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MARKETING IDENTITY:
METAVERSE IS
THE NEW UNIVERSE
METAVERSE
IS THE NEW
UNIVERSE
ISBN: 978-80-572-0297-4
ISSN: 2729-7527
Monika Prostináková Hossová
Martin Graca
Martin Solík
MARKETING IDENTITY:
METAVERSE IS THE NEW UNIVERSE
Monika Hossová Prostináková
Martin Graca
Martin Solík
Faculty of Mass Media Communication
University of SS. Cyril and Methodius in Trnava
MARKETING IDENTITY
METAVERSE IS THE NEW UNIVERSE
Monika Prostináková Hossová
Martin Graca
Martin Solík
(eds.)
Conference Proceedings
25th – 26th October 2022
Trnava
FMK
Trnava
2022
MARKETING IDENTITY: METAVERSE IS THE NEW UNIVERSE
“Marketing and Media Identity 2022: Metaverse is the New Universe”,
25th – 26th October 2022, Trnava, Slovakia.
Editors: Mgr. Monika Prostináková Hossová, PhD.
Mgr. Martin Graca, PhD.
JUDr. PhDr. Martin Solík, PhD.
Technical redaction: Mgr. Monika Prostináková Hossová, PhD.
Mgr. Lucia Magalová
Mgr. Lucia Furtáková
Mgr. Lukáš Pieš
Mgr. Miroslav Macák
Production: Mgr. Martin Graca, PhD.
Cover design: Mgr. Martin Klementis, PhD.
All submitted papers have been individually reviewed in an anonymous
double-blind peer review process, on basis of which the editors have decided about their
publication in the conference proceedings.
and linguistic correctness.
© Faculty of Mass Media Communication, University of SS. Cyril
and Methodius in Trnava, Slovakia, 2022
ISBN 978-80-572-0297-4
ISSN 2729-7527
MARKETING IDENTITY
METAVERSE IS THE NEW UNIVERSE
Communication, University of SS. Cyril and Methodius in Trnava has become a traditional
event supported and attended by renowned mass media communication theorists and
researchers as well as by media and marketing professionals.
marketing communication and to create a space for sharing and disseminating up-to-
studies and communication sciences while outlining the importance of innovations and
and Media Identity (formerly called New Trends in Marketing and re-named in 2013 to
Marketing Identity and again re-named in 2022), which was held for the 18th time. The
conference took place on 25th and 26th October 2022 in Trnava. It was attended by nearly
100 participants.
the New Universe. Marketing and Media Identity has always tried to react to the latest
trends in marketing communication and media production.
More information on the Marketing and Media Identity conference, programme schedules,
deadlines and photo galleries related to previous years are available at:
Conference website:
https://mmidentity.fmk.sk
Faculty website:
https://fmk.sk
Facebook website of FMK Conferences:
https://www.facebook.com/KonferencieFmk
SCIENTIFIC CONFERENCE BOARD
Prof. Dr. Hamedi Mohd Adnan
University of Malaya, Malaya
Prof. Ing. Alena Kusá, PhD.
University of SS. Cyril and Methodius in Trnava, Slovak Republic
Prof. Halliki Haro-Lot, PhD.
University of Tartu, Estonia
Prof. PhDr. Miloš Mistrík, DrSc.
Slovak Academy of Science, Slovak Republic
Prof. Ing. Zdenka Musová, PhD.
Matej Bel University in Banská Bystrica, Slovak Republic
Prof. PhDr. Dušan Pavlů. CSc.
Czech Republic
Prof. PhDr. Hana Pravdová, PhD.
University of SS. Cyril and Methodius in Trnava, Slovak Republic
Prof. PhDr. Juraj Rusnák, CSc.
University of Prešov, Slovak Republic
Prof. Charo Sábada, PhD.
University of Navarra in Pamplona, Spain
Prof. Ing. Jaroslav Světlík, PhD.
The University of Entrepreneurship and Law, Czech Republic
Prof. MgA. Martin Štoll, Ph.D.
Charles University in Prague, Czech Republic
Prof. Ing. Anna Zaušková, PhD.
University of SS. Cyril and Methodius in Trnava, Slovak Republic
Assoc. prof. Dr. Sc. Iva Buljubašić, PhD.
The Academy of Arts and Culture in Osijek, Croatia
Assoc. prof. Ivana Bestvia Bukvić, PhD.
J. J. Strossmayer University of Osijek, Croatia
Assoc. prof. dr. sc. Marina Đukić
The Academy of Arts and Culture in Osijek, Croatia
Assoc. prof. PhDr. Ľudmila Čábyová, PhD.
University of SS. Cyril and Methodius in Trnava, Slovak Republic
Assoc. prof. Ing. Aleš Hes, PhD.
University of Finance and Administration, Prague, Czech Republic
Assoc. prof. PhDr. Marek Hrubec, Ph.D.
Masaryk University, Brno, Czech Republic
Assoc. prof. PhDr. Zora Hudíková, PhD.
University of SS. Cyril and Methodius in Trnava, Slovak Republic
Assoc. prof. Mariana Kitsa, PhD.
