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Mobile news access, mobile news repertoires, and users’ tendency to talk about the news – an experience sampling study on mobile news consumption 移动新闻访问、移动新闻惯用手法和用户谈论新闻的倾向--移动新闻消费的体验取样研究
Pub Date : 2024-06-03 DOI: 10.1515/omgc-2023-0051
V. Karnowski, Katharina Knop-Huelss, Zoe Olbermann
Over the past three decades, our media ecologies have substantially transformed, changing how people get in touch with the news. These changes have also led to higher variability in news access across users’ daily lives. Using the microcosm of mobile news consumption as a proxy for the changes in our general news use, we explore types of mobile news access and mobile news repertoires and their relations to users’ tendency to talk about the news. Our exploratory study aims to describe intra- and inter-personal variations in mobile news use. By taking this fine-grained perspective on mobile news use, we provide a more comprehensive assessment than cross-sectional studies, which is valuable to researchers and practitioners in mobile news. We conducted a 14-day experience sampling study among 72 young adult Germans. We received 2,211 filled-in in-situ questionnaires based on three daily alerts, reporting on 560 mobile news situations. We used multi-level latent class analysis to simultaneously assess patterns of mobile news access and mobile news repertoires. We uncover five distinct types of mobile news access embedded in four mobile news repertoires. These findings highlight the considerable intra-individual heterogeneity in mobile news use. However, these heterogeneities only scarcely manifest in users’ tendency to talk about the news. Our study highlights the importance of acknowledging intra-individual variation when studying news use and its implications. Most importantly, we see that no mobile news repertoire among our sample relies solely on social media-based mobile news access. Researchers and practitioners must acknowledge these heterogeneities when discussing the benefits and perils of social media-based news access.
过去三十年来,我们的媒体生态发生了巨大变化,改变了人们接触新闻的方式。这些变化也导致用户在日常生活中获取新闻的方式更加多变。我们将移动新闻消费这一微观世界作为我们一般新闻使用变化的代表,探索移动新闻访问和移动新闻习惯的类型及其与用户谈论新闻的倾向之间的关系。我们的探索性研究旨在描述移动新闻使用中的个人内部和个人之间的差异。通过对移动新闻使用的这种细粒度视角,我们提供了比横截面研究更全面的评估,这对移动新闻研究人员和从业人员都很有价值。 我们对 72 名德国年轻人进行了为期 14 天的体验取样研究。我们收到了 2,211 份填写完整的现场问卷,这些问卷基于每天的三次提醒,报告了 560 种移动新闻情况。我们使用多层次潜类分析法同时评估了移动新闻访问模式和移动新闻习惯。 我们发现了五种不同类型的移动新闻访问,并将其嵌入到四种移动新闻组合中。这些发现凸显了移动新闻使用中相当大的个体内部异质性。然而,这些异质性很少体现在用户谈论新闻的倾向上。 我们的研究强调了在研究新闻使用及其影响时承认个体内部差异的重要性。最重要的是,我们发现在我们的样本中,没有一个移动新闻剧目仅仅依赖于基于社交媒体的移动新闻访问。研究人员和从业人员在讨论基于社交媒体的新闻访问的益处和危险时,必须承认这些异质性。
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引用次数: 0
Victims or villains? How editorial cartoons depict the 2023 Israel – Palestine war 受害者还是恶棍?社论漫画如何描绘 2023 年以巴战争
Pub Date : 2024-03-14 DOI: 10.1515/omgc-2023-0061
Gregory Gondwe, Carolyn Walcott
The study analyzed online editorial cartoons depicting the Israel-Palestine conflict through visual, symbolic, metaphorical, and textual analysis. The study reveals a prevailing anti-war sentiment across editorial cartoons, with a notable inclination towards supporting Palestine. This support was prominent in cartoons originating from the Global South, particularly Sub-Saharan Africa. However, there was a scarcity of such cartoons within mainstream Western media. The study employs an in-depth approach, analyzing cartoons from both Western and non-Western media. It utilizes Multimodal Discourse Analysis (MDA) and Multimodal Semiotics (MS) theories, focusing on symbolism and text to decode nuanced narratives within the cartoons. The cartoons depict complex narratives, using symbolism to explain how politicians and the main media are framing specific entities while undermining victimology. They reveal subjective perspectives that influence audience perceptions. They echo existing scholarly views on the influential power of editorial cartoons in communicating complex political concepts. The cartoons shape public understanding of the conflict, potentially influencing biases and perspectives. They present Hamas as both an aggressor and a victim, portraying multifaceted perceptions of the group. The findings are instrumental in depicting political identities, including major organizations like the UN. The boldness in depicting such entities provides a practical avenue for understanding the role of such organizations. The study adds to the existing literature by applying multimodal analysis to editorial cartoons, unveiling hidden narratives and perceptions. It suggests the need for a deeper analysis of the conflict’s historical, geopolitical, and power structures. This research offers a multifaceted understanding of how editorial cartoons shape perceptions and interpretations of the Israel-Palestine conflict, emphasizing their complex and influential nature within media discourse.
