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Sin dall'invenzione dei videogiochi, l'appropriatezza dei lori contenuti è sempre stato un argomento fortemente dibattuto. Numerose controversie hanno avuto come tema l'utilizzo di linguaggio maturo e la presenza di contenuti violenti e/o a sfondo sessuale nei giochi. Sebbene le preoccupazioni di politci disinformati non sembrino cambiare, durante gli ultimi anni i videogiochi si sono evoluti non solo fa un punto di vista tecnologico ma anche per quanto riguarda la profondità dei temi e delle narrazioni proposte. In questa ricerca cerco di affrontare la complessità degli effetti di questi media sull'audience analizzandoli attraverso la lente della Teoria della Coltivazione (Gerbner 1969). L'obbiettivo è contribuire al corpus di letteratura che ambisce a espandere la portata di questa teoria all'analisi di media diversi da quello televisivo (Potter 2014, Morgan et al. 2015). Seguendo il classico disegno di ricerca proposto dalla Teoria della Coltivazione, questo studio cerca di ottenere una prospettiva approfondita riguardo a come una singola software house contribuisca nel plasmare le concezioni dei giocatori riguardo a violenza e relazioni di genere nel lungo periodo. Il caso di studio è l'azienda di sviluppo californiana Naughty Dog. Il disegno di ricerca è basato su un approccio mixed-methods diviso in due fasi distinte. La prima fase ("Message-System Analysis") ambisce ad analizzare come i sovracitati temi siano rappresentati in un campione di giochi sviluppati da Naughty Dog attraverso un'analisi del contenuto sia qualitativa che quantitativa. I titoli scelti sono "Uncharted 2" (2009), "The Last of Us" (2013), "Uncharted Lost Legacy" (2017) e "The Last of Us Part 2" (2020); quesra selezione dovrebbe permette di comprendere l'evoluzione della posizione degli sviluppatori riguardo a rappresentazione di violenza e relazioni di genere attraverso 13 anni di videogiochi. Il secondo step ("Cultivation Analysis") sviluppa i risultati della prima parte cercando di, Since the inception of videogames, the appropriateness of their content has always been a debated issue. Controversies have often revolved around the use of explicit language, violent and sexual contents in games. However, while the concerns of misinformed politicians do not seem to change, during the last few decades videogames have evolved not only from a technological point of view but also regarding the depth of the proposed narrations and themes. In this research I take into account the complexity of this medium’s effects on the audience by analyzing them through the lens of Cultivation Theory (Gerbner 1969). The aim is contributing to the growing amount of works which are attempting to expand the scope of this theory to the analysis of media different from television (Potter 2014, Morgan et al. 2015). Following the classical Cultivation Theory research design, this study attempts to obtain a broader perspective regarding how a developer studio contributes to shaping the player’s beliefs regarding gender relationships and violence across the long term with a case study on the company Naughty Dog. The research design is based on a mixed-methods two-step analysis plan. The first step (Message-system analysis) aims to conduct a thorough content analysis regarding how the aforementioned issues are represented by the selected developer by employing both qualitative and quantitative techniques. The analyzed games are Uncharted 2 (2009), The Last of Us (2013), Uncharted Lost Legacy (2017) and The Last of Us Part 2 (2020); this selection allows to understand how the developers’ take regarding violence and gender relationship representation evolved across thirteen years of videogames. The second step (Cultivation Analysis) develops the results of the first one by attempting to understand whether and how the analyzed games’ representations influence players’ ideas and beliefs. From an operative point of view the second step consists in a quasi-experiment with non-equival

