Teorías de la comunicación y metodología

Master a breakthrough methodology for understanding and measuring the digital world — so you can create far richer and more compelling digital experiences!

In Measuring the Digital World, Gary Angel, leader of Ernst & Young’s pioneering Digital Analytics practice, presents a comprehensive framework and methodology that reflects his profound understanding of what makes digital environments unique.

Angel explains why simplistic efforts to understand the digital world have failed, and guides you towards comprehending digital behavior at a far deeper level. Step by step, he shows how to transform “raw facts” about digital behavior into meaningful knowledge about who each visitor is, what she was trying to accomplish, how successful you were in helping her, how you can personalize and optimize her digital experience from now on, and how you can use measurement to provide deep personalization at scale.

You’ll find specific guidance on understanding visitor intent; creating customer taxonomies, structuring websites, and much more. Angel shows how to integrate Voice of Customer research, behavioral analysis, and controlled experiments to investigate and understand the drivers of choice far more rapidly and effectively. You’ll learn how to accurately measure the value of your digital interactions, identify the digital behaviors in each visit type that meaningfully predict future success, get beyond flawed “golden path” analyses, and create a comprehensive measurement paradigm that operates across all your digital spaces.

More rigorous, integrated, and usable than any competitive book, Measuring the Digital World will help you create, deliver, and consume digital information with unprecedented sophistication. Whether you’re a digital analyst, marketer, user experience designer, or executive, you’ll find it indispensable.

This eighth edition of Political Campaign Communication: Principles and Practices provides a clear understanding of the strategic decisions made and tactical communication practices used in contemporary political campaigns. The authors: *incorporate examples from all levels-local, statewide, and national-to illustrate the communicative choices confronted in contemporary political campaigns, *discuss all aspects of campaign communication, from buttons and yard-signs to the rapid expansion in use of social media, and *draw on a wealth of communication theories to clearly explain contemporary principles and practices such as functions, stages, communicative styles, public speaking, debates, interpersonal communication, political advertising, and the use of new communication technologies. Updated to reflect practices in the 2112 presidential campaign as well as the local, state, and congressional campaigns of 2014, Political Campaign Communication continues to be a classroom favorite-an insightful, thoroughly researched, and reader-friendly text.

The news media have significant influence on the formation of public opinion. Called the agenda setting role of the media, this influence occurs at three levels. Focusing public attention on a select few issues or other topics at any moment is level one. Emphasizing specific attributes of those issues or topics is level two. The Power of Information Net/works: The Third Level of Agenda Setting introduces the newest perspective on this influence. While levels one and two are concerned with the salience of discrete individual elements, the third level offers a more comprehensive and nuanced perspective to explain media effects in this evolving media landscape:is a comprehensive and integrated perspective on media effects, the ability of the news media to determine how the public associates the various elements in these media messages to create an integrated picture of public affairs. This is the first book to detail the theoretical foundations, methodological approaches, and international empirical evidence for this new perspective. Cutting-edge communication analytics such as network analysis, Big Data and data visualization techniques are used to examine these third-level effects. Diverse applications of the theory are documented political communication, public relations, health communication, and social media research.

The Power of Information Net/works will interest scholars, students and practitioners concerned with the media and their social and cultural effects.

Das Handbuch verfolgt zwei Ziele, einen State of the Art und einen Take Off für weitere Forschung zu bieten. Welche nicht standardisierten Methoden werden in der Kommunikationswissenschaft eingesetzt, wer arbeitet mit diesen Verfahren und wie unterscheiden sich dabei verschiedene Teildisziplinen des Faches? Um diese Fragen zu beantworten, wird der Gegenstand aus drei verschiedenen Perspektiven beleuchtet. Während in den Teilen zwei und drei des Handbuches konkrete Methoden sowie Forschungsfelder des Fachs und ihre methodischen Zugänge behandelt werden, liefert der erste Teil einen Überblick zur Theorie qualitativer oder nicht standardisierter Forschung sowie zu deren Genese im fachlichen Kontext der Kommunikationsforschung. Autorinnen und Autoren der Einzelbeiträge sind diejenigen Wissenschaftlerinnen und Wissenschaftler, die im deutschsprachigen Raum mit den entsprechenden Verfahren arbeiten. Die Einzelkapitel sind daher sowohl forschungslogisch wie forschungspraktisch angelegt. Die angestrebte Vielfalt an Themen und Autoren führt zum zweiten Ziel: Das Handbuch soll Forschung anregen und das Bewusstsein für Qualitätsstandards stärken sowie zugleich dazu beitragen, nicht standardisierte Forschung tiefer in der akademischen Lehre des Fachs zu verankern.

