Thesis (Ph. D.)--University of Hong Kong, 1998. / Includes bibliographical references (leaf 236-246).

The personalization of online advertising has now become a necessity for marketing agencies. The tracking technologies such as third-party cookies gives advertisers the ability to recognize internet users across different websites, to understand their behavior and to assess their needs and their tastes. The amount of created data and interactions leads to the creation of a large cross-device identity graph that links different identifiers such as emails to different devices used on different networks. Over time, strongly connected components appear in this graph, too large to represent only the identifiers or devices of only one person or household. The aims of this project is to partition these components according to the structure of the graph and the features associated to the edges without separating identifiers used by a same person. Subsequent to this, the size reduction of these components leads to the isolation of individuals and the identifiers associated to them. This thesis presents the design of a bipartite graph from the available data, the implementation of different community detection graphs adapted to this specific case and different validation methods designed to assess the quality of our partition. Different graph metrics are then used to compare the outputs of the algorithms and we will observe how the adaptation of the algorithm to the bipartite case can lead to better results. / Anpassningen av onlineannonsering har nu blivit en nödvändighet för marknadsföringsbyråer. Spårningstekniken som cookies från tredje part ger annonsörer möjlighet att känna igen internetanvändare på olika webbplatser, för att förstå deras beteende och för att bedöma deras behov och deras smak. Mängden skapade data och interaktioner leder till skapandet av en stor identitetsgrafik för flera enheter som länkar olika identifierare, t.ex. e-postmeddelanden till olika enheter som används i olika nätverk. Över tiden visas starkt anslutna komponenter i det här diagrammet, för stora för att endast representera identifierare eller enheter av endast en person eller hushåll. Syftet med detta projekt är att partitionera dessa komponenter enligt grafens struktur och de egenskaper som är knutna till kanterna utan att separera identifierare som används av samma person. Efter detta leder storleksreduktionen av dessa komponenter till isoleringen av individer och de identifierare som är associerade med dem. Denna avhandling presenterar utformningen av en bifogad graf från tillgängliga data, genomförandet av olika samhällsdetekteringskurvor anpassade till detta specifika fall och olika valideringsmetoder som är utformade för att bedöma kvaliteten på vår partition. Olika grafvärden används då för att jämföra algoritmens utgångar och vi kommer att observera hur anpassningen av algoritmen till tvåpartsfallet kan leda till bättre resultat.

The Apple Phenomenon: the Impact of Modern Technologies on Subject Abstract The goal of the submitted thesis is the study of the company Apple Inc. in the context of how it is percieved by subjects. After a brief introduction of the company Apple Inc. we will focus on semiotic analysis of the brand Apple, its products and marketing strategies. The object of study will be also a present society, whose distinguishing feature is a consumption, and brand perception of a subject in connection with his identity, image building, lifestyle and an inclusion in the social classes. The aim is to uncover which importance is attached to consumer goods by a present society, especially goods marked with the apple logo. According to the facts available, Apple has many of its supporters around the world. The object of this thesis is therefore to clarify the role of the company Apple Inc. and prove that Apple is a certain phenomenon, or even a cult, in a current consumer society, which is accompanied by emotions.

Made available in DSpace on 2016-04-29T13:31:33Z (GMT). No. of bitstreams: 1 Felipe Lopes.pdf: 859948 bytes, checksum: ea9be2ffde1254cdb528231fd1676705 (MD5) Previous issue date: 2007-06-25 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / In this dissertation, we discussed the pertinence of French sociologist Pierre Bourdieu s concept of social field as a theoretical tool for the scientific analysis of the advertising practice in Brazil nowadays. In other words, we analyzed if the production universe of this practice is characteristic of a hierarchical social environment organized according to specific interest logic and presenting tangential points with other social universes. We investigated if it is a relatively autonomous space, a kind of microcosm which operates like a force field, in which there are fights for its transformation or conservation. A kind of society with its own bonds, rules and consecration institutions within our society. To achieve this purpose, we analyzed the identitarian speeches of its agents - the meanings that advertising students and professionals share about this practice considering their positions in the social structure. This analysis allowed us to investigate if this correlation indicates the existence of an advertising field / Nesta dissertação, discutimos a pertinência da noção de campo social desenvolvida pelo sociólogo francês Pierre Bourdieu como ferramenta teórica de análise científica da prática publicitária realizada hoje no Brasil. Por outras palavras, discutimos se o universo de produção dessa prática apresenta as características de um espaço social hierarquizado segundo uma lógica específica de interesses, com pontos de tangências com outros universos sociais. Ou seja, se ele constitui um espaço relativamente autônomo, espécie de microcosmo que opera como um campo de forças, onde ocorrem lutas pela sua transformação ou conservação. Uma espécie de sociedade com vínculos, regras e instituições de consagração próprias dentro de nossa sociedade. Para tanto, analisamos os discursos identitários de seus(as) agentes isto é, os significados que estudantes e profissionais da publicidade compartilham acerca dessa prática à luz da posição que ocupam hoje na sua estrutura social. Buscamos, com isso, investigar em que medida essa correlação nos indica a existência de um campo propriamente publicitário