Bu çalışma 2010 yılında Dokuz Eylül Üniversitesi, Sosyal Bilimler Enstitüsü, Kamu Yönetimi Anabilim Dalı’nda Prof.Dr. Tülay Özüerman danışmanlığında tamamlanarak savunulmuş olan “Medya ve Demokrasi: Türkiye'de Siyasal İktidar- Toplum İlişkisinde Medyanın Rolü” başlıklı Doktora Tezinin sunulduğu 2010 yılından bu yan gerçekleşen dijitalleşme sürecinin bağlamında, konuyu tekrar ele alma zaruriyetinden doğmuştur. Teori ve araştırmaların rehberliğinde hazırlanan bu kitap, geleneksel medyadan dijital medyaya doğru evrim süreci içerisinde ortaya çıkan süreçler ve etkiler eleştirel bir karşılaştırmalı bir perspektiften derinlemesine bir anlayış geliştirme amacıyla hazırlanmıştır. Çalışma, esin kaynağı olan tez yazıldığı dönemde gündeme yeni yeni girmeye başlamış ancak etkilerinin henüz çok hissedilmediği, sosyal medya, post-truth, filtre balonları gibi yeni kavramları da kapsamaktadır. Aynı zamanda medya ve demokrasi denildiğinde merkezi role sahip olan kamuoyu, medyalaşma, siyasetin kişiselleşmesi gibi geleneksel medya döneminden devralınan kavramları dijitalleşme bağlamında yeniden bir değerlendirmeye almıştır ve disiplinler arası siyasal iletişim ve demokrasi alanına bir giriş sağlıyor. Bununla birlikte çalışmada teknolojik determinizme kaçmadan gerek geleneksel medya ve gerekse dijital medya, toplumdaki sorunların sebebi değil ancak eşitsizlik gibi gömülü sorunları ve etkilerini büyüten bu sorunlara yeni alanlar açan bir bağlamda ele alınmaktadır. Kitap iki ana kesim üzerinden şekillendirilmiştir. İlk olarak medya ve demokrasi bağlamında ortaya çıkan sorunlara kaynaklık eden olgular ve süreçler, bölümler halinde toparlanarak değinilmiştir. Ancak bu olgular ve süreçleri keskin bir şekilde birbirinden ayırmak mümkün değildir. Bu nedenle kitap içi yapılan referanslara göz önüne alarak okuma yapılması okuyucu açısından daha verimli olacaktır. Kitabın ikinci bölümünde ise gerek geleneksel ve gerekse dijital medyanın bir önceki kısımda bahsedilen süreçlere bağlı olarak ortaya, The author of this book defended her doctoral thesis titled "Media and Democracy: The Role of Media in the Political Power-Society Relationship in Turkey" under the supervision of Prof. Dr. Tülay Özüerman at Dokuz Eylül University, Institute of Social Sciences, Department of Public Administration in 2010. The ongoing process of digitization since the presentation of the thesis in 2010 and the ensuing political and cultural transformations necessitated a revisiting of the subject. Developed under the guidance of theory and research, this book aims to provide an in-depth understanding of the processes and effects that emerge during the evolutionary process from traditional media to digital media from a critical comparative perspective. The study encompasses concepts that were just emerging at the time the inspiring thesis was written, such as social media, post-truth, and filter bubbles, which, though gaining attention, had not yet fully manifested their effects. Simultaneously, concepts inherited from the traditional media era, central to discussions on media and democracy, such as public opinion, mediatization, and the personalization of politics, have been re-evaluated in the context of digitization, providing an interdisciplinary entry into the fields of political communication and democracy. Without succumbing to technological determinism, the study approaches both traditional and digital media not as the causes of societal problems but as contexts that open new avenues for issues like inequality, magnifying their embedded problems and effects. The book is structured around two main sections. Firstly, it discusses the facts and processes that lead to issues arising in the context of media and democracy in segmented chapters. However, these phenomena and processes are not easily separable, making it more productive for the reader to consider the references throughout the book. In the second part of the book, the effects of both traditional and digital media, depen

The use of television to promote social development has generated ethical dilemmas that will affect several billion television viewers during 1990s. Development is defined as a widely participatory process of directed social change in a society, intended to bring about both social and material advancement (Rogers, 1976). Television has a greater potential impact on social development now than ever before in human history. Several countries are systematically producing television programs with prosocial messages. Prosocial television content refers to televised performances that depict cognitive, affective, or behavioral activities considered to be socially desirable by most members of a television audience (Rushton, 1982). Ethical concerns regarding the responsible use of television are prompting television producers and officials to reduce the antisocial effects of television by increasing the prosocial content of television programs.