The book provides a comprehensive analysis of the Occupy movement using various communication theory perspectives. It considers global and local contexts of the movement from its cultural and economic roots to the views of participants, city officials, newspapers and social media. It grapples with how these perspectives represent romantic, practical, and critical understandings of the movement.

Communication, Digital Media and Everyday Life (Second Edition) uses stories to explain the journey from 'new media in communication' to 'digital media is communication' and provide a clear introduction to communication and media theory and practice. For Generations Y and Z, digital media is now embedded into most aspects of daily life and integrated into contemporary communication as much as speaking, reading and writing. This book encourages readers to understand how they use 'new' media to do 'old' things and explores how concepts of communication, digital media and everyday life intersect with one another.

The first section part of the book introduces the building blocks of communication; its basic tools, devices and approaches. The second section part takes these ideas and concepts in the first part and applies them to ânewâ media: it considers including ideology in film and television; organisational communication; and values in the new digital world; and how identity, privacy, deception and truth have been redefined. The third part section part looks at communication today-including the redefinition of identity, privacy, deception and truth- and explores what it might be like to live in an increasingly digital world.

Social science research requires methods that are responsive to and congruent with contemporary social formations. Digital technologies present a challenge to which social researchers must rise, and in turn offer the chance to access, generate and analyse new information in new ways and address new research questions. In response to this challenge, this interdisciplinary collection considers the quantitative and qualitative analysis of social media, addressing the contemporary concern with 'big data' but also the rich or 'thick data' available. It provides examples of research that has sought to explore digital methods through comparing and combining these with 'offline' or traditional approaches, and presents case studies that are both innovative in their use of new, existing and combined methods but also question the nature of innovation. It also develops some of the key challenges in mainstreaming digital methods, including debates in educational research, research with young people, and the ethical issues that digital and social researchers face.

Fattorello's The Theory of the Social Practice of Information is the only Italian theory of communication. It is not only relevant to journalism and communication, but also to society in general. Fattorello addresses the differences between contingent and non-contingent information. The theory is translated into English for the first time and is contextualized and put into a historical framework by Prof. Ragnetti's additional text. The article by Ragnetti and Dr. Francesca Romana Seganti, reprinted at the end of the book, shows the theory's utility today. Translated for the first time into English, this book will add to the cannon of theoretical works in communication at a time when works from outside the Anglo-American milieu are increasingly being considered.

Esta obra presenta y explica, de manera unificada, diez grandes leyes de la Teoría de la Información procedentes de tres fundamentales formulaciones teóricas: los llamados axiomas comunicacionales, de los teóricos de la comunicación de la Escuela de Palo Alto, Watzlawick, Beavin y Jackson; la tétrada de leyes de los medios, enunciadas por Marshall y Eric McLuhan; y la ley de la carga informativa, desarrollada por George Miller en el nivel de estudio de la comunicación intrapersonal. Se trata de diez principios generales que dominan la comunicación y la información en niveles de análisis muy distintos. Este libro, además de proporcionar ideas creativas y de investigación, resultará de utilidad a los estudiantes de la Teoría de la Información y la Comunicación, porque presenta los contenidos en una estructura transversal y sencilla de abordar, de forma diferente a la tradicional de los manuales de texto.

Communication is at the heart of any complete understanding of the end of life. While it is true that individuals physically die as a single entity, the process of ending an individual life is located within a complex system of relationships and roles connected and constructed through communicative processes. In this volume, top scholars from numerous disciplines showcase the latest empirical investigations and theoretical advances that focus on communication at the end of life. This multi-contextual approach serves to integrate current findings, expand our theoretical understanding of the end of life, prioritize the significance of competent communication for scholars and practitioners, and provide a solid foundation upon which to build pragmatic interventions to assist individuals at the end of life as well as those who care for and grieve for those who are dying. This book is suitable for undergraduate and graduate courses in Death and Dying, Communication and Aging, Health Communication, Life Span Development, Life Span Communication, Long term care, Palliative care and Social Work.