scholarly journals STRATEGIC PLANNING OF A DOCTOR'S COMMUNICATION IN A SOCIAL NETWORK BASED ON THE COVID-19 INFORMATION OCCASION

2021 ◽  
pp. 24-36
Author(s):  
Евгения Владимировна Волкова
Keyword(s):  
Social Network ◽  
Strategic Planning ◽  
Medical Community ◽  
News Story ◽  
Self Presentation ◽  
Media Communication ◽  
Dominant Strategies ◽  
The Social ◽  
The Media ◽  
Communicative Success

Введение. Представлен коммуникативно-прагматический анализ медиакоммуникации врача в соцсети. Цель – выявить и описать способы реализации коммуникативных стратегий в медиатексте, созданном на основе информационного повода COVID-19. Материал и методы. Материалом выступили посты врачей о коронавирусе в Instagram. Анализ осуществляется при учете композиционной и смысловой целостности уровней стратегической вербальной коммуникации и поликодовых компонентов в медиатексте. Методика анализа стратегического планирования заключается в выявлении коммуникативных стратегий, определении их иерархической упорядоченности, описании номенклатуры и способов языковой репрезентации реализующих их тактик. Результаты и обсуждение. Медиатекст о COVID-19 позволяет врачу решить несколько стратегических задач: создание профессионального имиджа, просвещение массового адресата, формирование целевой аудитории блога. Основной стратегией является самопрезентационная, реализующаяся в коммуникативных тактиках апелляции к профессии (через образы «Я – врач», «Я – эксперт в области медицины», «Мы – медицинское сообщество»), актуализации преданности профессии, демонстрации преодоления профессиональных трудностей, передачи субъективной информации (через образы «Я – пациент» и «Я – личность»), а также невербальными способами (размещением фотографий врачей в условиях борьбы с COVID-19). Информационно-просветительская стратегия в текстах о коронавирусе становится вспомогательной и способствует реализации стратегии самопрезентации через обращение к тактикам дефиниции, краткой справки, инструкции, апелляции к авторитетным источникам, рекомендации, дискредитации медицинских мифов. Обнаруживается, что коммуникативный успех данных тактик достигается при их сочетании с самопрезентационными, а также при определенной последовательности их использования в одном медиасообщении. Вспомогательная стратегия вовлечения в диалог и удержания адресата, выполняя диалоговые и риторические функции, реализуется параллельно со самопрезентационной и информационно-просветительской стратегиями на уровне композиции медиатекста посредством вынесения в заголовок темы и изображения, отсылающего к COVID-19; реализации тактик анонсирования актуальной темы и апелляции к выгоде от прочтения текста во вступлении текста; использования в основной части тактик коммуникативного сближения, языковой оригинальности и ориентации на языковую моду; а также обращения в заключении к этикетной тактике и тактике приглашения к диалогу. Заключение. Реализация доминирующих стратегий медицинской медиакоммуникации осуществляется параллельно на разных уровнях медиатекста о коронавирусе, посредством использования вербальных и невербальных тактик персуазивного и суггестивного воздействия на аудиторию. Отмечается эффективность обращения к информационному поводу COVID-19 как инструменту стратегического планирования для достижения основной цели медиакоммуникации врача в соцсети – продвижения профессионального бренда. Introduction. The article presents a communicative and pragmatic analysis of the doctor’s media communication in the social network. Aim and objective. The aim of the article is to identify and describe the ways to implement communication strategies in a media text created on the basis of the news story COVID-19. Material and methods. The material was the doctor’s posts about the coronavirus on Instagram. The analysis is carried out taking into account the compositional and semantic integrity of the levels of strategic verbal communication and polycode components in the media text. The methodology for analyzing strategic planning consists in identifying communicative strategies, determining their hierarchical ordering, describing the nomenclature and methods of linguistic representation of the tactics that implement them. Results and discussion. The media text about COVID-19 allows the doctor to solve several strategic tasks: creating a professional image, educating the mass address, forming the target audience of the blog. The main strategy is selfpresentation, implemented in communicative tactics of appeal to the profession (through the images of «I am a doctor», «I am an expert in the field of medicine», «We are the medical community»), actualization of dedication to the profession, demonstration of overcoming professional difficulties, the transmission of subjective information (through the images «I am a patient» and «I am a person»), as well as non-verbal methods (posting photos of doctors in the fight against COVID-19). The information and educational strategy in the texts about the coronavirus becomes auxiliary and contributes to the implementation of the strategy of self-presentation through the appeal to the tactics of definition, brief information, instructions, appeals to authoritative sources, recommendations, discrediting medical myths. It is found that the communicative success of these tactics is achieved when they are combined with selfpresenting ones, as well as with a certain sequence of their use in one media communication. An auxiliary strategy for engaging and retaining the addressee, performing dialogue and rhetorical functions, is implemented in parallel with self-presentation and informational and educational strategies at the level of media text composition by placing a topic and image referring to COVID-19 in the title; implementation of tactics for announcing a topical topic and appealing to the benefits of reading the text in the introduction of the text; using in the main part of the tactics of communicative rapprochement, linguistic originality and orientation towards linguistic fashion; as well as appeals in the conclusion to etiquette tactics and tactics of invitation to dialogue. Conclusion. As a result of the analysis, it was found that the implementation of the dominant strategies of medical media communication is carried out in parallel at different levels of the media text about the coronavirus, through the use of verbal and non-verbal tactics of persuasive and suggestive influence on the audience. The effectiveness of referring to the information occasion of COVID-19 as a strategic planning tool to achieve the main goal of the doctor’s media communication in the social network – creating a professional brand.

