Lecture 8,9,10,11 Flashcards
An opinion leader is
influential members of a community, group, or society to whom others turn for advice, opinions, and views
Two-step model of communication
opinion leaders are considered to bemore influential than the media
What is an Influencer?
a person with the ability to influence potential buyers of a product or service by promoting or
recommending the items on social media
Self-Branding as a Lens
Individuals, like goods, have a Unique Selling Point (USP)
Influencers can be thought of as;
the result of several cultural evolutions: social media has extended the “publicness” of identities of common people
As a consequence, peers have potentially increased their potential of influence.
Social Media and the rise of Self-Branding
Social Media promises fame and wealth to ordinary users
Within a political culture of neoliberal individualism, self-branding is encouraged with the promise of rewards
The commercial viability of some Social Media Influencers has proven to be inspirational and seemingly replicable
Social Identity Approach
Mental representations of the group (prototype) e.g. I am an academic
Mapping the prototype on own identity and using it to guide behaviour
Peer crowd targeting
Group-based intervention (as opposed to individual-level) but it is not based on network connections
Target population: adolescents and young adults
Definition of peer crowd
Broader, more distal, macrolevel subcultures sharing a set of behaviors, values, norms and lifestyles
Collective participation through social media
Structural empowerment
Resource empowerment
Psychological Empowerment
Structural empowerment
Social media removes the hindrance of participation by affording an avenue for communities to involve themselves proactively in crises
Resource empowerment
Social media reduces communities’ dependency on crisis response agencies by providing a holding place for resources that the communities contribute
Psychological empowerment
Social media connects individuals, releases and amplifies their collective inner energy, and, thus, enables the individuals to identify with the community in crisis.`
Induction-based intervention
Induction interventions stimulate or force peer-to-peer (interpersonal) interaction to create cascades in information/ behavioral diffusion
What is WOM: Characteristics
Volume
Valence
Timing
Solicitation
Intervention
