"La comunicación persuasiva es la resultante de la suma de la comunicación estratégica y la comunicación empática. Esta fórmula combina conceptos en los que profundiza el libro, con el objetivo de identificar hacia dónde va la publicidad, término que, desde el punto de vista de las autoras,
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debe evolucionar hacia el de comunicación persuasiva integrada (CPI), cuyo paradigma proponen. Las autoras se inspiran en la fórmula de las 5W que Lasswell propusiera en 1948 y revisan los elementos básicos de cualquier paradigma comunicativo - quién, a quién, dice qué, cómo lo dice, en qué canal y con qué efectos -, adaptándolos a las particularidades de la revolución comunicativa que vivimos, en el seno de la sociedad colaborativa y la cultura participativa que han promovido las nuevas tecnologías. Si el emisor de la CPI -«¿Quién?»- es un anunciante que busca construir una marca útil, el destinatario -«¿A quién?»-, el famoso prosumer, es un receptor experto en muchas cosas pero, especialmente, en una: en ser persona. Por otro lado, ¿cómo contar de manera sugerente y memorable aquello que el mensaje persuasivo quiere transmitir? El recurso a los insights para conceptualizar creativamente, el storytelling y los contenidos de marca, como el branded content, pueden ayudar. Por su parte, al responder a la cuestión de «¿En qué canal?», las autoras reflexionan sobre cómo la persona se ha convertido en el medio en sí misma y se detienen en la estrategia de medios desde el enfoque de la convergencia mediática y las narrativas transmedia, que han dado lugar a acciones o técnicas que, enmarcadas siempre en el medio digital, avalan las características del paradigma de la CPI." (Cubierta del libro)
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"In Major Theories of Media Effects, six major theories of media effects are thoroughly analyzed and then evaluated to construct a picture of the current state of knowledge about the scholarly field of media effects. These six theories are cultivation, agenda setting, framing, uses and gratification
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s, social learning, and third person effect. Each of these six theories is examined in detail using fourteen analytical dimensions organized into four categories: how the theory was originally conceptualized, its original components, patterns of empirical testing of its claims, and how the theory has developed over time. The theories are then compared and contrasted along five evaluation dimensions (scope, precision, heuristic value, empirical validity, and openness), plus one summary evaluative dimension that compares their overall utility to generating knowledge about media effects." (Back cover)
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"Com um trabalho rigoroso, o volume 3: Espiral do silêncio, enquadramento e contemporaneidade nos proporciona uma viagem por temáticas desenvolvidas por pesquisadores das distintas regiões brasileiras. Articulando investigações que pautam significativas contribuições teóricas, os oito capít
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ulos presentes no vol. 3 dedicam-se a aprofundar conceitos teóricos bem como apresentar investigações com dados empíricos que problematizam situações evidenciadas na contemporaneidade e que passam a fazer parte da agenda permanente das Teorias da Comunicação e do Jornalismo. Os capítulos do livro são olhares distintos para as teorias do jornalismo adentrando em propostas inovadoras e necessárias à construção social." (Resumo)
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"A comunicação, tomada como seara do conhecimento que tangencia a humanidade em todos os seus afazeres, da gestão pública à gestão empresarial, do consumo ao diálogo familiar, das cores às manifestações estabelecidas pelas opções humanas. Neste sentido, este livro intitulado “Media Eff
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ects: ensaios sobre teorias da Comunicação e do Jornalismo”, em seu volume 1, traz trabalhos acadêmicos sobre as teorias do agendamento, do priming e do framing, sobre diferentes olhares e perspectivas." (Resumo)
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"Este volume trata-se de um trabalho experimental, onde pesquisadores da pós-graduação, em diversos níveis, debruçam-se sobre questões teóricas à luz de teorias da Comunicação e do Jornalismo. No segundo volume, destacam-se as pesquisas com foco no enquadramento, nos estudos culturais, na
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hipótese do efeito da terceira pessoa e a teoria do cultivo com aspectos ligados a ação racional. De fato são exercícios de pesquisa aplicada as realidades do Tocantins e região norte, porém não se reduzem a apenas isso. Trata-se de um esforço consciente, sistematizado, de realizar estudos e pesquisas, partindo da formação pós-graduada, com o intuito não apenas de fortalecer a formação, mas de amplificar o estudo de muitas teorias que aparecem apenas como notas de rodapé em diversos manuais de Teorias da Comunicação e do Jornalismo." (Resumo)
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"Articulando pesquisas de campo e investigações mais teóricas, os oito capítulos presentes no vol. 5 dedicam-se a aprofundar conceitos que problematizam situações evidenciadas na contemporaneidade e que passam a fazer parte da agenda permanente das Teorias da Comunicação e do Jornalismo. Ent
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endemos que os capítulos do livro são olhares múltiplos para as teorias do jornalismo adentrando em propostas diferenciadas, mas essenciais para o despertar do conhecimento na área comunicacional." (Resumo)
