This thesis considers the ways in which Australia has been publicly represented in ten Asian societies in the twentieth century. It shows how these representations are at odds with Australian opinion leaders’ assertions about being a multicultural society, with their claims about engagement with Asia, and with their understanding of what is ‘typically’ Australian. It reviews the emergence and development of Asian regionalism in the twentieth century, and considers how Occidentalist strategies have come to be used to exclude and marginalise Australia. A historical survey outlines the origins of representations of Australia in each of the ten Asian countries, detecting the enduring influence both of past perceptions and of the interests of each country’s opinion leaders. Three test cases evaluate these findings in the light of events in the late twentieth century: the first considers the response in the region to the One Nation party, the second compares that with opinion leaders’ reaction to the crisis in East Timor; and the third presents a synthesis of recent Asian Australian fiction and what it reveals about Asian representations of Australia from inside Australian society. The thesis concludes that Australian policies and practices enable opinion leaders in the ten countries to construct representations of Australia in accordance with their own priorities and concerns, and in response to their agendas of Occidentalism, racism, and regionalism.

Since the 1960s, the United States has experienced steady declines in news consumption and commensurate attrition in civic engagement and political participation. Americans read newspapers at less than one fourth the rate of 60 years ago; voter turnout has fallen to the point where the U.S. ranks 23 out of 24 established democracies; signing petitions, volunteering for a civic organization like the PTA and political party affiliation are all at contemporary lows. But these indicators only tell half the story…the younger half. Because among Americans over age 50, attrition in all these areas is much milder; among those under age 30 they are much steeper. So do young adults get news? If so, how do they get news? If not, how do they find out about things? A 21-year old journalism student reported that: “I usually just hear it from friends, when I talk to friends.” The present study employed four methods: Secondary analysis of longitudinal Pew data; interviews and focus groups about news consumption and media use habits, including social media and wireless devices; a survey on social media use and its relationship to news and news knowledge; and an experiment testing a novel game as a way to convey news and civics knowledge, all involving students at three large state universities. Findings include the following: students often rank social media use, like Facebook, as their most important and most-used media; social media are negatively related with traditional news use and with news knowledge; students draw clear and important distinctions between news and information; one method of teaching (direct instruction) works well while another (a news game) works, but not as well. Of particular interest is the role of opinion leaders in the two-step flow of news, and the role of relevance and need for orientation in agenda setting. Novel contributions include a clearer definition of students’ distinction between news and important information as they define it, a framework by which to experiment with creating an interactive game using news to promote news seeking, and some provocative recommendations for future research. / text

Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2016-08-18T23:39:48Z No. of bitstreams: 1 Alexandre2.pdf: 1548078 bytes, checksum: b33bfbabfb980f3ad3452a6515c023dd (MD5) / Made available in DSpace on 2016-08-18T23:39:48Z (GMT). No. of bitstreams: 1 Alexandre2.pdf: 1548078 bytes, checksum: b33bfbabfb980f3ad3452a6515c023dd (MD5) Previous issue date: 2015-04-27 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This study aims to prove the existence of the interference of opinion leaders in brand communication with consumers (opinion leaders, here in this study, we understand as a person who generate influence on groups of people that discuss a particular subject). We mapped the impact of the interference mentioned above and found out five major significant events of reflections on the brand. The theoretical framework consists of contemporary authors, and is based on the study of the perspective of marketing communication, cyber culture, micro-power, machine dependency and psych technology. The form of the study evidence consisted of methodologies comprising historiographical study, case study and focus groups. (comes before the methodology). We achieved the initials objectives and proved the existence of the interference of the opinion leader in brand communication with consumers. / Este estudo tem como objetivo a comprovação da existência de interferência dos formadores de opinião na comunicação da marca com seus consumidores (formadores de opinião, aqui neste estudo, entendemos como pessoas que geram influência em grupos de pessoas que debatem um determinado assunto). Mapeamos o impacto desta interferência supra citada e encontramos cinco grandes eventos significativos dos reflexos na marca. O quadro teórico de referência é formado por autores contemporâneos, e baseia-se na perspectiva do estudo da comunicação mercadológica, cibercultura, micropoder, maquinodependência e psicotecnologia. A forma de comprovação do estudo foi composta de metodologias que compreende estudo historiográfico, estudo de caso e grupos focais. (vem antes da metodologia). Alcançamos os objetivos iniciais e comprovamos a existência da interferência do formador de opinião na comunicação da marca com seus consumidores.

Made available in DSpace on 2016-08-03T12:30:09Z (GMT). No. of bitstreams: 1 AlexandreMarquesi2.pdf: 1548078 bytes, checksum: b33bfbabfb980f3ad3452a6515c023dd (MD5) Previous issue date: 2015-04-27 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This study aims to prove the existence of the interference of opinion leaders in brand communication with consumers (opinion leaders, here in this study, we understand as a person who generate influence on groups of people that discuss a particular subject). We mapped the impact of the interference mentioned above and found out five major significant events of reflections on the brand. The theoretical framework consists of contemporary authors, and is based on the study of the perspective of marketing communication, cyber culture, micro-power, machine dependency and psych technology. The form of the study evidence consisted of methodologies comprising historiographical study, case study and focus groups. (comes before the methodology). We achieved the initials objectives and proved the existence of the interference of the opinion leader in brand communication with consumers. / Este estudo tem como objetivo a comprovação da existência de interferência dos formadores de opinião na comunicação da marca com seus consumidores (formadores de opinião, aqui neste estudo, entendemos como pessoas que geram influência em grupos de pessoas que debatem um determinado assunto). Mapeamos o impacto desta interferência supra citada e encontramos cinco grandes eventos significativos dos reflexos na marca. O quadro teórico de referência é formado por autores contemporâneos, e baseia-se na perspectiva do estudo da comunicação mercadológica, cibercultura, micropoder, maquinodependência e psicotecnologia. A forma de comprovação do estudo foi composta de metodologias que compreende estudo historiográfico, estudo de caso e grupos focais. (vem antes da metodologia). Alcançamos os objetivos iniciais e comprovamos a existência da interferência do formador de opinião na comunicação da marca com seus consumidores.

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The objective of this master's thesis is to examine the concept of opinion leadership-to define it, to describe where it originated from, how it has developed over time, and finally, to apply this phenomenon to the Czech journalist community and its current members. Based on relevant international literature, the author of this paper assumes that opinion leaders exist in every social group or community around the globe, possessing an extraordinary personal influence on the decision-making and opinion-forming process of the people within their social network. Simply put, opinion leaders are the individuals to whom others look for guidance, credible and accurate information and context when they are in doubt or experiencing indecisiveness. For journalists, the possibility to have someone to whom they can turn for all the above-mentioned is crucial, the author believes, for it is a daily part of the profession to handle information cautiously, to evaluate news critically and objectively, and to get acquainted with a confusing topic in a relatively short period of time. Firstly, the paper offers a thorough theoretical framework for understanding the concept of opinion leadership, which is followed by a practical part consisting of a two-phase research examining opinion leaders in the ranks of Czech...

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