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This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Persuasion in the Media Age addresses the impact of electronic media on the practice of persuasion and reviews constantly evolving digital strategies. Today’s world demands a new perspective on persuasion—one that is grounded in the assumption that human consciousness and culture have been forever altered by communication technology. The fourth edition provides timely examples of persuasion in political campaigns, social movements, marketing, and interpersonal relationships—and the role of social media and media technologies in all of the contexts. From advertisers to politicians to influencers to friends, persuaders use increasingly sophisticated strategies to sway behavior. Borchers skillfully weaves theory, research, and engaging examples to help readers understand the practice of social influence—and to apply critical-thinking skills to the persuasion they encounter daily. The text takes an interdisciplinary approach to provide the latest thinking on persuasion while also drawing on a broad theoretical base for foundational concepts, such as attitudes, rhetoric, and human motivation. Throughout, Borchers emphasizes audience, storytelling, visual images, and ethics. This comprehensive, insightful, and accessible overview of persuasive communication teaches readers how to be skilled creators of persuasive messages—as well as critical consumers.
Bringing together leading scholars, this international collection examines different dimensions of ageing and ageism in a range of media and how older adults use and interact with the media.
This open access book provides a comprehensive perspective on the concept of ageism, its origins, the manifestation and consequences of ageism, as well as ways to respond to and research ageism. The book represents a collaborative effort of researchers from over 20 countries and a variety of disciplines, including, psychology, sociology, gerontology, geriatrics, pharmacology, law, geography, design, engineering, policy and media studies. The contributors have collaborated to produce a truly stimulating and educating book on ageism which brings a clear overview of the state of the art in the field. The book serves as a catalyst to generate research, policy and public interest in the field of ageism and to reconstruct the image of old age and will be of interest to researchers and students in gerontology and geriatrics.
Author, activist, and TED speaker Ashton Applewhite has written a rousing manifesto calling for an end to discrimination and prejudice on the basis of age. In our youth obsessed culture, we’re bombarded by media images and messages about the despairs and declines of our later years. Beauty and pharmaceutical companies work overtime to convince people to purchase products that will retain their youthful appearance and vitality. Wrinkles are embarrassing. Gray hair should be colored and bald heads covered with implants. Older minds and bodies are too frail to keep up with the pace of the modern working world and olders should just step aside for the new generation. Ashton Applewhite once held these beliefs too until she realized where this prejudice comes from and the damage it does. Lively, funny, and deeply researched, This Chair Rocks traces her journey from apprehensive boomer to pro-aging radical, and in the process debunks myth after myth about late life. Explaining the roots of ageism in history and how it divides and debases, Applewhite examines how ageist stereotypes cripple the way our brains and bodies function, looks at ageism in the workplace and the bedroom, exposes the cost of the all-American myth of independence, critiques the portrayal of elders as burdens to society, describes what an all-age-friendly world would look like, and offers a rousing call to action. It’s time to create a world of age equality by making discrimination on the basis of age as unacceptable as any other kind of bias. Whether you’re older or hoping to get there, this book will shake you by the shoulders, cheer you up, make you mad, and change the way you see the rest of your life. Age pride! “Wow. This book totally rocks. It arrived on a day when I was in deep confusion and sadness about my age. Everything about it, from my invisibility to my neck. Within four or five wise, passionate pages, I had found insight, illumination, and inspiration. I never use the word empower, but this book has empowered me.” —Anne Lamott, New York Times bestselling author
Recent political conflicts signal an increased proliferation of image testimonies shared widely via social media. Although witnessing with and through images is not a phenomenon of the internet era, contemporary digital image practices and politics have significantly intensified the affective economies of image testimonies. This volume traces the contours of these conditions and develops a conception of image testimony along four areas of focus. The first and second section of this volume reflects the discussion of image testimonies as an interplay of evidential qualities and their potential to express affective relationalities and emotional involvement. The third section focuses on the question of how social media technologies shape and subsequently are shaped by image testimonies. To further complicate the ethical position of the witness, the final section looks at image testimony at the intersection of creation and destruction, taking into account the perspectives of different actors and their opposed moral positions. With an emphasis on the affectivity of these images, Image Testimonies provides new and so far overlooked insights in the field. It will appeal to students and researchers interested in fields such as Sociology and Social Policy, Media and Communications, Visual Arts and Culture and Middle East Studies.
