COMUNICAÇÃO MERCADOLÓGICA EM MÍDIAS SOCIAIS ONLINE ANÁLISES PARA RELACIONAMENTOS EM REDES VIRTUAIS

Com o propósito de incrementar suas campanhas mercadológicas, muitas organizações, recorrem às ferramentas de mídias sociais hospedadas na Internet. Com isso, procuram o aumento de produtividade com adoção de sistemas automatizados de reprodução de mensagens, ou mesmo de recursos de acesso direto, inserindo mensagens de caráter persuasivo nos fóruns de discussões em comunidades online. Uma certa falta de sensibilidade para com o trato comunicacional, num meio potencialmente promissor, mas que pede uma outra interpretação, para posterior ação. Frequentemente implica em uma possibilidade de reverberação indicando ser imprescindível maior atenção na elaboração e no direcionamento desses fluxos comunicacionais, acentuadamente os de propósitos persuasivos. Nesse sentido, o presente trabalho propõe o estudo de comunidades online nas quais possamos a partir da identificação dos fatores que levem à sua formação, analisar e interpretar sua estrutura e seus fluxos comunicacionais, tais que, indiquem seus elementos agregadores. Para tal, com os preceitos metodológicos observados, objetivou-se demonstrar que, com esses componentes, as análises podem ser desenvolvidas para melhor adequação de estratégias de relacionamentos, possibilitando ações inerentes ao processo comunicacional mercadológico com essas comunidades. A metodologia ora empregada envolveu análise estrutural da rede com aplicações de softwares como UCINET, integrado com NetDraw, e dos fluxos comunicacionais, que formaram o corpora, analisado com a suíte Wordsmith Tools. Uma rede formada em comunidade hospedada na ferramenta orkut, por meio da obtenção dos conteúdos de fóruns temáticos, forneceu o corpora para as análises lexicais. Os resultados obtidos puderam caracterizar, não só a própria existência da rede social, como as potencialidades de relacionamento, a partir de interpretações de fluxos dialógicos de seus elementos agregadores, por meio de recursos visuais (grafos), estatísticos e lexicais.

News framing in different language versions of state-sponsored international media : A case of Russian and English versions in RT and Radio Liberty

The current paper examines the dissimilarities that have occurred in news framing by state-sponsored news outlets in their different language versions. The comparative framing analysis is conducted on the news coverage of the Russian intervention in Syria (2016) in RT and Radio Liberty in Russian and English languages. The certain discrepancies in framing of this event are found in both news outlets. The strongest distinction between Russian and English versions occurred in framing of responsibility and humanitarian crisis in Syria. The study attempts to explain the identified differences in a framework of public diplomacy and propaganda studies. The existing theories explain that political ideology and foreign policy orientation influences principles of state propaganda and state-sponsored international broadcasting. However, the current findings suggest that other influence factors may exist in the field – such as the local news discourse and the journalistic principles. This conclusion is preliminary, as there are not many studies with the comparable research design, which could support the current discussion. The studies of localized strategies of the international media (whether private networks or state-funded channels) can refine the current conclusions and bring a new perspective to global media studies.

Autochthonous heritage languages and social media:writing and bilingual practices in Low German on Facebook

This article analyses how speakers of an autochthonous heritage language (AHL) make use of digital media, through the example of Low German, a regional language used by a decreasing number of speakers mainly in northern Germany. The focus of the analysis is on Web 2.0 and its interactive potential for individual speakers. The study therefore examines linguistic practices on the social network site Facebook, with special emphasis on language choice, bilingual practices and writing in the autochthonous heritage language. The findings suggest that social network sites such as Facebook have the potential to provide new mediatized spaces for speakers of an AHL that can instigate sociolinguistic change.

Singapore's online retail deviants:analyzing the rise of blogshops' power

Geography, retailing, and power are institutionally bound up together. Within these, the authors situate their research in Clegg's work on power. Online shopping offers a growing challenge to the apparent hegemony of traditional physical retail stores' format. While novel e-formats appear regularly, blogshops in Singapore are enjoying astonishing success that has taken the large retailers by surprise. Even though there are well-developed theoretical frameworks for understanding the role of institutional entrepreneurs and other major stakeholders in bringing about change and innovation, much less attention has been paid to the role of unorganized, nonstrategic actors-such as blogshops-in catalyzing retail change. The authors explore how blogshops are perceived by consumers and how they challenge the power of other shopping formats. They use Principal Components Analysis to analyze results from a survey of 349 blogshops users. While the results show that blogshops stay true to traditional online shopping attributes, deviations occur on the concept of value. Furthermore, consumer power is counter intuitively found to be strongly present in the areas related to cultural ties, excitement, and search for individualist novelty (as opposed to mass-production), thereby encouraging researchers to think critically about emerging power behavior in media practices.