While several scholar had drew their study focusing on the role of media into conflict management, Hume et al. (2014) few have pay to attention to the types, levels, and phases of the conflict, Hyland and Makowsky (2006). Looking to fulfill the research gap, this study was aimed to investigate the effect of media into conflict management focusing on the level of media. Israel and Palestine conflict was used as a case study and to frame the analysis, the research data were collected through a series of questionnaires. As concluded by Kim, Amouzegar, and Ao 2016), local media are a potential tool deescalating in global conflict, our finding show that local media are source of peace building and conflict deescalating however international media interfere into conflict management according to his national interest and as an instrument of influencing foreign policy to the parties involve. We finally concluded that the current and future relationship and level of tension between Israel and Palestine can be predicted by Al jazera.

Commercialization of universities' research achievements is a complex activity which completes the chain of transforming idea of technology and leads to wealth creation, entrepreneurship and financial autonomy of universities. Also, knowledge management is one of these tools. Knowledge management is the process of creating value from intangible assets of organization. This intangible asset or knowledge is considered as an essential factor and vital source for organizations and future competitive advantages will be manifested in the form of organizations' capacity to manage knowledge. The purpose of present study was to prioritize factors affecting commercialization of knowledge with a knowledge management approach. This descriptive study is from survey type. In present study, inferential methods have been used to analyze quantitative data. Friedman test was also used to prioritize factors and confirmatory factor analysis (CFA) technique was utilized to determine the impact level of each affecting factor of knowledge commercialization.

Commercialization of universities' research achievements is a complex activity which completes the chain of transforming idea of technology and leads to wealth creation, entrepreneurship and financial autonomy of universities. Also, knowledge management is one of these tools. Knowledge management is the process of creating value from intangible assets of organization. This intangible asset or knowledge is considered as an essential factor and vital source for organizations and future competitive advantages will be manifested in the form of organizations' capacity to manage knowledge. The purpose of present study was to prioritize factors affecting commercialization of knowledge with a knowledge management approach. This descriptive study is from survey type. In present study, inferential methods have been used to analyze quantitative data. Friedman test was also used to prioritize factors and confirmatory factor analysis (CFA) technique was utilized to determine the impact level of each affecting factor of knowledge commercialization.

Commercialization of universities' research achievements is a complex activity which completes the chain of transforming idea of technology and leads to wealth creation, entrepreneurship and financial autonomy of universities. Also, knowledge management is one of these tools. Knowledge management is the process of creating value from intangible assets of organization. This intangible asset or knowledge is considered as an essential factor and vital source for organizations and future competitive advantages will be manifested in the form of organizations' capacity to manage knowledge. The purpose of present study was to prioritize factors affecting commercialization of knowledge with a knowledge management approach. This descriptive study is from survey type. In present study, inferential methods have been used to analyze quantitative data. Friedman test was also used to prioritize factors and confirmatory factor analysis (CFA) technique was utilized to determine the impact level of each affecting factor of knowledge commercialization.

Commercialization of universities' research achievements is a complex activity which completes the chain of transforming idea of technology and leads to wealth creation, entrepreneurship and financial autonomy of universities. Also, knowledge management is one of these tools. Knowledge management is the process of creating value from intangible assets of organization. This intangible asset or knowledge is considered as an essential factor and vital source for organizations and future competitive advantages will be manifested in the form of organizations' capacity to manage knowledge. The purpose of present study was to prioritize factors affecting commercialization of knowledge with a knowledge management approach. This descriptive study is from survey type. In present study, inferential methods have been used to analyze quantitative data. Friedman test was also used to prioritize factors and confirmatory factor analysis (CFA) technique was utilized to determine the impact level of each affecting factor of knowledge commercialization.

Commercialization of universities' research achievements is a complex activity which completes the chain of transforming idea of technology and leads to wealth creation, entrepreneurship and financial autonomy of universities. Also, knowledge management is one of these tools. Knowledge management is the process of creating value from intangible assets of organization. This intangible asset or knowledge is considered as an essential factor and vital source for organizations and future competitive advantages will be manifested in the form of organizations' capacity to manage knowledge. The purpose of present study was to prioritize factors affecting commercialization of knowledge with a knowledge management approach. This descriptive study is from survey type. In present study, inferential methods have been used to analyze quantitative data. Friedman test was also used to prioritize factors and confirmatory factor analysis (CFA) technique was utilized to determine the impact level of each affecting factor of knowledge commercialization.

