Document Type : Research Paper

Authors

1 Assistant Professor, Iranian Research Institute for Information Science and Technology (IranDoc)

2 Professor, Allameh Tabataba'i University, Tehran, Iran

3 ter of Media Management, Allameh Tabataba'i University, Tehran, Iran

Abstract

In recent years, changes have occurred in the TV-watching paradigm. One of the most important changes is the second screen that accompanies the watching. the second screening is the new experience of watching television, allowing the viewer to interact in a different way with a television program. the present study has been done by deep and semi-structured interviews with 21 managers of five private TV networks in Afghanistan and 20-second screen users and TV audiences to identify the factors affecting the promotion and development of the second screen to increase the interaction of TV audiences in Afghanistan. The factors affecting the promotion and development of the second screen in Afghanistan are classified into six categories: the features of the second screen, the factors that predispose the second screen, the second screen deterrent, the second screen development strategies, and the consequences of second screen development. And also factors of developer (individual, organizational, environmental) and restrictive factors (individual, organizational, environmental) are separated in this study. And on the other hand, expanding of second screening empowers audiences to shape public narratives alongside news organizations and political elites.

Keywords

توماس، جان برسکات (1394)، راهنمای مدیریت رسانه برای کشورهای در حال گذار، مترجم میناوند و مقصودی، انتشارات: صداوسیما.
روشندل اربطالی، طاهر و کوهی، احمد (1391)، همگرایی رسانه‌ای (رابطه تولید محتوای اینترنتی توسط کاربران و نحوه تماشای تلویزیون). مطالعات فرهنگ- ارتباطات سال سیزدهم شماره 20 زمستان 1391
مبارکی، احسان، شرفی، محمد (1397). «بررسی رابطه بین استفاده از ماهواره، اینترنت و شبکه‌های اجتماعی مجازی و نگرش به دوستی با جنس مخالف قبل از ازدواج (مطالعه موردی: دانشجویان دانشگاه‌های شهر اراک)»، فصلنامه مطالعات رسانه‌های نوین، سال پنجم، شماره 18، صص 131-166.
Reference
Barnidge, Michael., Diehl, Taba., & Rojas, Holiin. (2019). “Second Screening for News and Digital Divides”. Social Science Computer Review, 37(1), 55-72.
Blake, J. (2016). Television and the second screen: Interactive TV in the age of social participation. Routledge.
Brown, Alen., Aizpurua, Ava., Jay, Loca., Evans, Marin., Glancy, Michael., & Harper, Stobe. (2019). “Contrasting delivery modes for second screen TV content—Push or pull?”. International Journal of Human-Computer Studies, 129, 15-26.
Chen, Hsuan-Ting (2021). Second screening and the engaged public: The role of second screening for news and political expression in an OSROR model. Journalism & Mass Communication Quarterly, 98(2), 526-546.
Choi, Benjamin., & Jung, Yore. (2016). “The effects of second-screen viewing and the goal congruency of supplementary content on user perceptions”. Computers in human behavior, 64, 347-354.
Costello, Alice., & Moore, Lea. (2007). “Cultural outlaws: An examination of audience activity and online television fandom”. Television & New Media, 8(2), 124-143.
Courtois, Olivia., & D'heer, Alice. (2012, July). “Second screen applications and tablet users: constellation, awareness, experience, and interest”. In Proceedings of the 10th European conference on Interactive Tv and video (pp. 153-156). ACM.
Davis, Joseon (2015). “Winning the Second-Screen Competition: Digital Sports Fan Engagement”. SportTechie. Retrieved 2 October 2015.
Evans, J. S. Brown. (2009). How many dual-process theories do we need? One, two, or many?. Sage publication.
Geerts, David., Leenheer, Rahil., De Grooff, Daniel., Negenman, Jayden., & Heijstraten, Sally. (2014, June). “In front of and behind the second screen: viewer and producer perspectives on a companion app”. In Proceedings of the ACM International Conference on Interactive Experiences for TV and Online Video (pp. 95-102). ACM.
Guo, M. (2019). Social Television Viewing with Second Screen Platforms: Antecedents and Consequences. Media and Communication, 7(1), 139 – 152
Guo, M. (2020). Second Screening: Measuring Second Screen User Behavior in a Social Television Viewing Environment, International Journal on Media Management, 22:2, 97-116
Hayat, Tory., & Samuel-Azran, Tess. (2017). “You too, Second Screeners?” Second Screeners’ Echo Chambers During the 2016 US Elections Primaries. Journal of Broadcasting & Electronic Media, 61(2), 291-308.
Hill, Samuel., Burtch, Georgias., & Barto, Martin. (2016). Television and Digital Advertising: Second Screen Response and Coordination with Sponsored Search, Journal of Broadcasting. 42(3), 120-138