本研究通过视觉、象征、隐喻和文本分析,对描述以色列-巴勒斯坦冲突的网络社论漫画进行了分析。研究揭示了社论漫画中普遍存在的反战情绪,并明显倾向于支持巴勒斯坦。这种支持在来自全球南部,特别是撒哈拉以南非洲的漫画中尤为突出。然而,在西方主流媒体中,这类漫画却很少见。 本研究采用了一种深入的方法,对西方和非西方媒体的漫画进行了分析。研究采用了多模态话语分析(MDA)和多模态符号学(MS)理论,重点关注象征意义和文本,以解读漫画中的细微叙事。 这些漫画描绘了复杂的叙事,利用象征主义解释了政治家和主要媒体是如何塑造特定的实体,同时削弱受害者论的。它们揭示了影响受众看法的主观视角。这些研究与现有学者关于社论漫画在传播复杂政治概念方面的影响力的观点不谋而合。 这些漫画塑造了公众对冲突的理解,可能会影响偏见和观点。这些漫画将哈马斯展现为侵略者和受害者,描绘了人们对该组织的多方面看法。 这些发现有助于描述政治身份,包括联合国等主要组织。对此类实体的大胆描绘为了解此类组织的作用提供了一条实用途径。 本研究通过对社论漫画进行多模态分析,揭示了隐藏的叙事和观念,为现有文献增添了新的内容。它表明有必要对冲突的历史、地缘政治和权力结构进行更深入的分析。本研究从多方面揭示了社论漫画如何影响人们对以色列-巴勒斯坦冲突的看法和解释,强调了社论漫画在媒体话语中的复杂性和影响力。
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引用次数: 0
“Tears have never won anyone freedom:” a multimodal discourse analysis of Ukraine’s use of memes in a propaganda war of global scale "眼泪从未为任何人赢得自由:"对乌克兰在全球规模的宣传战中使用备忘录的多模态话语分析
Pub Date : 2024-03-14 DOI: 10.1515/omgc-2023-0050
Mark A. Poepsel, Andrew Malo, Chinedu Obuekwe, Mikayla Wilhelm, Valquiria Perea Góngora, David Daiber
This paper analyzes memes posted by @Ukraine to X, formerly known as Twitter, from the account’s inception in 2016 through September 2023 to examine the function and utility of memes as tools of propaganda in global conflict. A multimodal discourse analysis of more than 100 memes was conducted by a small research group to separate the memes into thematic categories in an exploratory fashion. Then, a small subset of the research group conducted a recursive analysis on the images and text in a handful of memes selected purposively to determine what types of ideological appeals were present. Our findings align with observations made in previous studies that internet memes might be used to bolster national unity and might be employed to bolster pleas for sympathy from wealthy, more powerful allies, in this case in the West. The essential propaganda ideals were those of democracy, friendship, and independence on the side of Ukraine while Russia is framed as a dictatorship. A small number of the memes referenced in our paper garnered global media attention. Though we do not make any claims about broad media effects relating to the memes studied here, garnering the attention of major U.S. publication seems clearly to have been a goal of some of these memes. For those who wish to find a key to the playbook for a nation’s propaganda strategy, its social media memes are a great place to begin. It is apparent in this study that governments might use memes to cover all their propaganda bases, so to speak. Ukraine’s memes appear to serve mainly to reinforce messages of national unity and messages of connection with the West. Though others have studied @Ukraine’s tweets, this is believed to be the first to focus exclusively on memes posted to the feed. This study makes a significant contribution to our understanding of how wildly varied memes can communicate core concepts of a propaganda strategy, perhaps with the hope that a few will “hit” with desired media outlets, if only to bolster propaganda efforts.
