Screen culture- advertising

Screen cultures are widely blended into our daily life. People can just reach out some information through their finger clicks. However, where does the budget come from for producing movies or episodes that showed on screens nowadays? Sometimes I wonder how a movie or episode was produced, or how does movie producers earn their money. The answer is sponsor. Movie producers have to rely on sponsors in order to produce their movies and present to the audience. Therefore, movie producers have to insert those brands inside the film for exchanging their works. Asian screen is a method to advertise products because Asian screen usually sponsored by companies.

From the early centuries, while television started to be known for people, almost every person owns a television and made watching television becomes one of their daily hobby. People flips through channels while get home from work. As a result, television channels become a tunnel for companies to transmit messages for the audience. It was the fastest way to spreads out information in the old days. Today, television becomes the most common device that every single person holds one. Therefore, the world developed screen culture for adding more color into our normal life.

Screen culture includes television, computer, phones, and I-Pad, etc. People can learn more information through screen culture every single day. According to the course from University of Hertfordshire, Screen Culture, screen culture is defined as, “the way so much of work, pleasure and leisure, personal lives and other parts of the day-to-day involve the display of image, text or other signs on a ‘screen’ of some kinds. It looks at the contemporary world as a place where is a ‘print culture’ of fixed texts is giving way to a ‘screen culture’ of ephemeral, networked, interactive, fluid texts embedded in ubiquitous media devices.” People live in a world with many different types of screen devices that influence their way of life every second. People may take it for leisure or work. Nevertheless, sometimes people are affected by the screen culture, such as purchasing products from brand promotion inside the films or episodes.

In Asia, sponsors who provide them the budget for producing movies for audience display many films. Or in other words, sponsors are the people who want to produce movies because they can let more people get to know their brands, then rise up their sales for earning more money. Therefore, those movies or episodes have to insert many brands for helping those sponsors to increase their sells in the market. For example, I had watched a Korean drama in the year before last year when I was going to come to the U.S. with my best friends in the summer. The name of the episode is called “My love from the star”, and the movie doesn’t only advertise on those luxury products but also the celebrities. They had invited the most famous celebrities in Korea for participate in the series for attracting more audiences. After that year, “My love from the star” has become the most popular television series in Asia. The reason for that is because the materials that were used in the episode are all very famous and expensive. In addition, all of the products from the series are the highest quality.

Generation Z

This week during one of my PR courses, our team did a research on the topic of communicating with generation Z. To know how to reach out to a certain group of audience, we start from learning its background. We did the research on how generation Z is different from other generations then analysis their channels.

Generation Z is referring to the people who are born after 2000 to 2020. They are the first generations whom are raise up from the era of smartphones and digital. They didn’t been through the lifestyle before the rise of technology.

After did the research, we found out that you only got eight seconds to engage them. Since they raised up by the digital era, you are easily lose their attention. Compare to other generations, they are less patience. The research also shows that it is better to grab their attentions with a visual image and limited the message into five words.

After knowing the tactics to communicate them, we found out the channels to reach out. Since they are familiar with smartphones, they are also familiar with social media platforms. The interesting part is, most people conceived the idea that generation Z would stick to Snapchat and Instagram more but turns out not. Instead of thinking Facebook sounds old to them, surprisingly Facebook is the most popular social media platform used by generation Z.

They prefer to use Facebook because it constantly renovate with new features. Today, Facebook no longer just a platform to post message and image but has new function such as Facebook live or face swap for taking pictures and videos. These new features have fit their interests. Facebook is also considers as gen Z’s modern day phone book. They can abstract tons of information on there whenever they need to. It is an extremely convenient tool for them to use.

If you want to reach out to a certain group of people, it is better to do research on their background. Thus, you can reach out to them easier and faster by using the right channel and right communication strategies and tactics.

WeChat links people to the world

During our Chinese Lunar New Year, we have a tradition of giving red envelop to family members.Inside the red envelop, we will put some money to symbolize wishing our loved ones a peaceful new year. Instead, they transfer money via WeChat to me every year during this special holiday. There is a mobile red envelop on that social media app, which allows people to send money without going through a complicated process.

WeChat is one of the main social media tools in China. It provides a lot of services that combine with several business companies. The App allows people to send messages, use free video calls, check news updates, transfer money, pay bills, donate to charity, buy train tickets, and even book hotels. It has brought a new era to the Chinese that advances their lives’ efficiency. Thus, the advantages of the App are to increase numbers of business transactions, and to promote economic market.

If you look at American’s social media tool such as Facebook, Instagram and Twitter,  you can see that they are all simply just tools for communication. They don’t collaborate with any business industry to create additional services. Instead, they connect with several companies to create campaigns that raise certain topics’ awareness. The advantage of American’s social media is to link people together, where the advantage of Chinese social media, WeChat, is to link people to many services. The biggest advantage is to make the world a cashless economy. To refer back to my personal experience, I noticed that people use WeChat to transfer money and buy goods, just like they can with Apple Pay.

