scholarly journals USING SOCIAL MEDIA FOR POLITICAL CAMPAIGN COMMUNICATION AND ITS IMPACT ON POLITICAL POLARIZATION AMONG YOUTHS IN UGANDA

2021 ◽  
Vol 3 (9) ◽  
pp. 17-43
Author(s):  
Faiswal Kasirye
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Uses And Gratifications ◽  
Political Polarization ◽  
Survey Method ◽  
Political Campaign ◽  
Uses And Gratifications Theory ◽  
Media Usage ◽  
Social Media Platforms ◽  
Campaign Communication

The current study is aimed at examining the use of social media for political communication and its impact on the political polarization of youths in Uganda. The study specifically focuses on determining social media platforms that are often used by youths in Uganda, find out the levels of social media usage, political campaign communication, and political polarization among youths in Uganda as a result of social media usage. Lastly, the study also focuses on determining the relationship between social media platforms, social media usage, political communication, and political polarization amongst youths in Ugandans. The study adopts the uses and gratifications theory to help in guiding the study and explaining the available relationships between the variables of the study. A quantitative research design and survey method with a questionnaire as the tool for data collection were used in this study. 192 valid responses were extracted from youths residing in Kampala and Wakiso districts in Uganda as the respondents of the study. The findings of the study reveal that youths in Uganda often use Facebook, WhatsApp, Twitter, and Instagram while looking for political-related information to help them form a decision on who to give their support in the election. In addition, the study also reveals that the more the youths look for such political information, the more they become polarized because all the politicians just feed them with information that is divisive and there exists a huge amount of hatred as a result of the consumption of such information on the Ugandan internet space. The uses and gratifications theory is also supported in the study.

Political Campaign Communication in the Information Age

2020 ◽  
pp. 166-180
Author(s):  
Norbert Merkovity
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Information Age ◽  
Political Campaign ◽  
Communication Techniques ◽  
The Social ◽  
Basic Concepts ◽  
Campaign Communication

According to scholars, the use of mediatization could be understood as communicative representation of politicians. From this perspective, the concept of mediatization in politics is not an automatism, it is a functional principle of media, more preferably the social media. To understand this activity of politicians on social media, the online attributes of broadcasting media could be conceptualized as self-mediatization of politics. The chapter will look through some of the most used concepts in political communication that aim to interpret the communicative nature of politicians in online campaigns. The used communication techniques on social media set the focus of analysis on the insufficiency of above-mentioned concepts). Besides presenting the main difficulties of basic concepts, this chapter aims to introduce the phenomenon of attention-based politics as a possible solution to research on political campaign communication in information era.

scholarly journals "Hands Up, Don't Shoot": College Students, Social Media and the #BLACKLIVESMATTER Movement

2016 ◽  
Vol 3 ◽  
Author(s):  
Spencer Hall ◽  
Sam Baucham ◽  
Tim Harris
Keyword(s):  
College Students ◽  
Social Media ◽  
Uses And Gratifications ◽  
Information Gathering ◽  
Uses And Gratifications Theory ◽  
Shared Information ◽  
Social Media Platforms ◽  
Share Information

This study focused on how college students are using social media in the #Blacklivesmatter movement. There have been several socially galvanizing events surrounding the #Blacklivesmatter movement that have led to many people to turn to social media to voice their opinions, share information and debate different ideas. This study specifically focused on college student’s involvement on social media surrounding these events. The data suggests that Facebook was overwhelmingly the main choice for participants to gather information about this movement. While college students are gathering information about the #Blacklivesmatter movement on social media, the data suggests that participants rarely posted or shared information about the movement on their personal social media platforms. The study addressed how the Uses and Gratifications theory helps explain why people may or may not use social media for the purpose of news/information gathering.

Political Campaign Communication in the Information Age

2021 ◽  
pp. 331-345
Author(s):  
Norbert Merkovity
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Information Age ◽  
Political Campaign ◽  
Communication Techniques ◽  
The Social ◽  
Basic Concepts ◽  
Campaign Communication

According to scholars, the use of mediatization could be understood as communicative representation of politicians. From this perspective, the concept of mediatization in politics is not an automatism, it is a functional principle of media, more preferably the social media. To understand this activity of politicians on social media, the online attributes of broadcasting media could be conceptualized as self-mediatization of politics. The chapter will look through some of the most used concepts in political communication that aim to interpret the communicative nature of politicians in online campaigns. The used communication techniques on social media set the focus of analysis on the insufficiency of above-mentioned concepts). Besides presenting the main difficulties of basic concepts, this chapter aims to introduce the phenomenon of attention-based politics as a possible solution to research on political campaign communication in information era.

