scholarly journals Repensando la tecnopolítica desde los procesos electorales 2012 y 2018 en México

2022 ◽  
Vol 12 (01) ◽  
pp. 99-120
Author(s):  
Isaac de Jesús Palazuelos Rojo ◽  
◽  
Alejandro Antonio Corvera Sánchez ◽  
Irma Daniela Rentería Díaz ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Public Opinion ◽  
Media Content ◽  
Assembly Process ◽  
Digital Ethnography ◽  
Social Domination ◽  
Political Structures

This article proposes the technopolitical concept as a way to reflect on media changes both in expressions of demand as in processes of social domination and the shaping of public opinion. Longitudinal digital ethnography was carried out on the 2012 and 2018 electoral processes in Mexico. It is concluded that technopolitics is an assembly process where actors interact, with differentiated political objectives, who seek to transform a given historicity or aspire to preserve existing political structures through mobilizations, actions in social media, media content production and other technological appropriations.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

The Use of Social Media by the Botswana Government and Governance of Liquid Communication

Mousaion ◽  
2019 ◽  
Vol 37 (1) ◽  
Author(s):  
Tshepho Lydia Mosweu
Keyword(s):  
Social Media ◽  
Customer Service ◽  
Community Involvement ◽  
Media Content ◽  
Service Access ◽  
Communication Tool ◽  
African Countries ◽  
The World ◽  
The Government ◽  
Use Of Social Media

Social media as a communication tool has enabled governments around the world to interact with citizens for customer service, access to information and to direct community involvement needs. The trends around the world show recognition by governments that social media content may constitute records and should be managed accordingly. The literature shows that governments and organisations in other countries, particularly in Europe, have social media policies and strategies to guide the management of social media content, but there is less evidence among African countries. Thus the purpose of this paper is to examine the extent of usage of social media by the Botswana government in order to determine the necessity for the governance of liquid communication. Liquid communication here refers to the type of communication that goes easily back and forth between participants involved through social media. The ARMA principle of availability requires that where there is information governance, an organisation shall maintain its information assets in a manner that ensures their timely, efficient and accurate retrieval. The study adopted a qualitative case study approach where data were collected through documentary reviews and interviews among purposively selected employees of the Botswana government. This study revealed that the Botswana government has been actively using social media platforms to interact with its citizens since 2011 for increased access, usage and awareness of services offered by the government. Nonetheless, the study revealed that the government had no official documentation on the use of social media, and policies and strategies that dealt with the governance of liquid communication. This study recommends the governance of liquid communication to ensure timely, efficient and accurate retrieval when needed for business purposes.

Analysis of Sentiment of Moving a National Capital with Feature Selection Naive Bayes Algorithm and Support Vector Machine

2020 ◽  
Vol 4 (3) ◽  
pp. 504-512
Author(s):  
Faried Zamachsari ◽  
Gabriel Vangeran Saragih ◽  
Susafa'ati ◽  
Windu Gata
Keyword(s):  
Social Media ◽  
Support Vector Machine ◽  
Feature Selection ◽  
Public Opinion ◽  
Naive Bayes ◽  
Naïve Bayes ◽  
Capital City ◽  
Support Vector ◽  
National Capital ◽  
Bayes Algorithm

The decision to move Indonesia's capital city to East Kalimantan received mixed responses on social media. When the poverty rate is still high and the country's finances are difficult to be a factor in disapproval of the relocation of the national capital. Twitter as one of the popular social media, is used by the public to express these opinions. How is the tendency of community responses related to the move of the National Capital and how to do public opinion sentiment analysis related to the move of the National Capital with Feature Selection Naive Bayes Algorithm and Support Vector Machine to get the highest accuracy value is the goal in this study. Sentiment analysis data will take from public opinion using Indonesian from Twitter social media tweets in a crawling manner. Search words used are #IbuKotaBaru and #PindahIbuKota. The stages of the research consisted of collecting data through social media Twitter, polarity, preprocessing consisting of the process of transform case, cleansing, tokenizing, filtering and stemming. The use of feature selection to increase the accuracy value will then enter the ratio that has been determined to be used by data testing and training. The next step is the comparison between the Support Vector Machine and Naive Bayes methods to determine which method is more accurate. In the data period above it was found 24.26% positive sentiment 75.74% negative sentiment related to the move of a new capital city. Accuracy results using Rapid Miner software, the best accuracy value of Naive Bayes with Feature Selection is at a ratio of 9:1 with an accuracy of 88.24% while the best accuracy results Support Vector Machine with Feature Selection is at a ratio of 5:5 with an accuracy of 78.77%.

Motivating Exercise Through Social Media: Is a Picture Always Worth a Thousand Words?

2018 ◽  
Author(s):  
Caitlyn Johnston ◽  
William E. Davis
Keyword(s):  
Social Media ◽  
Individual Differences ◽  
Experimental Design ◽  
Health Behaviors ◽  
Media Content ◽  
Exercise Motivation ◽  
Positive Health ◽  
Content Type ◽  
Within Subjects

In the present study, we examined how the influence of exercise-related social media content on exercise motivation might differ across content type (with images vs. without images) and account type (individual vs. corporate). Using a 2 × 2 within-subjects experimental design, 229 participants viewed a series of 40 actual social media posts across the four conditions (individual posts with images, corporate posts with images, individual posts without images, and corporate posts without images) in a randomized order. Participants rated the extent to which they felt each social media post motivated them to exercise, would motivate others to exercise, and was posted for extrinsic reasons. Participants also completed other measures of individual differences including their own exercise motivation. Posts with images from individuals were more motivating than posts with images from corporations; however, corporate posts without images were more motivating than posts without images from individuals. Participants expected others to be similarly motivated by the stimuli, and perceived corporate posts as having been posted for more extrinsic reasons than individuals’ posts. These findings enhance our understanding of how social media may be used to promote positive health behaviors.