Commercialization of universities' research achievements is a complex activity which completes the chain of transforming idea of technology and leads to wealth creation, entrepreneurship and financial autonomy of universities. Also, knowledge management is one of these tools. Knowledge management is the process of creating value from intangible assets of organization. This intangible asset or knowledge is considered as an essential factor and vital source for organizations and future competitive advantages will be manifested in the form of organizations' capacity to manage knowledge. The purpose of present study was to prioritize factors affecting commercialization of knowledge with a knowledge management approach. This descriptive study is from survey type. In present study, inferential methods have been used to analyze quantitative data. Friedman test was also used to prioritize factors and confirmatory factor analysis (CFA) technique was utilized to determine the impact level of each affecting factor of knowledge commercialization.

Dagens teknologi förenklar integrationen mellan människor med stort avstånd, något man inte kunde föreställa sig tidigare. Massmedier som nyhetskanaler och sociala medier tillåter människor att interagera samt läsa och samla in information från hela världen. En person kan exempelvis samla information från bekvämligheten av sitt egna hem, utan personliga erfarenheter. Syftet med denna studie är att undersöka hur mediebevakningen av flyktingströmmen har påverkat turisters attityder mot turistdestinationer. Studien avgränsas geografiskt till den grekiska ön Lesbos, för att få en inblick på hur turister påverkas av massmedia. Därtill har författarna av studien implementerat en kvantitativ forskningsmetod i form av strukturerade intervjuer. Sekundärdata har även samlats in i form av tidigare forskningar, information tilldelad av massmedia och fakta från myndigheter. Valet att inkludera dessa former av sekundärdata är för att få insikt och en djupare förståelse om hur världen ser ut idag i samband med studien. Resultatet av den strukturerade intervjun visade att majoriteten av de tillfrågade fått sin kunskap om Lesbos genom massmedier. Dessutom visar det sig att majoriteten av respondenterna uppgav att de inte kunde tänka sig resa till ön Lesbos i Grekland för nöje och avkoppling. Studiens undersökning visar att mediebevakningen av flyktingströmmen och ön Lesbos har haft stort inflytande bland respondenterna. Baserat på informationen från massmedia, har ön beskrivits som flyktingmottagning och respondenter som reser för avkoppling och nöje valde att undvika Lesbos som ett resmål. Det författarna fick fram av studien var att majoriteten av de svenska turisterna har en negativ attityd och syn på Lesbos. Detta på grund informationen som förmedlas av massmedia och dess informationsspridning om ön. Vidare är det viktigt att notera att turismens attityder och åsikter skiljer sig åt mellan varje individ, eftersom varje individ tar emot informationen olika, även om den kommer fr, Today’s technology allows people to interact at a great distance that could not be imagined before. Through the technology, the media such as news channels and social media which allows people to interact as well as read and gather information from all over the world. For example, a person can gather information from the comfort of his own home, without having to experience it himself. The purpose of this paper is to examine how the media coverage affects and alters tourist’s attitudes and views of a tourist destination. The study has limited itself to the Greek Island of Lesvos and how its tourism has been affected by the media reports of the refugee movements. The authors of the study have applied a quantitative research method in the form of structured interviews. Secondary data have also been collected such as; news from social media, scientific articles, statistics, and facts from governmental organizations, in order to have a deeper understanding of the subject that is studied. The results of the structured interview showed that the majority of respondents gained their knowledge of the island Lesvos through media outlets. Whilst the majority of those who participated expressed that they could not imagine traveling to the island of Lesvos in Greece for pleasure and relaxation. The study survey shows that the media coverage of the refugee tide and the island of Lesvos had a great influence among the respondents. Based on the information from the media outlet, the island was described as a refugee camp and the respondents traveling for relaxation and fun chose to avoid Lesvos as a tourist destination I conclusion; the study indicates that the majority of the Swedish tourists have a negative attitude and view towards Lesvos due to the coverage and information spread by the media. Furthermore, it is important to note that the attitudes and views of the tourists differ from each individual. This is because every individual receives and perceives the information dif

