833 resultados para Uses and Gratifications


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Includes bibliographical references (p. 313-314) and index.

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"Biographical notices of Dr. Charles Pickering": p. [vii]-xvi.

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Purpose - The objective of this paper is to uncover the underlying dimensions of, and examine the similarities and differences in, personal uses of advertising, perceived socio-economic effects of advertising, and consumer beliefs and attitudes toward advertising in Bulgaria and Romania. Moreover, it aims to identify the relative importance of the predictors of attitudes toward advertising in the two countries. Design/methodology/approach - The paper draws upon findings of previous research and theoretical developments by Bauer and Greyser, Sandage and Leckenby, and Pollay and Mittal. The study uses a stratified random sample of 947 face-to-face interviews with adult respondents from major urban areas in Bulgaria (507) and Romania (440). Variables are measured on multi-item scales as a typical application of the reflective indicator model. Findings - Results show that there are significant differences between Romanian and Bulgarian respondents in terms of their attitudes toward advertising. Romanians are more positive about advertising as an institution than the instruments of advertising. Romanians seem to accept the role of advertising in a free market economy, but have less confidence in advertising claims and techniques. Bulgarian respondents seem more sceptical toward advertising in general and are less enthusiastic about embracing the role of advertising as an institution. Moreover, Bulgarians are highly negative towards the instruments advertising uses to convey its messages to consumers. Research limitations/implications - The research findings reflect the views of urban dwellers and may not be generalisable to the wider population of the two countries. Interviewer bias was reduced by eliminating verbal or non-verbal cues to the respondents, and by the use of stratified random sampling. Practical implications - The paper suggests that the regulatory role of codes of advertising practice and industry regulating bodies should be enhanced, and their ability to protect consumers enforced. Marketing campaigns should be more inclusive to involve diverse social groups and reflect generally-accepted social norms. Originality/value - This study reveals that, while general attitudes toward advertising may be similar, attitudes toward the institution and instruments of advertising may differ even in countries with geographic proximity and low cultural distance. © Emerald Group Publishing Limited.

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Bark extracts of the African cherry (Prunus africana) are used to treat benign prostatic hyperplasia. This study examined the effects of commercial bark harvest on population dynamics in the Kilum-Ijim Forest Preserve on Mount Oku, Cameroon and on traditional uses. P. africana is valued for its timber and as fuel although its greatest value is as a traditional medicine for human and animal ailments. Harvest has depleted the resource and has eroded traditional forest protection practices. I constructed matrix models to examine the effects of bark harvest on population structure and on population dynamics in harvested and unharvested populations. Harvesting simulations examined the effect on the population growth rate (λ) with differing levels of mortality of harvest-sized and large trees and differing harvest frequencies. Size class frequencies for the entire forest decreased in a reverse j-shaped curve, indicating adequate recruitment in the absence of harvest. Individual plots showed differences from the overall forest data, suggesting effects of natural and man-made perturbations, particularly due to bark harvest. One plot (harvested in the 1980s) showed a temporal difference in λ and fluctuated around one, due to alternating high and low fruiting years; other unharvested plots showed smaller temporal differences. Harvested plots (harvested illegally in 1997) had values of λ less than one and showed small temporal differences. The control plot also showed λ less than one, due to poor recruitment in the closed canopy forest. The value of λ for the combined data was 0.9931 suggesting a slightly declining population. The elasticity matrix for the combined data indicated the population growth rate was most sensitive to the survival of the large reproductive trees (42.5% of the elasticity). In perturbation analyses, reducing the survival of the large trees caused the largest reductions in λ. Simulations involving harvesting frequency indicated λ returns to pre-harvest conditions if trees are re-harvested after 10–15 years, but only if the large trees are left unharvested. Management scenarios suggest harvest can be sustainable if seedlings and small saplings are planted in the forest and actively managed, although large-scale plantations may be the only feasible option to meet market demand. ^

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This material is based upon work supported by the National Science Foundation through the Florida Coastal Everglades Long-Term Ecological Research program under Cooperative Agreements #DBI-0620409 and #DEB-9910514. This image is made available for non-commercial or educational use only.