scholarly journals КОММУНИКАТИВНЫЕ ТАКТИКИ И ВЕРБАЛЬНЫЕ СРЕДСТВА РЕАЛИЗАЦИИ СТРАТЕГИИ ПРОФЕССИОНАЛЬНОЙ СА МОПРЕЗЕНТАЦИИ ВРАЧА В INSTAGRAM

2020 ◽  
Author(s):  
Evgeniya Volkova
Keyword(s):  
Social Network ◽  
Social Practice ◽  
Discursive Practice ◽  
Medical Community ◽  
The Internet ◽  
Communicative Interaction ◽  
Self Presentation ◽  
Presentation Strategy ◽  
The Social ◽  
Media Texts

Введение. Проведен дискурсивный и коммуникативно-прагматический анализ вербализации коммуникативных тактик, реализующих стратегию самопрезентации врача в социальной сети. Материал и методы. Материалом исследования послужили медиатексты социальной сети Instagram, созданные врачами в жанре сетевых медиа поста-представления или поста-знакомства. Выбор источника материала обусловлен популярностью использования соцсети для личного и институционального общения в Интернете. Методологической базой исследования являются дискурсивный и коммуникативно-прагматический подходы к анализу текста. Результаты и обсуждение. Создание поста в социальной сети рассматривается как коммуникативное событие и имеет три измерения анализа: текст, дискурсивная практика и социальная практика. Анализ уровня социальной практики позволяет отнести медицинскую коммуникацию в соцсети как к практике социального взаимодействия в Интернете, так и к институциональным отношениям врача и пациента. Коммуникативное взаимодействие врача и «массового пациента» оформляется под влиянием медиадискурса в самостоятельную дискурсивную практику – медицинский блогинг. Медицинская коммуникация в процессе публичного функционирования в Интернете обнаруживает черты массмедийного, маркетингового и личностно ориентированного дискурсов. Коммуникативно-прагматический анализ медиатекстов позволил выявить коммуникативные тактики этикетного общения, сообщения информации об образовании, апелляции к профессии через образы «Я – врач» и «Я – эксперт в области медицины», передачи субъективной информации, актуализации преданности профессии, акцентирования отрицательной информации, способности преодолевать трудности. Лингвистический анализ продемонстрировал использование для реализации коммуникативных тактик, репрезентирующих стратегию самопрезентации, типичных языковых средств, свойственных интернет-коммуникации: экспрессивных, образных лексических и стилистических единиц (метафора, ирония, языковая игра, сниженная лексика). Выявленные коммуникативные тактики получают языковое воплощение на всех уровнях языка: лексическом, морфологическом, синтаксическом. Заключение. Анализ коммуникативных тактик стратегии самопрезентации врача позволяет сделать вывод о высоком потенциале медиатекста социальной сети Instagram в аспекте создания привлекательного образа представителя медицинского сообщества. Статус медицинского блогера дает возможность врачу использовать коммуникативные тактики медиакоммуникации для формирования положительного профессионального имиджа в сознании массовой аудитории.Introduction. Social networks are currently a platform not only for interpersonal, but also for professional communication. Due to the importance of the communicative aspect for medical activity, doctors support this trend. Thus, the implementation of the doctor’s self-presentation strategy in the social network requires scientific justification. Aim and objectives. The purpose of the research is to identify and analyze the communicative tactics and verbal means of implementing the doctor’s self-presentation strategy in the social network. Material and methods. The research material was the doctor’s media texts of the social network Instagram, created in the genre of network media post-presentation. The reason for choosing the material is the popularity of using the social network for personal and institutional communication on the Internet. The methodological basis of the research is the discursive and communicative-pragmatic approaches to the analysis of the text. Results and discussion. A post on a social network is a communicative event and has three levels of analysis: text, discursive practice, and social practice. The communicative interaction of a doctor and a “mass patient” is formed under the influence of media discourse into an independent discursive practice – medical blogging. Medical communication in the process of public functioning on the Internet reveals the features of mass media, marketing and personalityoriented discourses. The communicative-pragmatic analysis of media texts allowed us to reveal communicative tactics of label communication, communication of information about education, appeals to the profession through images of “I am a doctor” and “I am an expert in the field of medicine”, transfer of subjective information, actualization of devotion to the profession, accentuation of negative information, and ability to overcome difficulties. The linguistic analysis demonstrated the use of typical language means, characteristic of Internet communication. Conclusion. Analysis of the communicative tactics of the doctor’s self-presentation strategy allows us to conclude that the media text of the Instagram social network has a high potential in creating an attractive image of a representative of the medical community. The status of a medical blogger allows a doctor to use communicative tactics of media communication to form a positive professional image in the knowledge of a mass audience.