The book has well turned out to be a boon for researchers from academia as well as industry. The book seemly meets the requirement and encounters the dilemma of a ‘first time researcher’ in many ways. The basics of research paper writing are taken well care in the previous editions of the handbooks as proceedings published by Prestige Institute of Management and research, Gwalior. The previous editions focused on steps to carry out review of literature, setting objectives, developing hypothesis, selecting appropriate methods as per objectives, drawing inferences followed by referencing styles. The book not only provides insights to a first time researcher but also introduces them with the latest tools. Part one of the book presents introduction to E views as Chapter 1. The chapter deals with step wise procedure to work with E views elaborately. E-Views is widely used numerous econometric analyses along with statistical analysis. E views provided analysis like cross-section, time series estimates and forecasts, as well as does panel data analysis simultaneously. Chapter 2 is modestly written to introduce ‘Mendeley’ to the researcher. ‘Mendeley is expedient for copious objectives like conducting systematic literature review, research gap identification, setting objectives thereafter, and more over provides a most vital efficacy to manage research papers in a stress-free manner. ‘Mendeley’ is widely used amongst researchers across the globe as a referencing tool as well providing competence to incorporate any style of referencing within fraction of seconds. Thus taking research on next level. Part two of the book contains twelve research papers covering diverse domains like finance, marketing, HR and, IT. The research papers are the sample papers exhibiting the concepts of writing a well-structured paper and elaborating the procedures to be followed while writing a research paper. The research papers included in the book are developed during the ‘Five Day National Research Methodology Workshop’, organized by Prestige Institute of Management and research, Gwalior. The paper writing work was divided into ‘before’, ‘during’ and ‘after’ phases. Topic finalization, measure development, review of literature and data collection was done before the initiation of workshop among the teams of registered participants. The entire methodology, application of data analysis tools and discussion was done during the workshop. Post workshop i.e. the after phase was exclusively dedicated for strengthening the review of literature, discussion of results and, referencing followed by improvement in the overall structure and language of the research paper. We hope the efforts put in the book will surely help readers
Life is based on technological base in modern age and everybody uses technological products and the world agenda is based on technology too. People have communicated face to face for thousands years and technology provided people easy techniques to communicate and the world changed the age. Media brought many different messages and colours to the world in 19.th century and messages and colours increased in the beginning of 20.th century. People me different forms and different approaches via media and extended their lives. Any technological product eased people’s lives and provided them more facilities. Modern age created a competition and race atmosphere in the world and all people try to prove themselves in the hectic and tense atmosphere of modern age. Social media is the most available way to prove themselves and everybody can reveal all the properties via social media. By the way, social media became the most famous competition arena and turned into the most widespread show tools. Many people share their photographs and messages and watch the messages of others and watch the world. Social media is perceived as the mirror of the world and opinions and images of everybody in the world.
The Future of Journalism: Developments and Debates analyses the radical shifts in journalism which are changing every aspect of the gathering, reporting and reception of news. The drivers of these changes include the rapid innovations in communication technologies, the competitive and fragmenting markets for audiences and advertising revenues, and the collapse of traditional business models for financing media organisations, as well as changing audience requirements for news, the ways in which it is presented and the expansive number of (increasingly mobile) devices on which it is produced and consumed. Each of these trends has significant implications for journalists - for their jobs, workplaces, products and perceptions of their professional roles, ethical judgements and day-to-day practice. They also pose significant challenges for the future funding of a sustainable, critical and high ‘quality’ democratic journalism. The Future of Journalism: Developments and Debates comprises the research-based responses of distinguished academic specialists and professional journalists to the challenging issues involved in assessing the future of journalism. It is essential reading for everyone interested in the changing role of journalism in the economic, democratic and cultural life of communities locally, nationally and globally. This book was originally published as two special issues of Journalism Studies and Journalism Practice.
Scholarly engagement with the magazine form has, in the last two decades, produced a substantial amount of valuable research. Authored by leading academic authorities in the study of magazines, the chapters in The Routledge Handbook of Magazine Research not only create an architecture to organize and archive the developing field of magazine research, but also suggest new avenues of future investigation. Each of 33 chapters surveys the last 20 years of scholarship in its subject area, identifying the major research themes, theoretical developments and interpretive breakthroughs. Exploration of the digital challenges and opportunities which currently face the magazine world are woven throughout, offering readers a deeper understanding of the magazine form, as well as of the sociocultural realities it both mirrors and influences. The book includes six sections: -Methodologies and structures presents theories and models for magazine research in an evolving, global context. -Magazine publishing: the people and the work introduces the roles and practices of those involved in the editorial and business sides of magazine publishing. -Magazines as textual communication surveys the field of contemporary magazines across a range of theoretical perspectives, subjects, genre and format questions. -Magazines as visual communication explores cover design, photography, illustrations and interactivity. -Pedagogical and curricular perspectives offers insights on undergraduate and graduate teaching topics in magazine research. -The future of the magazine form speculates on the changing nature of magazine research via its environmental effects, audience, and transforming platforms.