Evolving In Step or Poles Apart?

Comparative studies are rare in the study of online communication campaigning. The authors chose two cases, Poland and France, to describe the two campaigns for the Parliamentary elections. Content analysis allowed the authors to detect online communication strategies and parties' attempt to reach different audiences. Web-cartography illustrates the parties' network connections. The authors find strong cross-country and resource-based differences for the more interactive and engaging features (Web 2.0), which are not that powerful for explaining audience-targeting strategies. Overall a sales strategy and a focus on marketing dominated over e-representation (exhibiting the parties' political record). In both countries social media platforms are well incorporated into online strategies. Facebook dominates in Poland, Twitter in France. Web cartography gives a counterintuitive picture of the Polish parties' network being much more personalized but also of more ghettoing within the supporting environment.

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Evolving In Step or Poles Apart?

Public Affairs and Administration ◽

10.4018/978-1-4666-8358-7.ch064 ◽

2015 ◽

pp. 1307-1330

Author(s):

Karolina Koc-Michalska ◽

Darren G. Lilleker

Keyword(s):

Social Media ◽

Content Analysis ◽

Comparative Studies ◽

Communication Strategies ◽

Online Communication ◽

Parliamentary Elections ◽

Sales Strategy ◽

Social Media Platforms ◽

Online Strategies ◽

Web Cartography

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Evaluation of Research Trends in Social Media Crisis Communication

Digital Services in Crisis, Disaster, and Emergency Situations - Advances in Human Services and Public Health ◽

10.4018/978-1-7998-6705-0.ch008 ◽

2021 ◽

pp. 177-198

Author(s):

Daniel Ikesinachi Nwogwugwu

Keyword(s):

Social Media ◽

Content Analysis ◽

Crisis Communication ◽

Communication Strategies ◽

Research Trends ◽

Comprehensive Review ◽

Speed Of Response ◽

Organizational Reputation ◽

Social Media Platforms

An organization's survival during a crisis often depends on its speed of response. The introduction of social media into crisis communication discourse has meant that organizations must revisit their crisis communication strategies. This chapter explores a content analysis of the integration of social media platforms into crisis communication based on a comprehensive review of eight purposively selected crisis studies conducted globally. Findings revealed that Facebook and Twitter are increasingly employed as platforms for crisis communication. It was also discovered that responding to crises promptly, and engaging with the publics before, during, and after crises are crucial to managing organizational reputation. Social media platforms are also capable of spreading mis(information) about crises. Thus, organizations are advised to fully integrate and adopt social media into their crisis communication plans. This chapter extends our understanding of how social media platforms contribute to crisis communication discourse.

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Populism, Its Prevalence, and Its Negative Influence on Democratic Institutions

10.4018/978-1-7998-8057-8.ch009 ◽

2022 ◽

pp. 153-170

Author(s):

Darren G. Lilleker ◽

Márton Bene ◽

Delia Cristina Balaban ◽

Vicente Fenoll ◽

Simon Kruschinski

Keyword(s):

Social Media ◽

Content Analysis ◽

Social Policy ◽

Minority Groups ◽

Negative Influence ◽

User Engagement ◽

Ordinary People ◽

Parliamentary Elections ◽

The Public ◽

Social Media Platforms

Populism is presented as a severe challenge to democracies as it delegitimises the institutions and processes on which democratic society is built. The infectious nature of populism within a system drives a shift in the public mood. The authors investigate this phenomenon through a content analysis of party posts on Facebook during the 2019 European parliamentary elections across 12 countries. They find almost a quarter of posts contain some form of populism, with anti-elitism the most common trope. Populist appeals are most likely to accompany critiques of labour and social policy, labelling elites or minority groups as causing inequalities which disadvantage the ordinary people. Both forms of populism enjoy high levels of user engagement suggesting they gain higher levels of reach within social media platforms. As support for populism rose in the wake of the economic and migrant crises, the authors suggest post-pandemic this increase is likely to continue.

