Description
AbstractIn the realm of communication, the concept of influence has been central to the discipline since the era of Katz and Lazarsfeld (1955) who developed the conceptual term in the 1950s. The concept itself has always been linked to political, cultural and promotional formations of power and transformation. And, in its original formation, Katz and Lazarsfeld called it personal influence through a kind of interpersonal leadership and following that organised politics and wider dimensions of – in their case – American culture. Indeed, the personal influence concept actually was wedded to the transformed communication environment in the middle of the last century where telecommunications, radio, film and the emerging television universe were shaping the interpersonal connections of any culture and community. This presentation is a comprehensive study of how influence – its political, cultural, economic, gender and age components – is now an essential form of communicative structure primarily now connected to social media platforms that shapes the ebbs and flows of ideas, news, and associations in our contemporary world. Over the last 10 to 15 years, we have grown used to the term influencer to identify the new organisation of “role models”, leading ideas and a transformed – but connected advertising communication structure that encompasses our human cultures from local and regional to national, transnational, and global in profound ways. The presentation will also link the concept of influence to the way in which we collectively produce digital persona of ourselves and, some ways, our collective connections. It will conclude with where research can progress in this new era of influence effectively and valuably.
| Period | 04 Dec 2023 |
|---|---|
| Event type | Other |
| Location | Ningbo, ChinaShow on map |
| Degree of Recognition | Local |