Lviv Polytechnic, Lviv, Ukraine
Assoc. prof. PhDr. Jana Radošinská, PhD.
University of SS. Cyril and Methodius in Trnava, Slovak Republic
Assoc. prof. Mgr. Ondřej Roubal, Ph.D.
University of Finance and Administration, Prague, Czech Republic
Assoc. prof. PhDr. Ján Višňovský, PhD.
University of SS. Cyril and Methodius in Trnava, Slovak Republic
Prof. Mgr. Zbigniev Widera, PhD.
University of Economics, Katawice, Poland
Dr. sc. Dinko Jukić, MPA, MLIS, MA
Trade and Commercial school “Davor Milas” in Osijek, Croatia
Mgr. Vladimíra Jurišová, PhD.
University of SS. Cyril and Methodius in Trnava, Slovak Republic
PhDr. Jakub Končelík, Ph.D.
Charles Univesity, Czech Republic
JUDr. PhDr. Martin Solík, PhD.
University of SS. Cyril and Methodius in Trnava, Slovak Republic
Mgr. art. Martin Ševčovič, ArtD.
Commenius University in Bratislava, Slovak Republic
Mgr. Magda Švecová, PhD.
University of SS. Cyril and Methodius in Trnava, Slovak Republic
TABLE OF CONTENTS
Preface ...................................................................................................................................................................... 9
Section 1 ................................................................................................................................................................. 10
Omnichannel Marketing in Furniture Sector and Covid-19 ................................................................................... 11
Peter Cyprich
Consumer Ethnocentrism as a Factor in the Perception of Online Shopping?
Some Evidence from Slovakia ................................................................................................................................ 19
Marián Čvirik
(Approaching) the Sound of the Metaverse (Searching Unique Sonic Elements
of the Metaverse and Dening the Sound Identity) ................................................................................................ 27
Tomáš Farkaš
Neo-Acceptance of Hallyu as a Result of Changes in the Film Industry:
K-Pop in Europe and on Slovak Radio ................................................................................................................... 38
Bianka Francistyová, Ján Višňovský
Patent Medicine in the History of Advertising - Parallels and Connections with the Covid-19
Pandemic or Which False Reports about the Coronavirus are Still Believed in the 21st Century ..........................49
Dáša Franić, Ján Višňovský
Critical Thinking and Its Application in Virtual Reality .........................................................................................61
Alexandra Gažicová
Events in the Metaverse .......................................................................................................................................... 70
Sláva Gracová, Martin Graca
Brands, Products and Advertising in Metaverse .....................................................................................................82
Michal Halaška, Pavel Vavruška
The Concept of Consumer Condence in Electronic Commerce and Its Impact
on Consumer BehaviorIn a Post-Pandemic Market .............................................................................................. 104
Jakub Horváth, Richard Fedorko, Radovan Bačík
Analysis of Public Engagement with NFTs ..........................................................................................................115
Peter Horváth, Filip Sekan
Wind’s Howling: a Brand in the Digital World .....................................................................................................125
Dinko Jukić
From Disruption to Algorithmization of Political Communication in Digital Public Spheres ............................ 135
David Klimeš
“Non-Existing” Podcast Genres ............................................................................................................................ 142
Patrik Kolenčík, Zora Hudíková
Factors Inuencing the Purchasing of “Green Products” ..................................................................................... 159
Petra Koudelková
Impact Of The Covid-19 Pandemic On Marketing Communication Of Brands On Social Sites ........................ 169
Peter Krajčovič, Dáša Franić
The Importance of Inuencer Marketing in the Context of Electronic Commerce .............................................. 181
Štefan Kráľ, Mária Tomášová
Data Visualization in the Metaverse Environment ............................................................................................... 192
Michal Kubovics
Effective Political Communication with Generation Z through Social Media ..................................................... 203
Lucia Kučerová
Communication Challenges of Audit Reports .....................................................................................................215
Václav Kupec, Martin Smetana
How Covid-19 Inuenced Shopping Behaviour and Lifetime Value of Customers on E-Shops ......................... 225
Daniel Kvíčala, Martin Klepek
Business Model Canvas Applied in City Conditions – City Model Canvas .........................................................232
Lenka Labudová
Politics, Media, and Youth .................................................................................................................................... 242
Ján Machyniak, Marek Chovanec
Cortana in the Context of Metaverse: A Case Study of the Digital-Game
Character’s Marketing Potential ...........................................................................................................................255
Zdenko Mago
The Use of Eye-Tracking Technology in Sports Marketing ................................................................................. 267
Daniel Opelík, Jan Šíma
Syrian Civil War as Hard News in Media Space ..................................................................................................279
Nataliya Panasenko
The Logic of Journalistic Activism in Contemporary Media Practice .................................................................292
Hana Pravdová, Zora Hudíková
Framing of Events and Elements of Tabloidization in the Political Report of Slovak Online Newspapers ............. 301