Chinese Social Media Platforms and Microblogging in the Context of Public Diplomacy

Communicology ◽  
2020 ◽  
Vol 8 (1) ◽  
pp. 167-179
Author(s):  
E.S. Nadezhkina
Keyword(s):  
Social Media ◽  
Public Opinion ◽  
Public Diplomacy ◽  
User Generated Content ◽  
The Internet ◽  
Interactive Communication ◽  
Network Interaction ◽  
Social Media Platforms ◽  
The Right ◽  
Chinese Social Media

The term “digital public diplomacy” that appeared in the 21st century owes much to the emergence and development of the concept of Web 2.0 (interactive communication on the Internet). The principle of network interaction, in which the system becomes better with an increase in the number of users and the creation of user-generated content, made it possible to create social media platforms where news and entertainment content is created and moderated by the user. Such platforms have become an expression of the opinions of various groups of people in many countries of the world, including China. The Chinese segment of the Internet is “closed”, and many popular Western services are blocked in it. Studying the structure of Chinese social media platforms and microblogging, as well as analyzing targeted content is necessary to understand China’s public opinion, choose the right message channels and receive feedback for promoting the country’s public diplomacy. This paper reveals the main Chinese social media platforms and microblogging and provides the assessment of their popularity, as well as possibility of analyzing China’s public opinion based on “listening” to social media platforms and microblogging.

scholarly journals Mixed-methods process evaluation of SafeTea: a multimedia campaign to prevent hot drink scalds in young children and promote burn first aid

2020 ◽  
pp. injuryprev-2020-043909
Author(s):  
Laura Elizabeth Cowley ◽  
C Verity Bennett ◽  
Isabelle Brown ◽  
Alan Emond ◽  
Alison Mary Kemp
Keyword(s):  
Social Media ◽  
Mixed Methods ◽  
Young Children ◽  
Process Evaluation ◽  
Behavioural Change ◽  
First Aid ◽  
Multifaceted Intervention ◽  
Media Content ◽  
Educational Videos ◽  
The Uk

ObjectivesSafeTea is a multifaceted intervention delivered by community practitioners to prevent hot drink scalds to young children and improve parents’ knowledge of appropriate burn first aid. We adapted SafeTea for a national multimedia campaign, and present a mixed-methods process evaluation of the campaign.MethodsWe used social media, a website hosting downloadable materials and media publicity to disseminate key messages to parents/caregivers of young children and professionals working with these families across the UK. The SafeTea campaign was launched on National Burns Awareness Day (NBAD), October 2019, and ran for 3 months. Process evaluation measurements included social media metrics, Google Analytics, and quantitative and qualitative results from a survey of professionals who requested hard copies of the materials via the website.ResultsFindings were summarised under four themes: ‘reach’, ‘engagement’, ‘acceptability’ and ‘impact/behavioural change’. The launch on NBAD generated widespread publicity. The campaign reached a greater number of the target audience than anticipated, with over 400 000 views of the SafeTea educational videos. Parents and professionals engaged with SafeTea and expressed positive opinions of the campaign and materials. SafeTea encouraged parents to consider how to change their behaviours to minimise the risks associated with hot drinks. Reach and engagement steadily declined after the first month due to reduced publicity and social media promotion.ConclusionThe SafeTea campaign was successful in terms of reach and engagement. The launch on NBAD was essential for generating media interest. Future campaigns could be shorter, with more funding for additional social media content and promotion.

scholarly journals Examining Perceived and Projected Destination Image: A Social Media Content Analysis

2021 ◽  
Vol 13 (6) ◽  
pp. 3354
Author(s):  
Wei Sun ◽  
Shoulian Tang ◽  
Fang Liu
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Destination Image ◽  
Media Content ◽  
Media Content Analysis ◽  
Poor Understanding ◽  
Practical Implications

Destination image has been extensively studied in tourism and marketing, but the questions surrounding the discrepancy between the projected (perceptions from the National Tourism Organizations) and perceived destination image (perceptions from tourists) as well as how the discrepancy may influence sustainable experience remain unclear. Poor understanding of the discrepancy may cause tourist confusion and misuse of resources. The aim of this study is to empirically investigate if the perceived (by tourists) and projected (by NTOs) destination image are significantly different in both cognitive and affective aspects. Through a comprehensive social media content analysis of the NTO-generated and tourist-generated-contents (TGC), the current study identifies numerous gaps between the projected and perceived destination image, which offers some important theoretical and practical implications on destination management and marketing.

scholarly journals COVID-19 conspiracy theories

2021 ◽  
Vol 24 (2) ◽  
pp. 270-275 ◽  
Author(s):  
Karen M. Douglas
Keyword(s):  
Social Media ◽  
Public Opinion ◽  
Intergroup Relations ◽  
Group Processes ◽  
Negative Consequences ◽  
Conspiracy Theories ◽  
Open Questions ◽  
Potential Impact

Conspiracy theories started to appear on social media immediately after the first news about COVID-19. Is the virus a hoax? Is it a bioweapon designed in a Chinese laboratory? These conspiracy theories typically have an intergroup flavour, blaming one group for having some involvement in either manufacturing the virus or controlling public opinion about it. In this article, I will discuss why people are attracted to conspiracy theories in general, and why conspiracy theories seem to have flourished during the pandemic. I will discuss what the consequences of these conspiracy theories are for individuals, groups, and societies. I will then discuss some potential strategies for addressing the negative consequences of conspiracy theories. Finally, I will consider some open questions for research regarding COVID-19 conspiracy theories, in particular focusing on the potential impact of these conspiracy theories for group processes and intergroup relations.

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