Weighted alpha-rate dominating sets in social networks

We are looking into variants of a domination set problem in social networks. While randomised algorithms for solving the minimum weighted domination set problem and the minimum alpha and alpha-rate domination problem on simple graphs are already present in the literature, we propose here a randomised algorithm for the minimum weighted alpha-rate domination set problem which is, to the best of our knowledge, the first such algorithm. A theoretical approximation bound based on a simple randomised rounding technique is given. The algorithm is implemented in Python and applied to a UK Twitter mentions networks using a measure of individuals’ influence (klout) as weights. We argue that the weights of vertices could be interpreted as the costs of getting those individuals on board for a campaign or a behaviour change intervention. The minimum weighted alpha-rate dominating set problem can therefore be seen as finding a set that minimises the total cost and each individual in a network has at least alpha percentage of its neighbours in the chosen set. We also test our algorithm on generated graphs with several thousand vertices and edges. Our results on this real-life Twitter networks and generated graphs show that the implementation is reasonably efficient and thus can be used for real-life applications when creating social network based interventions, designing social media campaigns and potentially improving users’ social media experience.

Marketing Social Change: A Comparative Historical and Methodological Analysis of Anti-Smoking Endeavors

Even though assessing social marketing endeavors proves to be challenging, evaluators can learn from previous campaigns and identify which facets of social marketing events, programs and campaigns need to be improved. Additionally, by analyzing social movements and evaluating how they connect to social marketing, we can gain a clearer view on ways to ameliorate the field of social marketing. As social marketing becomes increasingly sophisticated and similar to commercial marketing, there is hope that social marketing can yield higher rates of success in the future. Friend and Levy (2002) claimed that it was nearly impossible to compare social marketing endeavors using quantitative criteria and advocate the use of qualitative methods. However, if social marketing scholars developed a more systematic paradigm to assess events, programs and campaigns employing a combination of both quantitative and qualitative methods, then it would be easier to establish which social marketing efforts generated more success than others. When there are too many confounding variables, conclusions cannot always be drawn and evaluations may not be viewed as legitimate. As a result, critics become skeptical of social marketing’s value and both the importance and credibility of social marketing decline. With the establishment of proper criteria and evaluation methods, social marketing can progress and initiate more social change.

Franquias sociais: minimizando riscos no investimento social

o interesse pela responsabilidade social nos últimos anos, quer como conceito ou prática, vem crescendo à medida que os problemas sociais eclodem e aumentam as expectativas de contribuição das organizações como uma parceria qualificada. Nesse contexto, o segmento empresarial vem se deparando com pressões advindas de movimentos de defesa do consumidor, campanhas de combate à miséria e a fome, além de outros que surgem com o recrudescimento de temas de minorias excluídas da vida social. Diante deste quadro as empresas estão incorporando a responsabilidade social aos objetivos de seus negócios como um fator de diferenciação no mercado e para promover benefícios sociais de grande relevância. Este estudo enfoca a responsabilidade social empresarial e a alternativa de utilização de metodologia semelhante a das franquias comerciais, as franquias sociais, para a prática das ações sociais nas empresas cearenses. A abordagem da investigação é predominantemente qualitativa e parte de uma revisão bibliográfica sobre a temática em foco, procurando compreender suas interações e incorporações nas práticas empresariais. A pesquisa considerou o universo de 32 empresas que concorreram ao "Premio Delmiro Gouvêa" , edição 2003, das maiores e melhores empresas do Estado do Ceará. A amostra corresponde a 22 dessas organizações onde as informações foram disponibilizadas. Os resultados encontrados produzem evidências que a metodologia das Franquias Sociais tem uma percepção positiva por parte do empresariado e novos estudos, sobre a temática, devem ser conduzidos com o intuito da construção de um referencial teórico mais abrangente que o ora disponível.

