Communication Strategies of Emotional Engagement on Social Media

被引：3
|
作者：
Lukyanova, Galina, V [1 ]
Martyanov, Denis S. [1 ]
机构：
[1] St Petersburg State Univ, Fac Polit Sci, St Petersburg, Russia
来源：
PROCEEDINGS OF THE 2021 COMMUNICATION STRATEGIES IN DIGITAL SOCIETY SEMINAR (2021 COMSDS) | 2021年
关键词：
communication strategy; public sphere; social media; polarization; emotional management;
D O I：
10.1109/ComSDS52473.2021.9422880
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
Recent findings regarding post-truth have led to increasing interest in exploring the role of social media in emotion management. Through communication strategies, media can form various models of emotional engagement of the audience. This paper focuses on the use of the emoticon by both media, all of which have a presence on Vk.com (these include, Lenta, Mayak, Meduza, Novaya Gazeta, Rossiyskaya Gazeta, and Russia Today) and commentators. With the help of a specially written Python script, we record the manifestations of commentators' emotional reactions. Using multidimensional scaling, we explore the particularity of emotional polarization.
引用
收藏
页码：27 / 30
页数：4
相关论文
共 50 条
  • [1] CSR communication strategies and stakeholder engagement of upscale hotels in social media
    Kucukusta, Deniz
    Perelygina, Mariia
    Lam, Wing Sze
    [J]. INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT, 2019, 31 (05) : 2129 - 2148
  • [2] The role of emotional appeal in water conservation communication: a framework for social media engagement
    Abu Bakar, Mohammad Fahmi
    Wu, Wenyan
    Proverbs, David
    Mavritsaki, Eirini
    [J]. SUSTAINABLE WATER RESOURCES MANAGEMENT, 2024, 10 (04)
  • [3] Social media communication strategies
    Floreddu, Paola Barbara
    Cabiddu, Francesca
    [J]. JOURNAL OF SERVICES MARKETING, 2016, 30 (05) : 490 - 503
  • [4] Promoting engagement with quality communication in social media
    Cinelli, Matteo
    Peruzzi, Antonio
    Schmidt, Ana Lucia
    Villa, Roberta
    Costa, Enrico
    Quattrociocchi, Walter
    Zollo, Fabiana
    [J]. PLOS ONE, 2022, 17 (10):
  • [5] Engagement and emotional response of the narrative of social license as reflected in the social media
    Hitch, Michael
    [J]. LIFE WITH ORE DEPOSITS ON EARTH, PROCEEDINGS OF THE 15TH SGA BIENNIAL MEETING, 2019, VOLS 1-4, 2019, : 1601 - 1602
  • [6] The social biology professor: Effective strategies for social media engagement
    Bertram, Susan M.
    Katti, Madhusudan
    [J]. IDEAS IN ECOLOGY AND EVOLUTION, 2013, 6 (01): : 22 - 31
  • [7] The role of social media engagement and emotional intelligence in successful employment
    Ashaye, Olusoyi Richard
    Mahmoud, Ali B.
    Munna, Afzal Sayed
    Ali, Nurhanisah
    [J]. HIGHER EDUCATION SKILLS AND WORK-BASED LEARNING, 2023, 13 (02) : 315 - 337
  • [8] Engagement in Emotional News on Social Media: Intensity and Type of Emotions
    Choi, Jihyang
    Lee, Sang Yup
    Ji, Sung Wook
    [J]. JOURNALISM & MASS COMMUNICATION QUARTERLY, 2021, 98 (04) : 1017 - 1040
  • [9] Digital engagement strategies and tactics in social media marketing
    Drummond, Conor
    O'Toole, Thomas
    McGrath, Helen
    [J]. EUROPEAN JOURNAL OF MARKETING, 2020, 54 (06) : 1247 - 1280
  • [10] Government Social Media Engagement Strategies and Public Roles
    Wukich, Clayton
    [J]. PUBLIC PERFORMANCE & MANAGEMENT REVIEW, 2021, 44 (01) : 187 - 215
12345