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Persuasive technology is broadly defined as technology that is designed to change attitudes or behaviors of the users through persuasion and social influence, but not necessarily through coercion. [1] Such technologies are regularly used in sales, diplomacy, politics, religion, military training, public health, and management, and may ...
Active Audience Theory is particularly associated with mass-media usage and is a branch of Stuart Hall's Encoding and Decoding Model. Stuart Hall said that audiences were active and not passive when looking at people who were trying to make sense of media messages. Active is when an audience is engaging, interpreting, and responding to media ...
Media relations. Media Relations involves working with media for the purpose of informing the public of an organization's mission, policies and practices in a positive, consistent and credible manner. It can also entail developing symbiotic relationships with media outlets, journalists, bloggers, and influencers to garner publicity for an ...
Digital storytelling is a short form of digital media production that allows everyday people to create and share their stories online. The method is frequently used in schools, [1] [2] [3] museums, [4] libraries, [5] social work and health settings, [6] [7] and communities. [8] They are thought to have educational, democratizing [9] and even ...
The two-step flow of communication model hypothesizes that ideas flow from mass media to opinion leaders, and from them to a wider population. It was first introduced by sociologist Paul Lazarsfeld et al. in 1944 [4] and elaborated by Elihu Katz and Lazarsfeld in 1955 [5] and subsequent publications. [6]
Marketing strategy highlights the role of marketing as a link between the organization and its customers, leveraging the combination of resources and capabilities within an organization to achieve a competitive advantage. [2] In recent years, the advent of digital marketing has revolutionized strategic marketing practices, introducing new ...
Digital literacy. A teacher and his students in a computer lab. Digital literacy is an individual's ability to find, evaluate, and communicate information using typing or digital media platforms. It is a combination of both technical and cognitive abilities in using information and communication technologies to create, evaluate, and share ...
Yale attitude change approach. In social psychology, the Yale attitude change approach (also known as the Yale attitude change model) is the study of the conditions under which people are most likely to change their attitudes in response to persuasive messages. This approach to persuasive communications was first studied by Carl Hovland and his ...