingJay symbol itself and make sure that all the emphasis is towards the idea of the public, or the viewers of the films, joining the revolution against the capitol.
Viral tagline - 'If we burn, you burn with us' this is taken from the books/films and is a clear call for anyone that stands for the revolution to join and go against the capitol.
Video - My video would include various people of various positions within the revolution all repeating the line 'If we burn, you burn with us', going from the lowest positions to President Coin all saying the tagline, and then at the end, the song 'Hanging tree plays with the audio from District 5 repeating itself as Katniss finally says the tagline at the end of the video.
Print - for my print i will create posters with the MockingJay symbol and the tagline, as well as Katniss facing peeta as if to represent the revolution against the capitol and the fact that the capitol are using peeta as a way of getting Katniss. The symbol will also be spray painted around various states in the U.S and separate certain counties as the varying districts. I will also create a map of the Uk with the land divided up into all 13 districts and the capitol.
social media - For my social media i will create a viral online Panem revolution. I will create Facebook/Twitter/Instagram accounts for all of the different districts in Panem as well as one for the capitol itself. The different districts will all be communicating to each other about how they're going to take action against the capitol. However, the Capitol account is going to act in a similar way to how the Joker was in the campaign leading up to the Dark Knight film back in 2008, and will try to sabotage any contact made between each of the districts.
Competitions - My competition will be in the style of franchise itself, with all 13 districts having their own various recourses in real life as it was in the Hunger Games. For example, District 8 will include textiles, District 13 will be the home of nuclear weapons, and so on. The capitol, as well, will be based right next to District 5, in an aim to make it aim to make it as relatable to the story as realistically possible. The creation of this little mini Panem will be the host of our very own MockingJay revolution, and will aim to see all of the districts joining together to take te capitol and all it stood for.
Poster
My Poster includes my viral tagline and the style of the text is flames and represents what the tagline is saying, referring to burning. this text was placed on the white of the image as i wanted it to stand out and to be easily recognised. I have included a MockingJay symbol for the obvious reason of the film title itself, but less so obvious is that i wanted to show how Katniss is the MockingJay of the revolution, and she is being directly influenced by Peeta. The Capitol used Peeta as a way of attempting to get Katniss, and this is why i have them on the poster, as the two main people in the whole thing. The fact that the poster is in black and white is used to provide impact and contrast against the bold colour of the MockingJay symbol.
Website link - http://mockingjaypt2.weebly.com/
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