scholarly journals Branding and image as the basis of successful promotion of cafés in lviv wihin the instagram social network

2021 ◽  
Author(s):  
Nataliia Khymytsia ◽  
Kateryna Petryk
Keyword(s):  
Social Network ◽  
Positive Attitude ◽  
Corporate Identity ◽  
Target Audience ◽  
Communicative Interaction ◽  
Image Characteristics ◽  
The Social ◽  
One Step ◽  
Image Building ◽  
Identity Positioning

The purpose of the article is to analyze the methods, techniques, branding, and image strategies practiced by cafés in Lviv in the social network of Instagram in the context of SSM activities; determine the specifics of image tools in terms of communicative interaction with the target audience; identify the criteria for successful positioning in the social network Instagram for food establishments. Methodology. The analytical method, methods of description, comparison, and generalization were used to perform the research. Scientific novelty. The image characteristics of popular food establishments are investigated; the criteria of image positioning of cafés in Lviv are determined; the features of image and communication tools that are actively practiced interacting with the target audience are analyzed. Conclusions. Today, image and brand have become important criteria of trust in companies, giving them the opportunity to be one step ahead of competitors. The key goal of the image is to get a positive attitude of consumers to the company/brand. Important criteria for successful positioning in the social network of Instagram for food establishments are visual design, emotional characteristics, the well-chosen context of information content. In the image activity of the researched cafés in Lviv, in the Instagram network: techniques of creating a bright image (naming, branding) are practiced; techniques of forming a positive attitude; techniques to enhance the image and enhance the influence of the image. Key words: image, brand, image-building, corporate identity, positioning, social network, target audience, communication, communicative processes.

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.

Social Network Approach in African Sociolinguistics

2017 ◽  
Author(s):  
Klaus Beyer ◽  
Henning Schreiber
Keyword(s):  
Social Network ◽  
Network Analysis ◽  
Language Change ◽  
Social Ties ◽  
Theoretical Development ◽  
Western World ◽  
Speech Community ◽  
Communicative Interaction ◽  
Speech Communities ◽  
The Social

The Social Network Analysis approach (SNA), also known as sociometrics or actor-network analysis, investigates social structure on the basis of empirically recorded social ties between actors. It thereby aims to explain e.g. the processes of flow of information, spreading of innovations, or even pathogens throughout the network by actor roles and their relative positions in the network based on quantitative and qualitative analyses. While the approach has a strong mathematical and statistical component, the identification of pertinent social ties also requires a strong ethnographic background. With regard to social categorization, SNA is well suited as a bootstrapping technique for highly dynamic communities and under-documented contexts. Currently, SNA is widely applied in various academic fields. For sociolinguists, it offers a framework for explaining the patterning of linguistic variation and mechanisms of language change in a given speech community. The social tie perspective developed around 1940, in the field of sociology and social anthropology based on the ideas of Simmel, and was applied later in fields such as innovation theory. In sociolinguistics, it is strongly connected to the seminal work of Lesley and James Milroy and their Belfast studies (1978, 1985). These authors demonstrate that synchronic speaker variation is not only governed by broad societal categories but is also a function of communicative interaction between speakers. They argue that the high level of resistance against linguistic change in the studied community is a result of strong and multiplex ties between the actors. Their approach has been followed by various authors, including Gal, Lippi-Green, and Labov, and discussed for a variety of settings; most of them, however, are located in the Western world. The methodological advantages could make SNA the preferred framework for variation studies in Africa due to the prevailing dynamic multilingual conditions, often on the backdrop of less standardized languages. However, rather few studies using SNA as a framework have yet been conducted. This is possibly due to the quite demanding methodological requirements, the overall effort, and the often highly complex linguistic backgrounds. A further potential obstacle is the pace of theoretical development in SNA. Since its introduction to sociolinguistics, various new measures and statistical techniques have been developed by the fast growing SNA community. Receiving this vast amount of recent literature and testing new concepts is likewise a challenge for the application of SNA in sociolinguistics. Nevertheless, the overall methodological effort of SNA has been much reduced by the advancements in recording technology, data processing, and the introduction of SNA software (UCINET) and packages for network statistics in R (‘sna’). In the field of African sociolinguistics, a more recent version of SNA has been implemented in a study on contact-induced variation and change in Pana and Samo, two speech communities in the Northwest of Burkina Faso. Moreover, further enhanced applications are on the way for Senegal and Cameroon, and even more applications in the field of African languages are to be expected.

scholarly journals Linguistic and functional-style features of Ukrainian advertising publications in the social network of Facebook

2018 ◽  
pp. 49-60
Author(s):  
Olga Pyatetska
Keyword(s):  
Social Network ◽  
Social Cognitive ◽  
Word Formation ◽  
Target Audience ◽  
Advertising Agencies ◽  
Contact Call ◽  
The Social ◽  
The Media ◽  
Marketing Tool ◽  
Active Processes