Dagens teknologi förenklar integrationen mellan människor med stort avstånd, något man inte kunde föreställa sig tidigare. Massmedier som nyhetskanaler och sociala medier tillåter människor att interagera samt läsa och samla in information från hela världen. En person kan exempelvis samla information från bekvämligheten av sitt egna hem, utan personliga erfarenheter. Syftet med denna studie är att undersöka hur mediebevakningen av flyktingströmmen har påverkat turisters attityder mot turistdestinationer. Studien avgränsas geografiskt till den grekiska ön Lesbos, för att få en inblick på hur turister påverkas av massmedia. Därtill har författarna av studien implementerat en kvantitativ forskningsmetod i form av strukturerade intervjuer. Sekundärdata har även samlats in i form av tidigare forskningar, information tilldelad av massmedia och fakta från myndigheter. Valet att inkludera dessa former av sekundärdata är för att få insikt och en djupare förståelse om hur världen ser ut idag i samband med studien. Resultatet av den strukturerade intervjun visade att majoriteten av de tillfrågade fått sin kunskap om Lesbos genom massmedier. Dessutom visar det sig att majoriteten av respondenterna uppgav att de inte kunde tänka sig resa till ön Lesbos i Grekland för nöje och avkoppling. Studiens undersökning visar att mediebevakningen av flyktingströmmen och ön Lesbos har haft stort inflytande bland respondenterna. Baserat på informationen från massmedia, har ön beskrivits som flyktingmottagning och respondenter som reser för avkoppling och nöje valde att undvika Lesbos som ett resmål. Det författarna fick fram av studien var att majoriteten av de svenska turisterna har en negativ attityd och syn på Lesbos. Detta på grund informationen som förmedlas av massmedia och dess informationsspridning om ön. Vidare är det viktigt att notera att turismens attityder och åsikter skiljer sig åt mellan varje individ, eftersom varje individ tar emot informationen olika, även om den kommer fr, Today’s technology allows people to interact at a great distance that could not be imagined before. Through the technology, the media such as news channels and social media which allows people to interact as well as read and gather information from all over the world. For example, a person can gather information from the comfort of his own home, without having to experience it himself. The purpose of this paper is to examine how the media coverage affects and alters tourist’s attitudes and views of a tourist destination. The study has limited itself to the Greek Island of Lesvos and how its tourism has been affected by the media reports of the refugee movements. The authors of the study have applied a quantitative research method in the form of structured interviews. Secondary data have also been collected such as; news from social media, scientific articles, statistics, and facts from governmental organizations, in order to have a deeper understanding of the subject that is studied. The results of the structured interview showed that the majority of respondents gained their knowledge of the island Lesvos through media outlets. Whilst the majority of those who participated expressed that they could not imagine traveling to the island of Lesvos in Greece for pleasure and relaxation. The study survey shows that the media coverage of the refugee tide and the island of Lesvos had a great influence among the respondents. Based on the information from the media outlet, the island was described as a refugee camp and the respondents traveling for relaxation and fun chose to avoid Lesvos as a tourist destination I conclusion; the study indicates that the majority of the Swedish tourists have a negative attitude and view towards Lesvos due to the coverage and information spread by the media. Furthermore, it is important to note that the attitudes and views of the tourists differ from each individual. This is because every individual receives and perceives the information dif

La investigación se planteó el problema de la influencia que ejercen los medios masivos de comunicación en la cohesión social de la sociedad marabina, en Venezuela. Con ese propósito aplicamos un cuestionario a una muestra estratificada que se estructuró a partir de una combinación de criterios socioeconómicos y socioculturales. El estudio consideró indicadores referidos al consumo mediático, a la influencia televisiva, a la presencia de Internet, a las motivaciones para ver TV, a los programas televisivos preferidos, a la cobertura de la telenovela y a los modos y lugares donde se interactúa con la TV. Los resultados de la investigación evidencian, primero, un consumo simbólico comunicacional considerable, que influye en el tejido social que se constituye. En segundo lugar, el comportamiento del usuario frente a los medios masivos, particularmente el elevado consumo televisivo, facilita el cometido mediático. En tercer lugar, la expansión de la oferta y del impacto televisivo no se traduce en un crecimiento, al menos suficiente, de su diversidad y sobre todo de su pluralismo., This study approaches the influence made by the massive media in the social cohesion of the society in Maracaibo, Venezuela. In these terms, we applied a questionnaire to a stratified sample which, was built up out of socio-economic and socio-cultural criteria. This investigation considered indicators referred to the media consuming habits, television influence, internet, the motivation to watch T.V., favorite television programs, the scope of soap operas as well as the places where people interact with television. The results show, first, a quite considerable symbolic communicational consuming habit, which influences the social web. Second, the conduct of the audience before the massive media, the increased television consuming in particular, makes easier the purpose of the media. Third, the expansion of the offering standards as well as the television impact does not implicate a sufficient growth of its diversity and pluralism.

