Dissertations / Theses on the topic 'Viral emotions'

Submitted by Louis-Jean de Gastines (lj.degastines@gmail.com) on 2013-04-25T07:48:49Z No. of bitstreams: 1 Emotions and viral videos - LJ de Gastines - vf.pdf: 1615622 bytes, checksum: 9282d09dd6cedfa6ea6976869600e8ad (MD5)<br>Approved for entry into archive by Eliene Soares da Silva (eliene.silva@fgv.br) on 2013-04-25T12:26:16Z (GMT) No. of bitstreams: 1 Emotions and viral videos - LJ de Gastines - vf.pdf: 1615622 bytes, checksum: 9282d09dd6cedfa6ea6976869600e8ad (MD5)<br>Made available in DSpace on 2013-04-25T13:14:38Z (GMT). No. of bitstreams: 1 Emotions and viral videos - LJ de Gastines - vf.pdf: 1615622 bytes, checksum: 9282d09dd6cedfa6ea6976869600e8ad (MD5) Previous issue date: 2013-03-27<br>Going viral' is seen by marketers as the new grail to reach large online communities. In this viral scene, videos have a special role, given their strong tendency to spread exponentially over the internet via social sharing. Every year sees the breaking of new records for virality. In March 2012, the video 'KONY 2012' calling for united action against the eponym African militia leader, reached over 34,000,000 of views on its first day of launch. In December 2012, the 'Gangnam Style' music video became the first YouTube video to reach over a billion views, totalizing over 1.4 billion views in March 2013. Such illustrations clearly underline the new scale that the internet gave to word-of-mouth sharing. Marketers understood the fantastic lever of viral videos and tried to seize the phenomenon so as to replicate it for business purposes. This research aims at providing insights to academics and marketers on the determinants to online commercial videos sharing. The focus was set more specifically on the role of emotions in the sharing, to identify which emotions lead and how they lead to the sharing of online commercial videos. The research was conducted leveraging two scientific methods, a survey and a text-mining analysis that attributed emotions to comments from the most shared YouTube videos. The research confirms with new means a number of hypotheses previously tested and validated by Academics. It shows that positivity and strength are larger drivers for video sharing than negativity and weakness (Lindgreen and Vanhamme, 2005; Dobele et al., 2007). It also argues that video content as well as its context are very significant determinants of online video-sharing (Laskey et al., 1989; Taylor, 1999). Beyond validating existing theories, the research brought new elements to the table, notably the role of strength/weakness dimension of emotions to analyze virality, and the importance of a clear 'call to action' embedded in the video to boost its sharing. These novel concepts enrich the very quickly evolving literature on the topic and pave the way for further research.<br>Se tornar viral' é visto pelos comerciantes como o novo Graal para alcançar grandes comunidades online. Neste contexto viral, vídeos têm um papel especial dada a forte capacidade deles de se espalhar exponencialmente pela internet através do compartilhamento social. Cada ano se vê a quebra de novos recordes através deste tipo de viralidade. Em março de 2012, o vídeo 'Kony 2012' envolvendo a ação unida contra o líder de milícia Africano epônimo, atingiu mais de 34 milhões de visualizações em seu primeiro dia de lançamento. Em dezembro de 2012, o vídeo-clipe da música 'Gangnam Style' tornou-se o primeiro vídeo do YouTube a alcançar mais de um bilhão de visualizações, totalizando mais de 1,4 bilhões de visualizações em março de 2013. Tais ilustrações mostram claramente a nova escala que a internet deu ao fenômeno do boca-a-boca. Os comerciantes entenderam o potencial fantástico dos vídeos virais e tentaram aproveitar o fenômeno de modo a reproduzi-lo para fins comerciais. Esta pesquisa oferece para os acadêmicos e os profissionais de marketing uma análise dos determinantes do compartilhamento de vídeos comerciais online. Mais especificamente, o foco da dissertação foi definido sobre o papel das emoções no compartilhamento, para identificar quais delas levam e como levam à partilha de vídeos comerciais online. A pesquisa foi realizada a partir de dois métodos científicos: uma pesquisa e uma análise de texto sobre a atribuição de emoções para comentários dos vídeos mais compartilhados do YouTube. A pesquisa confirma, com novos métodos, hipóteses previamente testadas e validadas por acadêmicos. Ela mostra que a positividade e a força das emoções são determinantes de compartilhamento maiores do que a negatividade e a fraqueza (Lindgreen and Vanhamme, 2005; Dobele et al., 2007). A dissertação também argumenta que o conteúdo do vídeo, bem como o contexto são determinantes significativos de compartilhamento de vídeo (Laskey et al., 1989; Taylor, 1999). Além de validar teorias existentes, a pesquisa trouxe novos conceitos para a discussão, especialmente o papel da dimensão força / fraqueza de emoções para analisar o fenômeno viral, e a importância de uma clara 'chamada à ação' incluída no vídeo para aumentar a sua partilha. Estes novos conceitos enriquecem a literatura do tema – que evolui muito rapidamente – e preparam o caminho para futuras pesquisas.