Monika Prostináková Hossová, Ivan Janiga
The Conversion of University Education in the Time of the Covid-19 Pandemic
and the Ambivalent Nature of Online Learning ....................................................................................................313
Ondřej Roubal
Sport X Esport: Spectator Motives in the Czech Republic ................................................................................... 324
Tomáš Ruda
Local and Regional Elections 2022 in the Media: Completeness of Information and Objectivity ......................332
Daniel Šmatlánek
Short Video Marketing as a New Trend in E-Commerce .....................................................................................344
Mária Tomášová, Štefan Kráľ
Metaverse Opportunities from the Perspective of Consumer Segments ..............................................................353
Lucie Vavrušková, Radka Bauerová
The Potential of Student Television Beyond Current Trends ...............................................................................367
Matúš Višváder, Zora Hudíková
Beyond Streaming: Fandom and Virtual World Experience ................................................................................. 378
Karolína Vodičková
Section 2: Change in Preferences in Buying Behaviour of Consumers in the Context
of the Dynamics of Marketing Communication Tools Development (VEGA č.1/0606/21) ...........................388
Trends in Consumer Decision Making Research ..................................................................................................389
Tamás Darázs
The Position of Neuroeconomics and Neuromarketing
in the Universe of Consumer Neuroscience ..........................................................................................................398
Tamás Darázs
The Interactive Relationship between Marketing Communication and Consumer
Purchase Behaviour in a Retail Environment ...................................................................................................... 408
Tomáš Fašiang
Changes in Consumer Behavior in the Face of Reputation Issues of Selected Brand ......................................... 415
Jana Galera Matúšová
Change in Brand Communication Reecting Changes in Consumer Behavior
under the Inuence of External Indicators ............................................................................................................ 423
Jana Galera Matúšová
The Need for Innovative Changes in Marketing Communication Intended for Consumers ................................ 432
Denisa Jánošová
The Role of Mobile Marketing in Course of the Buyer Decision Process of Generation Z ................................. 438
Daniela Kollárová, Miriama Koliščáková
Preferences of Young Consumers Towards Customer Loyalty Programmes
in the Context of the Dynamics of Development ..................................................................................................451
Daniela Kollárová, Andrii Kushnarevych
Neuromarketing: The Future of Understanding Consumer Behaviour ................................................................. 462
Alena Kusá, Patrícia Beličková
Marketing Analysis of the Mobile Communications Market in the Czech Republic ...........................................472
Alena Kusá, Ladislav Pátík
Target Groups in Regional Marketing ..................................................................................................................486
Lenka Labudová
Online Shopping, Services and Advertising in the Post-Covid Changes ..............................................................494
Jana Přikrylová, Ladislav Pátík
Editorial Policy .................................................................................................................................................... 510
9
PREFACE
The Faculty of Mass Media Communication of the University of SS. Cyril and Methodius
and digital games. Annually, we organize several conferences that focus on the above-
mentioned areas. However, the year 2022 brought several changes and we decided to
create a joint conference.
The conference bears the name Marketing and Media Identity, and it covers several topics,
be it marketing, the world of media, or the virtual world of digital games. It is these areas
that directly affect the digital world, and the subtitle of the conference is Metaverse is the
New Universe.
longer just an environment of digital games. It has become an environment for shopping,
anywhere or for something.
That is why the conference was focused on this new world, the world of new possibilities
and discoveries that Metaverse offers. The proceedings cover many areas of the Metaverse
world, its possibilities, and the new discoveries it offers.
Conference Organizing Team
367
Section 1
THE POTENTIAL OF STUDENT TELEVISION BEYOND
CURRENT TRENDS
Matúš Višváder, Zora Hudíková
Abstract:
The media system in Slovakia also includes student television. However, the number of such student broadcasts is
decreasing every year. Apart from the potential of media content creators, the quality of their functioning is also
dependent on the technical provision of the educational institutions in which they operate. Most universities in
Slovakia have not updated their technical facilities for many years and student televisions still publish their outputs
in the only financially unencumbered space – the Internet. However, there are many more possibilities for
presentation. Various social networks offer their platform as a space for publishing various audiovisual outputs.
Since the beginning of 2009, the YouTube platform has dominated as the main publishing channel for student
television. However, the gradual emergence of the metaverse offers new opportunities to present creative activity
to a wider public. At the same time, it opens the door to other ways of interacting with potential viewers. The
authors of the paper explore in more depth the Internet platforms most frequently used by student television. They
focus on the technical quality of student submissions and outline possible publishing avenues outside the
established platforms.
Key words:
Audiovisual Production. Creativity. Media Audiences. New Platforms. Student Television.
