Teayang Kim | CCTP-745 | Spring 2009 Exploring the Voice of America Single Brand Name, Different Perspectives on Richness of Social Media.

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Presentation transcript:

Teayang Kim | CCTP-745 | Spring 2009 Exploring the Voice of America Single Brand Name, Different Perspectives on Richness of Social Media

Research Questions Teayang Kim | CCTP-745 | Spring How does VOA practically use new media technologies to extend its presence? 1. What does it mean for the Voice of America (VOA) to be present within new communication environments? 3. Since VOA consists of 45 different language services and various cultures co-existing within the organization, is there any different perspective on the use of social media between general management and each language service?

The Voice of America Teayang Kim | CCTP-745| Spring 2009 The Voice of America, which first went on the air in 1942, is a multimedia international broadcasting service funded by the U.S. Government through the Broadcasting Board of Governors. VOA broadcasts approximately 1,500 hours of news, information, educational, and cultural programming every week to an estimated worldwide audience of 134 million people.

VOA’s Communication Technologies Teayang Kim | CCTP-745| Spring 2009

VOA’s Korean Service Teayang Kim | CCTP-745 | Spring 2009 One of the oldest language services (since 1942) Target audiences: North Koreans Radio broadcasting 5 hours per day Old-fashioned broadcasting service

Research Method Teayang Kim | CCTP-745 | Spring 2009 Working experience for past three months Conducting three interviews with : Michael Messinger, Director, Internet Office Dong-Hyuk Lee, Director, Korean Service Chang-Soo Noh, Senior Web Editor, Korean Service

Key Findings Teayang Kim | CCTP-745 | Spring 2009 VOA in general tries to reach out to the audiences outside the U.S. through social media. However, Korean Service does not use any social media to extend its presence. Why? (Channel Expansion Theory) The selection of media depends on the needs and purpose of consumers. The different levels of individuals’ experiences with social media bring the perception gap in richness of social media tools.

Teayang Kim | CCTP-745 | Spring 2009 Thank You!