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"Social Theory after the Internet focuses on everyday uses and effects of the internet, including information seeking and big data, and explains how the internet has gone beyond traditional media in, for example, enabling Donald Trump and Narendra Modi to come to power. Schroeder puts forward a soph
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isticated theory of the role internet plays, and how both technological and social forces shape its significance. He provides a sweeping and penetrating study, theoretically ambitious and at the same time always empirically grounded." (Back cover)
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"The guide explores the notion that fake news is not just another type of content that circulates online, but that it is precisely the character of this online circulation and reception that makes something into fake news. In this sense fake news may be considered not just in terms of the form or co
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ntent of the message, but also in terms of the mediating infrastructures, platforms and participatory cultures which facilitate its circulation. In this sense, the significance of fake news cannot be fully understood apart from its circulation online. It is the register of this circulation that also enables us to trace how material that starts its life as niche satire can be repackaged as hyper-partisan clickbait to generate advertising money and then continue life as an illustration of dangerous political misinformation. As a consequence this field guide encourages a shift from focusing on the formal content of fabrications in isolation to understanding the contexts in which they circulate online. This shift points to the limits of a “deficit model” approach – which might imply that fabrications thrive only because of a deficit of factual information. In the guide we suggest new ways of mapping and responding to fake news beyond identifying and fact-checking suspect claims – including “thicker” accounts of circulation as a way to develop a richer understanding of how fake news moves and mobilises people, more nuanced accounts of “fakeness” and responses which are better attuned to the phenomenon." (Page 8)
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"Stereotypisierung findet meist unbewusst statt und ist in sozialen Situationen ein alltäglich ablaufender Prozess. Die Autorin verbindet die Frage nach den Einflussfaktoren auf die Wahrnehmung von Medienwirkungen mit dem Prozess der Stereotypisierung zu unterschiedlichen Personengruppen. Auf diese
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Weise verdeutlicht sie, dass die Einschätzung von Medienwirkung situativ unterschiedlich ausfallen kann, je nachdem, welche Stereotype gerade aktiviert wurden." (Verlagsbeschreibung)
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"Das Ringen um mediale Aufmerksamkeit hat eine neue Qualität erhalten. Seit dem Aufkommen der Massenmedien haben diese über neue Publikationsformen qualitativ und quantitativ eine außerordentliche Ausweitung erfahren. Damit hat sich ein scharfer Wettbewerb ergeben, bei dem sowohl gesellschaftlich
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e Institutionen als auch Mediendienste um die Aufmerksamkeit ihrer Zielgruppen ringen. Emotionen haben dabei eine besondere Bedeutung erhalten. Mit ihnen kann es aufgrund psychologischer Effekte besonders gut gelingen, die Menschen zu erreichen und die gewünschten Botschaften zu vermitteln. Dies wird zunehmend in unterschiedlicher Form genutzt, wobei sich die Vermittler der Inhalte an klassischen Methoden der Unterhaltungsindustrie orientieren: der Personalisierung von Institutionen, der Nutzung von Dramaturgien, Storytelling und auch den gezielten Tabubruch." (Abstract)
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"Juliano Spyer procura entender por que brasileiros de baixa renda investiram tanto tempo e dinheiro para incorporar o uso das mídias sociais a seu cotidiano. Explora essa questão por uma variedade de temas, incluindo educação, relacionamentos, trabalho e política e argumenta que o uso das míd
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ias sociais reflete valores e motivações contraditórias. Brasileiros de baixa renda abraçam as mídias sociais para exibir sua crescente escolaridade e mobilidade social, mas a mesma tecnologia também fortalece redes de apoio mútuo tradicionais que rejeitam atitudes individualistas." (Descrição da casa editora)
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"The chapter examines the complex relations of communication processes, generations and cultural memory in the socio-cultural setting of North Vietnam. It critically reviews present scholarly work in the flourishing, but scattered, field of memory research in communication and media studies, and dis
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cusses links to Mannheim’s sociological concept of generations. The theoretical concepts of generation and cultural memory demonstrate several commonalities along the lines of time and space, experiences, perceptions and mediation processes as determining dimensions. The chapter presents an exemplary case study of a family in Hanoi and probes a respondent-centred empirical approach to describe these relations in terms of memory-related communication repertoires. The repertoire-oriented analytical framework proved to be an efficient tool to elicit and merge perspectives on memory and communication practices from the research material." (Abstract)
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"This book provides a variety of cases and theoretical insights that touch upon communication across media in everyday life. The cases favour user perspectives and are focused on coordinating mundane activities on smartphones, the role played by apps when exercising, the use of self-organised Facebo