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This work focuses on the study of the circular migration between America and Europe, particularly in the discussion about knowledge transfer and the way that social networks reconfigure the form of information distribution among people, that due to labor and academic issues have left their own country. The main purpose of this work is to study the impact of social media use in migration flows between Mexico and Spain, more specifically the use by Mexican migrants who have moved for  multiple years principally for educational purposes and then have returned to their respective locations in Mexico seeking to integrate themselves into the labor market. Our data collection concentrated exclusively on a group created on Facebook by Mexicans who mostly reside in Barcelona, Spain or wish to travel to the city for economic, educational or tourist reasons.  The results of this research show that while social networks are spaces for exchange and integration, there is a clear tendency by this group to "narrow lines" and to look back to their homeland, slowing the process of opening socially in their new context.

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This thesis by publication contributes to our knowledge of psychological factors underlying a modern day phenomenon, young people’s mobile phone behaviour. Specifically, the thesis reports a PhD program of research which adopted a social psychological approach to explore mobile phone behaviour among young Australians aged between 15 and 24 years. A particular focus of the research program was to explore both the cognitive and behavioural aspects of young people’s mobile phone behaviour which for the purposes of this thesis is defined as mobile phone involvement. The research program comprised three separate stages which were developmental in nature, in that, the findings of each stage of the research program informed the next. The overarching goal of the program of research was to improve our understanding of the psychosocial factors influencing young people’s mobile phone behaviour. To achieve this overall goal, there were a number of aims to the research program which reflect the developmental nature of this thesis. Given the limited research into the mobile phone behaviour in Australia, the first two aims of the research program were to explore patterns of mobile phone behaviour among Australian youth and explore the social psychological factors relating to their mobile phone behaviour. Following this exploration, the research program sought to develop a measure which captures the cognitive and behavioural aspects of mobile phone behaviour. Finally, the research program aimed to examine and differentiate the psychosocial predictors of young people’s frequency of mobile phone use and their level of involvement with their mobile phone. Both qualitative and quantitative methodologies were used throughout the program of research. Five papers prepared during the three stages of the research program form the bulk of this thesis. The first stage of the research program was a qualitative investigation of young people’s mobile phone behaviour. Thirty-two young Australians participated in a series of focus groups in which they discussed their mobile phone behaviour. Thematic data analysis explored patterns of mobile phone behaviour among young people, developed an understanding of psychological factors influencing their use of mobile phones, and identified that symptoms of addiction were emerging in young people’s mobile phone behaviour. Two papers (Papers 1 and 2) emanated from this first stage of the research program. Paper 1 explored patterns of mobile phone behaviour and revealed that mobile phones were perceived as being highly beneficial to young people’s lives, with the ability to remain in constant contact with others being particularly valued. The paper also identified that symptoms of behavioural addiction including withdrawal, cognitive and behavioural salience, and loss of control, emerged in participants’ descriptions of their mobile phone behaviour. Paper 2 explored how young people’s need to belong and their social identity (two constructs previously unexplored in the context of mobile phone behaviour) related to their mobile phone behaviour. It was revealed that young people use their mobile phones to facilitate social attachments. Additionally, friends and peers influenced young people’s mobile phone behaviour; for example, their choice of mobile phone carrier and their most frequent type of mobile phone use. These papers laid the foundation for the further investigation of addictive patterns of behaviour and the role of social psychological factors on young people’s mobile behaviour throughout the research program. Stage 2 of the research program focussed on developing a new parsimonious measure of mobile phone behaviour, the Mobile Phone Involvement Questionnaire (MPIQ), which captured the cognitive and behavioural aspects of mobile phone use. Additionally, the stage included a preliminary exploration of factors influencing young people’s mobile phone behaviour. Participants (N = 946) completed a questionnaire which included a pool of items assessing symptoms of behavioural addiction, the uses and gratifications relating to mobile phone use, and self-identity and validation from others in the context of mobile phone behaviour. Two papers (Papers 3 & 4) emanated from the second stage of the research program. Paper 3 provided an important link between the qualitative and quantitative components of the research program. Qualitative data from Stage 1 indicated the reasons young people use their mobile phones and identified addictive characteristics present in young people’s mobile phone behaviour. Results of the quantitative study conducted in Stage 2 of the research program revealed the uses and gratifications relating to young people’s mobile phone behaviour and the effect of these gratifications on young people’s frequency of mobile phone use and three indicators of addiction, withdrawal, salience, and loss of control. Three major uses and gratifications: self (such as feeling good or as a fashion item), social (such as contacting friends), and security (such as use in an emergency) were found to underlie much of young people’s mobile phone behaviour. Self and social gratifications predicted young people’s frequency of mobile phone use and the three indicators of addiction but security gratifications did not. These results provided an important foundation for the inclusion of more specific psychosocial predictors in the later stages of the research program. Paper 4 reported the development of the mobile phone involvement questionnaire and a preliminary exploration of the effect of self-identity and validation from others on young people’s mobile phone behaviour. The MPIQ assessed a unitary construct and was a reliable measure amongst this cohort. Results found that self-identity influenced the frequency of young people’s use whereas self-identity and validation from others influenced their level of mobile phone involvement. These findings provided an important indication that, in addition to self factors, other people have a strong influence on young people’s involvement with their mobile phone and that mobile phone involvement is conceptually different to frequency of mobile phone use. Stage 3 of the research program empirically examined the psychosocial predictors of young people’s mobile behaviour and one paper, Paper 5, emanated from this stage. Young people (N = 292) from throughout Australia completed an online survey assessing the role of self-identity, ingroup norm, the need to belong, and self-esteem on their frequency of mobile phone use and their mobile phone involvement. Self-identity was the only psychosocial predictor of young people’s frequency of mobile phone use. In contrast, self-identity, ingroup norm, and need to belong all influenced young people’s level of involvement with their mobile phone. Additionally, the effect of self-esteem on young people’s mobile phone involvement was mediated by their need to belong. These results indicate that young people who perceive their mobile phone to be an integral part of their self-identity, who perceive that mobile phone is common amongst friends and peers, and who have a strong need for attachment to others, in some cases driven by a desire to enhance their self-esteem, are most likely to become highly involved with their mobile phones. Overall, this PhD program of research has provided an important contribution to our understanding of young Australians’ mobile phone behaviour. Results of the program have broadened our knowledge of factors influencing mobile phone behaviour beyond the approaches used in previous research. The use of various social psychological theories combined with a behavioural addiction framework provided a novel examination of young people’s mobile behaviour. In particular, the development of a new measure of mobile phone behaviour in the research program facilitated the differentiation of the psychosocial factors influencing frequency of young people’s mobile phone behaviour and their level of involvement with their mobile phone. Results of the research program indicate the important role that mobile phone behaviour plays in young people’s social development and also signals the characteristics of those people who may become highly involved with their mobile phone. Future research could build on this thesis by exploring whether mobile phones are affecting traditional social psychological processes and whether the results in this research program are generalisable to other cohorts and other communication technologies.