The article analyzes the linguistic and functional-style features of advertising posts in the social network of Facebook on the example of the Ukrainian advertising agency "Kiwi Agency", whose purpose is to increase the process of selling and providing various commercial services on the media market; the main extralinguistic factors that influence the linguistic organization of this genre of Internet communication are determined. It has been established that advertising agencies that carry out an advertising campaign through the social network Facebook, attract SMM managers, copywriter and graphic designer. The main requirements for the creation of advertising posts are the uniqueness of the text, creativity, adaptability to the target audience, expressiveness, easiness of perception of information, call - to - action, correspondence of the text and its visual part. The conducted analysis of advertising publications made it possible to distinguish their main functions, which their structural and content features are related to: contact, call, information-entertaining, social, cognitive; find out the most important extralinguistic factors of the writing of posts, which include: purpose and communication tasks, adaptation to the target audience, information media, the influence of other languages ​​and cultures, etc., which led to the use englishisms, neologisms, created from the name of the brand of toys or abbreviation of the store "House of Toys", which is played by various variants: repetitions, alliteration, graphic means, rhyming, lexemes with affixes of an enlarged sign, exclamations, isotopes, imperative-vocative and nominative syntactic constructions; the use of speech techniques and allusions - the recognition of users of social media Facebook texts created by analogy with cartoons and famous songs. The article concludes that today in the language of Internet advertising as an effective marketing tool there are active processes of word formation, the tendency to simplify syntactic constructions, the growth of the role of visual means, mixing of styles.

The social network

2013 ◽  
Vol 44 (2) ◽  
pp. 22
Author(s):  
ALAN ROCKOFF
Keyword(s):  
Social Network ◽  
The Social

The Multilevel p2 Model

Methodology ◽  
2006 ◽  
Vol 2 (1) ◽  
pp. 42-47 ◽  
Author(s):  
Bonne J. H. Zijlstra ◽  
Marijtje A. J. van Duijn ◽  
Tom A. B. Snijders
Keyword(s):  
Social Network ◽  
Network Data ◽  
Mcmc Algorithm ◽  
Independent Observation ◽  
Single Observation ◽  
Multiple Networks ◽  
Social Network Data ◽  
Multiple Observations ◽  
Practical Support ◽  
The Social

The p 2 model is a random effects model with covariates for the analysis of binary directed social network data coming from a single observation of a social network. Here, a multilevel variant of the p 2 model is proposed for the case of multiple observations of social networks, for example, in a sample of schools. The multilevel p 2 model defines an identical p 2 model for each independent observation of the social network, where parameters are allowed to vary across the multiple networks. The multilevel p 2 model is estimated with a Bayesian Markov Chain Monte Carlo (MCMC) algorithm that was implemented in free software for the statistical analysis of complete social network data, called StOCNET. The new model is illustrated with a study on the received practical support by Dutch high school pupils of different ethnic backgrounds.

ПРАГМАТИЧНИЙ ПОТЕНЦІАЛ НАТИВНОЇ РЕКЛАМИ: ФОРМИ, ТРЕНДИ (НА ПРИКЛАДІ НАТИВНОГО КОНТЕНТУ В СОЦІАЛЬНІЙ МЕРЕЖІ FACEBOOK ЩОДО БРЕНДА ФАКУЛЬТЕТУ ЖУРНАЛІСТИКИ ЗНУ)

2020 ◽  
pp. 113
Author(s):  
V. Kovpak ◽  
N. Trotsenko
Keyword(s):  
Social Network ◽  
Professional Training ◽  
Educational Process ◽  
Communication Strategy ◽  
Student Centered ◽  
Teacher Student ◽  
The Social ◽  
National University ◽  
High Level ◽  
The Impact

<div><p><em>The article analyzes the peculiarities of the format of native advertising in the media space, its pragmatic potential (in particular, on the example of native content in the social network Facebook by the brand of the journalism department of ZNU), highlights the types and trends of native advertising. The following research methods were used to achieve the purpose of intelligence: descriptive (content content, including various examples), comparative (content presentation options) and typological (types, trends of native advertising, in particular, cross-media as an opportunity to submit content in different formats (video, audio, photos, text, infographics, etc.)), content analysis method using Internet services (using Popsters service). And the native code for analytics was the page of the journalism department of Zaporizhzhya National University on the social network Facebook. After all, the brand of the journalism department of Zaporozhye National University in 2019 celebrates its 15th anniversary. The brand vector is its value component and professional training with balanced distribution of theoretical and practical blocks (seven practices), student-centered (democratic interaction and high-level teacher-student dialogue) and integration into Ukrainian and world educational process (participation in grant programs).</em></p></div><p><em>And advertising on social networks is also a kind of native content, which does not appear in special blocks, and is organically inscribed on one page or another and unobtrusively offers, just remembering the product as if «to the word». Popsters service functionality, which evaluates an account (or linked accounts of one person) for 35 parameters, but the main three areas: reach or influence, or how many users evaluate, comment on the recording; true reach – the number of people affected; network score – an assessment of the audience’s response to the impact, or how far the network information diverges (how many share information on this page).</em></p><p><strong><em>Key words:</em></strong><em> nativeness, native advertising, branded content, special project, communication strategy.</em></p>

Emotive Trending And Tracking of Tweets

2017 ◽  
Vol 7 (11) ◽  
pp. 25
Author(s):  
Sanjay Chhataru Gupta
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
The Social ◽  
The World ◽  
Complex Events

Popularity of the social media and the amount of importance given by an individual to social media has significantly increased in last few years. As more and more people become part of the social networks like Twitter, Facebook, information which flows through the social network, can potentially give us good understanding about what is happening around in our locality, state, nation or even in the world. The conceptual motive behind the project is to develop a system which analyses about a topic searched on Twitter. It is designed to assist Information Analysts in understanding and exploring complex events as they unfold in the world. The system tracks changes in emotions over events, signalling possible flashpoints or abatement. For each trending topic, the system also shows a sentiment graph showing how positive and negative sentiments are trending as the topic is getting trended.

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