Propaganda e inclusão social: uma análise dialógica do discurso publicitário

The means of mass communication are powerful tools to the spread of a concept as persuasion is a strong characteristic of discourses that gather around the sphere of communication, especially in advertising discourses. By the end of the 90’s, the advertisement “Down: the worst syndrome is prejudice”, did great success approaching prejudice / pre-concept in a subtle and innovative way, due its outstanding purpose and style inserting two boys in a carousel, one is a street child, the other a Down syndrome patient. The advertisement reveals a speak project of diffusion and spread of ideas that down syndrome patients are capable of dealing and supporting a routine full of activities, making a opposition to the campaigns and ideas that, in spite of raising the respect towards these kids, only contributed with the attenuation of their handicaps. Our objective is to investigate the presence of these social values in the quoted audio-visual material, and for that we’ve searched the contextualization of the advertisement in its own time period. The theory and methodological aspects got their base in Bakhtinian studies and concepts; we used the concepts of discourse gender, chronotope and mainly dialogism and enunciation. We analyzed the style utilized in the advertisement, the dialogue between the politically correct and the prejudice speeches, the verbal discourse of the music that flows with the progress of the enunciation, the non-verbal discourse of the photography (nostalgic, producing effects of sense in its relation with memory), the chronotope present in the utilization of the carousel and its significations. We concluded that the accession of the recipient, in it responsive comprehension of the enunciation at hand, is an effect produced by the well-succeded addition of these different types of discourses

O movimento ambientalista e as propostas de implantação de usinas de álcool no pantanal de Mato Grosso do Sul (1979-2009): um espaço sócio-ocupacional para o Serviço Social de MS

Pós-graduação em Serviço Social - FCHS

Social Representations of Politics

Cezary Trutkowski (Poland). Social representations of Politics. Mr. Trutkowski is an assistant in the Institute for Social Research of the University of Warsaw and worked on this research from August 1997 to July 1999. Research into social representations requires the use of various methods to show the phenomenon from different angles. In contrast with the contemporary trend towards the measurement of attitudes in opinion surveys, Trutkowski examined social representations of politics in order to study the problem of political participation. He thus aimed to study a problem which he sees as social in nature from a really sociological perspective. His research revealed a very distinctive difference between the social representations of politics shared by politicians and by the general public. The former consider politics in general as struggle for power which can be used to pursue their own vision of social order. They perceive political activity as a kind of homage to be paid to the greater idea that they pursue. At the same time, politicians admitted that politics is very often treated by political actors as a means of gaining personal profit, becoming purely a fight for the power to rule. According to voters, politicians should be treated as employees on a contract, the duration of which depends on their performance. Politics is therefore not a homage to an idea but a service to citizens. They did however admit that this is wishful thinking in Poland today. A content analysis of electoral campaigns confirmed the dark side of the representation of politics: politicians spend the campaign making promises and presenting visions on television, and quarrelling and fighting in everyday activities that were reported by the press. Trutkowski sees his research as a contribution to the foundations of a new approach to studying mass phenomena. By reviving some forgotten ideas of Durkheim and the Chicago School and incorporating the theory of social representations with a new methodological programme, he believes that it is possible to build a more social social psychology and sociology.

Investigation of the Network Construction Behaviour on Social Networking Sites

By enabling connections between individuals, Social Networking Sites, such as Facebook, promise to create significant individual as well as social value. Encouraging connections between users is also crucial for service providers who increasingly rely on social advertising and viral marketing campaigns as important sources of their revenue. Consequently, understanding user’s network construction behavior becomes critical. However, previous studies offer only few scattered insights into this research question. In order to fill this gap, we employ Grounded Theory methodology to derive a comprehensive model of network construction behavior on social networking sites. In the following step we assess two Structural Equation Models to gain refined insights into the motivation to send and accept friendship requests – two network expansion strategies. Based on our findings, we offer recommendations for social network providers.

