Why Entertainment Content Posts Get More Likes And .

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Why entertainment content posts get morelikes and comments on FacebookThomas AnderssonHalmstad University, SWEDENE-mail: thoand14@hh.seABSTRACT: This study began by stating that Facebook gets widely used by people forcommunication and to look for information. By liking and commenting posts you cancommunicate what you think and spread content. According to the empirical results presentedin this study entertainment content posts are the greatest reason for Facebook users to like andcomment post. But why is this? This study aims to examine why entertainment content postsget more likes and comments on Facebook. A questionnaire survey with 241 Facebook usersas respondents gave the empirical results that this study is based on. To find out whyentertainment content posts get more likes and comments on Facebook (which the result fromthe survey suggest) secondary sources about Facebook usage was used. The findings were thatenjoyment is the most important factor affecting the behavior of social networking sites usersand users want social networking sites to make them and their friends to have fun. Liking andcommenting is a way to spread content with friends and enjoyment, i.e. entertainment, is simplythe most important factor affecting the behavior of social networking sites users. Facebook alsohave a high percentage of humor and gossip posts. Furthermore, people with a high level ofnarcissism are those who use Facebook the most and they mainly use it for entertainmentcontent posts. A category that primarily uses Facebook for usable information content arepeople with a high level of self-esteem but they simply do not use Facebook that much. Lastly,the entertainment factor effects more than just pure entertainment posts. Other posts e.g. postswith useful information will therefore probably also have elements of entertainment. Theimplication of this study is a better understanding for companies to why they should useentertainment to get more likes and comments on their posts.KEYWORDS: Facebook, like and comment, entertainment content posts, enjoyment, friends1

1. Introductionthat the user care about (Facebook, 2016and Wikipedia, 2016)1.Social networking sites offers a way forpeople to us computers for communicationComments are a type of user-generatedand to search for information (Lee & Lee,content which means that it’s content which2017 and Powell, 2009). These sites allowhas been created by users. Comments hasusers to create a profile from which they canvery much the same function as likes,interact with other users (Powell, 2009).though with comments a user can use wordsSocial networking sites are growing rapidlyto express more of his or her feelings, bothand Facebook is one of the biggest sites wepositive and negative. Comments can alsohave (Ellison, Steinfield & Lampe, 2007,be used to bring other users to certainPempek, Yermolayeva & Yermolayeva,content (Wikipedia, 2016)2.2009 and Powell, 2009). Social networkingsites have become a valued tool forcommunication in many people’s daily life(Ellison et al., 2007 and Powell, 2009).With Facebook, users can communicatethrough posts and messages (Pempek et al.,2009). Posts can also be “liked” and“commented”.As stated above, likes and comments aretools that can be used for communication onFacebook. Mostly to show others what youenjoy or to show appreciation, by likes, orby giving your opinion about something, bycomments. As we have seen comments canalso be used to spread content by referringsomeone to it. According to the empiricalThe like button is a tool where the user canresults presented in this study entertainmentshow that they like, enjoy or support thecontent posts are the greatest reason forposted content. Friends of a user can seeFacebook users to like and comment post.what content a user likes and the more likesBut why is this? This study aims to examinea post get the higher up in the news feed itwhy entertainment content posts get morewill show. The total number of likes willlikes and comments on Facebook.also be seen on the post and sometimes it ispossible to see the names of users who hasliked the content. Facebooks description oflikes is that it’s a way for users to givepositive feedback and connect with thingsAn understanding of people’s activity onFacebookisimportantfortoday’scompanies (Hansson, Wrangmo and Søilen,2013). Today, social networking sites is animportant communications tool for many1The source is a wiki and must be interpretedcarefully.2The source is a wiki and must be interpretedcarefully.2

