RICH CONTENT IN THE ONLINE ENVIRONMENT AND the website for effective advertising to influence is intended to allow lawmakers
is intended to allow lawmakers to finance small-scale
USERS EXPERIENCE
An active participation of the user id a good sign that the
website has a rich media content. These media contents
used advanced technology that allows advanced
animations and/or supports audio/radio for advertising
and communicating immediately for instant user
interactions.
1. YOUTUBE
-To attract and keep an audience, this platform
maximizes its rich media content to show what they
valued the most; freedom of expression, freedom of
information, freedom of opportunity and freedom to
belong. YouTube provides the tools where people can
freely speak their voices, freely access for information
and education, a chance to discover and build their
ventures, and find communities that shared same
interests and passions.
2. FACEBOOK
-Through this social networking site, people freely
connect and communicate with friends and family,
easily find communities, and can grow businesses.
Through its rich media content, information may be
shared through photos, videos, messages, and status.
Rich content also influences and modifies the online
environment. For website developers and designers, a
well-conceptualized website is a matter of concern.
They are following these elements:
1. USEFULNESS OF THE WEBSITE
-depends to the individual who uses it. It is important
to identify the users or target audience to be able to
show the usefulness of the website.
2. ADHERENCE TO FUNCTIONALITY
-a challenge to pay attention to accessibility.
Integrating rich media content is not only designed;
it must have a function. Failure to view a link
correctly on a specific screen or in a browser is a case
of a malfunction. It greatly affects the user
experience and the online environment you are
creating.
3. USABILITY
-a measure of how simple it is for a user to
manipulate the site (especially for the infrequent or
brand-new users) and how convenient it is to use on
the long term (for daily visitors).
4. INFLUENCE
-before, most of the websites developed were Web
1.0, owned by companies and serve a commercial
purpose such selling products, services,
subscription, etc. while it’s not more sophisticated
that we have now, it maximizes the functionality of
not” geographic locations or demographic groups. It
the consumers.
5. VISUAL DESIGN
-rich media content must contribute to the over-all
aesthetic of the website. Integrating rich media
content must be placed well and in strategically
places of your websites. It contributes to user
experience and online environment.
When World Wide Web started, it has 45 million global
users only, but when it evolved into Web 2.0, the number
of the users got higher. It shows that having a rich media
content gives a different effect on the user experience
and creates a great online environment.
The Role of ICT in Recent History
1. Radio Veritas and EDSA I (People Power
Revolution)
Cardinal Tagle pointed out that Radio Veritas’ essential
function is to spread the right information, especially
the World of God. On April 11, 1969, Radio Veritas
facility was inaugurated by cardinal Antonio Samore, a
Vatican official, and Cardinal Rufino Santos, the former
Archbishop of Manila (Vaticam News, 2019).
It was unpopular radio station back then; eventually; it
gained more audience after the station covered the
assassination of former senator Benigno “Ninoy”
Aquino on August 21, 1983 that government-run
media reported hours later (CMFR Philippines,2011).
When late Jaime Cardinal Sin spoke over the Radio
Veritas sectors particiapated in the four-day major
protest that took place along EDSA from February 22
to 25, 1986.
2. Text brigades and EDSA Dos
Before the Filipinos turned in the comfort of chatting
and Messenger, the Philippines was named the “Text
Capital of the World” (Philippines Mission Org.). in
1995, Short Message Service (SMS) was introduced as
a promotional gimmick until in 1998, Philippine
mobile-service providers launched it as a service
targeting hearing-impaired users. From “I’ll call you” to
“I’ll text you”, most of the Filipinos used this service for
communication since it was free, but soon, telcos
started charging 1 peso per SMS. It is a much cheaper
than a voice call, and this led to the ownership of a
mobile phone by around five million Filipinos by 2001.
3. Million People March
From August 22 to 26, 2013, a series of small-scale
rallies that happened in other cities across the country
and around the world, but the main protest took place
on Luneta Park. It is named “Million People March”,
however attendees were only around 400,000 people.
These protests happened due to the misuse of the
Priority Development Assistance Fund (or PDAF). PDAF
development or community programs, such as
scholarship programs, beyond the framework of the
national infrastructure program. The Million People
March organizers and supporters have used Facebook,
Twitter and Change.org as their mediums.
Change.org is the world’s largest petition platform for
change. It aims to help people around the world create
the change they want to see. In the past, petitions were
done by a group asking for signature via travel,
however affixing your digital signature on the petition
you want to support become easy and accessible with
the help of this website. As of August 23, Change.org
showed a total of 19 petitions with an estimated total
of 26, 942 signature supporting various campaigns on
the PDAF issues (CMFR-Phil. 2013).