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ok groups for civic participation, the role various cross-media communication patterns play in the everyday practices of bereaved parents, the framing and use of digitized cultural heritage, and the political everyday life appropriations of users on social media. While the cases are empirically grounded, the theoretical insights provide different frameworks for understanding cross-mediated communication patterns and space of agency in everyday contexts." (Back cover)
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"How does media influence beliefs, attitudes, and behaviors? We know surprisingly little about this influence and I argue that two mechanisms account for its impact. Media provides new information that persuades individuals to accept it (individual channel), but also, media informs listeners about w
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hat others learn, thus facilitating coordination (social channel). Using a field experiment in Mexico, I disentangle these effects and analyze norms surrounding violence against women. I examine the effect of a radio program when it is transmitted privately versus when it is transmitted through public outlets. Although I find no evidence supporting the individual mechanism, the social channel increased rejection of violence against women, support for gender equality, and unexpectedly, increased pessimism regarding the future decline of violence." (Abstract)
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"In diesem Lehrbuch und Nachschlagewerk werden 61 zentrale Konzepte der Medienpsychologie in kurzen Texten vorgestellt, die das aktuelle Wissen zu spezifischen Annahmen und Theorien bündeln. In der Neuauflage werden vor allem aktuelle Konzepte aus dem Bereich der Social Media integriert. Die einzel
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nen Kapitel sind nach einem einheitlichen Schema gestaltet und enthalten eine kurze Darstellung des jeweiligen Konzepts, eine detaillierte Erläuterung der zentralen Annahmen, eine Beschreibung der typischen Methodik, eine Zusammenfassung der aktuellen empirischen Ergebnisse sowie eine kritische Würdigung." (Verlagsbeschreibung)
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"The aim of this article is to further knowledge of the explanatory processes of narrative persuasion in the field of health communication, using data obtained in a research study of entertainment-education based on audiovisual fiction. Participating in the study were 208 young persons between the a
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ges of 14 and 20, randomly distributed to three different groups. Each of the groups was exposed to a different episode of the Colombian television series Revelados, desde todas as posiciones. The results showed that greater identification with the main character of the episode transmitting a prevention message was associated with greater cognitive elaboration, which in turn led to more favorable attitudes toward the topics addressed. However, counterarguing was not observed to play a significant mediating role. The findings of this study allow us to conclude that getting people to think and reflect can help persuade them, which suggests that narrative persuasion models and dual models of rhetorical persuasion can be compatible in certain contexts, such as when messages are designed in such a way that characters make explicit arguments that endorse a prosocial message through dialogues." (Abstract)
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"Providing an accessible integration of theory and research methods, this text prepares students to critically analyze persuasive appeals and to design effective messages and campaigns. The book draws on key ideas from both communication and social psychology to explore the mutual influence of cogni
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tive and affective processes and the characteristics and production of messages. It gives the reader a solid grasp of foundational issues in persuasion research, the core components of persuasive transactions, and major theoretical models. Instructive concrete examples illustrate applications of the concepts in such settings as health promotion, political campaigns, the courtroom, and advertising." (Publisher description)
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"The survey indicates that radio remains the most widely accessed broadcast platform in Sierra Leone. In all, eight out of 10 (81%) Sierra Leoneans have access to radio, and 47% listen to it daily. Radio listenership is fractured, however, with no single station able to reach a national audience. Ar
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ound 50 radio stations are currently broadcasting, with many of these having limited, local broadcast reach. This is reflected in patterns of listenership, with different stations popular in different parts of the country. Overall in the country, no station reaches more than one-third of adult Sierra Leoneans. Reaching a national audience through radio, therefore, requires working with a large number of broadcast partners. In contrast to radio access, just under half of Sierra Leoneans (45%) can access TV or DVD content and 13% can access newspapers. Access to mobile phones is high, now achieving a similar reach to radio: 83% of people report having access to a mobile phone. There is significant potential for leveraging this reach and the opportunity offered by 2G and 3G mobile phone platforms as a means of distributing media content to audiences. More than half of mobile phone owners (52%) have a basic feature phone."
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