Ever-developing media and innovative propaganda strategies continually change the ways that political authorities exercise their manipulation of the public, which always causes great concern among scholars in the field of political communication. To respond to the lively debate on the roles new modes of communication can play in the processes of politics in modern society based on the experience of China and also to help scholars adapt to the changing context of China today, we chose one representative trend in the latest political propaganda of the Communist Party of China (CPC) on social media--"cuteness-coated propaganda"--of which we study the impacts on political support among Chinese youth and the mechanisms involved. After conceptualizing and theorizing the cuteness-coated propaganda of the CPC, we design and conduct two studies. In Study One, we firstly recruit 199 participants offline for a pair of between-subjects 2 (selling cuteness or not) × 2 (soft content or hard content) factorial design experiments. In Experiment 1, the cuteness is presented in the form of video, and in Experiment 2, it is presented in the form of pictures. In Study Two, we recruit 386 participants online to join in the online survey-embedded experiments, in which the cuteness is presented in the form of text in Experiment 3 and the form of pictures in Experiment 4. We find that in our research context when the CPC propagandizes with soft-oriented content using the selling-cuteness strategy in video form on Weibo, it improves the specific political support of Chinese youth by increasing their positive emotions or closing the psychological distance between themselves and the propagandist. This finding suggests that the "Double-Soft Model" of political propaganda (utilizing a soft propaganda strategy to publicize soft content) proposed in our thesis can be a very persuasive way of influencing young people's specific political support. However, when the selling-cuteness with soft content is presented in picture form or textual form, it is unable to influence the specific support because it cannot evoke significantly increased positive emotions or psychological closeness. Meanwhile, neither general political support nor national pride is influenced by the selling-cuteness strategy no matter in which form it is presented, which is consistent with the findings of previous scholars. Our research represents a pioneering study of cuteness-coated political propaganda on social media, both theoretically and empirically.

While bringing tremendous benefits to individuals worldwide, the proliferation of online social networks has also given rise to undesirable online harassment behavior. Although users can respond in various ways, little attention has been paid so far to the use of online coping strategies on social media, more specifically, how individuals respond to online harassment by using the available features on social media. This thesis sought to understand individuals' use of online coping strategies. This thesis aims to tackle these challenges to advance the understanding of whether, how, and why individuals use online coping strategies in response to online harassment. Essay 1 develops a typology of online coping strategies based on users' focus of response (i.e., self or initiator) and mode of response (i.e., avoidance or approach). This essay serves as a conceptual background for the two subsequent empirical studies (Essay 2 and Essay 3) that focus on two critical roles involved in online harassment (e.g., victims and bystanders). These two studies are conducted in the social media context. Essay 2 investigates whether and how individuals use online coping strategies in response to online harassment on social media. Results from a scenario-based experiment showed that victims would be more likely to adopt self-focused and approach strategies (e.g., seclusion, mediation, and reporting) when they perceived a high threat of the incident. Confidence in executing the platform functions would increase victims' use of the initiators-focused strategies in both modes (e.g., blocking and reporting) but reduce their use of self-focused avoidance strategy (e.g., seclusion). Trust in social media would lead victims to the self-focused approach strategy (e.g., mediation). Victims with the intensified fear of the incident would be more likely to use the self-focused and avoidance strategies (e.g., seclusion, mediation, and blocking). While Essay 2 focuses on the role of victims, Essay 3 concentrates on the role of bystanders and reporting strategy, which is one of the online coping strategies on social media that support bystanders' interventions. Essay 3 explains why individuals report witnessing online harassment. The results found that four contextualized factors (perceived emergency of the online harassment incident, perceived responsibility to report, perceived self-efficacy in using built-in reporting functions, and perceived outcome effectiveness of built-in reporting functions for tackling online harassment) are important factors for shaping bystander reporting interventions, while the presence of others as an inhibitor that discourages bystanders' willingness to help. This essay also found that socio- environmental and technological factors exert a significant effect on bystanders' willingness to intervene. In sum, this thesis contributes to the area of online harassment by breaking new ground for the study of users' prosocial responses to online harassment on social media. It not only furthers our understanding of online coping strategies but also provides valuable insights for practitioners to design effective coping features to combat online harassment.

