"The Mamushka effect”: The Facebook Fanpages as Companies’ Communication Spaces

Copyright ©2013 (Ximena Tobi). Licensed under the Creative Commons Attribution Non-commercial No Derivatives (by-nc-nd) Available at http://es.scribd.com/

Images source: Wikipedia.org and Google Images search under “Mamushka” keyword.

RESEARCH MOTIVATION

80% of companies fan-pages on Facebook don’t have communities, but they have audiences.

Image source: Paul Capriotti’s blog / Image property: Estamos On

Copyright ©2013 (Ximena Tobi).

SUBJECT OF STUDY

Institutional Communication: *promotes the image of an organisation towards its clients. *promotes the organisation itself rather than its products or services. *discursive genre which refers to the bond institution-consumers.

UK/Sudafrica

Colombia

Egypt

COCA COLA LET’S GO CRAZY CAMPAIGN

Copyright ©2013 (Ximena Tobi).

PAST MATERIAL

Graphic and Printed Institutional Ads of Radiostations

Radio Excelsior: “A strong bridge connecting industry, commerce and Argentinean people” (1935).

Radio El Mundo: “At home, outdoor, everywhere. Always present” (1964).

Radio Del Plata: “A place in your universe” (1985).

Institutional Claims
Copyright ©2013 (Ximena Tobi).

CURRENT MATERIAL

Facebook fan-pages as institutional communication channels of radio stations

Copyright ©2013 (Ximena Tobi).

THE MAMUSHKA EFFECT

On Facebook fanpages, meaning emerge from the crossing of three entities:

*prosumers

*brand/company

*Facebook itself as a platform working in a 'second' level, supporting brand-prosumers interaction
Copyright ©2013 (Ximena Tobi).

METHODOLOGY

4 Levels of Analysis:
Material:
focused on languages, technical devices and media that compose the discourses.

Rethoric:
focused both on visual and verbal forms, text structures, patterns of reasoning and style.

Thematic:
focused on cultural topics emerged from content analysis.

Enunciation:
"synthesis" level where the speaker’s tone of voice (enunciator) addressing to his audience (enunciatee) arises.

Copyright ©2013 (Ximena Tobi).

MATERIAL LEVEL

First Layer of the Mamushka Facebook

Facebook Interface

In contrast to websites where companies create their own original interface (graphic design and functionality), Facebook interface is the same to everyone, therefore companies have to communicate to their audiences through it, filling it with content.
Copyright ©2013 (Ximena Tobi).

MATERIAL LEVEL
Identification “Who are we”

Facebook interface (2011) called Timeline proposes: -the construction of an entity (person or institution). It is an identity space. -texts (posts, photos, etc.) organized chronologically from the newest to the oldest.

Conversation “Let’s talk”

-institution is represented through what it say, it does and how it shows.

-to articulate present conversation with the past (biography).
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RETHORIC LEVEL
Code examples
News narrative: while listening to live radio we witness what

Second Layer of the Mamushka Institution Voice

is happening in the present, the graphic interface depicts the live story as it occurs and records the history of the story. Every stage of the story is added as it happens.

Heat wave

Weather warning

A person died because of the storm

A glance to the booth: snapshots of the booth showing the laidback style of radioshow. Effect of intimacy.
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RETHORIC LEVEL
Code examples

Third Layer of the Mamushka Prosumers Voices

First hand information: prosumers give first hand information collaborating on the fanpage content
production.

Frecuent use of passional and ethical argumentation. Prosumers present and defend their ideas in reaction to the views of other fans.

Copyright ©2013 (Ximena Tobi).

THEMATIC LEVEL
Code example: identification vs conversation
Identification Second and Third Layers of the Mamushka Institution and Prosumers Chating

Rock universe built by recurring motifs: pick guitar, microphone and claim “ The radio of rock”.

Conversation
Drinks Fashion

Asking prosumers about casual sex experiences

Copyright ©2013 (Ximena Tobi).

ENUNCIATION LEVEL
Code example: close and familiar relationship
Second and Third Layers of the Mamushka Institution and Prosumers Chating

Radio asks to prosumers: “Which song do you want to listen to and why?”

A prosumer answers as if he was talking to a
friend (many slang expressions): “Aldito, my man! I’ve just arrived home from work... Now I’m super chilling, drinking a beer! Dude, I would like to ask you for a song from Callejeros or from Casi Justicia Social…Thanks mate!”

Copyright ©2013 (Ximena Tobi).

ENUNCIATION LEVEL
Conclusion

Source: Social Media Explorer

The emergence of social media has led to companies’ voices become individual. And at the same time people have access to communicational channels more than ever before, when only companies or institutions used to have access to media. The result: symmetric relationship, a "game of singularities” played by institutions and their audiences.

Copyright ©2013 (Ximena Tobi).

Thank you! Ximena Tobi
ximena@semioticastudio.com

Acknowledgments / Special thanks to:
José Luis Fernández Gabriela Pedranti Beatriz Sznaider Malex Salamanques George Nelson Ximena Díaz Alarcón Ramiro Fernández Varela My students at UBA

Copyright ©2013 (Ximena Tobi). Licensed under the Creative Commons Attribution Non-commercial No Derivatives (by-nc-nd) Available at http://es.scribd.com/

REFERENCES AND BIBLIOGRAPHY

 Fausto Neto, A. (2011) : “A circulação além das borda”, en Mediatización, sociedad y sentido, Rosario, UNR, Argentina  Fernández, J.L. (2008) : La construcción de la radiofónico, Buenos Aires, La Crujía  Scolari, C. (2004): Hacer clic, Barcelona, Gedisa.  Scolari, C. (2006) : Hipermediaciones, Barcelona, Gedisa.  Steimberg, O. (1993): Semiótica de los Medios, Buenos Aires, Atuel.  Sznaider, B. y Tobi, X. (2012): “Instituciones en la Red: cuando el público se hace usuario. Entre lo discursivo y la acción”, presented at Jornadas Mediatizaciones en Foco, Rosario 2012, Argentina.  Tobi, X. (2012): “Facebook como espacio de comunicación institucional de emisoras radiofónica” – Síntesis de resultados de trabajo práctico anual, Semiótica I - Fernández, Carrera de Ciencias de la Comunicación, Universidad de Buenos Aires. Available at: http://es.scribd.com/

Copyright ©2013 (Ximena Tobi). Licensed under the Creative Commons Attribution Non-commercial No Derivatives (by-nc-nd) Available at http://es.scribd.com/

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