scholarly journals When Posting Is Believing

2021 ◽  
Author(s):  
Stephan Winter ◽  
Paola Remmelswaal ◽  
Anne Vos
Keyword(s):  
Social Network ◽  
New Media ◽  
Social Network Sites ◽  
Online Forums ◽  
Self Presentation ◽  
Majority Opinion ◽  
Negative Comments ◽  
Large Audience ◽  
The Media ◽  
Identity Shifts

Abstract. Social network sites (SNS) facilitate the expression of users’ opinions to a large audience. This research aimed to investigate whether the characteristics of this new media context strengthen the adaptation of opinions to the majority and lead to an internalization of the expressed views. Based on literature on public self-presentation and identity shifts, it was assumed that the publicness of and the identifiability within SNS elicit stronger expression effects than online forums or non-public settings. A between-subjects experiment ( N = 302) varied the visible majority opinion on a news issue as well as the media context in which participants were asked to write down their opinion. Results showed significant adaptation effects to the majority (positive vs. negative comments) across media contexts. The internalization of attitudes was stronger in SNS groups with a more relevant audience but also occurred in other settings. Consequences for the formation of public opinion are discussed.

Resource Sharing between Social Network and UPnP Network

2014 ◽  
Vol 989-994 ◽  
pp. 4767-4770
Author(s):  
Hao Lin Jia ◽  
Yan He ◽  
Cheng Cheng Zhang ◽  
Lei Chen
Keyword(s):  
Social Network ◽  
Resource Sharing ◽  
Social Resources ◽  
Third Party ◽  
Home Network ◽  
Open Platform ◽  
Local Resources ◽  
The Social ◽  
The Media ◽  
Resources Sharing

Universal Plug and Play (UPnP) is a technology for devices interconnection and resource sharing in the home network. However, the UPnP network has a construct. User can only access local resources within the UPnP network, but user is Unable to access the resources outside the home network such as the resources of the user on the Internet. Now social network is popular, the user has a lot of resources in their own social network. How can the user realize resource sharing on social network to the UPnP network? It can make user can easily access to the user’s social resources on the network in their own UPnP home network. We found that most of the social network based on open platform OAuth authorization to third party that call the API to access the resources in social network. We now put forward a solution that is based on the architecture of UPnP AV, we can extend the media server’s function that call the social network open platform API to realize the resources sharing between social network and the UPnP network.

