Lecture

Business Models in Communications

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In course

HUM-122(b): Global issues: communication B

Ce cours présente les enjeux mondiaux de la communication en lien avec l'essor de l'intelligence artificielle (IA). L'approche interdisciplinaire intègre les SHS avec les sciences de l'ingénierie et initie au décryptage des enjeux sociaux, techniques et po ...

Description

This lecture explores the business models behind popular platforms like Google and Facebook, focusing on the dynamics between customers, advertisers, and the platform itself. It delves into the history of social networks, the rise of two-sided markets, and the impact of targeted advertising on user experiences. The lecture also discusses the consequences of filter bubbles, where recommender systems limit exposure to new ideas, and the challenges of online harassment. Additionally, it examines the role of technology in shaping political discourse, with case studies from the 2016 US election and Brexit vote, as well as the use of social media by political figures like Donald Trump.

Instructors (3)

Rémi Philippe Lebret

James Richard Larus

Expertise James Larus is a Professor Emeritus and former Dean of the School of Computer and Communication Sciences (IC) at EPFL (école Polytechnique Fédérale de Lausanne). Before joining IC in October 2013, Larus was a researcher, manager, and director in Microsoft Research for over 16 years and an Assistant and Associate Professor in the Computer Sciences Department at the University of Wisconsin, Madison.Larus has been an active contributor to numerous communities. He published over 100 papers (with 14 be

Florian Lucas Jaton

Florian Jaton is a researcher and lecturer at EPFL (College of Humanities) and at the University of Lausanne (Faculty of Social and Political Sciences). He previously worked at the Donald Bren School of Information and Computer Science at the University of California, at the Centre de sociologie de l'innovation at Mines Paris, and at the Geneva Graduate Institute of International and Development Studies. His research interests are the sociology of algorithms, the philosophy of mathematics, and the history o

Official source

Related concepts (32)

Targeted advertising

Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic with a focus on race, economic status, sex, age, generation, level of education, income level, and employment, or psychographic focused on the consumer values, personality, attitude, opinion, lifestyle and interest.

Advertising

Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement. Commercial advertisements often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers.

Online advertising

Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising.

Advertising media selection

Advertising media selection is the process of choosing the most efficient media for an advertising campaign. To evaluate media efficiency, planners consider a range of factors including: the required coverage and number of exposures in a target audience; the relative cost of the media advertising and the media environment. Media planning may also involve buying media space. Media planners require an intricate understanding of the strengths and weaknesses of each of the main media options.

Discourse analysis

Discourse analysis (DA), or discourse studies, is an approach to the analysis of written, vocal, or sign language use, or any significant semiotic event. The objects of discourse analysis (discourse, writing, conversation, communicative event) are variously defined in terms of coherent sequences of sentences, propositions, speech, or turns-at-talk. Contrary to much of traditional linguistics, discourse analysts not only study language use 'beyond the sentence boundary' but also prefer to analyze 'naturally occurring' language use, not invented examples.

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