This thesis describes and explains rumours as sociological phenomenon. It deals with circumstances under which rumour arises, how it spreads and how it persists in society. It also deals with the prerequisites for understanding the transmission and any believing in rumour. Emphasis is placed on understanding the rumours without negative connotations which is mostly attributed to it. The theory of fictional worlds brings idea that rumour should not be always fictional, fictitious and a priori negative, but rather should be considered as possibly true, especially in terms of the phenomenon, which it refers. It does not matter how many different variations of the rumour story exist, since all create a frame of reference through which is better spread the rumour; adoption of the rumours is not a sign of fiction, but rather a prerequisite to embed among people. The thesis promotes the view that a rumour is spread mainly due to its content and message, which is mainly a warning. The aim is not to pass the exact story, but to warn about a phenomenon that occurs in society. It is not important wheather the rumour is true in each detail, because the only important aspect is truth of phenomenon which the rumour refers to. Keywords Rumour, theory of possible worlds, conspiracy theories, contemporary legend,...

[Truncated abstract] Rumours can lead to unpredictable events: the manner in which an organisation responds to a commercial rumour can alter its reputation, and can affect its profitability as well as, ultimately, its survival. Commercial rumours are now a prominent feature of the business environment. They can emerge from organisational change, pending workforce layoffs, mergers, and changes to management, in addition, commercial rumours can lower morale and undermine productivity. There are several well-known examples of commercial rumours that have been, or continue to be, circulated. Commercial rumours are typically either about a conspiracy or contamination issue. Conspiracy rumours usually target those organisational practices or policies which are identified as undesirable by the stakeholders. This form of rumour is often precipitated by situations where people do not have all the information about a situation, for example the rumour about Proctor & Gamble being run by the Moonies. Snapple, the soft drink company, was rumoured in 1992 to be supporting the Ku Klux Klan in closing abortion clinics. Contamination rumours are wide-ranging and typically have revulsion theme, such as McDonald’s "worms in the burger", Pop Rock’s candies which exploded in the stomach, and poison in Herron’s paracetamol . . . Marketers suggest that web sites Commerical Rumour Responses on the Web represent the future of marketing communications on the Internet. The key implication of this study for organisations is when faced with a negative rumour, specific and selected Web pages can be used manage company’s stakeholders recall the rumour and organisational stakeholders can be persuaded by the company’s rumour response strategies.

From the early 1990s, rates of HIV infection increased dramatically in South Africa and by the early 2000s, AIDS emerged as the main cause of death for adult South Africans. During the first half of the 2000s, the South African government’s response to this crisis was inadequate, marked by denial and delays in implementing prevention and treatment, resulting in thousands of preventable deaths. Yet, apart from the challenges posed by the predominantly urban-based Treatment Action Campaign (TAC), the absence of a social response to this crisis is notable, especially in rural settings. This scenario forms the broad backdrop to this ethnographic study that draws on participant observation and interviews undertaken over a three-year period (2002-2005) in KwaBomba village previously in the Gazankulu Homeland, now located in the Bushbuckridge municipality of the South African lowveld. An ethnographic perspective provides an intimate vantage point from which to view peoples’ experiences of the AIDS epidemic and their responses in context. This perspective draws attention to gaps in public health and biomedical understandings of the epidemic and suggests alternatives to these understandings. In Bushbuckridge, mortality and morbidity due to AIDS became visible in the late 1990s and early 2000s. Households were incapable of dealing with the burden of illness and death while the health services were often unwilling and ill-prepared. HIV prevention campaigns based on individual behaviour change were not well suited to a context in which HIV spread through sexual networks. Despite widespread awareness of the threat of AIDS, the disease was subjected to public censorship and AIDS suffering was concealed. Public discourses of AIDS were hidden within gossip and rumour and articulated as witchcraft suspicions and accusations. Although these discourses appear to deny and suppress the reality of AIDS, I suggest that they are active attempts to deal with the AIDS crisis: gossip and rumour allocate blame and construct a local epidemiology through which the epidemic can be surveilled; interpreting AIDS as witchcraft creates the possibility of avenging untimely death. These discursive forms are critical in informing individual and social responses to the AIDS epidemic. While the absence of public acknowledgement of AIDS as a cause of illness and death suggests denial and fatalism and appears to limit public action, subaltern discourses create shared secrets to manage the AIDS epidemic at the local level. Furthermore, these discourses may constitute a form of resistance against biomedical models of causality. Ethnographic enquiry at the local level offers a nuanced understanding of social responses to the AIDS epidemic. By examining forms of expression that lie outside the domain of public health, the thesis reveals how these constitute significant forms of social action in response to the epidemic. / Thesis (PhD)--University of Pretoria, 2012. / Anthropology and Archaeology / unrestricted

Product markets have been found to be socially constructed as industry logics, product ontologies and organising visions. Information intermediaries play an important field-level role in determining the categories and ontologies of emerging products. Within shared cognitive structures, sellers and buyers come together in mutual understandings on how products are used, what features are important and what counts as value. Although market information is often legitimated through objective scientific methodologies, it can also appear as uncertain knowledge, or rumour. Contrary to the often seen conception of rumour as crowd-like behavioural contagion, it is presented here as an informal message lacking a reliable sponsor that is developed in an uncertain situation, but still may be subject to critical reasoning. This thesis investigates the ambiguity around the fuzzy front-end of product markets, as social media and blogs that trade in rumour and proposition before any official announcement by firms. Through a process of improvised news, these online collectivities, as product publics, deliberate and collectively generate expectations as meaning structures. By tracking discourse from tech blogs, I trace the emergence of meaning in the tablet device product ontology. This occurred well before product introductions by firms who eventually came to form the market.