The governance of online expression in a networked world:free-speech, surveillance and censorship

In recent years, we have witnessed the mushrooming of pro- democracy and protest movements not only in the Arab world, but also within Europe and the Americas. Such movements have ranged from popular upheavals, like in Tunisia and Egypt, to the organization of large- scale demonstrations against unpopular policies, as in Spain, Greece and Poland. What connects these different events are not only their democratic aspirations, but also their innovative forms of communication and organization through online means, which are sometimes considered to be outside of the State’s control. At the same time, however, it has become more and more apparent that countries are attempting to increase their understanding of, and control over, their citizens’ actions in the digital sphere. This involves striving to develop surveillance instruments, control mechanisms and processes engineered to dominate the digital public sphere, which necessitates the assistance and support of private actors such as Internet intermediaries. Examples include the growing use of Internet surveillance technology with which online data traffic is analysed, and the extensive monitoring of social networks. Despite increased media attention, academic debate on the ambivalence of these technologies, mechanisms and techniques remains relatively limited, as is discussion of the involvement of corporate actors. The purpose of this edited volume is to reflect on how Internet-related technologies, mechanisms and techniques may be used as a means to enable expression, but also to restrict speech, manipulate public debate and govern global populaces.

A computational approach to measuring the correlation between expertise and social media influence for celebrities on microblogs

Social media influence analysis, sometimes also called authority detection, aims to rank users based on their influence scores in social media. Existing approaches of social influence analysis usually focus on how to develop effective algorithms to quantize users’ influence scores. They rarely consider a person’s expertise levels which are arguably important to influence measures. In this paper, we propose a computational approach to measuring the correlation between expertise and social media influence, and we take a new perspective to understand social media influence by incorporating expertise into influence analysis. We carefully constructed a large dataset of 13,684 Chinese celebrities from Sina Weibo (literally ”Sina microblogging”). We found that there is a strong correlation between expertise levels and social media influence scores. Our analysis gave a good explanation of the phenomenon of “top across-domain influencers”. In addition, different expertise levels showed influence variation patterns: e.g., (1) high-expertise celebrities have stronger influence on the “audience” in their expertise domains; (2) expertise seems to be more important than relevance and participation for social media influence; (3) the audiences of top expertise celebrities are more likely to forward tweets on topics outside the expertise domains from high-expertise celebrities.

A question of complexity:measuring the maturity of online enquiry communities

Online enquiry communities such as Question Answering (Q&A) websites allow people to seek answers to all kind of questions. With the growing popularity of such platforms, it is important for community managers to constantly monitor the performance of their communities. Although different metrics have been proposed for tracking the evolution of such communities, maturity, the process in which communities become more topic proficient over time, has been largely ignored despite its potential to help in identifying robust communities. In this paper, we interpret community maturity as the proportion of complex questions in a community at a given time. We use the Server Fault (SF) community, a Question Answering (Q&A) community of system administrators, as our case study and perform analysis on question complexity, the level of expertise required to answer a question. We show that question complexity depends on both the length of involvement and the level of contributions of the users who post questions within their community. We extract features relating to askers, answerers, questions and answers, and analyse which features are strongly correlated with question complexity. Although our findings highlight the difficulty of automatically identifying question complexity, we found that complexity is more influenced by both the topical focus and the length of community involvement of askers. Following the identification of question complexity, we define a measure of maturity and analyse the evolution of different topical communities. Our results show that different topical communities show different maturity patterns. Some communities show a high maturity at the beginning while others exhibit slow maturity rate. Copyright 2013 ACM.