4. Yolanda People Finder
Yolanda, with international code name Haiyan, was
recorded as one of the most powerful typhoons in the
Philippine history. After the six landfalls made by
Yolanda on November 8,2013, Leyte and Samar were
lost in the map due to power and communication lines
were cut off. Months before Yolanda, Google
Philippines office was officially launched on January
2013. Julian Persaud, managing director of Google in
Southeast Asia, said that Philippines is a key country
due to its digital economy and tech savvy population.
Philippine was chosen for the debut of FreeZone, which
was an early adopter of the Chrome browser. Now,
how did Google get linked to the victims of Yolanda?
Aside from social media, Yolanda VICTIMS TOK THE
Google Help to find their lost loved ones through
Google Person Finder. It is an open access software
platform that offers a message board to post and check
for information about each other’s situation and alerts
for people affected by a natural disaster. Just by
clicking “I’m looking for someone” button, and typing
their name, thousand of people affected by Yolanda
typhoon have been aided.
DEVELOPMENTAL COMMUNICATION
A communication approach which brings knowledge to
societies that they can use to change their lives
(Silandote Jr, G 2016). According to Audiopedia, it
seeks to influence stakeholders and policy makers, to
build favorable environments, to identify challenges
and opportunities and to facilitate the sharing of
knowledge to produce positive social change via
sustainable development.
Information and Communication Technologies for
Development (ICT4D). through ICT, it aimed to bridge
the space between technological “have” and “have
supports socio-economic development, international
development, and human rights (GAVI CSO
Constitunecy2014). One of the examples of what you
can do with ICT4D is send and receive mobile money.
Advocacy
• Active promotion of a cause or principle.
• Involves actions that lead to a selected goal
• One of many possible strategies or ways to
approach a problem
• Can be used as part of a community initiative,
nested in with other components
• Not direct service
• Does not necessarily involve confrontation or
conflict
The success of developmental communication and
advocacy depends on the ICT platforms and tools you
choose. One of the best option you have is social media.
Through this, you can reach large audiences, have a
direct connection with your audience, create organic and
viral content, evaluate your performance, and join social
media networks for free. However, it is also important to
know the following downsides you can receive negative
feedback, has a potential for embarrassment, must
spend a lot of time on your campaigns, and must wait to
see the progress (WebFX.com, n.d)
According to Silandote Jr. G. 2016), there are 3 faces of
social media:
1. The Good-used to contact people regardless of their
distant and time zone.
2. The Bad-enabled people t hide behind screen and
avatars and it took over their lives that being
them in control.
3. The Ugly-might became a common cause of broken
relationships, self-centeredness, and
cybercrimes
Simplifies ICT projects process
PLANNING-DEVELOPMENT-RELEASE AND PROMOTION-
MAINTENANCE
Planning-or conceptualizing for your social campaign. It
involves researching about your topic, setting meeting
and deadlines, assigning task, finding a web or blog host,
creating a site map, listing down all applications and
output that you need, and considering funding.
Development-developing or the actual creation of the
website or the other materials for your campaign.
Release and Promotion-the actual release and promotion
of the campaign for the public view.
Maintenance-involves a direct communication with the
site visitors and continuing to improve and update the
website
Concept paper and Its Elements
Once you identify the issue or cause you want to solve,
start your project by composing one to two pages
concept paper. It is a document showing the important
details of your project or campaign. It is used to convince
potential sponsors to make your vision into reality. Your
project must meet the SMART criteria: specific,
measurable, attainable, realistic, and time bounded.
5 Elements of a Concept Paper
1. Introduction- indicate the mission, vision, and a
short introductory paragraphs of your project.
2. Purpose- to convince your potential funders,
indicate the reasons why it is worth their time,
effort and money.
3. Description- show in writhing all the necessary
information that involves in your project such
as the sites you are going to produce and the
purpose of each and how they work in unison
4. Support- you may or may not indicate the budget
needed for the project or campaign.
5. Contact Information- if you’re looking for a sponsor,
it is important to know how they will contact
you.
DEMOGRAPHICS
Common and traditional method of audience profiling. It
is a statistic characterizing human population which
includes (but not limited to) your audience age, location,
gender, language, and country.
A – Higher Management, Bankers, Lawyers, Doctors, etc.