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Communication Strategies Used in Teaching Media Information Literacy for Combating Hoaxes in Indonesia: A Case Study of Indonesian National Movements

Informacijos mokslai ◽

10.15388/im.2020.90.48 ◽

2020 ◽

Vol 90 ◽

pp. 26-41

Author(s):

Nurul Hidayatul Ummah ◽

Muchamad Sholakhuddin Al Fajri

Keyword(s):

Social Media ◽

Content Analysis ◽

Information Literacy ◽

Communication Strategies ◽

Online Communication ◽

Fake News ◽

Comprehensive Understanding ◽

National Movements

This study examined communication strategies used by Indonesian national movements to teach media information literacy as an endeavour to fight hoaxes. The in-depth online interview and content analysis had been employed to investigate approaches of the movement to campaign media information literacy competence to society. The findings reveal that the offline communication has been massively applied by the movement to establish direct engagement to give a comprehensive understanding. Moreover, in the case of online communication, the content of Instagram shows that the movements predominantly use Instagram for marketing tools which post much information related to offline activities, instead of educated contents that contain media information literacy understanding. This study suggests that educating media information literacy through online communication should be prioritised, as 140 million Indonesians are active social media users, dominated by the youth aged 18-24 who are prone to be attacked by fake news.

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How Brands Communicate Sustainability Messages in Emerging Markets

Handbook of Research on Developing Sustainable Value in Economics, Finance, and Marketing - Advances in Finance, Accounting, and Economics ◽

10.4018/978-1-4666-6635-1.ch004 ◽

2015 ◽

pp. 47-62 ◽

Cited By ~ 1

Author(s):

Aysu Göçer ◽

Tuğba Örten Tuğrul

Keyword(s):

Social Media ◽

Content Analysis ◽

Emerging Markets ◽

World Trade ◽

Communication Strategies ◽

Global Brands ◽

Strategic Plans ◽

Social Media Platforms ◽

Turkish Language

Sustainability is becoming a key concept of competitiveness for brands around the globe. Brands incorporate sustainability into their strategic plans and communicate messages with an aim to attract consumers. In this context, Web and social media are important communication platforms to access to a large number of target consumers. It is now considered to be critical to understand the extent to which brands use such platforms to communicate their sustainability messages, especially in emerging markets where world trade is expanding towards. In this chapter, sustainability-focused communication strategies and messages of the top 100 Turkish and 100 global brands on websites and social media platforms, namely Facebook and Twitter accounts in Turkish language, are examined by content analysis. Their approaches in delivering messages and publicizing practices about different sustainability dimensions in different platforms are also compared. The results indicate important implications for brands to highlight their sustainability messages online.

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Getting the food out: A content analysis of the online communication of Seattle food banks during the initial response to COVID-19

Journal of Agriculture Food Systems and Community Development ◽

10.5304/jafscd.2021.104.009 ◽

2021 ◽

pp. 1-16

Author(s):

Audrey Immel ◽

Yona Sipos ◽

Amber Khan ◽

Nicole Errett

Keyword(s):

Social Media ◽

Content Analysis ◽

Food Security ◽

Food Availability ◽

Online Communication ◽

Initial Response ◽

Food Banks ◽

Community Food Security ◽

Social Media Platforms ◽

Media Communications

The COVID-19 pandemic has threatened food availability, accessibility, and acceptability. Food banks are experiencing increased demand at the same time as operational challenges due to COVID-19. The objective of this study was to assess if and how food banks have utilized web and social media platforms to communicate dynamic information relevant to food security to a growing clientele amid a widespread emergency. We conducted a content analysis of web and social media communications made by 25 Seattle food banks in April and May 2020, which corresponded with the two full months of Washington Governor Inslee’s initial stay-at-home order (March 25–May 31, 2020). We developed and applied a codebook to assess if communications contained information related to food availability, accessibility, and acceptability in the context of COVID-19, as well as other descriptive information, such as changes to food bank operations. Our findings show that food banks in Seattle communicated the most on web and social media platforms about food avail¬ability and accessibility, while they communicated less commonly about food acceptability. Past disasters have exposed the need to include food acceptability in disaster planning to ensure that emergency food can be equitably distributed and consumed by diverse populations. Our results suggest that food banks may wish to periodically assess the main themes of their online communications and the reach of their different platforms during the COVID-19 pandemic as one strategy to facilitate community food security.