Bakgrund: Betydelsen av kundfeedback kan idag inte underskattas. För att undersöka dess inverkan krävs vetskap kring vilka dialogstrategier restauranger implementerar. Information om dess inverkan i den operativa verksamheten samt vetskap om varför restauranger väljer att hantera samt åtgärda kundfeedback. Forskningsfrågor: 1. Vilka strategier använder restauranger för att bemöta kundfeedback mottagen via sociala medier? 2. Varför hanterar samt hur åtgärdar restauranger kundfeedback mottagen via sociala medier? 3. Hur påverkas restaurangers förlängda marknadsmix av kundfeedback på sociala medier? Syfte: Studien ämnar undersöka hur restauranger hanterar kundfeedback via sociala medier samt i vilken utsträckning denna påverkar restaurangers operativa verksamhet. Metod: Kvalitativ ansats, flerfallsstudie, semistrukturerade intervjuer. Slutsats/Bidrag: Betydelsen av kundfeedback samt dess inverkan på restauranger är stor. I vilken utsträckning den påverkar och grad av hänsyn den ges beror på vilken uttalad strategi ett företag implementerar. / Background: The significance of customer feedback cannot be overestimated. To investigate its impact, knowledge is needed about what dialogue strategies restaurants implement. Information about its impact in the operational activities and knowledge of why restaurants choose to manage and resolve customer feedback. Research questions: 1. Which strategies do use restaurants to respond to customer feedback received through social media? 2. Why manage and how do restaurants resolve customer feedback received through social media? 3. How is a restaurant's extended market mix affected by customer feedback on social media? Purpose: The study aims to investigate how restaurants handle customer feedback through social media and to what extent this affects the operational activities of restaurants. Methodology: Qualitative approach, multi case study and semi-structured interviews. Conclusion /Contribution: The importance of customer feedback and its impact on restaurants operational activities are great. The which extent it affects, and the degree of consideration given, depends on the stated strategy a company implements.

The dynamics of many aspects of social behaviour, such as spread of fads and fashion, collective action, group decision-making, homophily and disagreement, have been captured by mathematical models. The power of these models is that they can provide novel insight into the emergent dynamics of groups, e.g. 'epidemics' of memes, tipping points for collective action, wisdom of crowds and leadership by small numbers of individuals, segregation and polarisation. A current weakness in the scientific models is their sheer number. 'New' models are continually 'discovered' by physicists, engineers and mathematicians. The models are analysed mathematically, but very seldom provide predictions that can be tested empirically. In this work, we provide a framework of simple models, based on Lotka's original idea of using chemical reactions to describe social interactions. We show how to formulate models for social epidemics, social recovery, cycles, collective action, group decision-making, segregation and polarisation, which we argue encompass the majority of social dynamics models. We present an open-access tool, written in Python, for specifying social interactions, studying them in terms of mass action, and creating spatial simulations of model dynamics. We argue that the models in this article provide a baseline of empirically testable predictions arising from social dynamics, and that before creating new and more complicated versions of the same idea, researchers should explain how their model differs substantially from our baseline models. / Matematiska modeller kan hjälpa oss att förstå många typer av sociala fenomen, som ryktesspridning, spridning av memes, gruppbeslut, segregation och radikalisering. Det finns idag otaliga modeller för sociala beteenden hos människor och djur, och fler presenteras kontinuerligt. Det stora antalet modeller försvårar navigering inom forskningsfältet, och många av modellerna är dessutom komplicerade och svåra att verifiera genom experiment. I detta arbete föreslås ett ramverk av grundläggande modeller, som var och en modellerar en aspekt av socialt beteende; det gäller sociala epidemier, cykler, gemensamt handlande, gruppbeslut, segregation och polarisering. Vi menar att dessa modeller utgör majoriteten av de verifierbara aspekter av socialt beteende som studeras, och att de bör behandlas som en utgångspunkt när en ny modell ska introduceras. Vilka av mekanismerna från utgångspunkten finns representerade i modellen? Skiljer den sig ens nämnvärt från utgångspunkten? Genom att ha en god förståelse för grundmodellerna, och genom att förklara på vilket sätt en ny modell skiljer sig från dem, kan forskare undvika att presentera modeller som i praktiken är mer komplicerade varianter av sådana som redan finns. I detta arbete visar vi hur dessa grundläggande modeller kan formuleras och studeras. Modellerna bygger på enkla regler om vad som händer när individer i en befolkning möter varandra. Till exempel, om en person som har vetskap om ett rykte träffar någon som inte har det, kan ryktet spridas vidare. Därför har antaganden om vilka personer som kan träffa varandra stor påverkan på de resultat som modellerna ger. I detta arbete studeras varje modell med två olika metoder: i den ena har alla personer i befolkningen samma sannolikhet att träffa varandra, i den andra representeras befolkningen av ett rutnät, där varje plats motsvarar en individ. I den senare har alltså varje person ett begränsat antal grannar att interagera med. Vilken av dessa två metoder man väljer har stor betydelse för vilka beteenden modellerna förutspår. Som ett komplement till detta arbete presenteras ett verktyg i form av ett Python-program som utför analysen av modellerna. Detta kan användas för att undersöka grundmodellerna som presenteras i detta arbete, men också för att formulera och analysera nya modeller på samma sätt. På det viset kan nya modeller enkelt jämföras mot grundmodellerna. Verktyget är användbart både som introduktion för de som är nya inom social dynamik, men också för de forskare som som vill ta fram nya modeller och föra forskningsfältet vidare.