WeChat was released in January 2011. With less than 20 years of history, it has developed so rapidly that nowadays it has 806 million active users per month. More surprisingly, not only Chinese people use WeChat; people from other countries also use WeChat as their daily social tool. The research has found out that there are 70 million users outside of China.

Today, WeChat has become a part of people’s daily routines. They use it as their main tool to pay for goods, chat with friends, check movie schedules, and so on. It has made people’s lives more convenient so that they can do anything without leaving their place and the WeChat universe. It is not only a social media tool, but also a portal to let people connect to the world.

Promote culture through utilizing media

If you ask me about my impression of China, I would say how strong its food culture is. Every district has its own food culture. If you go up to the North side of China, you can see how people are obsessed with spicy food. This is because the temperature in Northern China is much colder than Southern China. Therefore, people eat spicy food to keep their bodies warm. However, where did my information come from if I have only been to China once?

A Bite of China,a television show that introduces Chinese food culture, has informed me a lot about not only Chinese food culture but also Chinese culture in general. Through watching this television show, I learned about Chinese tradition, life style, behavior, and society. It depicts people’s interactions through making and serving food. Thus, there is story behind every scene for people to dig in to.


The show is made from CCTV, China Central Television, which is the predominant state television broadcaster in China. It is accessible to more than one billion viewers. China uses this huge audience base to made this television show and promote its culture via media flexibly. It has successfully reached out to foreigners through publishing channels on YouTube.

CCTV makes a clear goal that targets people’s interest in eating, then presents the story that fits the audience’s taste. The broadcaster has done thorough market research to lead people from diverse countries to get a sense of Chinese culture. Different from other food television shows, A Bite of China records the foods that are not made from famous chefs or expensive restaurants. It depicts the dishes that are made from ordinary people everyday. The show presents Chinese people’s daily diets, their habits of eating, and their food spirit.

Moreover, the show records how the farmers grow the food, and shows the process of making noodles and main dishes from scratch. It gives the audience the chance to get closer with ordinary Chinese living style, thus to understand Chinese society via the portal of food.

The motto of this television show, is “telling the truth.” All of the people that the audience can see on the show are not actors. They are real farmers and cooks. They have no script to memorize; every word and every food dish they make is original. The show has touched my heart because there is story behind every dish. Some recipes are inherited from thousands of years ago, and some recipes are originally made from this generation. It is considered as a food documentary television show that only presents the truth.

Through this television show, China successfully promotes Chinese culture to the world. By targeting human interest, the show picks the topic that everyone can relate to—food—thus demonstrating its core message. The show uses media flexibly to enhance foreigners’ understanding toward China.


Innovation of social media

Recently, I found Instagram‘s new feature very interesting. It allows people to post videos and re-play it within 24 hours. More surprisingly, people can add icons, location, temperature and other additional information to the video or images that posted. Then I started to play with it by making my Instagram story in to a series of videos and form my little story.

However, at the beginning, I thought Instagram was copied the idea of Snapchat. Snapchat allows people to record videos and send it to friends or posts on a personal story. Both features are similar but not completely the same. I later found out that Snapchat is harder to use than Instagram because videos only pop up for few seconds and you can’t tag friends. Snapchat turns this feature too personal that it makes me feel hard to share to all of my friends or follow my favorite brands.

Brands started to use social media to reach out to the new generations. Technology and Internet is the two biggest things younger generations have spent their time on. However, to approach new target audiences, companies cannot just pop up everywhere and show their existence. People would get tired of the ads from the same company again and again.  It is companies’ job to navigate the right communication tool and use it efficiently.

Last Spring, when H&M collaborate with KENZO, I was so happy that I could learn the news so early. I knew their new collection from my H&M Instagram story. The company didn’t take long to spread the news and promote their new collections because it used the right tool to attract their target market. The new collection from H&M and KENZO is more with color and printed, which fits younger generations’ dress up styles. The Instagram story gave audience the chance to look behind the scene and gave the company the chance to be transparent.

The evolution of social media gives people more convenience. Today, Instagram cannot only post videos but also go live on its story. It combines the features from Snapchat and Facebook to create fresh new tool for people to play with. On the other hand, Snapchat also has new features to allow people to create group chat, create custom stickers, and others.

Social media has become better each day with the evolution of adding new features. It allows people to contact each other easier and allows companies to stay in touch with the customers. By providing more engagement and interaction, the companies get closer to the audience.

Alibaba turned 11/11 into $20 billion global shopping festival

Nowadays Chinese industry is growing rapidly. With 13 billion people, China has the biggest market in the world.