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Comparing Representation of Depression on Reddit and Twitter Social Media Platforms (Preprint)

10.2196/preprints.26363 ◽

2020 ◽

Author(s):

Ethan Kaji ◽

Maggie Bushman

Keyword(s):

Mental Health ◽

Social Media ◽

Content Analysis ◽

Relative Frequency ◽

Social Activity ◽

Social Media Platforms ◽

Dsm Iv ◽

Twitter Users

BACKGROUND Adolescents with depression often turn to social media to express their feelings, for support, and for educational purposes. Little is known about how Reddit, a forum-based platform, compares to Twitter, a newsfeed platform, when it comes to content surrounding depression. OBJECTIVE The purpose of this study is to identify differences between Reddit and Twitter concerning how depression is discussed and represented online. METHODS A content analysis of Reddit posts and Twitter posts, using r/depression and #depression, identified signs of depression using the DSM-IV criteria. Other youth-related topics, including School, Family, and Social Activity, and the presence of medical or promotional content were also coded for. Relative frequency of each code was then compared between platforms as well as the average DSM-IV score for each platform. RESULTS A total of 102 posts were included in this study, with 53 Reddit posts and 49 Twitter posts. Findings suggest that Reddit has more content with signs of depression with 92% than Twitter with 24%. 28.3% of Reddit posts included medical content compared to Twitter with 18.4%. 53.1% of Twitter posts had promotional content while Reddit posts didn’t contain promotional content. CONCLUSIONS Users with depression seem more willing to discuss their mental health on the subreddit r/depression than on Twitter. Twitter users also use #depression with a wider variety of topics, not all of which actually involve a case of depression.

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A shift from science to politics : a content analysis of COVID-19 Videos on YouTube (Preprint)

10.2196/preprints.33948 ◽

2021 ◽

Author(s):

Chyun-Fung Shi ◽

Matthew C So ◽

Sophie Stelmach ◽

Arielle Earn ◽

David J D Earn ◽

...

Keyword(s):

Public Health ◽

Social Media ◽

Content Analysis ◽

Large Scale ◽

Control Measures ◽

Mitigation Measures ◽

Health Campaigns ◽

Public Attention ◽

Conflicting Information ◽

Social Media Platforms

BACKGROUND The COVID-19 pandemic is the first pandemic where social media platforms relayed information on a large scale, enabling an “infodemic” of conflicting information which undermined the global response to the pandemic. Understanding how the information circulated and evolved on social media platforms is essential for planning future public health campaigns. OBJECTIVE This study investigated what types of themes about COVID-19 were most viewed on YouTube during the first 8 months of the pandemic, and how COVID-19 themes progressed over this period. METHODS We analyzed top-viewed YouTube COVID-19 related videos in English from from December 1, 2019 to August 16, 2020 with an open inductive content analysis. We coded 536 videos associated with 1.1 billion views across the study period. East Asian countries were the first to report the virus, while most of the top-viewed videos in English were from the US. Videos from straight news outlets dominated the top-viewed videos throughout the outbreak, and public health authorities contributed the fewest. Although straight news was the dominant COVID-19 video source with various types of themes, its viewership per video was similar to that for entertainment news and YouTubers after March. RESULTS We found, first, that collective public attention to the COVID-19 pandemic on YouTube peaked around March 2020, before the outbreak peaked, and flattened afterwards despite a spike in worldwide cases. Second, more videos focused on prevention early on, but videos with political themes increased through time. Third, regarding prevention and control measures, masking received much less attention than lockdown and social distancing in the study period. CONCLUSIONS Our study suggests that a transition of focus from science to politics on social media intensified the COVID-19 infodemic and may have weakened mitigation measures during the first waves of the COVID-19 pandemic. It is recommended that authorities should consider co-operating with reputable social media influencers to promote health campaigns and improve health literacy. In addition, given high levels of globalization of social platforms and polarization of users, tailoring communication towards different digital communities is likely to be essential.