Introduction
The complexity of the concept of mass media is explained by several international and domestic
authors. From the theory of mass communication we know that this term refers to a set of media
institutions and activities related to the creation and broadcasting of media content.1 There is a
scarcity of articles on the issue of student media, so we give our own definitions. Student media
are particularly specific in that they are created and disseminated in schools. They are part of
the educational system in primary, secondary and universities. Student media are created by
students for students. However, they can also act as part of the communication of the academic
community or serve to present the results of students’ activities within universities. To a large
extent, they resemble media at the local and regional levels. They are also intended for a specific
group of the population, namely the students of each university. The size of their editorial staff,
the organisational structure of the staff and often the quality of production are on a similar, if
not the same, level. The functionality2 of student media is increasingly expanding. The basic
function is informational. These media bring information from both in-school and out-of-school
environments. The place of their media activity is therefore not only the school, but also the
city in which it is located. Each student media also has a representative function. It seeks to
reach out to professional organisations, other educational institutions as well as the public. It
spreads the good name of the school, the faculty, the university. Student media are part of the
educational system, especially in schools with a mass media focus, but also in secondary
vocational schools, as well as the system of media education. For students, such media not only
fulfil an educational function, but also provide a leisure activity. By being able to participate in
their activities, they gain their first practical contact with the media environment. In this context,
Andrej Tušer described student media as a “journalistic playground”3, which is a great place to
1 MCQUAIL, D.: Úvod do teorie masové komunikace. Prague : Portál, 1999, p. 32.
2 JIRÁK, J., KOPPLÖVÁ, B.: Masová média. Prague : Portál, 2003, p. 416.
3 TUŠER, A.: Vydávame školský časopis. Zvolen : Krajská knižnica Ľ. Štúra vo Zvolene a Televízia Markíza,
2005, p. 47.
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MARKETING IDENTITY: METAVERSE IS THE NEW UNIVERSE
start a media career. Student television at secondary and primary school level is often just an
extracurricular activity or part of media education, where students learn about the journalistic
profession. At the university level, student television may take the form of a student
organisation or be a special department of the university. Student television normally broadcasts
news and current affairs programmes. Similarly to student periodicals and radio, their audience
is young. In the case of student television, we also speak of broadcasting as a process of
dissemination of sound and image. However, it is not done via cable or satellite television, as
this would be very costly. And such costs would be prohibitive for public schools. Therefore,
the Internet is the primary venue for publishing student television productions. The aim of our
study is to name, on the basis of quantitative and qualitative analysis, which publishing channels
are the most used in functioning student television broadcasts of universities and colleges in
Slovakia. Based on the results from it and our other studies of the technological environment,
we will present the options that are not standardly used and we will also present new ways of
broadcasting for named television.
1 Established Publishing Paths
One of the most used platforms for publishing videos is the online video database YouTube 4.
Viewers have access to the desired content at any time and directly, viewing the programme is
not tied to inclusion in the programming structure within the linear daily broadcast, as is the
case with conventional television stations. This brings them closer to the currently popular
video-on-demand (VOD) streaming services in terms of publishing their programmes. Of the
currently operating university student broadcasts, we can register all six student televisions on
this platform – eŠTV (Technical University in Košice), UNI TV (Pavol Jozef Šafárik University
in Košice), í-Téčko (University of Žilina in Žilina), TV UNICA (Catholic University in
Ružomberok), Televízia Mediálka (University of Prešov in Prešov), TV UNICA (University of
Ružomberok in Ružomberok), Televízia Mediálka (University of Prešov ), as well as FMK TV
(University of Ss. Cyril and Methodius in Trnava). This best-known video sharing website
allows its users, including school television, to share their videos almost without technical
restrictions, except for two parameters – a maximum file size of up to 128 GB and a maximum
length of 12 hours per video. YouTube has been providing media space for 18 years. Embedding
and sharing videos is easy, but it provides its users with a very limited range of options for
customising videos, such as cutting out parts of the video or adding background music. The
platform allows uploading all possible audiovisual formats from movie trailers to music videos,
live streams, vlogs, reviews, tutorials, lectures, news to branding videos for promotion and
many other types of content. YouTube is, and most likely will continue to be, one of the best
and most well-known platforms that allows you to publish your own audiovisual works
completely free of charge. But when it comes to using YouTube as a platform for hosting videos,
the most obvious drawback for broadcasters is the embedded ads. In the past, ads could be
switched off completely; today, this option is limited to stand-alone videos. Enforcement of fair
use policies5, aimed at protecting copyright has tightened dramatically in recent years. If the
TV broadcast also consists of third-party content, such as the use of popular background music,
it is most likely that unskippable ads on that platform will be part of the broadcast. In some
cases, this may go as far as a complete ban on public video publishing. In addition to publishing
4 Rules: YouTube Community Guidelines. [online]. [2022-10-18]. Available at:
<https://www.youtube.com/intl/ALL_sk/howyoutubeworks/policies/community-guidelines/#community-
guidelines>.
5 Fair Use – Copyright on YouTube. [online]. [2022-10-18]. Available at:
<https://www.youtube.com/watch?v=1PvjRIkwIl8>.
369
Section 1
on the YouTube, student college TV stations also actively use the social network Facebook6 to
promote their broadcasts. Apart from TV Unica and eSTV, all other TV stations are also active
on this platform. Various types of videos are posted on Facebook as a social media website,
such as personal events from everyday life, advertisements and adverts, inspirational and
informative videos and more. Through Facebook, videos can be shared on one’s personal
timeline or on a business page that the organization owns. The size of a single video must not
exceed 10 GB and 240 minutes in length. However, the maximum quality of videos is limited
to 1080p resolution and the quality of live broadcasts to 720p resolution versus the YouTube
platform, where the maximum quality allowed is 4K for live broadcasts and 8K for other videos.