scholarly journals THE CONSTRUCTION OF A PERSONAL BRAND AS PART OF PROFESSIONAL IDENTITY FASHION- AND BEAUTY BLOGGERS

2020 ◽  
pp. 22-28
Author(s):  
Лариса Сергеевна Бурлаченко
Keyword(s):  
Social Network ◽  
Professional Identity ◽  
Social Interactions ◽  
Modern Society ◽  
Professional Group ◽  
Self Presentation ◽  
Self Image ◽  
Brand Marks ◽  
Personal Brand ◽  
The Social

Рассматриваются понятия личного бренда, профессиональной идентичности, самоконструирования и трансляции образа себя в социальной сети. Проведён сравнительный анализ самопрезентации и построения блогерами личного бренда за рубежом и в России. Использован метод контент-анализа самопрезентации личного бренда бьюти- и фэшн-блогеров социальной сети Instagrаm, методологическая основа теории интеракционизма И. Гоффмана [2]. Было выявлено: для конструирования и укрепления образа «я» в представление «других» блогеры используют визуальные средства (фото/видео), а для расширения социальных взаимодействий блогеры используют технические возможности: Instagram-хэштеги, отметки пользователей и брендов. Исследование направлено на изучение личного бренда, профессиональной идентичности блогеров как новой профессиональной группы современного общества, а также позволяет сравнить способы самопрезентации личных брендов зарубежных и российских блогеров. The article discusses the concepts of personal brand, professional identity, self-construction and translation of self-image in a social network. The aim of the study is a comparative analysis of self-presentation and the creation by bloggers of a personal brand abroad and in Russia. The method of content analysis of self-presentation of the personal brand of beauty and fashion bloggers of the social network Instagram was used, the methodological basis of I. Hoffman's theory of interactionism [2]. As a result, it was revealed that bloggers use visual means (photos / videos) to design and strengthen the image of «I» in the representation of «others», and to expand social interactions, they use the technical capabilities of Instagram - hashtags, user and brand marks. This study fills the gaps in the study of personal brand, professional identity of bloggers as a new professional group of modern society, and also allows to compare the ways of personal presentation of personal brand of foreign and Russian bloggers.

scholarly journals El respeto de los derechos fundamentales en el uso de la documentación audiovisual | Respect for fundamental rights when handling audiovisual documentation

2012 ◽  
Author(s):  
Viviana Asensi Artiga ◽  
Juan Tomás Frutos ◽  
Antonio Maestre Hernández
Keyword(s):  
Historical Memory ◽  
Fundamental Rights ◽  
News Item ◽  
News Story ◽  
Information Process ◽  
The Social ◽  
Toma De Decisiones ◽  
The Media ◽  
Main Protagonist ◽  
Medios De Comunicacion

