50 years on: Galtung and Ruge's news value factors revisited in online audience building for independent films
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In 1965, Galtung and Ruge published an influential list of news values. Fifty years later, my article takes this list to demonstrate how mass media principles still apply when building audiences for an independent film in the Internet age. The article builds on the constructivist approach that news values can be actively formulated and stressed. It uses the case study of independent film project 15Malaysia, illustrating how this project, though unknowingly, actively created news value to convince opinion leaders of its worth and, ultimately, build an audience of over two million viewers.
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First Monday
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20
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3 online
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© The Author(s) 2015. This is an Open Access article distributed under the terms of the Creative Commons Attribution 4.0 International (CC BY 4.0) License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Subject
Information systems
Library and information studies
Communication and media studies
Communication studies
Audience building
Independent Film
News value
Opinion leader
Galtung
Ruge