While televisions broadcast at 1080p by default, streaming services have already pushed their
standard to the 4K limit. Mobile devices, as well as PCs and laptops, already include higher
resolution displays than 1080p, even in what are described as mid-range products7. It is
therefore natural that 4K resolution will become the standard for TV broadcasting in the near
future. Facebook has not yet announced an increase in resolution for videos to make up for its
loss to YouTube. Embedding at both YouTube and Facebook is limited to fixed-design visuals.
Thus, one cannot customize the player color, icon, button layout, and settings that the viewer
can manipulate. This visual is the same for all creators on the platform. Thus, embedding on
external sites will always link to YouTube, which archives these videos. With the acquisition of
Instagram by Meta in 2012 and the gradual integration of Facebook with Instagram created the
possibility of duplicate publishing to both platforms at the same time or recycling previously
published audiovisual formats. Thus, posts created for Facebook can already be simultaneously
posted to Instagram when published on Facebook. There is also the possibility to adapt posts
originally created in landscape format to the Instagram format, i.e. portrait or cube, with a link
to the original Facebook post. Student broadcasters, however, do not use these aforementioned
options as much and only post behind-the-scenes photos or additional information related to
their activity on Instagram. In their early days, FMK TV and í-Téčko student broadcasters also
published using the internal LAN. Thus, their broadcasts could be watched on TV sets
connected to the internal LAN and distributed using an IP address from the broadcast centre to
anywhere in the university. To provide such broadcasts, a wired Internet connection and a
multimedia centre connected to the television receiver were required. However, the technology
lost relevance after the entry of social networking sites on the Internet. Viewers can now find
their favourite shows on their mobile devices in the comfort of their home or dorm at the time
they want. Thus, the television sets used to distribute student TV broadcasts using the internal
network have naturally depreciated over years of use and have fallen into disuse.
2 New Platforms – New Possibilities
In addition to the possible publishing routes mentioned above, two other options are freely
available. TikTok is both a mobile app and a social network that was created in 2016. It focuses
on short videos with the greatest possible reach and is intended for audiences over the age of
13. On the other hand, Twitch is a platform that, since its inception in 2011, has focused on live
interaction between creators and their own audiences. Twitch, is currently the most well-known
streaming platform for creators worldwide. It became famous for revolutionising online live
broadcasting, mainly due to its low broadcast latency, the possibility of viewer interaction and
the emergence of large fan communities. YouTube and Facebook are its direct competitors in
6 Facebook Terms and Policies. [online]. [2022-10-25]. Available at:
<https://www.facebook.com/policies_center/>.
7 PRESTON, D.: The Best Mid-range Phone 2022. [online]. [2022-10-25]. Available at:
<https://www.techadvisor.com/article/723509/best-mid-range-phone.html>.
370
MARKETING IDENTITY: METAVERSE IS THE NEW UNIVERSE
mediating live broadcasts, but lag behind in viewership by more than three times8. Last year
alone (2021), viewers watched more than 24 million hours of live broadcasts on Twitch9. The
website is completely free, with the exception of optional additional paid features such as an
extended emoji library, custom username color, or an archive of previous broadcasts that can
help improve the streaming experience for both creators and their viewers. It is very often used
by creators to broadcast additional content to work published on the YouTube platform. This is
mainly due to the aforementioned low broadcast latency, i.e. contact with the viewer in near
real time. TikTok, unlike Twitch, allows viewers and creators to collaborate on content creation.
They can upload and attach their own creations to creators’ videos to create even more
interesting content and help foster the creativity of their favourite creators, as well as other users
of the platform. While until now the platform has supported videos with a maximum length of
15 seconds, 30 seconds and 3 minutes, the platform recently announced the introduction of
videos up to 10 minutes in length10, which will certainly change its conditions on the maximum
size of uploaded files. TikTok features an integrated video editor, allowing you to create creative
videos directly on your mobile device without the need for additional hardware, and the entire
app is freely available to the general public. Viewers on this platform generally have a low
attention11. However, the platform, with its time constraints, does not even allow the viewer to
watch a particular video. The role of such posts is to provide information as quickly as possible
or simply to entertain the viewer. TikTok has the potential to bring a new viewer to student
television who would otherwise not be interested in student broadcasting. However, attracting
them to watch longer and more complex audiovisual contributions will not be easy. By
contributing to the platform, student TVs can tap into the algorithm of ByteDance, the company
that owns the TikTok social network, and appear on mobile devices to the right audience. The
company, Meta, reflects the competition in the social networking market and is therefore
creating new opportunities for creators to present themselves on their own profiles. All student
TVs use Facebook and their subsidiary platform Instagram to share photos. However, the
interconnection of these social networks allows short “Stories” to be published on both
platforms at the same time, and the metadata for the posts in question may differ. It can be
identified from public statistics that the audience on Facebook is considerably older compared
to Instagram. The age group 25-44 is the most represented on Facebook12, while Instagram is
dominated by the 18-34 age group13. Therefore, student television is more likely to find a
potential audience on Instagram. The use of short Stories or videos in the form of Reels, can
direct a potential viewer to their main publishing avenue, be it YouTube or Facebook. The reach
of Instagram posts is significantly higher compared to the average viewership of videos
published on YouTube or Facebook. For example, FMK TV Student Television has an average
viewership of 137 views per post on its main publishing platform, YouTube. However, the
average Instagram Reels on the official Instagram of this television reaches up to 595 views14.
