FACULTY OF HUMANITIES AND SOCIAL SCIENCES Beatrice Züll SOCIAL MEDIA ACTIVITY IN THE CONTEXT OF FREE-TO-AIR BROADCAST TELEVISION DOCTORAL DISSERTATION Zagreb, 2017 FACULTY OF HUMANITIES AND SOCIAL SCIENCES Beatrice Züll SOCIAL MEDIA ACTIVITY IN THE CONTEXT OF FREE-TO-AIR BROADCAST TELEVISION DOCTORAL DISSERTATION Zagreb, 2017 FILOSOFSKI FAKULTET Beatrice Züll ULOGA DRUŠTVENIH MEDIJA U MJERENJU TV GLEDANOSTI DOKTORSKI RAD Zagreb, 2017. FACULTY OF HUMANITIES AND SOCIAL SCIENCES Beatrice Züll SOCIAL MEDIA ACTIVITY IN THE CONTEXT OF FREE-TO-AIR BROADCAST TELEVISION DOCTORAL DISSERTATION Mentor: MiHaela Banek Zorica, PH.D. Zagreb, 2017 FILOSOFSKI FAKULTET Beatrice Züll ULOGA DRUŠTVENIH MEDIJA U MJERENJU TV GLEDANOSTI DOKTORSKI RAD Mentor: izv. prof. dr. sc. MiHaela Banek Zorica Zagreb, 2017. Acknowledgements This doctoral thesis was supported by the members and colleagues of the Faculty of Information and Communication Sciences of the University of Zagreb who provided insight and expertise and greatly assisted the research. I would like to express my sincere gratitude to my supervisor Mihaela Banek Zorica, Ph.D., for her guidance, encouragement and expertise. Thanks to my advisor Stephan Malović, Ph.D., for his encouragement and great support. Alida Zorz Miketek from Nielsen supported this research work as an expert in television audience research. Guillaume Antoine Rabi and his team at RTL Televizija Hrvatska endured the challenges of the empirical part of this project by giving advice and insights into empirical data. Poslovna Inteligencija, Dražen Oreščanin and his team supported this project with staff and server capacity. Fremantle Production and Ana Habajec provided insights into the strategic approach of television production companies to integrating social media in their daily work and building up social media audiences. Thank you to all those in the broadcasting industry who kindly gave their time and advice, I am extremely grateful. Finally, I thank my family and friends who provided support through the process of researching and writing. Thanks to Croatia. Beatrice Züll I Mentor Mihaela Banek Zorica has graduated informatology and Czech language and literature at the Faculty of Humanities and Social Sciences. In 2007 she has defended her Ph.D. in the field of Information sciences with the title Systems for management of educational materials in electronic environment. Since 2012 she has been Chair for media and communication. Her teaching is on knowledge organization and management, e- learning, school libraries and information literacy on undergraduate, graduate and postgraduate level. She has participated on number of national and international conferences and seminars as an author, reviewer or member of the organizational or program board. Her research was done on several international and national projects: Organization, management and knowledge sharing in electronic educational environment, Organization of information and knowledge in electronic environment, TEMPUS Joint European Project - Aspects of Organization and Information Systems: Curriculum Development, TEMPUS TEALS (Teaching and Language skills). In 2011, she was coordinator of ERASMUS Intensive program: Information and communication technology in supporting the educational process. In 2010, she has received two awards: University of Zagreb Award for best utilization of social software in e-learning, and the IASL School Librarianship Award. II Mentor Mihaela Banek Zorica diplomirala je informatologiju i češki jezik i književnost na Filozofskom fakultetu Sveučilišta u Zagrebu nakon čega upisuje Poslijediplomski studij informacijskih znanosti. Godine 2007. doktorira u području informacijskih znanosti obranivši rad pod naslovom Sustavi za upravljanje obrazovnim materijalom u elektroničkom okruženju. Od 2012. godine predstojnica je Katedre za medije i komunikologiju. Predaje na preddiplomskom, diplomskom i doktorskom studiju kolegije vezane uz organizaciju znanja i upravljanje znanjem, e-učenje, školske knjižnice i informacijsku pismenost. Sudjelovala je na nizu međunarodnih i nacionalnih konferencija i skupova u vidu autora znanstvenih radova, recenzenta i člana organizacijskog ili programskog odbora. U koautorstvu je objavila dvije knjige, poglavlja u knjigama te više od 30 znanstvenih i stručnih radova. Sudjelovala je na nekoliko međunarodnih i nacionalnih projekata: Organizacija, upravljanje i razmjena znanja u elektroničkom obrazovnom okruženju, Organizacija informacija i znanja u elektroničkom obrazovnom okruženju, TEMPUS Joint European Project - Aspects of Organization and Information Systems: Curriculum Development, TEMPUS TEALS (Teaching and Language skills). Godine 2011. koordinator je ERASMUS Intenzivnog programa Information and