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Die Nutzung des Like-Buttons wurde bisher nur oberflächlich und vor allem auf den US-Raum begrenzt erforscht. Dabei lag der Fokus ausschließlich auf wirtschaftlich orientierten Unternehmen und dem monetären Wert, den ein Fan für dieses hat. In der vorliegenden Untersuchung wird eine erweiterte Perspektive gewählt. Aus Sicht deutschsprachiger Nutzer wird erforscht, welche Motive und Bedürfnisse eine Person dazu veranlassen, sich freiwillig per Gefällt-mir zu verknüpfen. Hierzu wird der Uses and Gratifications-Ansatz herangezogen. Es stehen nicht Unternehmen, sondern generell alle Formen von Organisationen im Fokus. Gleichzeitig wird untersucht, wie diese Beziehungen verlaufen: Welche Erwartungen stellen Fans? Welche Handlungen nehmen sie wie häufig vor und welchen Effekt hat eine Fanbeziehung auf die Einstellung eines Nutzers gegenüber einer Organisation? Die Motive hinter der Nutzung des Gefällt mir-Buttons sind umfangreicher, als es bisherige Forschung vermuten ließ. Fans wollen informiert werden, sie wollen ihr Gefallen schnell und einfach bekunden und sich durch die Verknüpfung selbst darstellen. Weniger wichtig, aber dennoch von Relevanz sind die Motive der Partizipation und Unterstützung, der Empfehlung, der Vorteilssuche, der Unterhaltung sowie der Netzwerkerweiterung und Gruppenzugehörigkeit. Die Verwendung des Like-Buttons dient somit der Befriedigung einer ganzen Reihe von Nutzungsbedürfnissen. Der Verlauf der Beziehungen zwischen Organisationen und Usern ist eher von Passivität geprägt. Fans wollen zwar informiert werden und stellen konkrete Ansprüche an die Art und Form von Organisationsmeldungen, sie wollen aber nur selten wirklich direkt mit einem Unternehmen, einem Verein o.ä. interagieren. Langweilen die Meldungen einer Organisation, werden zu viele oder nicht relevante Informationen an die Fans weitergeben, zögern diese nicht, eine Verknüpfung zu beenden. Ein Effekt der Fanschaft auf die Einstellung von Nutzern gegenüber der jeweiligen Organisation konnte nur bedingt festgestellt werden. Letztere zieht einen Gewinn nicht aus einer erhöhten Ausgabebereitschaft seiner Fans, sondern aus deren stärkerer Aufmerksamkeit gegenüber Organisationsmeldungen.