Over the past year we have seen a new trend on the internet associated exclusively with the
8 Number of Hours Watched on Leading Gaming Live Stream Platforms Worldwide in 2nd Quarter 2022, by
Platform. [online]. [2022-10-25]. Available at: < https://www.statista.com/statistics/1030795/hours-watched-
streamlabs-platform/>.
9 Number of Hours Watched on Twitch Worldwide from 2nd Quarter 2018 to 2nd Quarter 2022. [online]. [2022-
10-25]. Available at: <https://www.statista.com/statistics/1030852/hours-watched-twitch/>.
10 BAIN, E.: How To Get 10 Minute Videos On Tiktok As New Feature Arrives. [online]. [2022-10-25]. Available
at: <https://www.hitc.com/en-gb/2022/03/03/how-to-get-10-minute-tiktok-videos/>.
11 TWENGE, J.: Teens Today Spend More Time on Digital Media, Less Time Reading. [online]. [2022-10-25].
Available at: <https://www.apa.org/news/press/releases/2018/08/teenagers-read-book>.
12 Distribution of Facebook Users Worldwide as of January 2022, by Age and Gender. [online]. [2022-10-25].
Available at: <https://www.statista.com/statistics/376128/facebook-global-user-age-distribution/>.
13 Distribution of Instagram Users Worldwide as of April 2022, by Age and Gender. [online]. [2022-10-25].
Available at: <https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/>.
14 Authors’ note: Statistics were pulled from FMK TV’s official Facebook and Instagram.
371
Section 1
audio side of production. Podcasts have picked up approximately 140% of active listeners since
2020. For example, podcasts published by SME.sk were listened to by approximately 2.7
million listeners in September 2022, an increase of 1.3 million listeners from 202015. While in
the aforementioned 2020 a paid membership to external hosting companies was required to
publish podcasts, today, thanks to the Anchor.fm platform, it is also possible to publish your
own podcasts or audio outputs for free on all streaming services16. This platform brings a new
opportunity to recycle already created student TV content, as well as a space to create new
audio outputs. Two of the aforementioned student university televisions were once also
broadcast on the local internet network. However, such distribution required costly technical
support, which is no longer necessary thanks to constant technological advances. In fact, student
televisions are able to broadcast to TV sets using the SMART functions of newer TV sets or
portable android devices connected to older TV sets. Whereas once cabling and expensive
broadcasting equipment was required, today all that is needed is an integrated YouTube player
or web browser and you can broadcast to anything using just a WiFi signal. On main publishing
path YouTube, it is possible to create a list of videos, or create a broadcast loop of a TV
broadcast in a similarly longer video, containing all audiovisual outputs for a specific time
horizon. Such a list or video can be embedded directly into a Wordpress site, where by hiding
the player controls and running the video in a loop, a live broadcast simulation can be created
directly on the site17.
3 Student University Broadcasting on Platforms and Social Networks
We included all six currently operating student broadcasts in our qualitative analysis of
television and quantitative analysis of content. We drew information and data from the official
publication pathways of the selected student broadcasters. We analyzed all available posts from
the last five academic years, from 2017 to 2022. We tracked all forms of activity on the
publication pathways used, from audiovisual to photographic to textual posts, for a total of
2,619 diverse posts.
eŠTv18 (144 posts)
The Student Television of the Technical University of Košice is currently on social networks
under the name eŠTV. Its beginnings can be dated back to 1989, when a small broadcasting
workplace was set up at the Technical University of Košice dormitory. It has been broadcasting
on the YouTube since April 2011. The archive was available on its own domain studenttv.sk,
which is currently unavailable. eŠTV broadcasts only on the YouTube platform, while it also
promotes its activities on the social network Facebook. Only students of the Technical
University work in the editorial office. The production of the television is not extensive,
currently it only covers news from the dormitory and university environment, but in the past it
has also produced journalistic programmes oriented towards student life. At present, it publishes
very irregularly, most often one video per week.
15 TVRDOŇ, D.: Podcast Revolution, One Year in. Who is Listening to Podcasts in CeNtral Europe. [online].
[2022-10-25]. Available at: <https://medium.com/sme-sk-tech-product-blog/podcast-revolution-one-year-in-who-
is-listening-to-podcasts-in-central-europe-425d6d9625fc>.
16 ANCHOR: Anchor by Spotify | Your Voice is a Podcast Voice. Take It Somewhere New. [online]. [2022-10-25].
Available at: <https://www.youtube.com/watch?v=PpTOG89jAvU&ab_channel=Anchor>.