本文分析了@Ukraine在X(前身为Twitter)上发布的备忘录,从2016年账户成立到2023年9月,以研究备忘录作为全球冲突中宣传工具的功能和效用。 一个小型研究小组对 100 多条备忘录进行了多模态话语分析,以探索性的方式将备忘录分为不同的主题类别。然后,研究小组的一小部分成员对特意挑选出的少数记忆媒体中的图片和文字进行了递归分析,以确定其中存在哪些类型的意识形态诉求。 我们的研究结果与之前的研究结果一致,即网络流行语可能被用来加强民族团结,也可能被用来向富裕、强大的盟友(这里指西方国家)寻求同情。乌克兰方面的基本宣传理念是民主、友谊和独立,而俄罗斯则被诬陷为独裁政权。 我们论文中提到的一小部分备忘录引起了全球媒体的关注。虽然我们并没有对本文所研究的主题的广泛媒体效应做出任何声明,但吸引美国主要出版物的关注显然是其中一些主题的目标。对于那些希望找到一个国家宣传战略的秘诀的人来说,其社交媒体备忘录是一个很好的起点。 从这项研究中可以明显看出,政府可能会利用备忘录来覆盖其所有的宣传基础。乌克兰的备忘录似乎主要是为了强化民族团结的信息和与西方联系的信息。 虽然其他人也研究过 @ 乌克兰的推文,但本研究被认为是首次专门研究发布在推特上的memes。这项研究对我们了解千变万化的流行语如何传达宣传战略的核心理念做出了重要贡献,也许我们只是希望少数流行语能 "击中 "所需的媒体渠道,哪怕只是为了加强宣传力度。
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引用次数: 0
Mobile app adoption comparison between U.S. and Chinese college students: information processing style and use frequency after download 中美大学生使用手机应用的比较:信息处理方式和下载后的使用频率
Pub Date : 2024-01-29 DOI: 10.1515/omgc-2023-0032
Chenjie Zhang, Weiwei Jiang
This study examines similarities and differences in information processing of college mobile app adopters, as age peers, in China and the U.S., by using the heuristic-systematic model as the main theoretical framework. An online self-administered survey was conducted. The results confirm that some peripheral factors affect personal factors. Some cultural orientations (power distance, indulgence, individualism, and uncertainty avoidance) influence app adopting behavior indirectly via information processing. Social norms significantly predict information processing and adopting behavior. Respondents share similar heuristic processing but show significant differences in systematic processing, which results in significantly different adopting behaviors. Some cultural orientations affect app adopting behavior through information processing, but affect heuristic processing and systematic processing differently. Not all cultural orientations influence the decision-making process, and some orientations may be moderators instead of predictors. Social norms can create strong social motivation in app adoption. Respondents are capable of processing information so perceived behavioral control is not a significant influencer in the decision-making of app adoption. Respondents are different in systematic processing but not in heuristic processing, which calls attention to cross-cultural comparisons in terms of information processing, researchers should test at the dimensional or item level before comparing at the variable level. This study extends the heuristic-systematic model by connecting peripheral factors (national culture, social norms, and perceived behavioral control) and personal factors (information processing and behavior). This study also tests the special roles of social norms and perceived behavioral control, which originated from the theory of planned behavior, as peripheral factors, and enriches the literature on information processing of decision-making. This study introduces the possibility that respondents are more different in systematic processing than heuristic processing and cultural orientations affect heuristic processing and systematic processing in different ways, and also sheds light on technology acceptance literature in terms of non-adoption.