companies (Hansson et al., 2013). Manyalso provides a well-functioning area forcompaniesexchange of information and opinions (LeeuseFacebookasanadvertisement tool and if you understandwhat will give your company’s posts morelikes and comments, you can use thisknowledge to increase the activity of yourposts and hence increase the changes ofyour company to get awareness onFacebook (Hansson et al., 2013).et al., 2017).According to Błachnioa, Przepiorkaa, &Rudnickab (2016) low level of self-esteemand a high level of narcissism can serve aspredictors of a high level of Facebook use.Narcissism can predict four differentaspects of Facebook use, namely: Facebookpersonal2. Theoryimportance,instrumentalFacebook use, social Facebook use, andAccording to Park, Kee & ValenzuelaFacebook intensity (Błachnioa et al., 2016).(2009) are there four reasons for usingHigh level of narcissism makes people moreFacebook: socializing, entertainment, self-engaged in Facebook and gives them a hardstatus seeking, and information seeking.time imagine life without it (Błachnioa etParkthatal., 2016). Using Facebook gives peopleentertainment, relationship maintenance,with a high level of narcissism a way toself-expression, and communication arestick out and enjoy a higher social statusmain reasons for using Facebook. Park et al.(Błachnioa et al., 2016). For people with a(2014) also states that entertainmenthigh level of narcissism Facebook gets usedmotivation is the greatest. Nadkarni &more often for both social and instrumentalHofmann (2012) proposed that Facebookpurposesuse derived from to two basic social needs:According to Błachnioa et al. (2016)(1) the need to belong and (2) the need fornarcissism is also linked with Facebookself-presentation.self-promotion. Furthermore Błachnioa et&Lee(2014) foundAccording to a study by Lee et al. (2017)convenientrelationship,informationmotives and entertainment motives arehighly rated by Facebook users. Facebookusers have a high percentage of humor andgossip posts and are likely to use“comment” or “like” to show appreciationto these posts (Lee et al., 2017). Facebook(Błachnioaetal.,2016).al. (2016) says that those who have a highself-esteem are not in need of attention onFacebook and they may not attach muchweight to using it and to being active orpopular there. People with high self-esteemrather use Facebook as a tool at work or foreducational purposes (Błachnioa et al.,2016). Conversely, for people with a low3

level of self-esteem Facebook activity is aopportunity to meet new people, wherebytool for improving self-image (Błachnioa etthey can expand their social network (Kuan-al., 2016).Yu et al., 2011).According to Teo, Lim & Lai (1999) twoSocial networking sites help people tomain factors for Internet usage are,maintain relations (Ellison et al., 2007).perceivedperceivedFacebook users mostly interact with peopleenjoyment. Teo et al. (1999) emphasizeswhom they also interact with offlinethat it’s important for individuals and(Ellison et al., 2007). Online activity can becompanies to keep their web pages updatedused to support relationships even when lifeto keep them useful and interesting foris changing (Ellison et al., 2007).usefulnessandInternet users.A brief summary of the theory that has beenPerceived enjoyment and perceived ease ofpresented concludes that there are four mainuse are strong determinants of intention toreasons for people to use Facebook,use a pleasure-giving information systemnamely:(van der Heijden, 2004). It is also stated thatinformation (Błachnioa et al., 2016, Lee etwhen the information is more functional,al., 2017, Park et al., 2009 and Park & dfindandandshareshareusefuljoyfulimportant (van der Heijden, 2004). Van derentertainment (Kuan-Yu et al., 2011, Lee etHeijden (2004) suggest that pleasure-givingal., 2017, Park et al., 2009, Park & Lee,values (perceived enjoyment and perceived2014, Teo et al., 1999 and van der Heijden,ease of use) plays an essential role to2004).increaserelationships (Ellison et al., 2007, nandstrengthenet al., 2011, Lee et al., 2017, Park et al.,2009 and Park & Lee, 2014). To expressEnjoyment is according to Kuan-Yu & HsiPeng (2011) the most important factoraffecting the behavior of social networkingsites users. Users want social networkingsites to make them and their friends feelinterested and have fun. Kuan-Yu et al.oneself and to be seen by others mainlybecause of the need of attention (Błachnioaet al., 2016, Nadkarni & Hofmann, 2012and Park et al., 2009). These four reasonswill be the premises underlying the studyand will form the basis for further research.(2011) also points out that a greater numberof people reinforce the enjoyment of socialnetworking sites. Users appreciate the4