In search of the "why" behind campaign professionalisation: explaining the degree and profile of campaign professionalisation by an empirical analysis of 23 Swiss cantonal election campaigns

Die Organisation und die strategische Kommunikation von Wahlkämpfen haben sich in den letzten Jahrzehnten in den meisten westeuropäischen Staaten gewandelt, so auch in der Schweiz. Die Kommunikationswissenschaft hat dafür den Begriff der „Professionalisierung“ geprägt und Eigenschaften zusammengetragen, die zu einem „professionalisierten“ Wahlkampf gehören – wie z.B. die Beauftragung von externen Expertinnen und Experten oder die direkte Ansprache von Wählerinnen und Wählern („narrowcasting“). Welche Hintergründe diese Professionalisierung aber hat und wie das Phänomen nicht nur praktisch zu beschreiben, sondern auch theoretisch zu begründen ist, wurde bisher kaum diskutiert. Hier setzt die vorliegende Dissertation an. Basierend auf einer Analyse von 23 Wahlkämpfen aus den Kantonen Aargau, Appenzell Ausserrhoden, Bern, Neuchâtel und Zürich mithilfe der Methode Fuzzy Set Qualitative Comparative Analysis (fsQCA) kommt sie zum Schluss, dass die Professionalisierung der Wahlkämpfe vor dem theoretischen Hintergrund des soziologischen Neo-Institutionalismus als Anpassung von Wahlkämpfen an sich verändernde Bedingungen, Erwartungen und Anforderungen in den wichtigsten Anspruchsgruppen oder „Umwelten“ für den Wahlkampf (Wählerinnen und Wähler, Mitglieder, Medien, andere Parteien) definiert werden kann. Daraus folgt, dass es nicht nur „die“ Professionalisierung gibt, sondern dass jeder Wahlkampf an jene Umwelten angepasst wird, wo diese Anpassung den Wahlkampfverantwortlichen am dringlichsten erscheint. Daher sollte Professionalisierung mit vier einzelnen Messinstrumenten bzw. Professionalisierungsindices – einem pro Umwelt – gemessen werden. Misst man Professionalisierung wie bisher üblich nur mit einem einzigen Messinstrument, gibt der resultierende Wert nur ein ungenaues Bild vom Grad der Professionalisierung des Wahlkampfs wieder und verschleiert, als Anpassung an welche Umwelt die Professionalisierung geschieht. Hat man ermittelt, wie professionalisiert ein Wahlkampf im Hinblick auf jede der vier relevantesten Umwelten ist, können dann auch zuverlässiger die Gründe analysiert werden, die zur jeweiligen Professionalisierung geführt haben. Die empirische Analyse der kantonalen Wahlkämpfe bestätigte, dass hinter der Professionalisierung in Bezug auf jede der vier Umwelten auch tatsächlich unterschiedliche Gründe stecken. Wahlkämpfe werden in Bezug auf die Ansprache der Wähler angepasst („professionalisiert“), wenn sie in urbanen Kontexten stattfinden. Den Wahlkampf im Hinblick auf die Mitglieder zu professionalisieren ist besonders wichtig, wenn die Konkurrenz zwischen den Parteien gross ist oder wenn eine Ansprache der Gesamtwählerschaft für eine Partei wenig gewinnbringend erscheint. Die Professionalisierung des Wahlkampfes in Bezug auf die Medien erfolgt dann, wenn er eine grosse, regional stark verteilte oder aber eine urbane Wählerschaft ansprechen muss. Für die Professionalisierung der Wahlkämpfe gegenüber anderen Parteien kann kein aussagekräftiger Schluss gezogen werden, da nur wenige der untersuchten Kantonalparteien ihre Wahlkämpfe überhaupt im Hinblick auf andere Parteien professionalisierten, indem sie die gegnerischen Wahlkämpfe beobachteten und den eigenen wenn nötig entsprechend anpassten.