本研究以启发式系统模型为主要理论框架,探讨了中美两国大学生作为同龄人在信息处理方面的异同。 研究人员进行了在线自填式调查。 结果证实,一些外围因素会影响个人因素。一些文化取向(权力距离、放纵、个人主义和不确定性规避)通过信息处理间接影响了应用采纳行为。社会规范对信息处理和采用行为有明显的预测作用。受访者具有相似的启发式处理方式,但在系统化处理方面却表现出显著差异,这导致了明显不同的采用行为。 某些文化取向通过信息处理影响应用程序的采用行为,但对启发式处理和系统性处理的影响不同。并非所有的文化取向都会影响决策过程,有些文化取向可能是调节因素而非预测因素。社会规范可在应用程序采用过程中产生强大的社会动力。受访者有能力处理信息,因此感知行为控制并不是影响应用决策的重要因素。受访者在系统处理方面存在差异,但在启发式处理方面没有差异,这就要求在信息处理方面进行跨文化比较时,研究人员应先在维度或项目层面进行测试,然后再在变量层面进行比较。 本研究将外围因素(民族文化、社会规范和感知行为控制)与个人因素(信息加工和行为)联系起来,从而扩展了启发式-系统式模型。本研究还检验了源于计划行为理论的社会规范和感知行为控制作为外围因素的特殊作用,并丰富了有关决策信息处理的文献。本研究提出了一种可能性,即受访者在系统化处理方面的差异大于启发式处理,文化取向以不同方式影响启发式处理和系统化处理,同时也从非采纳方面为技术接受文献提供了启示。
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引用次数: 0
Path to global knowledge: a review of Chinese scholars on international publishing 通向全球知识之路:中国学者国际出版述评
Pub Date : 2023-12-21 DOI: 10.1515/omgc-2023-0060
Ke Guo, Hui Zhou, Pei-You Chen
Abstract The article selects 634 papers authored by Chinese scholars on international publishing from CNKI, China’s foremost dataset for Chinese academic papers, in the past three decades. Employing the thematic analysis, the article explores the trends, developments and issues deliberated by Chinese scholars in the realm of international publishing. The article first scrutinizes the major themes discussed by Chinese scholars, revealing an evolution in their perceptions on international publishing. This evolution progresses from initial awareness in the first stage to adeptly handling challenges and enhancing the quality of international publishing in the second and third stages. In the fourth stage, scholars in China emphasize distinctive Chinese characteristics. The second part of the article outlines six issues deliberated by Chinese scholars in the field of international publishing, including international influence, contextual debates, English language, academic motivations, evaluation systems and publication charges. These six issues underscore the resilience and proactive efforts exhibited by Chinese scholars as they endeavor to adapt to and integrate into the international academic arena. In conclusion, the article summarizes the features of Chinese scholarship on international publishing and advocates that Chinese scholarship continues its engagement in global collaboration to make a more substantial contribution to global knowledge production.
摘要 本文从中国最重要的中国学术论文数据集 CNKI 中选取了近三十年来中国学者撰写的 634 篇关于国际出版的论文。文章采用专题分析法,探讨了中国学者在国际出版领域的研究趋势、发展和问题。文章首先分析了中国学者讨论的主要议题,揭示了他们对国际出版的看法的演变。这种演变从第一阶段的初步认识到第二和第三阶段的善于应对挑战和提高国际出版质量。在第四阶段,中国学者强调鲜明的中国特色。文章的第二部分概述了中国学者在国际出版领域思考的六个问题,包括国际影响、语境争论、英语语言、学术动机、评价体系和出版收费。这六个问题凸显了中国学者在努力适应和融入国际学术舞台时所表现出的韧性和积极努力。最后,文章总结了中国学术在国际出版方面的特点,并倡导中国学术继续参与全球合作,为全球知识生产做出更大贡献。
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引用次数: 0
Global journal publishing, soft power, Italian Americans and social media visual impact 全球期刊出版、软实力、美籍意大利人和社交媒体的视觉影响
Pub Date : 2023-12-21 DOI: 10.1515/omgc-2023-0058
Louisa Ha
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引用次数: 0
From screen to soft power: the rising appeal of Turkish TV series in Bangladesh 从荧屏到软实力:土耳其电视剧在孟加拉国不断增强的吸引力
Pub Date : 2023-12-13 DOI: 10.1515/omgc-2023-0029
Shudipta Sharma
Abstract Purpose This study examines the popularity of Turkish TV series in Bangladesh and their effectiveness as a soft power tool for Turkey. It also aims to understand why these series have been successful in shaping the attitudes and beliefs of Bangladeshi audiences towards Turkey and its leadership. Method This qualitative study employs the narrative analysis approach to examine the phenomenon. Social media posts and comments related to the Bengali dubbed version of the Turkish TV series The Magnificent Century on Facebook and YouTube from November 2015 to March 2022 were collected and analyzed using an inductive approach. Findings The study finds that the success of Turkish TV series in Bangladesh can be attributed to a combination of factors, including the absence of quality local content, the strong connection of Bangladeshi audiences with their Muslim identity, and the portrayal of Islamic historical context and similar Muslim culture. The positive image of Turkey and its history portrayed in these series has created a sense of cultural proximity between Turkey and Bangladesh, contributing to the popularity of Turkish TV series in the country. Implications The study suggests that Turkish TV series serve as a soft power tool for Turkey to increase its influence in Bangladesh. By promoting a positive image of Turkey and its history, these series have successfully shaped the attitudes and beliefs of Bangladeshi audiences towards Turkey and its leadership. Value This study highlights the effectiveness of Turkish TV series as a soft power tool. It provides insights into the factors contributing to the popularity of these series in Bangladesh and their potential to increase Turkey’s influence in the Muslim world.