scholarly journals FACEBOOK ADVERTISING AND ONLINE PURCHASING DECISIONS: AN ANALYSIS OF THE USES AND GRATIFICATIONS THEORY

2021 ◽  
Vol 3 (7) ◽  
pp. 10-23
Author(s):  
Muthu Rajan Pragash ◽  
Mi Lyn Fong ◽  
Siew Mun Ng ◽  
Seow Sian Kok ◽  
Shen Yi Liew
Keyword(s):  
Social Media ◽  
Information Seeking ◽  
Quantitative Research ◽  
Uses And Gratifications ◽  
Theory Approach ◽  
Strong Positive Correlation ◽  
Purchasing Decisions ◽  
Uses And Gratifications Theory ◽  
Social Media Platforms ◽  
Media Platform

Nowadays, social media has provided new opportunities for online shopping that benefit both consumers and marketers. Most of the sellers who sell products or services on their personal social media platforms are facing the issue of figuring what are the aspects that could influence consumers in their decisions to purchase products or services from the sellers, especially young adults who are active in social media platform. Interpersonal utility, information seeking, entertainment, passing time, and convenience are the five factors employed in examining the influence toward student’s purchasing decisions, in-line with the Uses and Gratifications Theory approach. The quantitative research method has been employed in this study. The data was collected from 309 undergraduates from a private university in Malaysia. The study revealed a strong positive correlation between all five independent variables and the dependent variables. The factor with the strongest correlation is convenience. This study would provide useful insights to Facebook’s personal sellers to promote their products or services in a better way to target their potential customers effectively.

scholarly journals Introduction to special issue about election reporting: Why journalism (still) matters

Journalism ◽  
2019 ◽  
Vol 20 (8) ◽  
pp. 985-993 ◽  
Author(s):  
Stephen Cushion ◽  
Daniel Jackson
Keyword(s):  
Social Media ◽  
Political Parties ◽  
Political Communication ◽  
News Media ◽  
Election Campaigns ◽  
Special Issue ◽  
Technological Advances ◽  
Campaign Coverage ◽  
Election Coverage ◽  
Social Media Platforms

This introduction unpacks the eight articles that make up this Journalism special issue about election reporting. Taken together, the articles ask: How has election reporting evolved over the last century across different media? Has the relationship between journalists and candidates changed in the digital age of campaigning? How do contemporary news values influence campaign coverage? Which voices – politicians, say or journalists – are most prominent? How far do citizens inform election coverage? How is public opinion articulated in the age of social media? Are sites such as Twitter developing new and distinctive election agendas? In what ways does social media interact with legacy media? How well have scholars researched and theorised election reporting cross-nationally? How can research agendas be enhanced? Overall, we argue this Special Issue demonstrates the continued strength of news media during election campaigns. This is in spite of social media platforms increasingly disrupting and recasting the agenda setting power of legacy media, not least by political parties and candidates who are relying more heavily on sites such as Facebook, Instagram and Twitter to campaign. But while debates in recent years have centred on the technological advances in political communication and the associated role of social media platforms during election campaigns (e.g. microtargeting voters, spreading disinformation/misinformation and allowing candidates to bypass media to campaign), our collection of studies signal the enduring influence professional journalists play in selecting and framing of news. Put more simply, how elections are reported still profoundly matters in spite of political parties’ and candidates’ more sophisticated use of digital campaigning.

EFFECT OF SOCIAL MEDIA MARKETING ON GROWTH OF MICRO ENTERPRISES IN WUSE II, ABUJA

2020 ◽  
Vol 1 (2) ◽  
pp. 1-13
Keyword(s):  
Social Media ◽  
Significant Relationship ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Survey Method ◽  
Business Growth ◽  
Media Usage ◽  
Independent Variable ◽  
Management Staff ◽  
Descriptive Survey

This study set out to examine the effect of social media marketing on the growth of micro businesses in Wuse II, Abuja, Nigeria. The main objectives translated into two hypothesis to find out whether there was any significant relationship between Social Media usage, (independent variable) by micro business against increased brand awareness as well as increased sales (dependent variables). The study adopted a Descriptive survey method where data was collected using structured close-ended questionnaire. Data was collected from 99 respondents from the population of Micro Business in Wuse II comprising of management, staff and customers of the business. The collected data was analysed using Statistical Package for Social Sciences (SPSS) and the tools employed were model summary, analysis of variance (ANOVA) and co-efficient table in testing the research hypotheses. The findings showed that there is a significant relationship between social media usage by micro business and increased brand awareness; and findings also indicated that there is a significant relationship between social media usage by micro businesses and increased sales. The paper therefore concluded that social media marketing is as important as any other marketing strategy as it contributes to business growth in terms of increased brand awareness and increased sales. The paper recommends that businesses in Wuse II, Abuja and others should invest more in deploying social media marketing tools and also to train their staff to enhance social media usage.

