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Full-Text Articles in Social and Behavioral Sciences
Toward A Uses And Gratification's Model Of Twitter, Philip Ryan Johnson
Toward A Uses And Gratification's Model Of Twitter, Philip Ryan Johnson
Theses - ALL
This study proposed a uses and gratifications model of Twitter, an internet medium and micro-blog--a platform with both mass and interpersonal communication features for sending short messages to others. A survey was conducted among 242 Twitter users to test the model, including a standard investigation of gratifications sought and gratifications obtained of Twitter usage. In addition, expectations and availability of usage behaviors from McLeod and Becker's (1981) uses and gratifications model were examined. In the model, expectations were conceptualized as user expectations of satisfaction and operationalized as the difference between users' gratifications sought and gratifications actually obtained. Usage behavior availability …
India’S Digital Diaspora Diplomacy: Operationalizing Collaborative Public Diplomacy Strategies For Social Media, Bhattiprolu Murti, R.S. Zaharna
India’S Digital Diaspora Diplomacy: Operationalizing Collaborative Public Diplomacy Strategies For Social Media, Bhattiprolu Murti, R.S. Zaharna
Exchange: The Journal of Public Diplomacy
This study examines how India uses digital media to connect with its diaspora as part of its diaspora diplomacy. In order to analyze the strategy and its effectiveness, the study operationalized Cowan and Arsenault’s (2008) theoretical framework of three layers of public diplomacy – monologue, dialogue and collaboration – by identifying corresponding layers of social media components. The study draws a more distinctive line between dialogue and collaboration in digital strategies: dialogic entail relationship-building and knowledge sharing, while collaboration creates ownership, relationship transformation and knowledge creation. This analytical lens was then applied specifically to assess the website of Overseas Indian …