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Author: Rachele Orsola Bugini
Publisher: GRIN Verlag
ISBN: 3668858489
Category : Language Arts & Disciplines
Languages : en
Pages : 16
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Book Description
Seminar paper from the year 2018 in the subject Communications - Research, Studies, Enquiries, grade: 1,3, Free University of Berlin (Publizistik und Kommunikationswissenschaft), language: English, abstract: This paper provides a theoretical background of Lazarsfeld's "Two-step Flow of Communication" and the debates around the validity of his theory in the digital era. It focuses on two Twitter studies conducted in the recent year, it presents and evaluates the results. Since its formulation, the theory of the two-step flow of communication has been tested and validated, on numerous occasions through replicative studies, conducted on different topics. However, changes in technology in the past decade, especially the proliferation of web-based media such as blogs, online communities and social networks, have led to reassess the validity of the theory in relation to the new media environment. Thanks to the Internet individuals can communicate instantly across geographic boundaries to one, few or many people. Social networking sites enable individuals to express opinions on any topic and instantly share them with others. The contemporary (social) media environment has renewed interest in the concept of two-step flow generally, and opinion leadership specifically. Several researches have been conducted to investigate if the model can still be explanatory of the flow of news and interactions occurring online on web platforms and social media. The purpose of this work is to present the actual stand of the research and discuss the main findings of the studies led by the questions: is the two-step flow still relevant as a theorical framework? How does information flow from traditional media to their audience in the digital age? Are opinion leaders still playing a role in this process? In the first chapters, a theoretical framework of the most discussed communication theories will be provided.
Author: Rachele Orsola Bugini
Publisher: GRIN Verlag
ISBN: 3668858489
Category : Language Arts & Disciplines
Languages : en
Pages : 16
Get Book
Book Description
Seminar paper from the year 2018 in the subject Communications - Research, Studies, Enquiries, grade: 1,3, Free University of Berlin (Publizistik und Kommunikationswissenschaft), language: English, abstract: This paper provides a theoretical background of Lazarsfeld's "Two-step Flow of Communication" and the debates around the validity of his theory in the digital era. It focuses on two Twitter studies conducted in the recent year, it presents and evaluates the results. Since its formulation, the theory of the two-step flow of communication has been tested and validated, on numerous occasions through replicative studies, conducted on different topics. However, changes in technology in the past decade, especially the proliferation of web-based media such as blogs, online communities and social networks, have led to reassess the validity of the theory in relation to the new media environment. Thanks to the Internet individuals can communicate instantly across geographic boundaries to one, few or many people. Social networking sites enable individuals to express opinions on any topic and instantly share them with others. The contemporary (social) media environment has renewed interest in the concept of two-step flow generally, and opinion leadership specifically. Several researches have been conducted to investigate if the model can still be explanatory of the flow of news and interactions occurring online on web platforms and social media. The purpose of this work is to present the actual stand of the research and discuss the main findings of the studies led by the questions: is the two-step flow still relevant as a theorical framework? How does information flow from traditional media to their audience in the digital age? Are opinion leaders still playing a role in this process? In the first chapters, a theoretical framework of the most discussed communication theories will be provided.
Author: Elihu Katz
Publisher: Ardent Media
ISBN:
Category : Communication
Languages : en
Pages : 20
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Book Description
Author: Gabriel Weimann
Publisher: SUNY Press
ISBN: 9780791421420
Category : Social Science
Languages : en
Pages : 388
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Book Description
Although opinion leadership has been the subject of numerous studies, in areas ranging from politics to fashion and in many societies and cultures, The Influentials represents the first systematic analysis of the concept. It offers a multidisciplinary presentation of the definitions, typologies, methods, and findings of opinion leadership, from its early formulation, through the emergence of the first empirical evidence, to the most recent research. Weimann examines opinion leadership and personal influence in a number of areas, including marketing, public opinion and elections, education, fashion, science, agriculture, and health care. He also examines the growing criticism of the model based on theoretical and empirical weaknesses of the original concept and evaluates for the first time modifications that have emerged, including a new measure (the PS Scale) and its testing and application. The final chapters for the first time link opinion leadership with the important theoretical and research tradition of agenda setting.