The effects of social media usage on loneliness and well-being: analysing friendship connections of Facebook, Twitter and Instagram

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaoyu Ye ◽  
Kevin K.W. Ho ◽  
Andre Zerbe
Keyword(s):  
Social Media ◽  
University Students ◽  
Design Methodology ◽  
Well Being ◽  
Self Report ◽  
Access Time ◽  
Content Type ◽  
Media Usage ◽  
Usage Patterns ◽  
Social Media Platforms

Purpose This study aims to clarify the effects of different patterns of Facebook, Twitter and Instagram usage on user loneliness and well-being in Japan. Design/methodology/approach Based on responses to a self-report questionnaire in Japan, 155 university students were separated into 4 groups: users of Twitter only, users of Twitter and Facebook, users of Twitter and Instagram and users of all three social media. The effects of social media usage on loneliness and well-being for each group were analysed. Findings No social media usage effects on loneliness or well-being were detected for those who used only Twitter or both Twitter and Instagram. For those using both Twitter and Facebook, loneliness was reduced when users accessed Twitter and Facebook more frequently but was increased when they posted more tweets. Users of all three social media were lonelier and had lower levels of well-being when they accessed Facebook via PC longer; whereas their their access time of Facebook via smartphones helped them decrease loneliness and improve their levels of well-being. Originality/value The findings reported here provide possible explanations for the conflicting results reported in previous research by exploring why users choose different social media platforms to communicate with different groups of friends or acquaintances and different usage patterns that affect their loneliness and well-being.

scholarly journals Impacting the B2B-Business Development Process: Social Media Usage within a Global Software Environment

2020 ◽  
Vol 5 (1) ◽  
pp. 1-11
Author(s):  
Werner Krings
Keyword(s):  
Social Media ◽  
Development Process ◽  
Two Dimensions ◽  
Business Development ◽  
Future Research ◽  
Software Environment ◽  
Media Usage ◽  
Process Sequence ◽  
New Business ◽  
Social Media Platforms

The thesis aims to explore and explain how Social Media impacts the B2B-Business Development process in a global software environment. Mixed-methods uncover the leading media platforms applied in the Business Development process cycle. The thesis produced a model, illustrating two dimensions of Social Media Business Usage, four critical Business Development process phases, and their impact on Performance mediated by Social Capital. To extend generalizability, future research may focus on testing the model for New Business Development exclusively. Significant contributions are classifying relevant Social Media platforms, distilling the process phases with the greatest impact on performance. The creation of new indices advances the performance discussion, and the typology of Business Developers capitalises on optimising the process sequence.

scholarly journals How and why people are impolite in danmu?

2020 ◽  
Author(s):  
Jiayi Wang
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Focus Group ◽  
Uses And Gratifications ◽  
Focus Group Interview ◽  
Interview Data ◽  
Group Interview ◽  
Uses And Gratifications Theory ◽  
Video Sharing

Abstract This study explores how and why people are impolite in danmu. Danmu refers to anonymous comments overlaid on videos uploaded to video-sharing sites. Although there is wide recognition that impoliteness prevails in danmu, the questions of how and why people are impolite in this context have rarely been investigated. This study addresses this lacuna of research. Using both an analysis of comments identified as impolite by participants and an analysis of focus group interview data, this research identified seven impoliteness strategies, covering both conventionalised formulae and implicational impoliteness. By applying uses and gratifications theory, this study identified five uses and gratifications for performing impoliteness in danmu: social interaction, entertainment, relaxation, expression of (usually differing) opinions and finding connections. The dialectic of resonance and opposition that emerged from the data helped explain why impolite comments tended not to be perceived as inappropriate in danmu. Thus, this study contributes to the emerging research on impoliteness in social media.

Exploring the Relationships Among Gratifications-Sought, Social Media Usage, and Social Support Among Chinese Temporary Migrants

2021 ◽  
Vol 11 (3) ◽  
pp. 15-27
Author(s):  
Yuan Wang
Keyword(s):  
Social Support ◽  
Social Media ◽  
Information Seeking ◽  
Uses And Gratifications ◽  
Media Usage ◽  
Different Types ◽  
Being There ◽  
Temporary Migrants

Based on a uses and gratifications 2.0 approach, this study identified three social and psychological gratifications (i.e., entertainment, information seeking, socializing) and four affordance-related gratifications (i.e., immediate contacts, controllability, bandwagon, and being there) that motivated Chinese temporary migrants to use social media. Both types of gratifications were positively linked to social media usage among temporary migrants. Social media usage positively predicted social support, while different patterns of social media usage were related to different types of social support.

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