17 We Created the Broadcast Loop and Applied the Procedure for the Student FMK TV. [online]. [2022-10-25].
Available at: <https://www.fmktv.sk/stream/>.
18 Official Website of the Faculty of Electrical Engineering and Computer Science at the Technical University of
Košice. [online]. [2022-10-25]. Available at: <http://www.fei.tuke.sk/sk/fakulta/studentsky-zivot/studentska-
televizia>.
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MARKETING IDENTITY: METAVERSE IS THE NEW UNIVERSE
Televízia Mediálka19 (857 posts)
Televízia Mediálka is a university student media of the Faculty of Arts of the University of
Prešov in Prešov. Since its creation in 2008, it has been operating on the Internet platform
YouTube. Under the name Mediálka TV it has created and published more than 80 audiovisual
outputs20. In 2012, the television was restructured and redesigned and operates on the YouTube
platform, as well as on the social network Facebook and Instagram under the name Televízia
Mediálka, in short TV Mediálka. It originally operated as a student television station and
produced mainly news programmes, while also producing cookery programmes that were only
a supplement to the television programme. It is now presented as university television and
covers university ceremonies, festivals and sporting events. In November 2021, it added
journalistic interviews with students and their unusual activities alongside their studies to its
repertoire. Currently, she publishes mainly news stories, at least twice a week.
í-Téčko21 (164 posts)
The student television í-Téčko has been operating at the University of Žilina since 2009. í-Téčko
was established with the same intention as eŠTV, originally as a dormitory medium, which later
transformed into a university television. The editorial staff consists exclusively of university
students and is currently still based in the Veľký diel dormitory near the university’s
headquarters. It presented its productions through an internal dormitory network, but today it
exclusively uses the YouTube platform and the social network Facebook. She also uses the
social network Instagram to promote her activities. It also has its own website available on the
domain itecko.uniza.sk. Broadcast programme currently includes mainly news from the
university environment, but in the past the TV station has also produced cooking programmes
and interviews with Erasmus+ students. It does not broadcast regularly and publishes its stories
almost as soon as they are processed. The pandemic situation has created an environment for
the emergence of new formats, of which the television uses mainly live broadcasts in the form
of talk shows or, more recently, streaming online social games.
TV Unica22 (103 posts)
Unica Television is a university television station that was established in 2013 at the Catholic
University of in Ružomberok. It is listed on the YouTube platform under the name mediakusk,
but cannot be found on social media. The television is part of the student media of the
Department of Journalism, which combines television, radio and an online magazine. It has its
own private website on the domain unica.ku.sk, which is, however, outdated compared to the
common domain of all media called media.ku.sk. The media website regularly features up-to-
date articles. The television is housed in the University Library and its editorial staff consists
mainly of students of the Department. In the past, it has also done journalistic work in the field
of music and film and produced entertainment and discussion programmes on student and city
life. Currently, she concentrates on news work and produces feature stories, which she publishes
irregularly.
19 YouTube Channel TV Mediálka. [online]. [2022-10-25]. Available at:
< https://www.youtube.com/user/TVMedialka>.
20 Ibidem.
21 í-Téčko Website. [online]. [2022-10-25]. Available at: <itecko.uniza.sk>.
22 Associated Media YouTube Channel of the Department of Journalism. [online]. [2022-10-25]. Available at:
<https://www.youtube.com/user/mediakusk>.
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Section 1
UniTV23 (373 posts)
Student television UniTV was established at the Faculty of Arts of the Pavol Jozef Šafárik
University in Košice in 2013. Its creation was initiated by the students of the faculty themselves.
They are professionally advised by lecturers from the Departments of Slovak Studies, Slavic
Philology and Communication of the Faculty of Arts of the University of Applied Sciences in
Košice. Since 2016, also on the basis of the project of reconstruction of the building of the
Faculty of Philosophy of UPJŠ, a stable studio for the needs of student television was created.
The faculty also uses the premises for teaching courses focused on television or film production.
UniTV profiles itself as a university television and its aim is to bring up-to-date information to
all parts of the university’s academic community. It currently operates on the YouTube platform
and shares its activities through the social networks Facebook and Instagram. Its studio space
is tailored to the needs of the news activities to which it is primarily dedicated. Thus, their
programme mainly includes reports or news interviews. At the beginning of the academic year
2022/23, the television changed its identity as announced on the official website of the
university24. The emphasis was on the colour correlation with the home university as well as
the symbolism of the television production. The new logo featured the colours blue and gold in
the camera symbol. At present, the TV station publishes very irregularly, with a maximum of
two videos per month.
FMK TV25 (978 posts)
The Faculty of Mass Media Communication of the University of Ss. Cyril and Methodius in
Trnava also has a student television. It was established two years after the establishment of a
laboratory for the needs of education in the field of audiovisual production on Skladova Street
in 2013. During the 9 years of its existence, it has undergone several changes, both
organizational and technical. FMK TV is moving in a different direction than other student TV.
With its mainly journalistic programmes of an entertainment nature in the field of music,
lifestyle, book production and film production, it tries to get closer to commercial broadcasters.