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Characteristics of Gun Advertisements on Social Media: Systematic Search and Content Analysis of Twitter and YouTube Posts (Preprint)

10.2196/preprints.15736 ◽

2019 ◽

Author(s):

Lisa Jordan ◽

James Kalin ◽

Colleen Dabrowski

Keyword(s):

Social Media ◽

Content Analysis ◽

Systematic Search ◽

Health Concern ◽

Corporate Ownership ◽

Public Health Concern ◽

Social Media Platforms ◽

Streaming Services ◽

Youtube Videos ◽

Different Characteristics

BACKGROUND Although gun violence has been identified as a major public health concern, the scope and significance of internet gun advertising is not known. OBJECTIVE This study aimed to quantify the characteristics of gun advertising on social media and to compare the reach of posts by manufacturers with those of influencers. METHODS Using a systematic search, we created a database of recent and popular Twitter and YouTube posts made public by major firearm manufacturers and influencers. From our sample of social media posts, we reviewed the content of the posts on the basis of 19 different characteristics, such as type of gun, presence of women, and military or police references. Our content analysis summarized statistical differences in the information conveyed in posts to compare advertising approaches across social media platforms. RESULTS Sample posts revealed that firearm manufacturers use social media to attract audiences to websites that sell firearms: 14.1% (131/928; ±2.9) of Twitter posts, 53.6% (228/425; ±6.2) of YouTube videos, and 89.5% (214/239; ±5.1) of YouTube influencer videos link to websites that facilitate sales. Advertisements included women in efforts to market handguns and pistols for the purpose of protection: videos with women included protection themes 2.5 times more often than videos without women. Top manufacturers of domestic firearms received 98 million channel views, compared with 6.1 billion channel views received by the top 12 YouTube influencers. CONCLUSIONS Firearm companies use social media as an advertising platform to connect viewers to websites that sell guns. Gun manufacturers appropriate YouTube servers, video streaming services, and the work of YouTube influencers to reach large audiences to promote the widespread sale of consumer firearms. YouTube and Twitter subsidize gun advertising by offering server and streaming services at no cost to gun manufacturers, to the commercial benefit of Google and Twitter’s corporate ownership.

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“Best of both worlds”: A students-as-partners near-peer moderation program improves student engagement in a course Facebook group

International Journal for Students as Partners ◽

10.15173/ijsap.v3i1.3693 ◽

2019 ◽

Vol 3 (1) ◽

pp. 169-181

Author(s):

Mohammad Jay ◽

Michelle Lim ◽

Khalid Hossain ◽

Tara White ◽

Syed Reza Naqvi ◽

...

Keyword(s):

Social Media ◽

Student Engagement ◽

Online Communication ◽

Traditional Learning ◽

The Third ◽

Social Media Platforms ◽

Effective Use ◽

Senior Students ◽

Traditional Learning Environments

Social media platforms like Facebook are designed to facilitate online communication and networking, primarily around content posted by users. As such, these technologies are being considered as potential enhancements to traditional learning environments. However, various barriers to effective use may arise. Our research investigated the effectiveness of a students-as-partners near-peer moderation project, arising from collaboration between instructors and senior students, as a vehicle for enhancing student interaction in a Facebook group associated with a large introductory science course. The quantity and quality of sample posts and comments from Facebook groups from three successive academic years were evaluated using a rubric that considered characteristics such as civility, content accuracy, critical thinking and psychological support. Two of these groups were moderated by near-peer students while the third group was not moderated. We found improved course discussion associated with moderated groups in addition to benefits to moderators and the faculty partner. This suggests that near-peer moderation programs working in collaboration with faculty may increase student engagement in social media platforms.

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