The purpose of this research is to analyze the differences between women and men and their selfies on the popular social media application Instagram. Past research and notions in popular culture show that women take more selfies than men do, and that they place more time and effort into their selfies than men do. The goal is to show that women may not solely do the action of taking and posting selfies and that the stereotype of taking and posting selfies being a feminine action should not be prevalent. We conducted a thorough visual content analysis of selfies on Instagram taken and posted by twelve of the most notorious celebrities who take selfies, including Kim Kardashian-West, Justin Bieber, LeBron James, and Kylie Jenner. Through research that on self-portraits in art history and through detailed analysis of the selfies of both the female and male celebrities, the research demonstrates that the stereotype of only women taking and posting selfies on social media is transient.

The shooting at Stoneman Douglas High School in 2018 paved the way for activism controlled by youth led by key students banding together following the incident. Student activists from the school emerged particularly via social media and organized large-scale efforts in order to create discourse surrounding gun control through their March For Our Lives movement. Studying the overlap between youth activism, the response to trauma, the systems at play within social media, and the role of commercialization, this paper dives into the complexities of activist based discourse as it evolves and the forces at play within youth activism in general. Looking at these existing efforts aids in exposing both the pros and cons of activism mediated by social media and the role that larger systems play in an activist’s mission. / Includes bibliography. / Thesis (M.A.)--Florida Atlantic University, 2021. / FAU Electronic Theses and Dissertations Collection

The diploma thesis focuses on marketing communication of Craft Beer & Food pub U Vašinů. The first part is focused on theoretical knowledge of marketing and marketing mix. The second part contains an analysis of the environment and the current marketing communication. In the last part suggestions are presented to improve the current situation, which are based on analyzes.

Die folgende Arbeit wird sich mit dem Thema Social Media als Kommunikationsinstrument für Young-/New-Adult-Romance-Verlagen auseinandersetzen. Social Media ist im Alltag der Menschen präsent. Viele Unternehmen nutzen die Plattformen, um sich zu präsentieren und Anzeigen zu schalten. Verlage setzen diese Möglichkeit der Werbung zwar schon ein, die Erfolge scheinen dabei aber nur mittelmäßig zu sein. Das Ziel der vorliegenden Arbeit ist es, mithilfe von Analysen zu den Social Media-Kanälen verschiedener Verlage und deren Erfolge, Handlungsempfehlungen für den Aufbau von Kundenbeziehungen durch Soziale Netzwerke aussprechen zu können. Die Forschungsfrage lautet dementsprechend: Inwiefern können Young-/New-Adult-Romance-Verlage durch die Integration von Kommunikationsmaßnahmen in Sozialen Netzwerken eine langfristige Kundenbindung aufbauen und aufrechterhalten? Dabei wurden elf Verlage, auf Grundlage von theoretischem Wissen, auf deren Engagement-Raten und Erfolge untersucht. Zudem wurden mit einem unabhängigen Verlag und einem konzerngeleiteten Imprint Interviews geführt, um ein Verständnis für diese zu bekommen. Unabhängig vom Interview wurden die Verlage tiefgehender zu deren Community-Arbeit analysiert. Die Untersuchungen zeigten, dass die Interaktion mit den Usern vonseiten des Verlages wichtig ist, um Engagement und Aktivität von diesen zu erwirken. Der Aufbau einer Community und deren Pflege schafft es die Zielgruppe langfristig an sich zu binden.:1. Einleitung 2. Theoretischer Überblick über Social Media 2.1. Die wichtigsten Informationen zu Social Media 2.2. Soziale Netzwerke und ihre Entwicklung 2.3. Status quo und Einordnung von Social Media im Marketing der Verlage 3. Identifizierung der Zielgruppe 3.1. Postmoderner Konsument nach GUTJAHR 3.2. Dimensionsmodell zur Systematisierung von Kontexteinflüssen nach THEOBALD 3.3. Genaue Zielgruppe 4. Kommunikation auf Social Media 4.1. Geeignete Plattformen für Young-/New-Adult-Romance-Verlage 4.2. Kommunikationsmöglichkeiten auf Instagram 4.3. Strategien zur Steigerung der Kundengewinnung 4.3.1. Werbung und Influencer 4.3.2. Unternehmensvision und -mission im Zusammenhang mit der Sympathie 4.4. Strategien zur Steigerung der Kundenbindung 4.4.1. Dialog, Interaktion und Engagement 4.4.2. Community-Aufbau und -Management 4.4.3. Sympathie und Vertrauen 4.5. Ziele und deren Erfolgsmessung 5. Analyse der Interaktionen verschiedener Verlage 5.1. Erläuterung der Vorgehensweise der 1. Analyse 5.2. Betrachtung der Interaktionen und Erfolge verschiedener Verlage 5.3. Erläuterung der Vorgehensweise der 2. Analyse 5.4. Betrachtung eines konzerngeleiteten Imprints am Beispiel von KYSS 5.4.1 Informationen aus dem Interview mit KYSS 5.4.2. Eigenständige Analyse des Instagram-Accounts von KYSS 5.5. Betrachtung des Unabhängigen Verlages 5.5.1. Informationen aus dem Interview mit dem Unabhängigen Verlag 5.5.2. Eigenständige Analyse des Instagram-Accounts vom Unabhängigen Verlag 6. Chancen und Grenzen, Möglichkeiten und Risiken 7. Handlungsempfehlung 8. Fazit Literaturverzeichnis Forschungsliteratur Online-Quellen Selbstständigkeitserklärung Anlagen