notable problems with using Google Forms,3. Methodall the features needed for the survey wereThe introduction and theory has beendeveloped as secondary research. The mainsource of information has been scientificarticles that has been found through thedatabase summon. Other secondary sourceshave been webpages found through googleand scientific literature and articles foundfrom the reference list of other scientificarticles. The secondary research has beenmade to develop a background for theprimary research and to answer whyentertainment content posts get more likesavailable. The survey was posted onFacebook for the simple reason that it’swhere you’ll find the greatest access toFacebook users, which is the survey unit.Facebook is also a convenient channel torapidly find many respondents and that wasneeded because the study was made undertime pressure. A risk with using Facebookis that it is difficult to control who responds.However, Google forms enables you tocheck the answers afterwards and therewere no signs of dubious answers.and comments on Facebook.To get as wide spread of respondents asWhat has been found through the secondaryresearch are that there are four main reasonsfor people to use Facebook: Information,entertainment, relationships and attention.These premises underlies the research andthestudyhasfurthermoremadeaquestionnaire survey based on these, tobring greater understanding to what makesFacebook users like and comment posts.possible, the survey was shared by peopleof different ages and gender in differentparts of Sweden. A limitation of the study isthat it's mainly Swedes that has answered.Another limitation was that it was mostlyyoung adults who answered. The mostcommon age demographic on Facebook arealthough young adults with about 30 % oftheuseraccounts(Zephoria,2016).The primary data for identifying what it isTherefore their opinion weighs heavily. Thethat makes Facebook users like andtheoretical population for the survey hascomment posts has been developed throughthereforea quantitative research. Google forms hasSweden, from both gender and in all agesbeen used for developing a questionnairebut mostly young adults. Young adults havesurvey which has been posted on Facebook.become a focus because, as stated above,Google forms has been used because it letsthey represents the majority of Facebookthe user collect over 200 responses whichusers. The population was chosen to get abeenFacebookusersfromwas needed for this study. There were no5

representation of the general opinion fromThe responses from the survey have beenthe majority of Swedish Facebook users.assembled separately for each statement.These results have furthermore beenThe survey was designed with fourstatements which were answered through aLikert scale from 1 (strongly disagree) to 5(stronglyagree).Eachstatementcompared to the theory then evaluated formakingconclusionsaboutwhyentertainment content posts get more likesand comments on Facebook.represented one each of the four premisesand the respondent got to choose fromstrongly disagreeing to strongly agreeingthe statements. The survey was made inSwedish but the statements has beentranslated to English when presented in thisstudy.One question per premise was used to get asfew questions as possible and this wasmainly for practical reasons, again becauseof time pressure. With fewer question morepeople will probably answer. There wasalso some scientific meaning to this becausefewer questions makes it easier to analyze.However, one question per premise made sothe statements had to be very extensive. Thedownside to this is that the study doesn’thave so much depth to rely on from thesurvey. If the survey would be made againwith more time to make us of it would besmart to use at least two questions abouteach premise with different wording andfocus, to increase understanding andreliability in the study. However, theresponses from this survey were goodenoughfordrawingsomesimpleconclusions.6

Statement 13. Empirical dataA total of 241 people answered the survey.“I like or comment posts that provideIt was evenly distributed between theuseful information”gender with 122 (50, 6%) males and 119(49, 4%) females. The age distribution were68a bit overrepresented of people between the5459ages of 18 to 27 (78 %). When drawingconclusions from this material one therefore3525have to be careful. However the range of theintervals were quite Furthermore the result from the survey willbe presented separately for each of the fourThe result from this statement suggest thatstatements.there is a variation for liking or commentingposts that provide useful information. Mostpeople (93) agrees on seeing this as amotivator to like or comment posts butalmost as many (89) disagrees. There is alsoa great number of people (59) who staysneutral to this statement. The differentgenders were quite similar in their varyingview of this. People in different ages alsoseemed to have a quite similar, variatedview. The mean value is 2, 98 and themedian is 3.7

Statement 2Statement 3“I like or comment posts that are“I like or comment posts to strengthen theentertaining”relationship with the person who posted utralAgreeStronglyagreeAccording to the results from this statementAccording to the results from this statemententertainment is a great motivator formost people (120) agrees on liking orFacebook users to like or comment posts.commentingThis goes for both genders and all ages. Therelationship with the person who posted it.mean value is 3, 62 and the median is 4.This seems to be more common amongpoststostrengthenthefemales rather than among males, but somemen also have a positive view to thisstatement. People in different ages have asimilar view. The mean value is 3, 23 andthe median is 3.8

