2,595 research outputs found

    ANALYZING KEY COMMUNICATORS

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    As history has shown, members of social groups trust select individuals who can access information and provide persuasive perspectives. Known by the Department of Defense as key communicators, these personalities maintain a great deal of influence deriving their authority from various official, cultural, religious, and social statuses within their respective communities. Although psychological operations and other national security personnel understand their value, current government training and processes do not adequately address the need for effective analysis of key communicators. The purpose of this research is to develop a foundational PSYOP analytical process to improve how practitioners select key communicators to support military objectives. Drawing from academic theories, scientific processes, and the experience of military service members, how can PSYOP personnel analyze key communicators to leverage their social networks? The research reviewed relevant theories, systems, processes, techniques, and procedures to develop the key communicator analytical process (KCAP). This process and its associated tool were designed to guide practitioners as they identify, categorize, organize, visualize, and evaluate relevant qualitative and quantitative communicator and audience variables to yield an appropriate index score with which to compare against others. Finally, this tool was applied to a historical case study to validate its functionality in future operational settings.Major, United States ArmyMajor, United States ArmyMajor, United States ArmyApproved for public release. Distribution is unlimited

    ¿Quién lidera la conversación? Los usuarios influyentes de Twitter durante un evento deportivo de nicho

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    [ES] Los seguidores de los deportes de nicho suelen encontrar escaso contenido en los medios de comunicación debido a su limitada audiencia. En cambio, los medios sociales permiten seguir estos deportes específicos. El dinamismo de estos medios se basa en la participación individual, de tal forma que usuarios prominentes conducen la conversación social gracias a su capacidad de influencia. Sin embargo, la complejidad del concepto de influencia dificulta identificar a estos usuarios clave. Nuestra investigación propone una medida de la influencia en Twitter basada en variables obtenidas de la plataforma (número de tweets, número de retweets y número de seguidores) y otras calculadas a partir del Análisis de Redes Sociales (outdegree, indegree y PageRank). Para componer este índice se utilizó el Proceso de Jerarquía Analítica. Esta medida se aplicó a la conversación generada en Twitter en torno a los Mundiales de Ciclismo en Pista 2018. A partir de un corpus de 19.701 tweets, identificamos a los 25 usuarios más influyentes del evento. Los resultados indican que los organizadores y ciclistas participantes jugaron un papel relevante en Twitter. Además, la distribución geográfica de estos usuarios influyentes reflejó la dependencia cultural que tienen los deportes de nicho.[EN] Fans of niche sports generally find minimal content in mainstream media due to their limited audience. Instead, social media offers them the opportunity to follow these specific sports. The dynamics behind digital media are based on individual participation, hence some prominent users lead the social conversation thanks to their capacity to influence. However, the complexity of the concept of influence and the existence of multiple parameters for its measurement make it difficult to identify these key users. Our research proposes a measure of the influence on Twitter based on variables derived from the platform (number of tweets, number of retweets, and number of followers) and from the Social Network Analysis (outdegree, indegree, and PageRank). The Analytic Hierarchy Process was used to assign a weight to each variable. This measure of influence was applied to the conversation generated on Twitter around a niche sporting event: the 2018 UCI Track Cycling World Championships. From a 19 701-tweet corpus, we identified the 25 most influential users. The results indicate that the organisers and the participating cyclists played a relevant role in the Twitter conversation. In addition, the geographic distribution of these influential users reflects the cultural dependence of niche sports.Lamirán-Palomares, JM.; Baviera-Puig, A.; Baviera, T. (2022). Who leads the conversation? Influential Twitter users during a niche sporting event. Revista Mediterránea de Comunicación. 13(1):383-398. https://doi.org/10.14198/MEDCOM.20488S38339813

    Social Media Strategies to Increase Professional Membership Association Dues Income

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    Social media strategies can play an important and specific role in nonprofits by increasing membership dues income. However, insufficient data exists supporting effective strategies for social media in professional membership associations, potentially affecting both business managers within those associations and the stakeholders they represent. The purpose of this qualitative single case study was to explore social media strategies that nonprofit marketing professionals used to increase professional membership association dues income. The sample included 7 nonprofit marketing professionals in a New Jersey-based professional membership association. Social exchange theory and social influence theory formed the conceptual framework. Data collection occurred using semistructured interviews, a review of campaign data, review of social media, and directly observing a social media planning meeting. Yin\u27s 5 steps for qualitative data analysis formed a logical and sequential process for analysis. An overarching theme, actionable strategies to increase dues income in professional membership associations, emerged with 5 themes, including engagement with social media connections; a comprehensive, coordinated strategy; and establishing trust. The implications for positive social change include the potential to help professional membership associations to increase revenue and better support their social advocacy missions, which could include an improvement in community service activities, benefiting both association members and small and large communities across the United States

