Social-Media-and-Public-Opinion-Lucas-Braun-2012.pdf

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1、SocialMediaandPublicOpinionMaster'sThesisMàsterUniversitarienInterculturalitatiPolítiquesComunicativesenlaSocietatdelaInformaciòSupervisingProfessor:Prof.Dr.GuillermoLópezGarcíaLucasBraunY-998852Elubraun@postal.uv.esSeptember2012“Technologyisneithergoodnorbad;norisitneu

2、tral.”Firstlawoftechnology,MelvinKranzberg.Abstract.Communicationisusedtodevelopidentity.Indigitalcommunicationidentitybuildingisbasedondifferenttoolsthaninarealworldsetting.Reputationandsocialauthorityarethereforebasedondifferentaspects.SocialMediaishumancommunicationm

3、ediatedthroughsocialsoftware.Socialsoftwarefacilitatethecreationofsocialnetworksindigitalenvironment.Networksareaformoforganizationthatincreasestheeffectivenessoftheindividualandthewholenetwork.DuringthelastyearsSocialMedia,socialnetworks,andWeb2.0havebeenstudiedwiththe

4、resultthattheyarebetterunderstoodnowadays.Itnowseemsasifthesephenomenaaremorethanatechnologicaladvancement,ratheraparadigmshift.Opinionbuildingisstronglyconnectedtotheprocessofshapinghumansociety.Socialcommunication,socialnetworks,andreputationplayakeyroleinthisprocess.

5、Opinionisaresultofcultural,political,ideological,andsocialbelievesanddesiresandpublicopinionistheaggregateofdominantopinionswithinasociety,communicatedinpublicsphere.Socialcommunicationthroughsocialmediaisincreasing.Thewaypublicopinionisformedisstronglyinfluencedbythese

6、newmedia.LucasBraun,2012lubraun@postal.uv.es--ThisworkislicensedunderaCreativeCommonsAttribution-NonCommercial-ShareAlike3.0UnportedMoreinformation@http://creativecommons.org/licenses/by-nc-sa/3.0/deed.en_USIndex.1.Introduction...........................................

7、.......................................................................................12.Communication............................................................................................................................32.1.CommunicationSciences.................

8、....................................................................................32.2.CommunicationModels..