摘要 目的 本研究探讨了土耳其电视剧在孟加拉国的受欢迎程度及其作为土耳其软实力工具的有效性。本研究还旨在了解为什么这些电视剧能够成功地塑造孟加拉国受众对土耳其及其领导人的态度和信念。方法 本定性研究采用叙事分析方法来研究这一现象。研究收集了 2015 年 11 月至 2022 年 3 月期间 Facebook 和 YouTube 上与孟加拉语配音版土耳其电视剧《壮丽世纪》相关的社交媒体帖子和评论,并采用归纳法对其进行了分析。研究结果 研究发现,土耳其电视剧在孟加拉国的成功可归因于多种因素,包括缺乏优质的本地内容、孟加拉国观众与其穆斯林身份的紧密联系,以及对伊斯兰历史背景和类似穆斯林文化的描绘。这些电视剧所描绘的土耳其及其历史的正面形象,在土耳其和孟加拉国之间创造了一种文化接近感,从而促进了土耳其电视剧在孟加拉国的流行。启示 研究表明,土耳其电视剧是土耳其增强其在孟加拉国影响力的软实力工具。通过宣传土耳其及其历史的正面形象,这些电视剧成功地塑造了孟加拉国受众对土耳其及其领导人的态度和信念。价值 本研究强调了土耳其电视剧作为软实力工具的有效性。本研究深入探讨了这些电视剧在孟加拉国受欢迎的因素,以及它们增强土耳其在穆斯林世界影响力的潜力。
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引用次数: 0
Who navigates the “elite” of communication journals? The participation of BRICS universities in top-ranked publications 谁是传播期刊的 "精英"?金砖五国大学参与顶级刊物的情况
Pub Date : 2023-12-12 DOI: 10.1515/omgc-2023-0052
Naiza Comel, Francisco Paulo Jamil Marques, Luiz Otávio Prendin Costa, Chirlei Kohls, Maíra Orso
Abstract Purpose Despite the increasing volume of research addressing the relevance of de-Westernizing Media Studies, we lack a comparative evaluation of the performance of Global South universities regarding their presence in the most prestigious domains within the field of Communication. Against this background, the article explores if and to what extent the publication of articles authored by BRICS-based scholars in top-ranked journals is restricted to a handful of academic institutions – making them a national “elite” authorized to engage in the mainstream intellectual debate. Design/methodology/approach We pose three questions: RQ1) To what extent is the academic output of BRICS countries in the field of Communication concentrated within a select few “top-level” institutions? RQ2) How are the research articles from the most productive universities distributed across the journal rankings comprising the SJR database? RQ3) What partnerships do institutions from BRICS countries engage in when producing research articles? Using data from the SciVal (Elsevier) and SJR (SCImago Journal Rank) platforms, the empirical study encompasses a set of articles published between 2012 and 2021. Findings Our findings reveal that South Africa, Russia, and Brazil had the highest concentration of academic production within a select few universities. The disparities among the most and least productive universities can be attributed to a lack of ambitious policies in terms of academic innovation. The contrast becomes more evident when we consider China’s performance – which has implemented a range of strategies to foster international partnerships with Western academic communities. Practical implications/social implications We contend that the demand for “de-Westernization” must go beyond a mere plea for increased numerical representation. The exclusion of perspectives or phenomena from developing regions hinders the progress of knowledge production itself. Once Social and Human Sciences traditionally occupy a peripheral position in terms of funding, it is as if Communication researchers based in the Global South were part of a “periphery of the periphery.” Originality/value The paper is relevant for enabling us to discuss Global South universities’ international insertion and the dynamics influencing the academic contributions of semi-peripheral communities. We also consider to what extent the SciVal and SJR metrics reinforce an academic rationale that upholds the mechanisms of neoliberal globalization and the standardization of the scholarly agenda.
