scholarly journals Digital Caudillos: The Use of Social Media in Guatemalan Presidential Campaigns

2021 ◽  
pp. 1866802X2110103
Author(s):  
Kevin Pallister
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Latin American ◽  
Presidential Campaigns ◽  
Presidential Candidates ◽  
Facebook Use ◽  
Use Of Social Media ◽  
Policy Proposals

This article contributes to the scholarship on Latin American campaigning by presenting data on the use of social media by presidential candidates in Guatemala’s 2019 election, including a content analysis of more than 2,000 Facebook posts along fifteen variables. The data show that Facebook use by presidential campaigns is ubiquitous and allows campaigns to disseminate messages in non-traditional formats. Candidates use their Facebook accounts to mention issues of concern to voters and to make promises to fix the country’s problems, but offer far more slogans and vague promises than detailed policy proposals. They also rarely attack other candidates or tout their own qualifications for the presidency. The data also reveal systematic differences in campaign messaging between frontrunner and long-shot candidates.

scholarly journals A Content Analysis of the Contributions in the Narratives of DACA Youth

2019 ◽  
Vol 14 (2) ◽  
pp. 64-78
Author(s):  
Darlene Xiomara Rodriguez ◽  
Sanjuana C. Rodriguez ◽  
Banti C. V. Zehyoue
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Cultural Community ◽  
Deferred Action ◽  
Use Of Social Media

This study utilized cultural community wealth (Yosso, 2005) to explore the ways in which Deferred Action for Childhood Arrivals (DACA) youth make use of social media. Through the use of content analysis (Hay, 2005), the authors analyzed social media interviews publicly posted by DACA youth. Findings reveal that DACA youth engage in social media as a form of activism and to mobilize their communities. The findings support and extend our understanding of the ways that DACA youth are an asset to the wider community. Implications for those working with DACA youth are provided. 

Sharing tourism experiences in social media

2017 ◽  
Vol 29 (1) ◽  
pp. 179-225 ◽  
Author(s):  
Marios D. Sotiriadis
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Academic Research ◽  
Online Reviews ◽  
Content Type ◽  
Main Research ◽  
Research Themes ◽  
Consumer Perspective ◽  
Use Of Social Media ◽  
The Impact

Purpose The purpose of this paper is twofold: to perform a synthesis of academic research published between 2009 and 2016 regarding the changes in tourism consumer behavior brought about by the use of social media (SM); and to suggest a set of strategies for tourism businesses to seize opportunities and deal with resulting challenges. Design/methodology/approach A volume of 146 peer-reviewed journal articles were retrieved from two major databases. Content analysis of this academic research has been performed, exploring the effects of online reviews on tourism consumers and providers. Findings The content analysis identified three main research themes that were investigated by scholars and classified into two major categories, namely, consumer perspective and provider perspective: the antecedents (factors motivating and influencing tourists); the influence of online reviews on consumer behaviour; and the impact of these reviews on tourism businesses (providers’ perspective). Research limitations/implications This study is based on a literature review and outcomes reported by previous studies; hence, the suggestions are indicative rather than conclusive. Some publication sources were not included. Practical implications This paper suggests a range of adequate strategies, along with operational actions, formulated for industry practitioners in the fields of management and marketing. Originality/value It provides an update of the state of published academic research into SM and an integrated set of management and marketing strategies for tourism providers in seizing the opportunities and dealing with the challenges raised in a digital context.

scholarly journals Communicating with Voters on YouTube: Content Analysis of the Relationship Between Advertisement Message Characteristics and Viewers’ Responses

2019 ◽  
Vol 44 (1) ◽  
pp. 17-35
Author(s):  
Seerat Sohal ◽  
Harsandaldeep Kaur
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Developed Countries ◽  
Political Campaigns ◽  
Marketing Strategies ◽  
Political Marketing ◽  
Political Advertisements ◽  
Use Of Social Media ◽  
The Relationship

The present study is an endeavour to broaden the research on the use of social media websites in political campaigns beyond the ambit of developed countries. This article focuses on scrutinizing the role of YouTube during 2014 Indian Parliamentary elections—the first ‘social media’-based elections in India. The methodology of data collection incorporates the content analysis of 147 YouTube-based audio–visual political advertisements, associating the message characteristics (natures, types and appeals) with message reach (number of views) and viewer engagement (types of comments). The results reveal the failure of the viewers to recognize the association between message reach and viewers’ engagement with message characteristics, confirming the ‘marginal’ use of YouTube. However, the study recommends the incorporation of contemporary, Internet-based social media advertising tools along with the traditional tools in the future political marketing campaigns. This article is instrumental for political marketers and consultants in devising political marketing strategies.

scholarly journals Infodemia and COVID-19: a text mining analysis

2020 ◽  
Vol 30 (Supplement_5) ◽  
Author(s):  
W De Caro
Keyword(s):  
Public Health ◽  
Social Media ◽  
Content Analysis ◽  
Text Mining ◽  
Real Time ◽  
Public Perception ◽  
Health Authorities ◽  
Health Agencies ◽  
Use Of Social Media ◽  
Twitter Activity

