Suchergebnisse

Abstract

Objectives: On social media, or in the world of the so-called like economy, highly targeted advertising has become reality: whereas previously advertisers only suspected the whereabouts of their customers, now they know it exactly based on well-defined parameters. Likes have become a new standard of value. With the increased popularity of Like buttons, influencer marketing and content marketing have also gained in importance. This paper aims to explore the persuasion strategies used by visual content marketing as a tool of visual rhetoric. Methodology: After reviewing the relevant literature, the paper presents a case study from the field of wine communication: using the methodology of content analysis and a qualitative approach, it examines the visual and verbal characteristics of 100 Instagram posts of Hungarian wineries. The examination focused on content from a semiotic aspect, complementary verbal elements (captions, hashtags), the assumed intention of content marketing, and the characteristics of visual storytelling. Findings: Although wine communication is very much about creating a personal feeling, there was not a single person on 61 of the 100 examined Instagram photos. The potential of branded hashtags is exploited by almost every winery in their communication. The most dominant content types were the informative, aesthetically pleasing, and explicit advertising content. Suggestions: To obtain the loyalty of users, companies need a well-considered communication strategy tailored to the target audience. The most relevant social media principles are the following: long-term strategy, careful planning, conscious implementation, thorough information about and respect for the potential target audience, and content which is valuable and interesting for the target group and has real impact on its behaviour. It could also enhance user loyalty if posts had more added value. The methodology of storytelling could be exploited in wine communication for the following types of content: 1. advice and education: providing background knowledge (winemaking, viticulture, design, wine–food pairing) or instructions ("how to" videos e.g. on bottle opening); 2. help to users (information on moderate wine consumption, wine and a healthy lifestyle); 3. entertainment (people behind the bottle, family and historical stories, wine legends, anecdotes). In addition, creating a personal feeling is crucial in wine communication, which is specializing in handling uncertainty: winemakers can act as influencers in their field not only when selling wine but also in social media marketing.

The most prominent social button is the "like", which was introduced by the social networking site Facebook in February 2009. In social media, liking is a so-called predefined communicative act, which has created a recommendation and like culture. The interactions of users with contents and with one another (in other words, the practices of everyday life, such as the consumption of goods and information) have become part of databases. Accordingly, the paper seeks to answer the following questions: How can likes be converted to revenue? Is it worth buying page and post likes? Is there any distinction between good and bad likes (cf. public customer service on social media sites)? If so, what makes a(n economically) good like? In sum, what is the economic (and communicative) value of likes?

Abstract
Fake news texts often show clear signs of the deceptive nature; still, they are shared by many users on Facebook. What could be the reason for this? The paper tries to answer the question by collecting the linguistic and non-linguistic characteristics of fake news. Linguistic characteristics include among others the exaggerating, sensational title, the eye-catching, tabloid-style text, the correct or incorrect use of terms, and the fake URLs imitating real websites; non-linguistic characteristics are expressive pictures often featuring celebrities, the use of all caps, excessive punctuation, and spelling mistakes. The corpus was compiled using snowball sampling: manipulative news not originating from big news portals were collected from the social networking website Facebook. The aim of the study is to identify the characteristics of Hungarian fake news in comparison to the English ones and to elaborate a system of aspects which help identify fake news.

Towards a theory of common-sense realism / Kristóf Nyíri -- Truth in testimony: or can a documentary film 'Bear Witness'? Some reflections on the difference between discursive and existential truth / Sybille Krämer -- Space and action to reason: from gesture to mathematics / Valeria Giardino -- Visual management of time / Daniel L. Golden -- Husserl on the right timing of depictions / Javier E. Carreno -- Rediscovering the visual in rhetorical tradition: persuasion as visionary in suasory discourse / Petra Aczel -- The rhetorical lives of (Cold War) maps / Timothy Barney -- Paintings and illuminated manuscripts as sources of the history of childhood: conceptions of childhood in the Renaissance / Orsolya Endrody-Nagy -- Digital and visual literacy: the role of visuality in contemporary online reading / Krisztina Szabo -- Images in the Hungarian online news / Gergely Havasmezoi -- The selfie moment: the rhetorical implications of digital self portraiture for culture / Trischa Goodnow -- Selfies as interpersonal communication / James E. Katz and Elizabeth Thomas Crocker -- #time, #tradition. An image-text relationship on instagram: photo and hashtag / Agnes Veszelszki -- Dewey on arts, sciences and Greek philosophy / Matthew Crippen -- SysBook as a visual learning frame / Andras Benedek -- Micro-content generation framework as a learning innovation / Janos Harvath Cz.

The authors outline the topic of visuality in the 21st century in a trans- and interdisciplinary theoretical frame from philosophy through communication theory, rhetoric and linguistics to pedagogy. As some scholars of visual communication state, there is a significant link between the downgrading of visual sense making and a dominantly linguistic view of cognition. According to the concept of linguistic turn, everything has its meaning because we attribute meaning to it through language. Our entire world is set in language, and language is the model of human activities. This volume questions the approach in the imagery debate.

Abstract
In line with the principle of technological determinism, the linguistic context of computer games influences the (linguistic) behaviour of millions of active gamers. This makes it important to explore gamer communication thoroughly with respect to politeness, too. Indeed, the communication of gamers during games may also affect the users' off-game communicative situations. The international literature suggests that the quasi-anonymity of online communication and the lack or weakness of sanction make it ruder than offline communication: it involves a higher number of insults or offensive personal remarks. The paper looks at this issue, in particular by a pragmatic – politeness-centred – investigation of a particular kind of online insults. The corpus of analysis is provided by "taunts", i.e. inbuilt instructions triggering "mocking" remarks of League of Legends (LoL), a multiple-participant online arena game. The authors interpret in-game insults in the framework of speech act theory, the Cooperative Principle (conversational and politeness maxims), face threatening, and a matrix of aims and functions. The paper wishes to be a contribution to cyberpragmatics, a pragmatically-oriented branch of Internet linguistics.