Statement 44. Analysis“I like or comment posts so the person whoAccording to the results from the survey,posted the post then hopefully will like orentertainment is the greatest reason forcomment on my posts”Facebook users to like or comment posts.154 Facebook users agreed on seeing this asa motivator to like or comment posts and116only 45 disagreed. This goes in line with thetheory underlying this study. Park et al.(2014) states that entertainment is the main5034reason for using Facebook. Van der Heijden2912(2004) suggest that perceived toincreaseinformation.According to Lee et al. (2017) Facebookcontains a high percentage of humorousposts, and users are likely to comment orlike to show appreciation to these posts.Also Kuan-Yu & Hsi-Peng (2011) statesthat the most important factor affecting thebehavior of social networking site users isenjoymentwhichshouldmeanthatAccording to the results from this statementFacebook users are likely to like orit’s a weak reason for Facebook users to likecomment entertainment content posts.or comment posts to get own likes orcomments. This view is shared for bothgenders and all ages. The mean value is 2and the median is 2.Of the three other reasons that wereincluded in this survey, was to strengthenrelationships the second strongest reason,then came posts with useful information andlastly came to get their own likes andcomments. To strengthen relationships wasa fairly strong reason for Facebook users tolike or comment posts (according to theresults from the survey). There are moreFacebook users who see it as a reason (120)9

than there are who doesn't (76). There were,with, we explicitly know that Facebookaccording to the results from the survey,users like and comment entertainmentmixed views from Facebook users aboutcontent posts. Secondly this states thatliking or commenting posts that providesFacebook users sees a high percentage ofuseful information. On seeing this as aentertainment content posts. This might bemotivator to like or comment posts almosta bit of a self-fulfilling prophecy. Teo et al.as many agreed (93) as disagreed (89).(1999) emphasizes that it’s important forLastly, to like or comment posts to get ownindividuals and companies to keep theirlikes and comments, was according to theweb content updatedresults from the survey, not seen as a reasoninteresting.for Facebook users to like and commentconsidered the highest reason to begin withposts. 166 Facebook users disagreed and(according to Park et al. 2014), it isonly 41 agreed. Why is it like this? Why doentertainment content posts they continue toentertainment content posts get more likespost. Whether it's because Facebook usersand comments on Facebook?want it or because it simply are moreBecausetokeep thementertainmentisentertainment content posts doesn’t reallyTo begin with, there is according to thisstudy,onlytwotypesofposts:entertainment content posts and informationcontent posts. The other two: to strengthenmatter. What this means is that Facebookusers sees a lot of entertainment contentposts so the probability that those getattention is high.relationships and to get own likes andcomments, is in itself no posts but ratherNadkarni & Hofmann (2012) propose thatreasons to like and comment on all types ofFacebook use derives from to two basicposts. There are other types of posts butsocial needs: (1) the need to belong and (2)based on this study, it was really justthe need for self-presentation. Also Park etbetween entertainment and information.al. (2009) and Park & Lee (2014)Why then do entertainment content postsemphasizes self-expression as a reason forgetusing Facebook. However, these needs aremore likesandcommentsthaninformation content posts?not satisfied in themselves, but requiresmeans to express them through. As haveFirst of all, according to a study by Lee etal. (2017) Facebook users have a highpercentage of humor and gossip posts andare likely to use “comment” or “like” tobeen mentioned before: the like button is atool where the user can show that they like,enjoy or support the posted content andconnect with things that the user care aboutshow appreciation to these posts. To begin10