Abstract Introduction Covid-19 epidemic lead a huge use of social media to comment and spread information from the widest sources. Infodemia looks at excessive amount of information circulating, which makes it difficult to orientate communities on a given topic due to the difficulty of identifying reliable sources. Using text mining analysis it is possible to identify what drives public conversation and impact of Covid-19. Methods Public perceptions in emergencies is traditionally measured with surveys. However, to have a global sight of the pandemia, Twitter represents a powerful tool which gives real-time monitoring of public perception. The study aimed to: 1) monitor the use of the terms “Covid-19” or “Coronarivus” over time; and 2) to conduct a specific text and sentiment analysis. Results Between January 10 and May 8, 2020, over 600 million tweets were retrieved. Of those 600.000 tweets were randomly selected, coded, and analyzed. About 10% of cases were identified as misinformation. Public figures, experts in public health, and virologists represent the most popular sources in comparison to the official government and health agencies. There is a positive correlation between Twitter activity peaks and COVID-19 infection peaks. Text mining analysis was carried out, as well as a content analysis, also in order to identify changing emotions and sentiments during time. This analysis, particularly during the lockdown, clearly shows that participation on social media can potentially have an effect on building social capital and social support. Conclusions This study confirms that using social media to conduct infodemic studies is an important area of development in public health arena. COVID-19 tweets were primarily used to disseminate information from credible sources, but were also a source of opinions, emotion and experiences. Tweets can be used for real-time content analysis and knowledge translation research, allowing health authorities to respond to public concerns. Key messages Social media is crucial for health information. Infodemia as new way for study health.

scholarly journals Social media and visual framing of the conflict in Eastern Ukraine

2017 ◽  
Vol 10 (3) ◽  
pp. 359-381 ◽  
Author(s):  
Mykola Makhortykh ◽  
Maryna Sydorova
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Social Networking ◽  
Online Communities ◽  
Social Networking Site ◽  
Russian Population ◽  
Large Set ◽  
Visual Data ◽  
Visual Framing ◽  
Use Of Social Media

This article investigates the use of social media for visual framing of the conflict in Eastern Ukraine. Using a large set of visual data from a popular social networking site, Vkontakte, the authors employ content analysis to examine how the conflict was represented and interpreted in pro-Ukrainian and pro-Russian online communities during the peak of violence in summer 2014. The findings point to the existence of profound differences in framing the conflict among pro-Ukrainian and pro-Russian online communities. The former tended to interpret the conflict as a limited military action against local insurgents, whereas the latter presented it as an all-out war against the Russian population of Eastern Ukraine. The article suggests that framing the conflict through social media facilitated the propagation of mutually exclusive views on the conflict and led to the formation of divergent expectations in Ukraine and Russia concerning the outcome of the war in Donbas.

Sporting Facebook: A Content Analysis of NCAA Organizational Sport Pages and Big 12 Conference Athletic Department Pages

2011 ◽  
Vol 4 (4) ◽  
pp. 422-444 ◽  
Author(s):  
Laci Wallace ◽  
Jacquelyn Wilson ◽  
Kimberly Miloch
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Web Sites ◽  
Brand Management ◽  
College Athletics ◽  
User Behavior ◽  
Management Tool ◽  
Communication Tools ◽  
College And University ◽  
Use Of Social Media

Social-media Web sites provide a strategic means for college and university athletic departments to build and maintain a strong brand presence when cultivating relationships with Facebook users. The purpose of this study was to examine the use of social media as a brand-management tool in college athletics. Specifically, this study examined the use of Facebook in the NCAA (N = 10) and in the Big 12 Athletic Conference (N = 12) by content posted throughout the 2010–11 season. These Facebook pages were examined to determine how major college sport organizations were using communication tools, types of brand-management factors, and marketing coverage. The data revealed statistically significant differences in content posted by season, type of communication tools, and fan interaction. The results from this content analysis were used to conceptualize branding, marketing, and Facebook user behavior.

scholarly journals The role of content marketing in social media content communities

2017 ◽  
Vol 19 (1) ◽  
Author(s):  
Charmaine Du Plessis
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Target Audience ◽  
Point Of View ◽  
Sufficient Evidence ◽  
Media Content ◽  
Daily Lives ◽  
Specific Content ◽  
Use Of Social Media ◽  
Content Marketing

Background: Content marketing has become a leading marketing technique in digital marketing communication and uses the point of view of consumers to build relationships by creating and sharing engaging content in social media that enhance their daily lives. Existing research on social media communities has focused mainly on social media marketing and virtual brand community perspectives while content marketing’s valuable and unobtrusive role in social media content communities has largely been overlooked.Objective: The purpose of this article was to investigate content marketing’s role in social media content communities to engage with the target audience in an innate manner.Method: This study made use of a directed, inductive content analysis of 51 practitioner documents relating to business-to-consumer content marketing practices to add another perspective to existing research on communities in social media. The content analysis was facilitated by using QDA Miner, a widely adopted and reliable qualitative data analysis software programme.Results: Three categories emerged from the data namely building content communities, platform-specific content and understanding channels. These categories provide sufficient evidence of how brands make use of social media content communities to connect with the target audience in an unobtrusive manner, in addition to being present in virtual brand communities.Conclusion: The findings make several contributions to the existing literature. Firstly, it provides a clearer distinction between brand and social media content communities. Secondly, it extends conceptions about social media communities to include content communities and, thirdly, it provides sufficient evidence of how content marketing could benefit a brand by naturally becoming part of social media conversations.

Sign in / Sign up

Export Citation Format

Share Document