ResumenLa repercusión en el entorno social  del proceso informativo documental a que se somete una noticia en un servicio de documentación y su influencia en la toma de decisiones, que obedecen a intereses no siempre conocidos, justifica este trabajo cuyo objetivo consiste en exponer la problemática que encierra el respeto a los derechos fundamentales de los protagonistas de la noticia en el momento de su recuperación. Estudiamos el análisis documental de la noticia para su almacenamiento en el sistema de archivo y su posterior recuperación y las características de la actividad cotidiana,  protagonista principal de la memoria social e histórica que en dicha unidad de información se almacena, basándonos en la experiencia de los profesionales. Punto de referencia: el centro territorial de Televisión Española en Murcia y la opinión de los profesionales de los informativos. Los medios de comunicación deben ser rigurosos con las imágenes de sus informativos, para no afectar a ningún derecho fundamental: los perjuicios que ocasionen son muy difíciles de reparar. La documentación sitúa en su contexto la noticia original, actuando como testigo. La correcta conservación de imagen y texto depende de su procesamiento, expuesto a la influencia social de los medios. La carencia de documentación repercute en la filosofía periodística más elemental: derechos y libertades de la persona. El trabajo de documentalistas profesionales, es indispensable para el análisis y contextualización de la noticia, relaciones de asociación y jerarquía y observaciones especializadas. Lenguajes documentales y tesauros son herramientas precisas,  dotadas de la exhaustividad adecuada. Conclusión: se cometen más fallos, cuando recurrimos al archivo documental,  de los que somos capaces de detectar a primera vista en el funcionamiento de los medios de comunicación social. Debemos reflexionar sobre esta realidad, qué hacemos, cómo y quienes la desarrollan, para ver si libertades y derechos pueden sufrir algún tipo de perjuicio.AbstractThe repercussion within the social context of the documentary information process to which a news item is subject in a documentation service and its influence in decision-making, not always in accordance with known interests, provide the justification for this study, the aim of which is to expose the problems that are generated when retrieving a news item with regards to respecting the fundamental rights of the people appearing in the newscast. We examine the documentary analysis of the news item for its storage in the archive system and its subsequent retrieval, and the characteristics of daily operations, the main protagonist of the social and historical memory stored in the information unit in question, on the basis of the experience of professionals. Point of reference: the Regional Centre of Televisión Española in Murcia and the opinion of the professionals working on the news programmes. The media must apply rigorous principles to the images broadcasted in its news programmes, so as to ensure that no fundamental rights are jeopardized: any potentially caused damage is very difficult to amend. Documentation places the original news story in its context, acting as a witness. The proper preservation of image and text depends on their processing, subject to the social influence of the media. A lack of documentation impacts on the most basic principles of journalism: defending people’s rights and freedoms. The work of documentation professionals is essential for analysing and putting the news item in its context, establishing relationships of association and hierarchy and making specialist remarks. Documentary languages and thesauri are precise tools equipped with the appropriate comprehensiveness. Conclusion: when retrieving documentation from the archive, more mistakes are made than can initially be identified with regards to how social media operate. We must reflect on this reality, what we do, how such tasks are performed, and by whom, in order to establish whether freedoms and rights could in some way be jeopardised.Palabras claveTelevisión-Documentación; Imágenes inapropiadas-Documentación; Derechos fundamentales-documentación; Delitos- Documentación.KeywordsTelevision-Documentation; Inappropriate Images-Documentation; Fundamental Rights-Documentation; Crimes-Documentation.

scholarly journals Una forma calculada de herir la Memoria Histórica. Repercusión en Twitter de las declaraciones de los diputados del Partido Popular Pablo Casado y Rafael Hernando

2018 ◽  
pp. 394
Author(s):  
Pedro Paniagua
Keyword(s):  
Social Network ◽  
Point Of View ◽  
Boundary Field ◽  
The Social ◽  
The Media ◽  
La Red ◽  
Popular Party ◽  
Medios De Comunicacion ◽  
Interpretive Process ◽  
Made In

Resumen: Las declaraciones efectuadas en los últimos años por los diputados del Partido Popular Pablo Casado y Rafael Hernando tratando de menospreciar, cuando no de insultar, a las víctimas del franquismo, han levantado ampollas en la red social Twitter. En el presente artículo vamos a tratar de estudiar estas declaraciones, sobre todo las vertidas en las redes a través de los medios de comunicación y las correspondientes reacciones que han suscitado entre los usuarios de esta red social. El tratamiento va a ser eminentemente periodístico y pretende abarcar dos grandes campos. El primero partiría del supuesto de que las afirmaciones de los diputados pudieran considerarse opinión, por lo que trataríamos de confirmar tal hipótesis mediante la comprobación de los enunciados propios de este tipo de periodismo y su relación con otro campo limítrofe como es la manipulación. En el segundo campo de análisis trataríamos de delimitar las palabras de los dos políticos de acuerdo a las reglas de la información e interpretación periodísticas con el objetivo de comprobar si la información contenida en ellas se ajusta a la realidad, y de si la posible interpretación se efectúa utilizando unos criterios de actuación objetivos, o por el  contrario no se respeta ninguno de los pasos lógicos que deben guiar todo proceso interpretativo periodístico que pretenda ajustarse a unos mínimos estándares éticos. Naturalmente, la opinión es libre, y desde este punto de vista, y descendiendo a los casos concretos, es perfectamente legítimo manifestar que las víctimas no merecen ninguna subvención. Otra cosa es verter afirmaciones enmascaradas bajo esa supuesta libertad de opinión. Por ejemplo diciendo que los descendientes de las víctimas solo se han movido cuando ha habido subvenciones.Palabras clave: Partido Popular, Pablo Casado, Rafael Hernando, Twitter.Abstract: The statements made in recent years by deputies of the Popular Party Pablo Casado and Rafael Hernando trying to belittle, if not insult, the victims of Francoism, have raised blisters on the social network Twitter. In the present article, we will try to study these statements, especially those expressed in the networks through the media and the corresponding reactions that have aroused among the users of this social network. The treatment will be eminently journalistic and aims to cover two large fields. The first one assumes that the statements of the deputies could be considered opinion, so we try to confirm this hypothesis by checking the statements of this type of journalism and its relationship with a boundary field such as manipulation. In the second field of analysis we would try to delimit the words of the two politicians according to the rules of journalistic information and interpretation in order to verify if the information contained in them is true and if the possible interpretation is It does so using objective criteria of performance, or on the contrary, it does not respect any of the logical steps that should guide any journalistic interpretive process that tries to conform to some minimum ethical standards. Naturally, opinion is free, and from this point of view, and descending to concrete cases, it is perfectly legitimate to state that the victims do not deserve any subsidy. It is another thing to shed masked claims under that supposed freedom of opinion. For example, the descendants of the victims have only moved when there have been subsidies.Keywords: Partido Popular, Pablo Casado, Rafael Hernando, Twitter.