La investigación se planteó el problema de la influencia que ejercen los medios masivos de comunicación en la cohesión social de la sociedad marabina, en Venezuela. Con ese propósito aplicamos un cuestionario a una muestra estratificada que se estructuró a partir de una combinación de criterios socioeconómicos y socioculturales. El estudio consideró indicadores referidos al consumo mediático, a la influencia televisiva, a la presencia de Internet, a las motivaciones para ver TV, a los programas televisivos preferidos, a la cobertura de la telenovela y a los modos y lugares donde se interactúa con la TV. Los resultados de la investigación evidencian, primero, un consumo simbólico comunicacional considerable, que influye en el tejido social que se constituye. En segundo lugar, el comportamiento del usuario frente a los medios masivos, particularmente el elevado consumo televisivo, facilita el cometido mediático. En tercer lugar, la expansión de la oferta y del impacto televisivo no se traduce en un crecimiento, al menos suficiente, de su diversidad y sobre todo de su pluralismo., This study approaches the influence made by the massive media in the social cohesion of the society in Maracaibo, Venezuela. In these terms, we applied a questionnaire to a stratified sample which, was built up out of socio-economic and socio-cultural criteria. This investigation considered indicators referred to the media consuming habits, television influence, internet, the motivation to watch T.V., favorite television programs, the scope of soap operas as well as the places where people interact with television. The results show, first, a quite considerable symbolic communicational consuming habit, which influences the social web. Second, the conduct of the audience before the massive media, the increased television consuming in particular, makes easier the purpose of the media. Third, the expansion of the offering standards as well as the television impact does not implicate a sufficient growth of its diversity and pluralism.

La investigación se planteó el problema de la influencia que ejercen los medios masivos de comunicación en la cohesión social de la sociedad marabina, en Venezuela. Con ese propósito aplicamos un cuestionario a una muestra estratificada que se estructuró a partir de una combinación de criterios socioeconómicos y socioculturales. El estudio consideró indicadores referidos al consumo mediático, a la influencia televisiva, a la presencia de Internet, a las motivaciones para ver TV, a los programas televisivos preferidos, a la cobertura de la telenovela y a los modos y lugares donde se interactúa con la TV. Los resultados de la investigación evidencian, primero, un consumo simbólico comunicacional considerable, que influye en el tejido social que se constituye. En segundo lugar, el comportamiento del usuario frente a los medios masivos, particularmente el elevado consumo televisivo, facilita el cometido mediático. En tercer lugar, la expansión de la oferta y del impacto televisivo no se traduce en un crecimiento, al menos suficiente, de su diversidad y sobre todo de su pluralismo., This study approaches the influence made by the massive media in the social cohesion of the society in Maracaibo, Venezuela. In these terms, we applied a questionnaire to a stratified sample which, was built up out of socio-economic and socio-cultural criteria. This investigation considered indicators referred to the media consuming habits, television influence, internet, the motivation to watch T.V., favorite television programs, the scope of soap operas as well as the places where people interact with television. The results show, first, a quite considerable symbolic communicational consuming habit, which influences the social web. Second, the conduct of the audience before the massive media, the increased television consuming in particular, makes easier the purpose of the media. Third, the expansion of the offering standards as well as the television impact does not implicate a sufficient growth of its diversity and pluralism.