(Facebook, 2016 and Wikipedia, 2016).way. As we have seen before, this can beAlso comments has very much the samedone by liking the post, since friends of afunction as likes, though with comments auser can see what content a user likes anduser can use words to express more of his orthe more likes a post get the higher up in theher feelings, both positive and negativenews feed it will show, or by tagging your(Wikipedia, 2016). On a social networkingfriends in comments and by that bring themsite that’s filled with humorous posts it isto that content (Wikipedia, 2016). This canonly natural to like and comment these postsalso be linked to what Ellison et al. (2007)to present to others what you think is funnymentions, that social networking sites helpand in this way also belong to a group ofpeople to maintain relations. Also Park et al.people who appreciate the same kind of(2009) and Park & Lee (2014) have foundhumor. However the same ought to apply tothatpost with useful information, so why domaintenanceentertainment content posts get more likesFacebook. By liking and tagging friendsand comments? There should be moreand family with comments you’ll keep inexplanation than that there are a lot oftouch with them. This also goes in line withentertainment content posts.the empirical results that suggest ngthen relationships as a fairly strongFirst and foremost we have what Kuan-Yu& Hsi-Peng (2011) tells us. Enjoyment isaccording to Kuan-Yu & Hsi-Peng (2011)the most important factor affecting thebehavior of social networking sites users.Users want social networking sites to makethem and their friends feel interested andhave fun. From this we can see thatenjoyment i.e. entertainment is the greatestreason for people to use Facebook and alsothat it’s important for Facebook users thatboth them and their friends have fun. Tomake sure that you have fun you just haveto watch a funny video that’s posted but toalso make sure that your friends have funyou’ll have to spread that content in somereason to like and comments posts. Likingand commenting is a way to spread contentwith your friends and enjoyment is simplythe most important factor affecting thebehavior of social networking sites users(Kuan-Yu & Hsi-Peng, 2011). Also Park etal. (2014) states that entertainment is themain reason for using Facebook. Kuan-Yuet al. (2011) also points out that a greaternumber of people reinforce the enjoymentof social networking sites and that usersappreciate the opportunity to meet newpeople, whereby they can expand theirsocial network. The total number of likes isseen on posts and liking posts is therefore agood way to create a social networking site11

where a large number of people appear thusnarcissism are those who use Facebook theincreasing the enjoyment. Sometimes it ismost and that Facebook gives people with aeven possible to see the names of users whohigh level of narcissism a way to enjoy ahas liked the content and thereby increasehigher social status. Facebook is therefore athe opportunity for users to meet newwaypeople that’s interested in the same contentrelationships and to communicate publicly.so that they can expand their social network.As we have seen enjoyment is the main wayWe also have what Błachnioa et al. (2016)mentions, that low level of self-esteem anda high level of narcissism can serve aspredictors of a high level of Facebook use.According to Błachnioa et al. (2016)narcissism can predict four different aspectsof Facebookpersonaluse, namely:importance,FacebookinstrumentalFacebook use, social Facebook use, andFacebookintensity.Highlevelofnarcissism makes people more engaged inFacebook and using Facebook gives peoplewith a high level of narcissism a way tostick out and enjoy a higher social status(Błachnioa et al., 2016). Narcissism is tomaintainof doing this and since they are the mainusers’ entertainment content posts seesgreat activity. Furthermore we see that thosewith a high level of self-esteem doesn’tattach much weight to using and to beingactive on Facebook and also that theymainly use Facebook as a tool at work or foreducational purposes. This means that acategory that primarily focuses on usableinformation content, at all do not useFacebook that much and therefore we’resimply not seeing as much of these posts.They may be using other means for theircommunication, maybe other less publicmeans on Facebook e.g. the chat.Lastly there’s what Van der Heijden (2004)(Błachnioa et al. 2016). Furthermoresuggest,Błachnioa et al. (2016) says that those who(perceived enjoyment and perceived ease ofhave a high level of self-esteem are not inuse) plays an essential role to increaseneed of attention on Facebook and they mayacceptance of functional information. Thisnot attach much weight to using it and totells us that the entertainment factor effectsbeing active or popular there. People withmore than just pure entertainment posts.high self-esteem rather use Facebook as aOthertool at work or for educational purposesinformation will therefore probably also(Błachnioa et al., 2016). Based on this wehave elementscan see that people with a high level ofincreasing the attention of posts fulof entertainment thus12