La inserción social del indígena en las urbes y campañas del territorio bonaerense y su relación con la justicia criminal hispanocriolla durante el período independiente temprano (1810-1835)

La sociedad bonaerense del período independiente temprano, no sólo se caracterizó por estar fuertementejerarquizada desde el punto de vista socioeconómico, sinoademás por ser legalmente desigual y altamente punitiva. Los hechos asentados en los expedientes judiciales correspondientes a causas criminales y correccionales presentadas ante el Juzgado del Crimen, muestran claramente -entre otros aspectos- las características de la justicia criminal hispanocriolla: cómo operaba y se administraba la ley vigente, frente a la cual, los sectores bajos de la pirámide social y en particular, los individuos de casta (indios, negros, morenos, etc.), resultaban ser los más desprotegidos y vulnerables. Por lo tanto, en el presente proyecto, nos interesa abordar la inserción social del indígena en las urbes y campañas, y su integración en el mercado laboral de la época, y a partir de este marco y desde esa sociedad que lo incluía, se pretende indagar alindígena frente al delito y dentro de la dinámica del campo judicial, articulando las dimensiones social, económica y jurídica. De esta manera, combinando las fuentes judiciales de 1810 a 1835 con otros documentos del período, se intenta dar cuenta no sólo de los aspectos sociales y económicos de la vida personal y cotidiana del indígena sino además de las particularidades del proceso de juzgamiento y penalización de sus acciones durante el incipiente período independentista.

La inserción social del indígena en las urbes y campañas del territorio bonaerense y su relación con la justicia criminal hispanocriolla durante el período independiente temprano (1810-1835)

La sociedad bonaerense del período independiente temprano, no sólo se caracterizó por estar fuertementejerarquizada desde el punto de vista socioeconómico, sinoademás por ser legalmente desigual y altamente punitiva. Los hechos asentados en los expedientes judiciales correspondientes a causas criminales y correccionales presentadas ante el Juzgado del Crimen, muestran claramente -entre otros aspectos- las características de la justicia criminal hispanocriolla: cómo operaba y se administraba la ley vigente, frente a la cual, los sectores bajos de la pirámide social y en particular, los individuos de casta (indios, negros, morenos, etc.), resultaban ser los más desprotegidos y vulnerables. Por lo tanto, en el presente proyecto, nos interesa abordar la inserción social del indígena en las urbes y campañas, y su integración en el mercado laboral de la época, y a partir de este marco y desde esa sociedad que lo incluía, se pretende indagar alindígena frente al delito y dentro de la dinámica del campo judicial, articulando las dimensiones social, económica y jurídica. De esta manera, combinando las fuentes judiciales de 1810 a 1835 con otros documentos del período, se intenta dar cuenta no sólo de los aspectos sociales y económicos de la vida personal y cotidiana del indígena sino además de las particularidades del proceso de juzgamiento y penalización de sus acciones durante el incipiente período independentista.

La inserción social del indígena en las urbes y campañas del territorio bonaerense y su relación con la justicia criminal hispanocriolla durante el período independiente temprano (1810-1835)

La sociedad bonaerense del período independiente temprano, no sólo se caracterizó por estar fuertementejerarquizada desde el punto de vista socioeconómico, sinoademás por ser legalmente desigual y altamente punitiva. Los hechos asentados en los expedientes judiciales correspondientes a causas criminales y correccionales presentadas ante el Juzgado del Crimen, muestran claramente -entre otros aspectos- las características de la justicia criminal hispanocriolla: cómo operaba y se administraba la ley vigente, frente a la cual, los sectores bajos de la pirámide social y en particular, los individuos de casta (indios, negros, morenos, etc.), resultaban ser los más desprotegidos y vulnerables. Por lo tanto, en el presente proyecto, nos interesa abordar la inserción social del indígena en las urbes y campañas, y su integración en el mercado laboral de la época, y a partir de este marco y desde esa sociedad que lo incluía, se pretende indagar alindígena frente al delito y dentro de la dinámica del campo judicial, articulando las dimensiones social, económica y jurídica. De esta manera, combinando las fuentes judiciales de 1810 a 1835 con otros documentos del período, se intenta dar cuenta no sólo de los aspectos sociales y económicos de la vida personal y cotidiana del indígena sino además de las particularidades del proceso de juzgamiento y penalización de sus acciones durante el incipiente período independentista.