Author: Jennifer Stromer-Galley
Publisher: Oxford Studies in Digital Poli
ISBN: 0190694041
Category : Language Arts & Disciplines
Languages : en
Pages : 305
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Book Description
As the plugged-in presidential campaign has arguably reached maturity, Presidential Campaigning in the Internet Age challenges popular claims about the democratizing effect of Digital Communication Technologies (DCTs). Analyzing campaign strategies, structures, and tactics from the past six presidential election cycles, Stromer-Galley reveals how, for all their vaunted inclusivity and tantalizing promise of increased two-way communication between candidates and the individuals who support them, DCTs have done little to change the fundamental dynamics of campaigns. The expansion of new technologies has presented candidates with greater opportunities to micro-target potential voters, cheaper and easier ways to raise money, and faster and more innovative ways to respond to opponents. The need for communication control and management, however, has made campaigns slow and loathe to experiment with truly interactive internet communication technologies. Citizen involvement in the campaign historically has been and, as this book shows, continues to be a means to an end: winning the election for the candidate. For all the proliferation of apps to download, polls to click, videos to watch, and messages to forward, the decidedly undemocratic view of controlled interactivity is how most campaigns continue to operate. In the fully revised second edition, Presidential Campaigning in the Internet Age examines election cycles from 1996, when the World Wide Web was first used for presidential campaigning, through 2016 when campaigns had the full power of advertising on social media sites. As the book charts changes in internet communication technologies, it shows how, even as campaigns have moved from a mass mediated to a networked paradigm, the possibilities these shifts in interactivity seem to promise for citizen input and empowerment remain farther than a click away.
Author: Gary Graham
Publisher: Bloomsbury Publishing USA
ISBN: 1623565456
Category : Social Science
Languages : en
Pages : 257
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Book Description
Examines the media industry in an age of disruption, due to advances in digital technology, politically traded organizations and changing media tastes and values.
Author: Regina G Lawrence
Publisher: Taylor & Francis
ISBN: 1000841677
Category : Political Science
Languages : en
Pages : 204
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Book Description
This book brings together a diverse, international array of contributors to explore the topics of news “quality” in the online age and the relationships between news organizations and enormously influential digital platforms such as Facebook, Google, and Twitter. Covering topics ranging from internet incivility, crowdsourcing, and YouTube politics to regulations, algorithms, and AI, this book draws the key distinction between the news that facilitates democracy and news that undermines it. For students and scholars as well as journalists, policymakers, and media commentators, this important work engages a wide range of methodological and theoretical perspectives to define the key concept of “quality” in the news media.
Author: Elihu Katz
Publisher: Routledge
ISBN: 1351500198
Category : Social Science
Languages : en
Pages : 490
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Book Description
First published in 1955, "Personal Influence" reports the results of a pioneering study conducted in Decatur, Illinois, validating Paul Lazarsfeld's serendipitous discovery that messages from the media may be further mediated by informal "opinion leaders" who intercept, interpret, and diffuse what they see and hear to the personal networks in which they are embedded. This classic volume set the stage for all subsequent studies of the interaction of mass media and interpersonal influence in the making of everyday decisions in public affairs, fashion, movie-going, and consumer behavior. The contextualizing essay in Part One dwells on the surprising relevance of primary groups to the flow of mass communication. Peter Simonson of the University of Pittsburgh has written that "Personal Influence was perhaps the most influential book in mass communication research of the postwar era, and it remains a signal text with historic significance and ongoing reverberations...more than any other single work, it solidified what came to be known as the dominant paradigm in the field, which later researchers were compelled either to cast off or build upon." In his introduction to this fiftieth-anniversary edition, Elihu Katz discusses the theory and methodology that underlie the Decatur study and evaluates the legacy of his coauthor and mentor, Paul F. Lazarsfeld.
