Cultivating contacts on Facebook, micro blogging on Twitter, uploading videos on YouTube – Social media define our cultural habits and change our lifestyle. Companies and organizations attract users, promote products or mobilize users for projects by presenting exciting content in social networks.
Getting in touch with friends, spreading current information, discussing issues, presenting original ideas, commenting articles – social media such as Facebook, Twitter and Google+ or mobile media portals, such as Instagram and Snapchat, provide users – who are sometimes organized in communities – with various ways of communicating personal, professional or special content. The social forums, networks, weblogs, Wikis, photo and video services that play a key part in digital change are meanwhile being used on a regular basis by an overwhelming number of Internet users (Facebook has over 1.5 billion users.) They create a vibrant cultural sphere and transform our relationships and lifestyles.
Actually it’s just a couple of words, but they can certainly be a defining factor: it’s all about the heading of a text. Besides the colorful images, it’s the first thing to catch the eye and often determines whether the user reads the text or not. And yet it should be distinguished here between texts in a daily newspaper, for example, and articles on the internet. A person who buys a newspaper will most probably also read the sports and culture sections, even when local news and politics are more his sphere of interest. It will be read because it was paid for. On the internet texts are available at no charge and in great abundance, so the user may have a hard time deciding what to read. Based on experience, an internet article is only given a rough scan by the reader where he notices the headlines first, and based on those decides if he will read on or not.
Photos, graphics and videos make up an integral component of today’s successful websites. Whether a company’s internet presence, an online store, or a portal for a gallery, museum or travel agency, the use of images and videos on websites effectively support the provided content and significantly enhance these websites for both users and search engines.
Utilizing media on internet portals is a trend that can be observed all over the web. Companies want to improve their image on their website with photos and videos, and make their brand more well-known, online shops want to market their products, and organizations want to disseminate important information. But galleries, museums and archives also want to make their photos, images of objects or videos available to the largest number of visitors possible. Photos and videos arouse curiosity in the viewer, and create an incentive to engage more closely with the products or services.
The term storytelling describes a very old cultural technique and a modern phenomenon. Storytelling in marketing and communication of companies has proven to be an effective strategy to attract customers and involve employees.
Storytelling booms nationwide: professional artists and amateurs tell traditional or freely invented stories at contests and festivals. Storytelling is used as a narrative method in schools as well as a therapeutic technique. Exciting stories awake curiosity; dramatic buildup of action and strong characters are inspiring and captivate the listener’s interest with surprising twists and turns. Good and fancy stories prompt the listener to think things through, they have an effect on perception by involving the entire person, and sink into their memory with images, metaphors and motifs.
Corporate identity, crossmedia and workflow, resilience and synergy – the language of the modern world teems with Anglicisms, buzzwords and special terms whose meaning is not immediately clear to everyone. Online lexica and online glossaries can provide relief where internet surfers or media users are in danger of getting lost in the jungle of foreign words and digital tech jargon.
Online lexica and glossaries simply and concisely explain a subject’s complicated terms and in this way make the issue being discussed understandable for a wider audience. Online lexica, as a separate electronic database, provide the user systematically organized, general or specialized information that is as comprehensive as possible. On the other hand, online glossaries are attachments (so-called addendums) to a blog or website, that further define the central technical terms used in the article by providing synonyms, translations or explanatory sentences.
Today’s printed or digital glossaries consist of lists of terms and their explanations, usually arranged in alphabetical order. Their origin goes back to antiquity where it was common to use marginal notes (so-called glosses) to facilitate the reading of written works. The most well-known online lexicon, available in various language versions, is offered by the free-licensed encyclopedia Wikipedia, which is compiled by many co-authors.