communication technology in supporting the educational process. Godine 2010. dobitnica je dviju nagrada: Nagrade za uporabu društvenog softvera u e-kolegiju Sveučilišta u Zagrebu, Povjerenstva za e-učenje za najbolji e-kolegij za akademsku godinu 2009/2010., te godišnje nagrade The IASL School Librarianship Award. III SUMMARY For many decades, traditional broadcast has been the main entertainment focal point in households. Like all media and entertainment industries, television has been altered by the internet and new technologies. The internet has made new forms of participatory communication possible and has increased the amount of interpersonal communication for individuals – audiences and users – providing opportunities to share, create and collaborate together. It offers manifold opportunities to communicate in all directions, as well as the opportunity to transmit and receive simultaneously all kinds of content and formats such as music, films, pictures and texts and enables the user to interact with links. The development of social media is more than a technical innovation: it sustains and influences all forms of social organisations. Besides (high speed) internet itself, wireless connectivity has created a comfortable environment for the usage of different devices. Smartphones, tablets and/or laptops are conquering households and invite (connected) usage while people watch TV; audiences divide their attention between a second and first screen, becoming a user and audience at the same time. It enables participation and social interaction within social media while watching TV. “Actions of the participatory audience appear in the value chain in several phases: when the audience is creating content, when they are editing or reediting the available content and when they are disseminating the content to other audience members” (Noguera Vivo et al., 2014, p. 181). This new participation of TV audiences in social media leads to an integration of TV consumption within the social media context. The “people formerly known as the audience are those who were on the receiving end of a media system that ran one way, in a broadcasting pattern, with high entry fees and a few firms competing to speak very loudly while the rest of the population listened in isolation from one another […]” (Rosen, 2006), the audience transformed into an active audience participating in the creation of (social) media content. The second screens enable virtual communication with friends about programs while watching and sharing what is liked and disliked, and television viewing coupled with audience interaction has gained popularity (Doughty, Rowland and Lawson, 2011). The audience can share, discuss, comment and vote about certain programs. Broadcasters and other suppliers offer applications accompanying TV consumption and solicit IV simultaneous usage. Audiences engage with the program and socialise with friends and communities around their favourite content. Television audience researchers discovered the internet as a source of audience data, and search for approaches to analyse online engagement of audiences. The main question of this work is to investigate if new data can be found and used in a systematic manner in addition to traditional television audience research methods. It was discovered that the relationship between television broadcasters and its social audience is the key to this approach. Traditional media such as TV broadcasters are still huge content providers and play a major role in the social media world, where content is shared and creates buzz and in addition users generate content themselves. Broadcasters are challenged to keep the relationship with and the attention of the viewer by building social interaction around the program. This is the prerequisite for the researcher to approach social media analysis in the context of television. V Key Words: Social media, Twitter, audience research, opinion mining, people-meter- measurement, television ratings, social media analytics, social television, social TV metrics, television media. VI SAŽETAK Tradicionalno emitiranje je već desetljećima žarište zabave u kućanstvima. Kao i svi ostali mediji te industrije zabave, televizija je promijenjena zahvaljujući internetu i novim tehnologijama. Internet je omogućio nove forme komunikacije između sudionika te je povećao broj međuljutske komunikacije za pojedince – gledatelje i korisnike – tako što je omogućio prilike za zajedničkim dijeljenjem, stvaranjem i surađivanjem. Pruža mnoge prilike za komunikaciju u svim smjerovima, jednako kao i priliku za simultano slanje i primanje raznih vrsta sadržaja te formata kao što su muzika, filmovi, slike i tekstovi. Također omogućuje korisniku interakciju s web linkovima. Razvoj društvenih medija je