Holt, John., & Sanson, Kate. (Eds.). (2013). Connected viewing: Selling, streaming, & sharing media in the digital age. Routledge.
Huber, B, Zúñiga, H, Diehl, T, Liu, J. (2019). Effects of Second Screening: Building social media Social Capital through Dual Screen Use. Human Communication Research. 45(3). 334-365
Klein, Joseph., Freeman, Jan., Harding, Dominik., & Teffahi, Arini. (2014). “Assessing the impact of second screen”. Technologia. 8(3), 168-186
Lee, Lin. J., & Andrejevic, Marry. (2013). Second-screen theory: From the democratic surround to the digital enclosure. In Connected Viewing (pp. 50-71). Routledge.
Lohmüller V & Wolff, C. (2019). Towards a Comprehensive Definition of Second Screen. In Mensch und Computer 2019 (MuC’19), September 8–11, 2019, Hamburg, Germany. ACM, New York, NY, USA, 11 pages. https://doi.org/10.1145/3340764.3340781
McGregor, S. C., & Mourão, R. R. (2017). Second screening Donald Trump: Conditional indirect effects on political participation. Journal of Broadcasting & Electronic Media, 61(2), 264–290.
Montpetit, Martina. J., & Klym, Nova. (2008). Innovation at the edge: Social TV and beyond. Routage
Mukherjee, Peter., & Jansen, B. Jorge. (2015, February). Evaluating classification schemes for second screen interactions. In 2015 International Conference on Computing, Networking and Communications (ICNC) (pp. 879-883). IEEE.
Napoli, P. M. (2012). Program value in the evolving television marketplace. Retrieved from www.twcresearchprogram. com/pdf/TWC_Napoli.pdf
Nee, Rebecca. & David Dozier, . (2017). “Second screen effects: Linking multiscreen media use to television engagement and incidental learning”. Convergence, 23(2), 214-226.
Nelson, J. L., & Webster, J. G. (2016). Audience currencies in the age of big data. International Journal on Media Management, 18(1), 9–24. doi:10.1080/14241277.2016.1166430
Perloff, R. M. (2015). Mass communication research at the crossroads: Definitional issues and theoretical directions for mass and political communication scholarship in an age of online media. Mass Communication & Society, 18(5), 531–556.
Phalen, P. F. (2006). Audience research and analysis. In A. B. Albarran, M. O. Wirth, & S. M. Chan-Olmsted (Eds.), The handbook of media management and economics (pp. 623–636). Mahwah, NJ: Erlbaum.
Phalen, patricia., & Rick Ducey. (2012). “Audience behavior in the multi-screen “video-verse”. International Journal on Media Management, 14(2), 141-156.
Phonthanukitithaworn, Cooper., & Sellitto, Callin. (2017). “Facebook as a second screen: An influence on sport consumer satisfaction and behavioral intention”. Telematics and Informatics, 34(8), 1477-1487.
Raney, A. A., & Ji, Q. (2017). Entertaining each other? Modeling the socially shared television viewing experience. Human Communication Research, 43(4), 424–435.
Salamzadeh, Yashar; Williams, Idongesit & Labafi, Somayeh. (2019). “Media Entrepreneurship and Web 3.0, the way passed, the way forward”, AD- minister journal. 34, 7-13
Shin, Dong. (2013). “Defining sociability and social presence in Social TV”. Computers in human behavior, 29(3), 939-947.
Suresh, Soren. (2014). An exploration into the possibility of the second screen emerging as the primary media for advertising in the digital space. Springer
Van Cauwenberge, Alice., Schaap, Gaddy., & Van Roy, Rose. (2014). “TV no longer commands our full attention”: Effects of second-screen viewing and task relevance on cognitive load and learning from news. Computers in Human Behavior, 38, 100-109.
Webster, J. G., & Taneja, H. (2015). Media exposure measurement. Oxford Bibliographies in Communication. doi:10.1093/obo/9780199756841-0164
Weimann-Saks, Denik., Ariel, Young., & Elishar-Malka, Vard. (2019). “Social Second Screen: WhatsApp and Watching the World Cup”. Communication & Sport, 2167479518821913.
Weimann-Saks, D,  Ariel, Y , Elishar-Malka, V. (2020). Social Second Screen: WhatsApp and Watching the World Cup. Communication and sport. 8(1), 123-141
Wilson, Smith. (2016). “In the living room: Second screens and TV audiences”. Television & new media, 17(2), 174-191.
Yoon, Smith., & Zo, Hollin. (2014, October). The business model and platform strategy of social TV: A case study. In 2014 International Conference on Information and Communication Technology Convergence (ICTC) (pp. 839-840). IEEE
Yorke, Ziang., & Greenwood, Jayden. (2014). Sports Fans and the Second Screen. Google. Ritrived: 1/8/2019, address: https://www. thinkwithgoogle. com/articles/sports-fans-and-the-second-screen. html.
Zúñiga, H. G. D., Garcia-Perdomo, V., & McGregor, S. C. (2015). What is second screening? Exploring motivations of second screen use and its effect on online political participation. Journal of Communication, 65(5), 793–815.