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1、SocialMediaandPublicOpinionMaster'sThesisMàsterUniversitarienInterculturalitatiPolítiquesComunicativesenlaSocietatdelaInformaciòSupervisingProfessor:Prof.Dr.GuillermoLópezGarcíaLucasBraunY-998852Elubraun@postal.uv.esSeptember2012“Technologyisneithergoodnorbad;norisitneu
2、tral.”Firstlawoftechnology,MelvinKranzberg.Abstract.Communicationisusedtodevelopidentity.Indigitalcommunicationidentitybuildingisbasedondifferenttoolsthaninarealworldsetting.Reputationandsocialauthorityarethereforebasedondifferentaspects.SocialMediaishumancommunicationm
3、ediatedthroughsocialsoftware.Socialsoftwarefacilitatethecreationofsocialnetworksindigitalenvironment.Networksareaformoforganizationthatincreasestheeffectivenessoftheindividualandthewholenetwork.DuringthelastyearsSocialMedia,socialnetworks,andWeb2.0havebeenstudiedwiththe
4、resultthattheyarebetterunderstoodnowadays.Itnowseemsasifthesephenomenaaremorethanatechnologicaladvancement,ratheraparadigmshift.Opinionbuildingisstronglyconnectedtotheprocessofshapinghumansociety.Socialcommunication,socialnetworks,andreputationplayakeyroleinthisprocess.
5、Opinionisaresultofcultural,political,ideological,andsocialbelievesanddesiresandpublicopinionistheaggregateofdominantopinionswithinasociety,communicatedinpublicsphere.Socialcommunicationthroughsocialmediaisincreasing.Thewaypublicopinionisformedisstronglyinfluencedbythese
6、newmedia.LucasBraun,2012lubraun@postal.uv.es--ThisworkislicensedunderaCreativeCommonsAttribution-NonCommercial-ShareAlike3.0UnportedMoreinformation@http://creativecommons.org/licenses/by-nc-sa/3.0/deed.en_USIndex.1.Introduction...........................................
7、.......................................................................................12.Communication............................................................................................................................32.1.CommunicationSciences.................
8、....................................................................................32.2.CommunicationModels..