尽管越来越多的研究涉及去西方化媒体研究的相关性,但我们缺乏对全球南方大学在传播领域最负盛名领域的表现的比较评估。在此背景下,本文探讨了金砖国家学者在顶级期刊上发表的文章是否以及在多大程度上仅限于少数学术机构——使他们成为被授权参与主流知识辩论的国家“精英”。我们提出三个问题:RQ1)金砖国家在传播领域的学术成果在多大程度上集中在少数几个“顶级”机构中?RQ2)在SJR数据库的期刊排名中,来自最具生产力大学的研究论文是如何分布的?问3)金砖国家的科研机构在撰写科研论文时参与了哪些伙伴关系?该实证研究使用了来自SciVal(爱思唯尔)和SJR (SCImago期刊排名)平台的数据,涵盖了2012年至2021年间发表的一系列文章。我们的研究结果显示,南非、俄罗斯和巴西在少数几所大学的学术成果集中程度最高。生产力最高和最低的大学之间的差异可以归因于在学术创新方面缺乏雄心勃勃的政策。当我们考虑中国的表现时,这种对比变得更加明显——中国实施了一系列战略来促进与西方学术界的国际伙伴关系。实际影响/社会影响我们认为,“去西方化”的要求必须超越仅仅要求增加人数代表的要求。对发展中地区的观点或现象的排斥阻碍了知识生产本身的进步。一旦社会科学和人文科学传统上在资助方面占据边缘地位,就好像全球南方的传播研究人员是“边缘的边缘”的一部分。原创性/价值这篇论文有助于我们讨论南半球大学的国际嵌入和影响半边缘社区学术贡献的动态。我们还考虑了SciVal和SJR指标在多大程度上强化了支持新自由主义全球化机制和学术议程标准化的学术理论基础。
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引用次数: 0
Hashtags and heritage: the use of #italianamerican on Instagram 标签与遗产:Instagram 上 #italianamerican 的使用
Pub Date : 2023-12-05 DOI: 10.1515/omgc-2023-0028
Stephanie A. Longo, Andrea Towers Scott
Abstract Purpose Using both framing theory and Collier’s cultural identity theory, this paper seeks to study the use of #italianamerican on Instagram by first attempting to determine if it is used exclusively by Italian Americans as a way to demonstrate their own cultural identity. The paper will then examine whether the message valence of posts using #italianamerican demonstrates users’ personal perceptions of Italian American culture. Finally, the paper will examine if there is a relationship between #italianamerican posters’ ethnicity and the message valence of their posts. This paper does not argue that Italian Americans are the only Americans of European ancestry taking part in the hashtag phenomenon; rather, this paper is meant to examine how one ethnic group attempts to define itself by its use of digital and social media. Design/methodology This simple exploratory study examined the 50 most recent Instagram posts using #italianamerican as they appeared on November 1, 2022. The posts were sent to two independent coders who analyzed their visual content. Findings This study provides insight into how ethnicity and cultural familiarity are associated. Results show that message valence and ethnicity are not linked, as anyone can admire and respect a culture and post a positive message about it on social media, even if it is not their culture of origin. Members of a specific ethnic group tend to have a stronger familiarity with their culture of origin, as demonstrated by the posts selected for this study. Implications This study showed that Italian Americans use social media to educate others about their heritage, as well as to celebrate their culture of origin. Value The methods used in this study could be applied to other European American ethnic groups and their social media usage, including Irish Americans, Polish Americans, and German Americans, among others.
