Suchergebnisse

Drawing upon the social media phenomena in both practical and academic arenas, this study explored patterns and trends of social media research over the past fourteen years across four disciplines. Findings exhibit a definite increasing number of social-media-related studies. This indicates that social media have gained incremental attention among scholars, and who have, in turn, been responding and keeping pace with the increased usage and impact of this new medium. The authors suggest that future scholarly endeavors emphasize prospective aspects of social media, foreseeing applications and technological progress and elaborating theory.

Considering cross-cultural aspects of political communication, this study explores how political advertising plays a conspicuous role as an indicator of cultural orientations by comparing and contrasting videostyles of the televised political spots between the United States and Korea since the presidential election campaigns held in 1992. A content analysis of verbal, nonverbal and production components of the videostyles shows that televised political spots were highly reflective of the respective cultural values with regard to high/low-context communication, degree of uncertainty avoidance, nonverbal expressions, and the social aspect of Che-Myon. Thus, indigenous cultural values tend to be reproduced in idealized form through political advertising so that people of each country can identify closely with the political candidate of the spots. (Asian J Commun/NIAS)