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Enriching the texture of experience: A media ecology perspective on the Do Lectures as a case study in strategic communication

Griffiths, Hugh 2017. Enriching the texture of experience: A media ecology perspective on the Do Lectures as a case study in strategic communication. PhD Thesis, Cardiff University.
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This research examines the role and impact of the Do Lectures, a digital platform that has its roots in both a place and an annual signature live event held in rural Wales. Based around a format of short talks, they are subsequently published online and free of charge to a global audience. It begins with an overview of the Do Lectures, its development and general cultural context, outlining the physical and digital media forms and channels they have incorporated into their media ecology. The thesis then presents an analysis of the results of a survey of their live and online audiences and their online testimony in order to understand the impact of the Do Lectures event. The results highlight the significance of the Do Lectures’ use of the highly interpersonal connection format of the live event in combination with digital channels to establish a rich media ecology comprised of significantly contrasting and complementary media forms. It demonstrates that their ability to communicate is notably strengthened by adopting starkly contrasting forms where the properties of each medium is highlighted and appreciated because of the differences that exist between them. For the audience, meaning and significance is drawn not only from their own particularities but from their relationship to one another and the intermedium dynamics that exist between them. The conclusion suggests that companies and organisations can increase the influence of their communications by giving strategic consideration to the design of their media ecology, actively developing a media environment whose disparities and contradistinctive qualities of form have an impact beyond the contribution of their individual functions. The thesis introduces the concept of ‘media texture’ to describe the contribution that these intermedium dynamics provide to the impact on an audience and proposes a four-dimensional model through which it can be deliberately explored or developed.

Item Type: Thesis (PhD)
Date Type: Submission
Status: Unpublished
Schools: Journalism, Media and Culture
Uncontrolled Keywords: media ecology, Do Lectures, strategic communication, influence, digital platforms, branding, Marshall McLuhan, Wales, medium theory, creative economy, lecture
Funders: KESS
Date of First Compliant Deposit: 4 April 2018
Date of Acceptance: 4 April 2018
Last Modified: 16 Apr 2021 15:04

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