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O fluxo internacional da telenovela brasileira na América Latina sempre enfrentou a concorrência daqueles tradicionais países produtores, México e Venezuela. Entretanto, na Bolívia, país de tradição cultural hispânica e indígena, as telenovelas da Rede Globo alcançam altos índices de audiência. O objetivo principal desta pesquisa foi descobrir como essa telenovela é vista pelos telespectadores bolivianos e o motivo dessa preferência. A partir da teoria dos Usos e Gratificações, de Elihu Katz, realizou-se uma pesquisa qualitativa em Santa Cruz de la Sierra, com a aplicação de questionários e a realização de entrevistas, buscando compreender a recepção da telenovela nessa cidade. Foram analisadas, também, as grades de programação das principais emissoras deste país e seus índices de audiência. As principais conclusões foram: o sucesso das telenovelas brasileiras na Bolívia deve-se às temáticas abordadas, ao reconhecimento da qualidade de sua produção e das imagens veiculadas, assim como às estratégias de venda da emissora brasileira. Os telespectadores desse país utilizam o conteúdo das telenovelas como instrumento de informação e de aprendizagem e o gênero satisfaz a necessidade de evasão da realidade e as necessidades afetivas.(AU)

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O fluxo internacional da telenovela brasileira na América Latina sempre enfrentou a concorrência daqueles tradicionais países produtores, México e Venezuela. Entretanto, na Bolívia, país de tradição cultural hispânica e indígena, as telenovelas da Rede Globo alcançam altos índices de audiência. O objetivo principal desta pesquisa foi descobrir como essa telenovela é vista pelos telespectadores bolivianos e o motivo dessa preferência. A partir da teoria dos Usos e Gratificações, de Elihu Katz, realizou-se uma pesquisa qualitativa em Santa Cruz de la Sierra, com a aplicação de questionários e a realização de entrevistas, buscando compreender a recepção da telenovela nessa cidade. Foram analisadas, também, as grades de programação das principais emissoras deste país e seus índices de audiência. As principais conclusões foram: o sucesso das telenovelas brasileiras na Bolívia deve-se às temáticas abordadas, ao reconhecimento da qualidade de sua produção e das imagens veiculadas, assim como às estratégias de venda da emissora brasileira. Os telespectadores desse país utilizam o conteúdo das telenovelas como instrumento de informação e de aprendizagem e o gênero satisfaz a necessidade de evasão da realidade e as necessidades afetivas.(AU)