Exploring demographic information in social media for product recommendation

In many e-commerce Web sites, product recommendation is essential to improve user experience and boost sales. Most existing product recommender systems rely on historical transaction records or Web-site-browsing history of consumers in order to accurately predict online users’ preferences for product recommendation. As such, they are constrained by limited information available on specific e-commerce Web sites. With the prolific use of social media platforms, it now becomes possible to extract product demographics from online product reviews and social networks built from microblogs. Moreover, users’ public profiles available on social media often reveal their demographic attributes such as age, gender, and education. In this paper, we propose to leverage the demographic information of both products and users extracted from social media for product recommendation. In specific, we frame recommendation as a learning to rank problem which takes as input the features derived from both product and user demographics. An ensemble method based on the gradient-boosting regression trees is extended to make it suitable for our recommendation task. We have conducted extensive experiments to obtain both quantitative and qualitative evaluation results. Moreover, we have also conducted a user study to gauge the performance of our proposed recommender system in a real-world deployment. All the results show that our system is more effective in generating recommendation results better matching users’ preferences than the competitive baselines.

Redefining 'media' using a 'media-as-a-constitutional-component' concept:an evaluation of the need for the European Court of Human Rights to alter its understanding of 'media' within a new media landscape

This paper considers the impact of new media on freedom of expression and media freedom within the context of the European Convention on Human Rights and European Court of Human Rights jurisprudence. Through comparative analysis of US jurisprudence and scholarship, this paper deals with the following three issues. First, it explores the traditional purpose of the media, and how media freedom, as opposed to freedom of expression, has been subject to privileged protection, within an ECHR context at least. Secondly, it considers the emergence of new media, and how it can be differentiated from the traditional media. Finally, it analyses the philosophical justifications for freedom of expression, and how they enable a workable definition of the media based upon the concept of the media-as-a-constitutional-component.

Keyboard warriors in cyberfights:conflict in online communities of consumption

Nowadays, with the use of social media generalizing, increasingly more people gather online to share their passion for specific consumption activities. Despite this shared passion, conflicts frequently erupt in online communities of consumption (OCC). A systematic review of the literature revealed that a lot of knowledge has developed on OCC conflict. Different types of conflicts unfolding in an OCC context have been distinguished, various drivers of conflict identified and various consequences outlined at the individual level (experiential value) and the community level (collective engagement and community culture). However the specificity of conflicts unfolding in an OCC context has not been conceptualized. Past research is also inconclusive as to where and when does OCC conflict create or destroy value in communities. This research provides a theory of OCC conflict and its impact on value formation by conceptualizing OCC conflict as performances. The theory was developed by conducting a netnography of a clubbing forum. Close to 20,000 forum posts and 250 pages of interview transcript and field notes were collected over 27 months and analysed following the principles of grounded theory. Four different types of conflict performances are distinguished (personal, played, reality show and trolling conflict) based on the clarity of the performance. Each type of conflict performance is positioned with regard to its roots and consequences for value formation. This research develops knowledge on disharmonious interactions in OCCs contributing to the development of a less utopian perspective of OCCs. It indicates how conflict is not only a byproduct of consumption but it is also a phenomenon consumed. It also introduces the concept of performance clarity to the literature on performance consumption. This research provides guidelines to community managers on how to manage conflict and raises ethical issues regarding the management of conflict on social media.

Predicting answering behaviour in online question answering communities

The value of Question Answering (Q&A) communities is dependent on members of the community finding the questions they are most willing and able to answer. This can be difficult in communities with a high volume of questions. Much previous has work attempted to address this problem by recommending questions similar to those already answered. However, this approach disregards the question selection behaviour of the answers and how it is affected by factors such as question recency and reputation. In this paper, we identify the parameters that correlate with such a behaviour by analysing the users' answering patterns in a Q&A community. We then generate a model to predict which question a user is most likely to answer next. We train Learning to Rank (LTR) models to predict question selections using various user, question and thread feature sets. We show that answering behaviour can be predicted with a high level of success, and highlight the particular features that inuence users' question selections.

Analyzing lexical emergence in Modern American English online

This paper introduces a quantitative method for identifying newly emerging word forms in large time-stamped corpora of natural language and then describes an analysis of lexical emergence in American social media using this method based on a multi-billion word corpus of Tweets collected between October 2013 and November 2014. In total 29 emerging word forms, which represent various semantic classes, grammatical parts-of speech, and word formations processes, were identified through this analysis. These 29 forms are then examined from various perspectives in order to begin to better understand the process of lexical emergence.