Author: Mark Schaefer
Publisher: McGraw Hill Professional
ISBN: 0071808639
Category : Business & Economics
Languages : en
Pages : 596
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Book Description
THREE E-BOOKS IN ONE Return on Influence Return on Influence is the first book to explore how brands are identifying and leveraging the world’s most powerful bloggers, tweeters, and YouTube celebrities to build product awareness, brand buzz, and new sales. In this revolutionary book, renowned marketing consultant and college educator Mark W. Schaefer shows you how to use the latest breakthroughs in social networking and influence marketing to achieve your goals through: In-depth explanations of the sources of online influence—and how they can work for or against you Interviews with more than 50 experts, including tech blogger Robert Scoble, Influence author Robert Cialdini, and industry thought leaders such as Mitch Joel, Jay Baer, and Christopher S. Penn An insider’s look at the controversial social scoring company Klout and its process for assigning influence numbers to everyone Practical, actionable tips to increase your own personal power and online influence More than a dozen original social influence marketing case studies “Influence is the ability to cause, affect, or change behavior. Mark Schaefer helps you define the outcomes you wish to see . . . and measure them!” —Brian Solis, author of The End of Business as Usual The Tao of Twitter You’re busy and don’t have time to decipher the confusing world of Twitter. In less than two hours, this bestselling book will show you how to connect and start creating meaningful business and personal benefits right away! Through real-life examples and easy-to-follow steps, acclaimed marketing expert Mark W. Schaefer teaches you: Secrets to building influence on Twitter The formula behind every Twitter business success 22 ways to build an audience that wants to connect to you Content strategies, time savers, and useful tips 20 ways to use Twitter as a competitive advantage Born to Blog Launch a business and ignite a movement with a powerhouse blog! Born to Blog is filled with practical, street-smart techniques and ideas to help you create and manage a winning business blog. Learn how to attract a loyal following, promote your blog, and write powerful content that generates new business. "If your dream is to launch a business or publish a book, then read Born to Blog! You'll realize the blogger way is your fastest path to success." -- MICHAEL STELZNER, founder of Social Media Examiner and author of Launch
Author: Darrin Hodgetts
Publisher: Bloomsbury Publishing
ISBN: 1350312614
Category : Psychology
Languages : en
Pages : 428
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Book Description
This ground-breaking and innovative textbook offers a uniquely global approach to the study of social psychology. Inclusive and outward-looking, the authors consciously re-orientate the discipline of social psychology, promoting a collectivist approach. Each chapter begins with an illustrative scenario based on everyday events, from visiting a local health centre to shopping in a supermarket, which challenges readers to confront the issues that arise in today's diverse, multicultural society. This textbook also gives a voice to many indigenous psychologies that have been excluded from the mainstream discipline and provides crucial coverage of the colonization experience. By integrating core social psychology theories and concepts with critical perspectives, Social Psychology and Everyday Life provides a thought-provoking introduction suitable for both undergraduate and postgraduate students of social psychology and community psychology. It can also be used by students in related subjects such as sociology, criminology and other social sciences.
Author: Solo, Ashu M. G.
Publisher: IGI Global
ISBN: 1799803783
Category : Political Science
Languages : en
Pages : 436
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Book Description
Technology and particularly the Internet have caused many changes in the realm of politics. Aspects of engineering, computer science, mathematics, or natural science can be applied to politics. Politicians and candidates use their own websites and social network profiles to get their message out. Revolutions in many countries in the Middle East and North Africa have started in large part due to social networking websites such as Facebook and Twitter. Social networking has also played a role in protests and riots in numerous countries. The mainstream media no longer has a monopoly on political commentary as anybody can set up a blog or post a video online. Now, political activists can network together online. The Handbook of Research on Politics in the Computer Age is a pivotal reference source that serves to increase the understanding of methods for politics in the computer age, the effectiveness of these methods, and tools for analyzing these methods. The book includes research chapters on different aspects of politics with information technology, engineering, computer science, or math, from 27 researchers at 20 universities and research organizations in Belgium, Brazil, Cape Verde, Egypt, Finland, France, Hungary, Italy, Mexico, Nigeria, Norway, Portugal, and the United States of America. Highlighting topics such as online campaigning and fake news, the prospective audience includes, but is not limited to, researchers, political and public policy analysts, political scientists, engineers, computer scientists, political campaign managers and staff, politicians and their staff, political operatives, professors, students, and individuals working in the fields of politics, e-politics, e-government, new media and communication studies, and Internet marketing.