La investigación se planteó el problema de la influencia que ejercen los medios masivos de comunicación en la cohesión social de la sociedad marabina, en Venezuela. Con ese propósito aplicamos un cuestionario a una muestra estratificada que se estructuró a partir de una combinación de criterios socioeconómicos y socioculturales. El estudio consideró indicadores referidos al consumo mediático, a la influencia televisiva, a la presencia de Internet, a las motivaciones para ver TV, a los programas televisivos preferidos, a la cobertura de la telenovela y a los modos y lugares donde se interactúa con la TV. Los resultados de la investigación evidencian, primero, un consumo simbólico comunicacional considerable, que influye en el tejido social que se constituye. En segundo lugar, el comportamiento del usuario frente a los medios masivos, particularmente el elevado consumo televisivo, facilita el cometido mediático. En tercer lugar, la expansión de la oferta y del impacto televisivo no se traduce en un crecimiento, al menos suficiente, de su diversidad y sobre todo de su pluralismo., This study approaches the influence made by the massive media in the social cohesion of the society in Maracaibo, Venezuela. In these terms, we applied a questionnaire to a stratified sample which, was built up out of socio-economic and socio-cultural criteria. This investigation considered indicators referred to the media consuming habits, television influence, internet, the motivation to watch T.V., favorite television programs, the scope of soap operas as well as the places where people interact with television. The results show, first, a quite considerable symbolic communicational consuming habit, which influences the social web. Second, the conduct of the audience before the massive media, the increased television consuming in particular, makes easier the purpose of the media. Third, the expansion of the offering standards as well as the television impact does not implicate a sufficient growth of its diversity and pluralism.

La investigación se planteó el problema de la influencia que ejercen los medios masivos de comunicación en la cohesión social de la sociedad marabina, en Venezuela. Con ese propósito aplicamos un cuestionario a una muestra estratificada que se estructuró a partir de una combinación de criterios socioeconómicos y socioculturales. El estudio consideró indicadores referidos al consumo mediático, a la influencia televisiva, a la presencia de Internet, a las motivaciones para ver TV, a los programas televisivos preferidos, a la cobertura de la telenovela y a los modos y lugares donde se interactúa con la TV. Los resultados de la investigación evidencian, primero, un consumo simbólico comunicacional considerable, que influye en el tejido social que se constituye. En segundo lugar, el comportamiento del usuario frente a los medios masivos, particularmente el elevado consumo televisivo, facilita el cometido mediático. En tercer lugar, la expansión de la oferta y del impacto televisivo no se traduce en un crecimiento, al menos suficiente, de su diversidad y sobre todo de su pluralismo., This study approaches the influence made by the massive media in the social cohesion of the society in Maracaibo, Venezuela. In these terms, we applied a questionnaire to a stratified sample which, was built up out of socio-economic and socio-cultural criteria. This investigation considered indicators referred to the media consuming habits, television influence, internet, the motivation to watch T.V., favorite television programs, the scope of soap operas as well as the places where people interact with television. The results show, first, a quite considerable symbolic communicational consuming habit, which influences the social web. Second, the conduct of the audience before the massive media, the increased television consuming in particular, makes easier the purpose of the media. Third, the expansion of the offering standards as well as the television impact does not implicate a sufficient growth of its diversity and pluralism.

The article determines the urgency of the subject under study, the degree of its development. The theoretical grounds of the study define the value orientation to an addressee as a basic component of the discourse of the Chinese sports media advertising which results in an effective impact on the consumer. Basic methods for influence on an addressee are identified, and the following stylistic expressive means are defined: anaphora, epiphora, epithet, metaphor, personification, and anadiplosis. The verbalization of the Chinese sports media discourse in tropes and its subsequent effect on an addressee is established as a hypothesis for the study; research materials and methods are represented. Stylistic tropes are determined on the basis of advertising texts in Chinese printed sports magazines, on mobile sites and companies’ pages in social media. Advertisements of sports clothes, footwear and gyms are used as samples of media texts. The procedure for studying the discourse of the Chinese sports media advertising covers a stylistic analysis of the advertising media text components; the frequency of use of stylistic devices as means of influence on an addressee is determined; the quantification of trope usage is made; an analysis of their semantic component is provided. The analysis of findings of the study represents a detailed review of stylistic devices in the presented media messages; a componential analysis of speech samples and grammatical structures is given; the significance of usage of tropes is clarified. The aggregate quantification of the usage of tropes is made with subsequent presentation of the results obtained in the form of a diagram. In conclusion, general, specific aspects of the usage of stylistic devices are identified; the general purpose of their usage and the degree of effect on the consumer in advertising media messages is determined. © 2018, Slovenska Vzdelavacia Obstaravacia. All rights reserved.