Methods and Techniques for Segmentation of Consumers in Social Media

Los medios sociales han revolucionado la manera en la que los consumidores se relacionan entre sí y con las marcas. Las opiniones publicadas en dichos medios tienen un poder de influencia en las decisiones de compra tan importante como las campañas de publicidad. En consecuencia, los profesionales del marketing cada vez dedican mayores esfuerzos e inversión a la obtención de indicadores que permitan medir el estado de salud de las marcas a partir de los contenidos digitales generados por sus consumidores. Dada la naturaleza no estructurada de los contenidos publicados en los medios sociales, la tecnología usada para procesar dichos contenidos ha menudo implementa técnicas de Inteligencia Artificial, tales como algoritmos de procesamiento de lenguaje natural, aprendizaje automático y análisis semántico. Esta tesis, contribuye al estado de la cuestión, con un modelo que permite estructurar e integrar la información publicada en medios sociales, y una serie de técnicas cuyos objetivos son la identificación de consumidores, así como la segmentación psicográfica y sociodemográfica de los mismos. La técnica de identificación de consumidores se basa en la huella digital de los dispositivos que utilizan para navegar por la Web y es tolerante a los cambios que se producen con frecuencia en dicha huella digital. Las técnicas de segmentación psicográfica descritas obtienen la posición en el embudo de compra de los consumidores y permiten clasificar las opiniones en función de una serie de atributos de marketing. Finalmente, las técnicas de segmentación sociodemográfica permiten obtener el lugar de residencia y el género de los consumidores. ABSTRACT Social media has revolutionised the way in which consumers relate to each other and with brands. The opinions published in social media have a power of influencing purchase decisions as important as advertising campaigns. Consequently, marketers are increasing efforts and investments for obtaining indicators to measure brand health from the digital content generated by consumers. Given the unstructured nature of social media contents, the technology used for processing such contents often implements Artificial Intelligence techniques, such as natural language processing, machine learning and semantic analysis algorithms. This thesis contributes to the State of the Art, with a model for structuring and integrating the information posted on social media, and a number of techniques whose objectives are the identification of consumers, as well as their socio-demographic and psychographic segmentation. The consumer identification technique is based on the fingerprint of the devices they use to surf the Web and is tolerant to the changes that occur frequently in such fingerprint. The psychographic profiling techniques described infer the position of consumer in the purchase funnel, and allow to classify the opinions based on a series of marketing attributes. Finally, the socio-demographic profiling techniques allow to obtain the residence and gender of consumers.

Enlisting the influence of others: Alternative strategies for persuasive media campaigns

This study investigated an Australian antidrug campaign that targeted adolescents directly and indirectly via recruiting parents into drug prevention. Eighty-six parent-child dyads completed surveys measuring campaign evaluations, discussions about drugs, and beliefs about risks to self (own child) and to the average young Australian. Adolescents were optimistic about risks, and media impact was evident only in perceptions of risk to others. Parents were less optimistic, and perceptions of campaign quality predicted perceived risk to own child and discussion about drugs. However, this was moderated by negative affect associated with the campaign. There was some evidence that discussions influenced adolescents' perceptions of personal risk. This demonstrates the importance of individual responses and communication processes in determining the impact of persuasive media messages.

Effects of group status on responses to sustainable land use campaigns

A number of survey studies were conducted with landholders throughout Queensland to assess the effectiveness and perceived influence of campaigns promotng sustainable land use. While previous studies have addressed the role of group membership in persuasive communications, the current line of research extends this by focusing on the intergroup context, namely, the perceptions of group status. Across a range of samples it was found that landholders' perceptions of lower status in relation to urban people were associated with increased support for ingroup messages and decreased support for outgroup messages. These results are broadly consistent with research that suggests that threats to group identity (such as an infiuence attempt by a higher status group) will be responded to in a negative way and highlights the importance of considering relations between groups when attempting to change attiutudes.