B – Middle Management, Teachers, Creative and Media
People (Graphic Designers)
C1 – Office Supervisor, Junior Management, Nurses,
Specialist Clerical Staff, White Collar Jobs
C2 – Skilled Manual Workers, Plumbers, Builders, Blue
Collar Jobs
D – Semi-Skilled and Unskilled Manual Workers
E – Unemployed, Students, Petitioners, Casual Workers
PSYCHOGRAPHICS
Way of describing an audience by looking at their
behavior and personality traits. Psychographics marks a
certain category of individual and provides an
observation of their viewing and spending habits. It can
be beliefs, values, attitudes, motivations, and aspirations
A small advertising agency from Philadelphia called
Young and Rubicam or Y&R (currently known as
VMLY&R) invented a successful psychographic profile
known as 4C’s Marketing Model stands for Cross Cultural
Consumer Characterization. This characterization allows
us to connote our audience by their personality/behavior
which is a more psychographic approach.
Model dived into 7 different categories:
MAINSTREAMERS- Seek security. Tend to be domestic,
conformist, conventional, sentimental. Favor value for
money family brands. Nearly always.
ASPIRERS-Seek status. Materialistic, acquisitive,
oriented to image and appearance, persona and fashion.
Attractive packaging are important than content.
Typically, younger people, clerical and sales jobs
SUCCEEDERS-Seek control. Strong goals, confidence,
work ethic and organization. Support stability Brand
choice based on self-reward and quality. Typically, higher
management and professionals.
RESIGNED-Seek survival. Right and authoritarian values.
Interested in the past and tradition. Brand choice stresses
safety, familiarity and economy. Typically, older people
EXPLORERS-Seek discovery. Energy, individualism and
experience. Values difference and adventure. Brand
choice highlights satisfaction and instant effect. The first
to try new brands. Younger demographic students
STRUGGLERS-Seek escape. Alienated and disorganized.
Few resources beyond physical skills. Brand choice
involves impact and sensation. Buys alcohol, junk food,
lottery tickets, D and E demographics
REFORMERS-Seeks enlightenment. Freedom of
restriction and personal growth. Social awareness and
independent judgement. Anti-materialistic but aware of
good taste. Has attended higher education and selects
products for quality.
Steps in creating your target audience profile by 3C’S TO DEVELOP A SUCCESSFUL PARTNERSHIP
(Hughes, J. and Brafton.com)
a) Communication – a process of sharing and
Step 1: Collect data about your target audience exchanging of thoughts and ideas. Designers
and copywriters must have a constant and
Step 2: Research your target audience’s demographics regular communication specially to achieve
end goal of your web project.
Step 3: Identify needs and pain points of your target b) Collaboration – defined by Cambridge English
audience Dictionary, it is a situation wherein two or
more people working together to create or
Step 4: Round out likes and dislikes
achieve the same thing. During the designing,
one or more designs were developed. From
Step 5: Put it all together and create a broad description
these designs, the project supervisor will use
of your ideal audience.
these designs to choose the definitive design
that will be produced in the project. The web
a) Key demographics (age range, gender, and
designers and copywriters must start
common job titles)
collaborating at this stage. Copywriter must
b) Key psychographics (likes, dislikes, strives for,
values) start writing the content draft, so that the
c) Challenges (3-5 needs or problems) web designers get a feel for what they are
d) Prefers Channels (ICT platforms or tools for working around.
content consumption, for first contact, and c) Concept – the designer and the copywriter must get
for browsing) on the same page through continuous
e) Preferred content types (image, audio, or any communication and collaboration to create a
file format) concept that achieves the goal of your ICT
project.
Step 6: Make changes as needed
COPYWRITER AND DESIGNER
The copywriters’ task is to check the errors in the ICT
content. He/she will follow this process (Gabest, 2018)
SPLIT PARAGRAPHS INTO SHORTER AND FEWER
SENTENCES-SPLIT COMPLEX SENTENCES INTO SIMPLER
ONES-HIGHLIGHT KEY WORDS-USE SUBHEADING TO
IDENTIFY SUBSECTIONS OF THE APPLICATION OR
WEBSITE
According to American Writer & Artists Institute,
copywriter is responsible for writing the text used to
persuade or motivate people to take some action or
response. Copywriting is defined as a process of
persuasive writing for marketing and promotional
materials.
On the other hand, web designer refers to a person who
creates the aesthetic portion of the website and its
usability. The web designer focusses on what the exterior
and interior design of the website, what abiance it shares
to the target audience, and what is the website usability
interface.