- Propaganda.
Propaganda is communication that is primarily used to influence or persuade an audience to further an agenda, which may not be objective and may be selectively presenting facts to encourage a particular synthesis or perception, or using loaded language to produce an emotional rather than a rational response to the information that is being presented.[1] Propaganda can be found in news and journalism, government, advertising, entertainment, education, and activism[2] and is often associated with material which is prepared by governments as part of war efforts, political campaigns, health campaigns, revolutionaries, big businesses, ultra-religious organizations, the media, and certain individuals such as soapboxers.
- Public Relations.
Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to affect their public perception. Public relations (PR) and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties.[1] Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment.[2] The exposure mostly is media-based. This differentiates it from advertising as a form of marketing communications. Public relations aims to create or obtain coverage for clients for free, also known as earned media, rather than paying for marketing or advertising also known as paid media. But in the early 21st century, advertising is also a part of broader PR activities.
- Opinion Leaders.
Opinion leadership is leadership by an active media user who interprets the meaning of media messages or content for lower-end media users. Typically opinion leaders are held in high esteem by those who accept their opinions. Opinion leadership comes from the theory of two-step flow of communication propounded by Paul Lazarsfeld and Elihu Katz.[1] Significant developers of the theory have been Robert K. Merton, C. Wright Mills and Bernard Berelson.[2] This theory is one of several models that try to explain the diffusion of innovations, ideas, or commercial products.
- Social Media.
Social media are interactive digital channels that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks.[1][2] While challenges to the definition of social media arise[3][4] due to the variety of stand-alone and built-in social media services currently available, there are some common features:[2]
User-generated content—such as text posts or comments, digital photos or videos, and data generated through all online interactions—is the lifeblood of social media.[2][5]
The term "social" in regard to media suggests that platforms are user-centric and enable communal activity. As such, social media can be viewed as online facilitators or enhancers of human networks—webs of individuals who enhance social connectivity.