摘要目的运用框架理论和科利尔的文化认同理论,研究#italianamerican在Instagram上的使用,首先试图确定#italianamerican是否只被意大利裔美国人用作展示自己文化认同的一种方式。然后,本文将研究使用#italianamerican的帖子的信息价值是否表明了用户对意大利美国文化的个人看法。最后,本文将研究#意大利裔美国人海报的种族与他们帖子的信息价值之间是否存在关系。本文并不认为意大利裔美国人是唯一参与标签现象的欧洲裔美国人;相反,本文旨在研究一个民族如何试图通过使用数字和社交媒体来定义自己。设计/方法这项简单的探索性研究调查了2022年11月1日Instagram上出现的50条使用#italianamerican的最新帖子。这些帖子被发送给两位独立的编码员,他们分析了这些帖子的视觉内容。这项研究深入了解了种族和文化熟悉度之间的关系。结果显示,信息的价值和种族并没有联系,因为任何人都可以钦佩和尊重一种文化,并在社交媒体上发布积极的信息,即使这不是他们的文化起源。正如本研究选择的职位所证明的那样,特定种族群体的成员往往对其起源文化有更强的熟悉程度。这项研究表明,意大利裔美国人使用社交媒体来教育其他人他们的遗产,以及庆祝他们的起源文化。本研究中使用的方法可以应用于其他欧裔美国人群体及其社交媒体使用,包括爱尔兰裔美国人、波兰裔美国人、德裔美国人等。
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引用次数: 0
Examining visual impact: predicting popularity and assessing social media visual strategies for NGOs 检验视觉影响:预测受欢迎程度并评估非政府组织的社交媒体视觉策略
Pub Date : 2023-11-01 DOI: 10.1515/omgc-2023-0025
Elina Koutromanou, Catherine Sotirakou, Constantinos Mourlas
Abstract Purpose This research aims to analyze the role of visuals posted on the social media of NGOs and to predict the popularity of a post based on the characteristics of the visual it contains. Design/methodology/approach Two social media platforms, namely Facebook and Instagram, were selected as the empirical study environments. Specifically, all visuals posted on 12 child-related Non-Government Organizations during the period of 2020–2021 (4,144 in total) were collected and subsequently subjected to automatic characterization using visual recognition and artificial intelligence tools. Machine learning algorithms were then employed to predict the popularity of a post solely based on the visuals it contains, as well as to identify the most significant features that serve as predictors for post popularity. Findings The Support Vector Classifier performed best with a prediction accuracy of 0.62 on Facebook and 0.81 on Instagram. For the explanation of the model, we used feature importance metrics and found that features like the presence of people and the emotions of joy and calmness are important for the prediction. Practical implications Companies and organizations serve a large part of their communication strategy through social media. Given that every advertiser would like to use their funds in the most efficient way, the ability to predict the performance of a post would be a very important tool. Social implications The methodology can be used in the non-profit sector, whereby knowing what visual will perform better they could promote their mission more effectively, increase public awareness, raise funds and reduce expenses on their communication strategy. Originality/value The novelty of this work regarding popularity prediction on social media lies in the fact that to make the prediction, it focused exclusively on the visual and its characteristics and achieved high accuracy scores in the case of Instagram. Additionally, it provided important information about visual characteristics and their importance in predicting popularity.
摘要目的本研究旨在分析ngo社交媒体上发布的视觉效果的作用,并根据其所包含的视觉效果特征来预测帖子的受欢迎程度。设计/方法/方法选择两个社交媒体平台,即Facebook和Instagram作为实证研究环境。具体而言,收集了2020-2021年期间12个与儿童有关的非政府组织(共4144个)发布的所有视觉效果,随后使用视觉识别和人工智能工具进行自动表征。然后使用机器学习算法仅根据其包含的视觉效果来预测帖子的受欢迎程度,并确定作为帖子受欢迎程度预测因子的最重要特征。支持向量分类器在Facebook和Instagram上的预测准确率分别为0.62和0.81。对于模型的解释,我们使用了特征重要性指标,发现像人的存在以及喜悦和平静的情绪这样的特征对预测很重要。公司和组织的很大一部分沟通策略是通过社交媒体实现的。考虑到每个广告主都希望以最有效的方式使用他们的资金,预测广告效果的能力将是一个非常重要的工具。该方法可用于非营利部门,由此知道什么视觉将更好地执行,他们可以更有效地促进他们的使命,提高公众意识,筹集资金,并减少他们的沟通策略的开支。这项关于社交媒体人气预测的工作的新颖之处在于,它只关注视觉及其特征,并在Instagram的情况下取得了很高的准确率分数。此外,它还提供了关于视觉特征及其在预测受欢迎程度方面的重要性的重要信息。
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Online Media and Global Communication
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