If you have heard of Taobao and Tmall, they are two of the main sites under Alibaba Group that sell online products. Alibaba Group, established in 1999, by some measures, is considered as the world’s biggest ecommerce store. It has 80 percent of the Chinese online shopping market which it has grown its online store since 2003. Alibaba set up its main company at Hong Zhoug and also set up the branch companies in diverse countries for established cross culture community. It has the branch companies in Hong Kong, Taiwan, Japan, India, London, and the United States in Silicon Valley.

After Alibaba Group successfully won the public’s recognition, it started to expand its service to online dating app, online television and to so many other services. Last year, the founder of Alibaba Group, Jack Ma, invested the company in going global and digital. During the Chinese Singles Day Nov. 11, Alibaba Group sold $17 to $20 billion worth of goods in 24 hours. It turned Chinese singles day into global shopping festival. Chinese Singles Day is considers as the Chinese version of Black Friday. Many retailer stores do promotion and sales during this special holiday. Jack Ma said, his vision is to let Chinese feel proud of their company. He wants to let the world know how great a Chinese company can do. Ma starts to pursue his goal because of his passion. He wants to serve people and provide what the public needs.

It is the first time, when Alibaba introduced global brand engagement to its online store, Tmall, including Apple, Maserati, Target, Costco, Macy’s, Starbucks and Zara. With expected 600 million Chinese consumers and 10,000 merchants, the sales from Nov. 11 each year increased 40 percent year-to-year surge. Although the amount of buying and selling is huge, Alibaba Group didn’t make any mistake during the holiday. With huge amount of Internet traffic, the website still runs smoothly without making any error.

The ecommerce is “[t]he most critical opportunity for brands to connect and engage with Chinese consumers, to build awareness and relationships for the long term” says Denise Sabet, manager of Labbrand in New York, a Shanghai-based brand positioning and naming agency.

Alibaba has made its app, online shopping store and online television successfully became people’s topic of conversation. It strongly used media to boost both the world and Chinese economy and bring its audience huge benefit by providing a platform for people to buy and sell. It brings huge profit not only for itself but also for anyone who runs small businesses online. Alibaba group has successfully connects China into global business trends by using media flexibly.




How to attract brand’s fan base?

The evolution of technology changed people’s living style by transforming paper work to digital work. This provoked the development of the digital communication era. However, after discussing what social media does in the industry, it is important to know how to do the management.

In the article “Why every brand should curate content” from Ragan’s PR Daily, the author analyzed the importance of content curation. She stated the phenomena that most people produce heavy loads of content but didn’t do the organizing. The reason why brands should do the curation, stated by the author, Kristin Piombino, is repurposing existing content. After curating the content, people can easily search and find information of the brand, making it people’s top choice while searching online.

Given these reasons, how are we going to attract customers’ attention and win their interests? Brands tend to produce lots of informational content on their social media. They tried to market themselves by appearing more to let the public remember their existence. They do media posting, blog management and customer interaction. However, some companies are successful through these methods, but some of them aren’t. Although their methods are the same, their tactics are different.

From the article “The five levels of content marketing in the fashion industry” written by the author Daniel Marks, he listed the five levels which includes:

  • Overtly promotional content
  • The classic blog
  • Making your content unique
  • Engagement and interaction
  • Bringing everything together

Let’s talk about the first three levels. He pointed out the phenomena that most companies do not examine if their spread out information works. Companies should focus on one specific media outlet, then put efforts into it. Many brands distract customers’ attention by working with diverse media outlets. If we take a look at Zara’ s strategy, we discover most of the time its published content on social media is promotional. The brand didn’t overly advertise itself, but it delivered the news of products, sales and new items, which is what the customer is looking for. Moreover, if you go check out its Twitter and Instagram accounts, you can see how differently Zara presents its new apparels. Zara presents its new items by displaying them on live models to do the demonstration to the customers. It overtly does promotional content presented simply and clearly.

In addition to Zara, another company successfully managed their brand through posting promotional content on social media. In the article, Marks later mentioned how a New York Tumblr account, What I Wore, beat other brands through investing in its blog. He explained how it is useless to produce tons of posts everyday without putting effort in any of those. It’s not enough to just throw information on a blog and wish the public takes it. Companies should let their audience feel their concerns about them beyond their management on social media. It’s important to plan the goal and mission of the brand and develop the blog along with it.

After the company identifies its media outlet, it should then think about its theme. The goal for each brand is different. Companies should know who their target audience is. Same as with many different media outlets, many companies tend to focus on diverse topics that distract audience attention. Therefore, companies should focus on a specific topic. For example, the brand Barneys New York, write about the stories of their designers. It gives the audience the chance to learn from their designers for inspiration. When companies combine the brand with stories, the popularity increased. In addition, it stands out from the rest because of its uniqueness.

Brands can attract the fan base by focusing on curating content. With these successful brand examples, content management is essential to most companies. Therefore, the the industry should apply the right outreach strategies to approach their target audience.