The purpose of this paper is to focus on viral advertising and study the conditions under which ads become viral, how they are intentionally transmitted by consumers to their social network and their relationship with classical advertising variables, such as attitude toward the ad, attitude toward the brand and purchase intention of the consumer. We first analyze studies focusing on different aspects of the viral communication, "electronic word-of-mouth", "word-of-mouse", "viral marketing" and "buzz" in order to clarify the concept of viral advertising. After clarifying the viral advertising concept, the project analyzes the viral process and its main antecedents and influencers, by taking into consideration emotional and ad appeals theories. The results show that ad appeals influence attitude toward the ad and viral intentions, with humor being the most significant appeal in the context of viral advertising. The study also focuses on the social aspects of advertising and consumption , including influential differences related to the source of the message, social influencers analyzed in the socialization literature, such as family and peers, the tie strength element from the social network theory and consumer market maven traits. The findings show the significance of family communication and market maven characteristics in relation to consumers' viral intentions. We then integrate our key variable, viral intentions, in a classical advertising framework based on attitudes theory and their influence on behavioral intentions. The results confirm previously studied relationships between attitude toward the ad, attitude toward the brand and purchase intentions. / The findings bring into attention two key new relationships: the significant effect of attitude toward the brand on viral intentions, and the positive relationship between viral intentions and purchase intentions, a very important relationship for marketing research the viral advertising concept, analyzes its key antecedents, and studies the relationship between attitudes and behavioral intentions in a viral advertising context. The paper also establishes a key positive relationship between viral intentions and purchase intentions regarding the advertised product. / by Maria Petrescu. / Thesis (Ph.D.)--Florida Atlantic University, 2012. / Includes bibliography. / Electronic reproduction. Boca Raton, Fla., 2012. Mode of access: World Wide Web.

據稿本複印 / 論文(哲學碩士)--香港中文大學硏究院傳播學部,1993. / 附參考文獻 / 葉智仁. / 《目錄》 / Chapter 第一章 --- 導論 --- p.1 / Chapter 一、 --- 引言 --- p.1 / Chapter 二、 --- 研究的背景及意義 --- p.1 / Chapter 三、 --- 研究的提問方向 --- p.3 / Chapter 四、 --- 論文結構及目的 --- p.3 / Chapter 第二章 --- 普及文化與閱聽人 --- p.5 / Chapter 一、 --- 普及文化的概念和探討範圍 --- p.5 / Chapter 二、 --- 以「ˇئø聽人」觀念探討普及文化 --- p.7 / Chapter 三、 --- 三種不同的閱聽人研究典範 --- p.9 / Chapter 第三章 --- 閱聽人民族誌的方法論及研究方法 --- p.16 / Chapter 一、 --- 本研究的知識論立埸 --- p.16 / Chapter 二、 --- 本研究的現象學主旨 --- p.17 / Chapter 三、 --- 詮釋的觀念 --- p.18 / Chapter 四、 --- 深描就是詮釋 --- p.20 / Chapter 五、 --- 民族誌的科學價值 --- p.21 / Chapter 六、 --- 閱聽人民族誌的研究理念 --- p.22 / Chapter 第四章 --- 閱聽人民族誌 --- p.25 / Chapter 一、 --- 本研究的時間、地點和人物 --- p.25 / Chapter 二、 --- 本研究的田野工作過程 --- p.29 / Chapter 三、 --- 開放改革中的順德 --- p.34 / Chapter 四、 --- 順德普及文化史 --- p.43 / Chapter 五、 --- 順德人與電視 --- p.47 / Chapter 六、 --- 順德人與偶像 --- p.63 / Chapter 七、 --- 順德人與消費文化 --- p.72 / Chapter 第五章 --- 總結與討論 --- p.88 / Chapter 一、 --- 順德普及文化及對順德人的意義 --- p.88 / Chapter 二、 --- 閱聽人民族誌在普及文化研究上的意義 --- p.94 / 英文書目 --- p.97 / 中文書目 --- p.102

Thesis (M.S.V.S.)--Massachusetts Institute of Technology, Dept. of Architecture, 1982. / MICROFICHE COPY AVAILABLE IN ARCHIVES AND ROTCH. / Bibliography: leaf 44. / by Kenneth L. Kantor. / M.S.V.S.

This dissertation examines the practices of leisure and consumption in early twentieth-century Buenos Aires through both intellectual and mass cultural productions. Using works by authors such as Horacio Quiroga and Roberto Arlt together with articles, images, and texts from the Argentine mass media, I examine how national, social and civic identities were intimately tied to, and were constituted through, technologically mediated leisure practices. Sports and film spectatorship, the reception of radio and the reading popular texts were all activities that opened spaces for the rehearsal of forms of citizenship and encouraged the formation of communities and publics both in line with and contrary to the hegemonic and disciplinary mechanisms of the state.