entertainment. This might be an explanationby liking or by tagging friends in comments.for the high number of humors posts i.e. allLiking and commenting is a way to spreadsorts of posts contains elements of humor.content with friends and enjoyment, i.e.That posts with useful information are alsoentertainment, is simply the most importantmade entertaining means that people whofactor affecting the behavior of socialappreciate and like posts with usefulnetworking sites users. Secondly, Facebookinformationlikehave a high percentage of humor and gossipentertaining posts since they are in factposts. Facebook users simply sees a lot ofentertaining. Thus increasing the attentionentertainmentof entertainment content posts.probability that those get attention is high.alsoautomaticallycontentpostssotheThirdly, people with a high level of5. Conclusionnarcissism are those who use Facebook theTo begin with, in this study there weremost and they mainly use Facebook forreallyposts:socialization e.g. maintain relationships andentertainment content posts and informationto communicate publicly. Enjoyment is thecontent posts. So the comparison is onlymain way of doing this and since they arebetween these types of contents. Facebookthe main users’ entertainment content postsuser use Facebook partly because they havesees great activity. Fourthly, people with aneeds i.e. a need to belong and a need forhigh level of self-esteem doesn’t attachself-presentation. These needs requiresmuch weight to being active on Facebookmeans to get expressed and thereby getand they mainly use Facebook as a tool atsatisfied. Likes and comments are tools forwork or for educational purposes. Aexpressing this. According to the resultscategoryfrom the survey, entertainment was theinformation content simply do not usegreatest reason for Facebook users to like orFacebook that much and therefore we’re notcomment posts. Why then do entertainmentseeingcontent posts get more likes and commentsinformation.on Facebook? One answer is that enjoymentfactoris the most important factor affecting theentertainment posts. Other posts e.g. postsbehavior of social networking sites userswith useful information will thereforeand users want social networking sites toprobablymake them and their friends to have fun. Toentertainment thus increasing the attentionmake sure that your friends have fun you’llof entertainment content thusableusableLastly, the reofhave to spread the content. This can be done13

6. ImplicationsReferencesCompanies could use this knowledge byBłachnioa, A., Przepiorkaa, A., &makingRudnickab, P. (2016). Narcissism and self-theirFacebookpostsmoreentertaining. Funny and humorous postsesteem as predictors of dimensions ofwill attract the most likes and comments andFacebook use. Personality and Individualwill therefore bring most attention to theDifferences, 90, 296-301.company. It could, for instance, be a goodidea to also do informative posts funny. Tomake post that users can comment to sharewith their friends can also be a good idea.Because it gives them an opportunity tostrengthen relationships. This is alsosomething that we see. Many posts onEllison, N. B., Steinfield, C., & Lampe, C.(2007). The Benefits of Facebook‘‘Friends:’’ Social Capital and CollegeStudents’ Use of Online Social NetworkSites. Journal of Computer‐MediatedCommunication, 12(4), 1143-1168.Facebook today is all about spreading funFacebook. (2016). Gilla och reagera.things with friends by tagging them withAccessed 2016-11-26, fromcomments. For instance: “comment threehttps://www.facebook.com/help/45244699friends that has to see this” *a funny post*.81203607. Future studiesHansson, L., Wrangmo, A., & Søilen, K. S.Through an empirical research this studyfound what it is that makes Facebook userslike and comment posts. Furthermore, thestudy used theoretical support to examine(2013). Optimal ways for companies to useFacebook as a marketing channel. Journalof Information, Communication & Ethicsin Society, 11(2), 112-126.why entertainment content gets the mostKuan-Yu, L., & Hsi-Peng, L. (2011). Whylikes and comments. However, this studypeople use social networking sites: Anwas limited by only studying two types ofempirical study integrating networkcontent:externalities and motivation theory.usableinformationandentertainment. Further studies in the subjectCOMPUTERS IN HUMAN BEHAVIOR,could therefore be to find out how Facebook27(3), 1152-1161.users react to other types of content e.g.inspiring content posts. Furthermore alsofind out why this content might makeFacebook users like and comment posts.14

Lee, S. W., & Lee, J. (2017). ATeo, T. S. H., Lim, V. K. G., & Lai, R. Y.comparative study of KakaoStory andC. (1999). Intrinsic and extrinsicFacebook: Focusing on use patterns andmotivation in Internet usage. Omega,use motives. Telematics and Informatics,27(1), 25–37.34(1), 220–229.Van der

the entertainment factor effects more than just pure entertainment posts. Other posts e.g. posts with useful information will therefore probably also have elements of entertainment. The implication of this study is a better understanding for companies to why they should use entertainment to get more likes and comments on their posts.

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