    Vertical Social Cohesion: Linking Concept to Practice

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    This article addresses gaps in linking the conceptualization and practice of vertical social cohesion. Through a review of literature, examination of field-based case studies and focused discussions with academics, the article crystalizes the understanding of vertical social cohesion—often restricted to state-society relations—and offers four mutually reinforcing strands of the vertical dimension that are cognizant of the hybridity of state, non-state, formal and informal institutions that exist in most societies. Through a deeper reflection on practice, the article discusses two considerations for strengthening the practice of vertical social cohesion that should start with intentional consideration of the vertical dimension of social cohesion during the intervention design: leveraging governance programming based on its complementarities with social cohesion; and careful blending of interventions that promote horizontal and vertical social cohesion. It argues that, while the focus of community-level social cohesion interventions is often biased towards strengthening horizontal social relations, both the vertical and horizontal dimensions are important in shaping the nature and strength of a society’s cohesiveness. The article contends that social cohesiveness is determined by how vertical and horizontal social cohesion interact and proposes a tool—Social Cohesion’s Four-Quadrants Model—to harmonize and weigh programming choices in order to influence broader, sustainable societal change

    EmpowHER: Creating Digital Pathways to Funding and Cultivating Community for Women Entrepreneurs

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    ”EmpowHER: Creating Digital Pathways to Funding and Cultivating Community for Women Entrepreneurs” embarks on a comprehensive exploration of the dynamic world of women entrepreneurship, deciphering the intricate dynamics that influence their journey to success. With a focus on fostering gender diversity and promoting innovation, this thesis delves into the profound impact of accessible funding mechanisms and community engagement on women entrepreneurs’ trajectories while in the growth stage of their business. As women-owned enterprises continue to rise, this project dissects their economic potential and explores how innovative practices can dismantle the barriers that hinder their progress. By employing various research methods such as content analysis, visual analysis, and case studies, the project unearths valuable insights into the challenges and opportunities that define the landscape of women entrepreneurship. The examination of website aesthetics, content, and functionality, coupled with case studies, illuminates the ways in which initiatives are launched and sustained to empower women entrepreneurs. This thesis examines the realms of semiotics and iconography, unveiling how visual symbols and branding resonate with broader cultural narratives. The analysis of funding platforms, both conventional and innovative, unearths avenues for enhancing women’s access to capital, fostering resilience in the face of gender biases. The research places a significant emphasis on women entrepreneurship, which includes the entrepreneurial endeavors of women in various aspects of business. It involves women taking the initiative to start, manage, and grow businesses while addressing the unique challenges and opportunities they face as females. The study also explores the idea of feminism, a socio-political and cultural movement that advocates for gender equality, with a specific focus on women’s rights and opportunities. In the context of this research, feminism underscores the empowerment and advocacy required to eliminate gender-based disparities and biases, particularly in the entrepreneurial sphere. Gender diversity, on the other hand, is a central theme, emphasizing the importance of creating an environment where women, along with individuals of diverse gender identities, are actively encouraged and supported in their entrepreneurial pursuits. Such efforts contribute to a more inclusive and diverse business landscape. The project delves into various aspects of women entrepreneurship, especially for those in the 35-55-year age range who are navigating the growth stage of their businesses. It examines how mentorship, role models, and community engagement form a holistic support system for women entrepreneurs. The study investigates the impact of both online and offline networks in shaping a supportive ecosystem that nurtures aspirations and helps entrepreneurs navigate the challenges they face. Furthermore, it delves into the intricate connection between gender, motherhood, and entrepreneurship, highlighting the unique challenges and opportunities encountered by women who juggle multiple roles. Ultimately, this project envisions a future where women’s access to funding and opportunities is equitable, and community support is available both digitally and in person

    Disruption to Destruction: Exploring the Effects of Digital Disruption on the Value Creation Processes within the Field of Fashion through the lens of Service Dominant Logic

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    Digital platforms have democratised the fashion industry; once notoriously shielded by gatekeepers. Today, fashion’s end consumers rely less on such gatekeepers who hold industry specific knowledge, but instead, “follow” social media influencers who have shifted control from the sender (e.g. fashion brand) to the receiver (e.g. consumer). Together with a growing dependence on other boundary breaking technologies, the relevance of traditional gatekeepers is questioned, as is the holistic process of value creation within this ecosystem. Building upon contemporary service dominant logic (SDL) literature on service ecosystems, as well as the composition of value codestruction, this thesis zooms into the empirical context of the global fashion industry. To capture the complexity of individual and group behaviours within micro, meso and macro network contexts, an ethnographic research strategy was conducted, spanning over 18 months and including participant observations and self-reflexivity, a focus group, and 17 semi-structured interviews with influential fashion intermediaries. Through thematic analysis, results were presented in a series of narrative stories, which ultimately, help shine a new light on how we view SDL in regard to operant resources, the complexities of diverse ecosystem actors, and value extraction. Our theoretical contribution is to add to SDL literature with what we call the co-abduction of value and the democratisation of primary value creation. The importance of this finding is to highlight how the micro and macro level processes of a field can lead industry actors to manipulate value creation in what was previously a highly territorial industry. Our contribution highlights the mechanisms through which value creation can be appropriated, destroyed and reconfigured
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