This dissertation asks how the structure of moral authority and media viewership in America has changed over the course of the 20th century. In order to address this question, I examine the ways in which American films are, and have been, labeled inappropriate or appropriate for public viewership. I ask how censorship, regulation and rating systems work to create and manage moral ambiguity, and what types of ramifications moral ambiguity is thought to have on viewers. I also address the types of problems associated with American cinema over time, and propose several analytical dimensions to capture and unpack the processes of censoring cinema. This framework is built on the notions of filth and moral ambiguity, moral repercussion, a process of responsibilization, and the telos for cinema, all of which influences how an organization interacts with movies and morality. In lapses of symmetry between on- and off-screen worlds, moral ambiguity arises in ways that responsibilize either content controllers or audiences themselves. I show the links between these articulations and how the moral repercussions of exposure to cinema are defined. I also argue that where in the past moral ambiguity was commonly perceived as a dangerous aspect of cinema, especially by censors and Hollywood film production regulators, contemporary movie raters present a film’s moral ambiguity as a resource to the viewer. Moral ambiguity, if probed the right way, can lead to greater awareness of one’s moral boundaries, enabling viewers to effectively censor their viewership practices themselves. Greater responsibility of the viewer is also linked with more transparency and less rigid definitions of filth, moral repercussion, and the overall purpose of media consumption. Censoring cinema was a way in which state censors attempted to shape a “good” civil society, but the notion of how such a society might be achieved through media shifted over the 20th century. By examining the work of Hollywood’s Production Code Authority, New York State censors, pioneering sociologists and educators of the 1930s, the Film Estimate Board of National Organization’s monthly film classification decisions, and contemporary movie ratings at Common Sense Media, I develop several sub-arguments that support the larger argument that moral ambiguity has become a resource as opposed to a danger. In doing so, I expose the connections between the efforts of earlier censors and industry regulators to contemporary constructions of moral authenticity in movie reviews, and highlight in particular the responsibilization of parental audiences. To date, parents are charged not only with monitoring what their children watch, but also with instilling critical viewing skills among their children. This contrasts with previous content control techniques, wherein parents were responsibilized to make decisions for their children but were not expected to foster any specific values or skills in them, and earlier techniques, wherein parents were not responsibilized at all. I end by noting that the contemporary approach to pollution management relies on two conflicting discourses, which have influenced strategies to managing media morality throughout the 20th century. The first focuses on media research and its alleged effects on social behavior, the second on free and intelligent choices by children consumers themselves – but as this dissertation also exemplifies, both registers have echoes in earlier sites and examples of cinematic censorship and efforts to clean the screen.

The Internet has revolutionized the way in which people are entertained, communicate and collect information. As people increase their ability to connect with the outside world from inside their homes, they hold the power to become their own gatekeepers filtering information as they see fit. Many question whether this will weaken the power of the traditional media sources that are often seen as elitist and potentially biased. This researcher hypothesized that people who cite high credibility ratings of news media channels are more likely to use traditional media channels such as television and newspapers and people who cite low credibility ratings of news media channels are more likely to use alternate media channels such as the Internet. While the researcher was unable to reject the null hypothesis, a pattern of general mistrust of traditional news media was revealed when nearly three-fourths of respondents gave traditional media channels a "not-credible" rating. / by Katrina Herring. / Thesis (M.A.)--Florida Atlantic University, 2010. / Includes bibliography. / Electronic reproduction. Boca Raton, Fla., 2010. Mode of access: World Wide Web.

This dissertation analyzes a set of innovative literary practices happening in the popular press in Argentina in the 1920s. It takes its departure from two theoretical premises: that what precipitated the historical avant-garde was the spread of mass culture and that art redraws its limits by incorporating the foreign into it. With these premises in mind, the dissertation shows that the aguafuertes of novelist Roberto Arlt and the women’s columns by poet Alfonsina Storni, because they were written especially for the popular press and because their authors positioned themselves as artists of and in the media, the two—Arlt and Storni—were able to process political, social, and economic changes in a forceful and unprecedented way. Technologically accelerated modernization became their vehicle, and it allowed them to contribute to the democratization of the Argentine cultural field in that decade. Further, analysis of this under-read corpus allows me to assert that it was their journalistic texts in which Arlt and Storni experimented with novel poetics, which “modernized” their own more literary practices. Published in discardable formats that were hardly prestigious in the center of the mass media of the day, these texts have passed largely unperceived by critics, although in their moment they formed part of a broad cultural agitation that they themselves in part created. Their marginal placement doesn’t obscure the same procedures used in them as was used by the classic avant-garde. In their newspaper writings, Arlt and Storni erased the borders between genres, re-used found materials and did not shun low materials, provoked the public and at the same time included the public, transgressed reigning norms for the behavior of women. No understanding of the 20s in the Río de la Plata can dispense with these texts, and others like them. They were an integral part of the cultural network; more than this, they worked through the extreme transformations of the epoch—as this dissertation shows—with a radicality beyond that of the local avant-gardes.

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The majority of earlier studies on media and the environment have concentrated on media contents, effects, and associated problems and limitations. The focus here on 'approaches to improvement' advances research in this field a step forward. This research proposes three broad 'approaches to improvemen' and undertakes four case studies to provide an exploration of their potentials. First is the 'educational approach' of building journalists' knowledge. Two cases studies illustrate the high potentials of this approach. Assessment of a mid-career training initiative in environmental reporting reveals positive impacts on journalists' knowledge, reporting skills, and job satisfaction. Evaluation of a university journalism module on sustainability shows increases in students' understanding of the meaning and multidimensional nature of sustainability, and their appreciation of the need for enhancing public awareness through media coverage. Second is the 'social responsibility approach' of media receptiveness towards a more responsible role in communicating these issues. An analysis of newspersons' views reveals partial support for this approach – although they were somewhat unreceptive to media environmental policies as a way of expressing social responsibility, they tended to be receptive towards an educative role. However, journalistic routines and norms may restrict an educative approach to news reporting. Third is the 'message framing approach' of employing effective and persuasive communication strategies in the framing of mediated information to influence understanding and perception. An experimental assessment of an information campaign on 'sustainable consumption', designed based on this approach finds some increases in community understanding and concern; thus, illustrating the potentials of this approach. Finally, drawing from the findings of the case studies and other observations in the literature the study identifies the interdependencies between the three approaches and the interconnected network of other influencing factors that are likely to determine their success – thus providing a clearer perspective of their viability in the real world.

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