Impacts 08 Evaluation
Impacts 08 Team Dr Beatriz García, Director Ruth Melville and Tamsin Cox, Programme Managers Ann Wade, Programme Coordinator Document Reference: Impacts 08 – Miah & Adi (2009) Liverpool 08 – Centre of the Online Universe Liverpool 08 Centre of the Online Universe The impact of the Liverpool ECoC within social media environments October 2009 Report by Prof Andy Miah and Ana Adi Faculty of Business & Creative Industries Impacts 08 is a joint programme of the University of Liverpool and Liverpool John Moores University Commissioned by Liverpool City Council Impacts 08 – Miah & Adi | Liverpool 08 – Centre of the Online Universe | 2009 Executive Summary Background to the study One of the major topics of debate in media research today is whether the Internet should be treated as the dominant form of information distribution, outstripping the impact of other media, such as television, radio or print. Opinions vary about this, but numerous examples of successful online media campaigns abound, such as Barack Obama‟s use of social media during the US Presidential campaign. Today, other governments are quick to utilise similar environments, and 10 Downing Street has accounts with both YouTube and Flickr, the popular websites used for video and photo sharing respectively. Additionally, marketing and communications departments in business, industry, the arts and the media are rapidly re-organising their strategies around the rise of digital convergence and in light of evidence that demonstrates the decline (or fragmentation) of mass media audiences. These circumstances are pertinent to the hosting of European Capital of Culture by Liverpool in 2008. In short, if we want to understand how audiences were engaged during 2008, we need to complement a range of surveys and reporting with analyses of online activity, which have the potential to reflect both broader media perspectives and the views of people on the street.
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