Soaps operas, or daytime serials, have long been a staple of American culture. In April 2011, ABC-Disney announced the cancellation of All My Children and One Life to Live. Cancellations propelled the fans of these programs to launch efforts to save not only the shows, but the genre. Through the use of social media, websites, and traditional off-line activities that included calling and letter-writing, fans strived to make their voices heard. The study examines the creation of an online community and discourse through a textual-analysis case study of blogs on two fan activist websites. Dahlberg’s criteria for presence in an online public space and Habermas’ public sphere allows for the presentation of ideas within a group to encourage a sense of democracy in a grassroots effort to be heard against corporate interests. The case study will examine a fan website, Sudz.Tv, as a group organized in a virtual public space.

The purpose of this single case study was to explore the strategies that leaders of a nonprofit organization used to build long-term donor relationships through social media. Participants included a purposeful sample of 3 senior leaders of a small nonprofit organization in Southern California who demonstrated successful approaches to using social media to manage donor relations. The conceptual framework for this study was Hon and Grunig’s concept for measuring long-term organization–public relationships. Data were collected through semistructured interviews with organization leaders, review of publicly available organizational documents, and information including financial statements, strategic planning documents, organizational budgets, employee handbooks, and board manuals. Member checking and methodological triangulation were used to validate the findings. Data from organizational documents and interviews were manually coded, and themes were identified using content analysis. Five themes emerged related to process strengths and opportunities including leadership succession and performance evaluation, workforce capacity, revenue diversification, performance measurements and data collection, and the expansion of relationship management via social media. The findings from this study might contribute to positive social change by providing strategies for building long-term relationships with donors through social media and the supporting processes that nonprofit leaders can use to increase financial resources through a loyal donor community and enhance organizational sustainability.

An employee who has a low level of awareness of how behaviours impact corporate reputation, and access to large online communities, could potentially expose the business to reputational risk. The vast number of individuals on these networks, combined with the low level of skill needed to publish on these sites, has resulted in comments and behaviours being amplified to a much greater audience. Employees and their behaviours represent the reality of the organisation to external stakeholders, and so offer a potential risk for reputational damage.This research used an online survey with Likert scales to test the hypotheses. The survey was sent out to a convenience sample, and then a snowballing technique was used to reach the employees within the identified companies.Managers and employees are equally aware of their impact on corporate reputation; however, they have a difference in opinion on what are acceptable topics to place in the public domain. A breach in the employee-employer psychological contract does not result in an increase in employee‟s willingness to post sensitive information in the public domain and employees are undecided as to how they feel about being prohibited from posting certain information in the public domain as an infringement of their person rights. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

Die Arbeit beschäftigt sich mit der Frage, welche Motive Konsumenten dazu verleiten, soziale Medien im sogenannten "Web 2.0" aktiv oder passiv zu nutzen. Hierbei liegt das Augenmerk insbesondere auf soziodemographischen und psychologischen Merkmalen der Nutzer. Als zentrales Ergebnis der Arbeit kann herausgestellt werden, dass sich die befragten 188 Personen insgesamt anhand von zwei Dimensionen: Aktivität vs. Passivität und soziale Motivation vs. individuelle Motivation in 5 Gruppen beschreiben lassen. Mithilfe klassischer und neuer Marketing-Instrumente (z.B. Virales Marketing) lassen sich diese Gruppen zielgenau ansprechen.