It also broadcasts news in the form of a weekly round-up of events from the University and
produces instructional videos for students as required. She posts her productions on YouTube,
but is also active on the social media platforms Facebook and Instagram, where she posts short
polls on various topics and entertaining videos and behind-the-scenes photos. She also has her
own website, fmktv.sk, where she keeps an archive of her broadcasts, as well as an embedded
link to the current week’s broadcast.
As part of our research, we were interested in the representation of specific TV stations on the
different platforms they use.
23 O televízii. [online]. [2022-10-25]. Available at: <https://www.upjs.sk/verejnost-media/vztahy-s-
verejnostou/uni-tv/otelevizii/>.
24 Nová grafická vizualizácia UniTV. [online]. [2022-10-25]. Available at:
<https://www.upjs.sk/filozoficka-fakulta/UniTV-nova-graf-
vizualizacia/?fbclid=IwAR0gwB6VtaD3CQcw_BjxVnvSoMiPksQ5heUh4k5Ug1b8RabzU3raO5vDbDE>.
25 Official Website of the Faculty of Mass Media Communication in Trnava. [online]. [2022-10-25]. Available at:
<https://fmk.sk/fakultny-zivot/fakultne-media/>.
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MARKETING IDENTITY: METAVERSE IS THE NEW UNIVERSE
Chart 1: Tracked activity on publication trips over the last 5 academic years
Source: own processing, 2022
We found that all the student-run college TV stations publish their audiovisual outputs on the
YouTube platform. FMK TV, TV Mediálka, í-Téčko and UniTV also publish on Facebook and
Instagram. We observe the dominance of the YouTube platform for publishing audiovisual
contributions for all broadcasts except TV Mediálka. This television uses Facebook as a second
publishing channel and publishes the same outputs on both platforms at the same time. Like TV
Mediálka, UNI TV and í-Téčko also duplicated their outputs on Facebook several times, which
caused a slightly higher number of posts compared to YouTube. However, for all the televisions
monitored, the YouTube platform is the place where the televisions publish their premieres. For
all the selected televisions, the social network Instagram serves only as a tool to publish photos,
accompanying articles or information about auditions or events related to the activities of the
televisions.
Chart 2: Type of post on Instagram Chart 3: Ratio of live broadcasts to pre-recorded outputs
Source: own processing, 2022 Source: own processing, 2022
At FMK TV and UniTV, we observe the use of Instagram also for publishing audiovisual
formats. However, of the 516 posts published on this social network, only 115 posts are in the
form of REELS – portrait videos. The remaining posts on this platform represent only photos
from filming sessions, invitations or graphic information. We observe live broadcasting when
cumulating posts on both publishing channels (Facebook + YouTube) in only 48 cases out of
the total of 1320 audiovisual posts, which represents only 4% of the student TV broadcasts. The
highest number of live broadcasts was made by FMK TV at 31, followed by í-Téčko at 15 and
TV Mediálka broadcast live only twice.
78%
22% Photograph
(401)
Reels (115)
4%
96%
Live
broadcasting
(48)
Pre-loaded
formats (1272)
508
340
112 65 144 103
319
397
144
87
151
120
117
12
FMK TV TELEVÍZIA
MEDIÁLKA
UNITV Í - TÉČKO EŠTV TV UNICA
YouTube Facebook Instagram
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Section 1
Conclusion
In fact, college student television has not significantly changed the way it publishes its
audiovisual output since its inception. Despite the fact that all student television broadcasts are
internet-based, we do not observe the use of the potential of this space for better self-
presentation. The most commonly used platform for publishing is YouTube and Facebook,
whose publishing possibilities are limited. However, we are in an era where the use of multi-
platform applications is a daily part of life. A multi-platform content strategy is the approach
that creates the most complete picture and the most engaging forms of storytelling for a growing
digital audience, especially younger ones. The goal of this strategy is to distribute content
wherever the audience is, and that is everywhere today26. The easiest multi-platform form of
self-promotion for student television is to duplicate content created on YouTube as well as on
Instagram or the aforementioned TikTok. On both platforms, short excerpts and segments from
interviews, reports or other audiovisual creations are currently viral. Pulling the most
interesting, relevant or even controversial part of a video can have unexpectedly high
impressions and create better organic reach for future posts. Social networks are constantly
moving forward and adding new content creation opportunities. Technology is constantly
evolving. What once required significant funding can now be created with the help of a
smartphone. The viewer has moved from the television set to the computing device and from
there to the mobile phone. It is therefore also essential for student television to follow and
resemble its viewer on all possible platforms.
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Contact Data:
Mgr. Matúš Višváder
Univesity of SS. Cyril and Methodius in Trnava
Faculty of Mass Media Communication
Nám. J. Herdu 2
917 01 Trnava
SLOVAK REPUBLIC
visvader2@ucm.sk
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Section 1
Assoc. Prof. PhDr. Zora Hudíková, PhD.
Univesity of SS. Cyril and Methodius in Trnava
Faculty of Mass Media Communication
Nám. J. Herdu 2
917 01 Trnava
SLOVAK REPUBLIC
zorahudikova@gmail.com