scholarly journals Non-Verbal Components of the Semantic Structure of Polycode Advertising Texts in the Instagram Network

2021 ◽  
Vol 27 (3) ◽  
pp. 61-73
Author(s):  
E. V. Bulatova ◽  
◽  
M. P. Gnativ ◽  
A. A. Pogrebnyakova ◽  
◽  
...  
Keyword(s):  
Social Network ◽  
Semantic Structure ◽  
Logical Framework ◽  
Visual Elements ◽  
The Social ◽  
The Media ◽  
Empirical Material

The article is devoted to the role of non-verbal components (video, photo images, audio, graphic signs, etc.) in the semantic structure of polycode advertising publications. The empirical material included advertising messages retrieved from the social network Instagram. The role of nonverbal elements as the leading attractive component of the publication is defined. The practice of verbal and visual duplication of elements of the text semantic structure is revealed. The multi-functionality of visual elements as a component of the media text semantic structure is described. The role of visual, audial and graphic components in the logical framework of the message is fixed. The analysis of the survey of respondents allowed us to determine the general specifics of the perception of a polycode publication, as well as the problem areas of building an advertising media text in the Instagram social network.

scholarly journals The peculiarities of sociopolitical news discourse on the example of regional news public pages in the social network VKontakte

2021 ◽  
pp. 1-17
Author(s):  
Olesya Yur'evna Gorchakova ◽  
Anastasiya Vyacheslavovna Larionova ◽  
Yuliya Konstantinovna Aleksandrova ◽  
Evgenii Yur'evich Petrov
Keyword(s):  
Social Network ◽  
Value Judgments ◽  
Narrative Strategy ◽  
News Content ◽  
News Reports ◽  
News Discourse ◽  
The Social ◽  
The Media ◽  
The Subject ◽  
Empirical Material

The subject of this research is the news content of public pages in the social network VKontakte. The goal consists in examination of peculiarities of organization of the regional news discourse, comparison of Tomsk and Novosibirsk news public pages. For achieving the set goal, the article employs the methods of qualitative (manual coding and machine learning) and quantitative data processing (content analysis, thematic analysis, psycholinguistic analysis). The empirical material contains regional news reports on sociopolitical topics, available for public viewing in the social network VKontakte (Tomsk and Novosibirsk). Analysis is conducted on the 3,786 postings in Novosibirsk and 887 postings in Tomsk. The author determines peculiarities and differences of media consumption depending on the region. It is noted that the federal news enjoy greater popularity among the users of the social network VKontakte; Tomsk residents are more concerned with the news reports covering regional events. The article reveals the specifics of creating news content characterized by the tendency towards narrativization of the news discourse. The prevalent narrative strategy of the media authors of regional news public pages consists in factual interpretation of the material with responses of high-ranking officials, authorized representatives of various structures, as well as regular persons (their opinions and attitudes, value judgments).

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