Submitted by Maria Santos (mariajoaosantos26@gmail.com) on 2018-07-20T11:46:18Z No. of bitstreams: 1 2018_DISSERATION_MARIAJOAO_FINAL (1).pdf: 985094 bytes, checksum: ae65eaf60f5eb75bcd74e76b10b71d79 (MD5)<br>Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2018-07-27T18:45:46Z (GMT) No. of bitstreams: 1 2018_DISSERATION_MARIAJOAO_FINAL (1).pdf: 985094 bytes, checksum: ae65eaf60f5eb75bcd74e76b10b71d79 (MD5)<br>Made available in DSpace on 2018-08-08T13:19:44Z (GMT). No. of bitstreams: 1 2018_DISSERATION_MARIAJOAO_FINAL (1).pdf: 985094 bytes, checksum: ae65eaf60f5eb75bcd74e76b10b71d79 (MD5) Previous issue date: 2018-06-20<br>Objetivo – O objetivo desta tese é examinar a influencia que gênero e diferentes estímulos emocionais exercem sobre as intenções de partilha online das pessoas: (1) se os indivíduos partilham mais conteúdos positivos ou negativos; (2) quem, de entre homens ou mulheres, reage mais fortemente a estímulos emocionais; e (3) se a valência emocional e o género têm algum tipo de correlação. Metodologia - Esta dissertação utiliza um estudo experimental: 2 (valência emocional: positiva vs. negativa) x 2 (género: masculino vs. feminino) entre sujeitos. Resultados – Os resultados mostram que a valência emocional afeta, de facto, as intenções de partilha de conteúdo online e, mais importante, que as emoções negativas levam a uma maior predisposição para partilhar. Além disso, os resultados demonstram que as mulheres partilham mais conteúdos online quando comparadas com os homens, contudo, não foram observados efeitos heterogêneos de valência emocional. Limitações- A principal limitação desta pesquisa é o fato de ser baseada em respostas próprias a cenários hipotéticos, uma vez que pretendemos medir uma intenção de partilha. Isso significa que, embora a intenção de um indivíduo de se comprometer com um determinado comportamento seja o indicador mais adequado para o comportamento do próprio, isso ultrapassa o âmbito deste estudo. Aplicabilidade do trabalho - Esta pesquisa fornece informações relevantes sobre como criar conteúdo com grande probabilidade de ser partilhado online, ao contrário do conteúdo regular que a maioria das agências e profissionais de marketing utilizam para promover os seus produtos<br>Purpose – The purpose of this work is to examine the influence that gender and different emotional stimuli exert on people’s online sharing intentions. Precisely, we take a closer look at whether (1) people share more positive or negative content; (2) men or women react more strongly to these emotional stimuli; and (3) emotional valence has a heterogeneous effect across genders. Design/Methodology - This dissertation employs an experimental study: 2 (emotional valence: positive vs. negative) x 2 (gender: male vs. female) between-subjects design. Findings – Results show that emotional valence does indeed influence sharing intentions, and more importantly, that negative emotions lead to a higher willingness to share. Further, results demonstrated that women share more content online when compared to men but no heterogeneous effects of emotional valence were observed. Research limitations - The main limitation of this research is that it is based on self-reported answers to hypothetical scenarios, since we intend to measure potential behavior of sharing. Meaning that, although an individual’s intention to commit to a certain behavior is the most adequate predictor of one’s behavior, it is beyond the scope of this study to measure actual sharing behavior. Practical implications - This research produced valuable insights by providing relevant information on how to create content that will probably be highly shared, on the opposite to the regular content that most agencies and marketer use to promote their products.

The aim with this study was to answer the question “What components in Nike’s viral ads on Youtube trigger emotions?”. The data was collected through a qualitative and descriptive research approach and the method was a combination of a poetic film analysis and Ducoffe’s Model of Advertising Value. The model includes three components that were to be analyzed: informativeness, entertainment and irritation. The video ads were analyzed together with the comments posted. The comments were seen as electronic word of mouth and they were analyzed in order to understand if the viewer felt positive or negative emotions towards the ads. The findings showed that Ducoffe’s Model of Advertising Value was applicable on social media networks such as Youtube. Informativeness and entertainment were the most important components triggering emotions. Since marketing events nowadays are digitalized, it is important to adapt previous models and research to new platforms.

Submitted by Maria Santos (mariajoaosantos26@gmail.com) on 2018-07-20T11:46:18Z No. of bitstreams: 1 2018_DISSERATION_MARIAJOAO_FINAL (1).pdf: 985094 bytes, checksum: ae65eaf60f5eb75bcd74e76b10b71d79 (MD5)<br>Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2018-07-27T18:45:46Z (GMT) No. of bitstreams: 1 2018_DISSERATION_MARIAJOAO_FINAL (1).pdf: 985094 bytes, checksum: ae65eaf60f5eb75bcd74e76b10b71d79 (MD5)<br>Made available in DSpace on 2018-08-08T13:19:44Z (GMT). No. of bitstreams: 1 2018_DISSERATION_MARIAJOAO_FINAL (1).pdf: 985094 bytes, checksum: ae65eaf60f5eb75bcd74e76b10b71d79 (MD5) Previous issue date: 2018-06-20<br>Objetivo – O objetivo desta tese é examinar a influencia que gênero e diferentes estímulos emocionais exercem sobre as intenções de partilha online das pessoas: (1) se os indivíduos partilham mais conteúdos positivos ou negativos; (2) quem, de entre homens ou mulheres, reage mais fortemente a estímulos emocionais; e (3) se a valência emocional e o género têm algum tipo de correlação. Metodologia - Esta dissertação utiliza um estudo experimental: 2 (valência emocional: positiva vs. negativa) x 2 (género: masculino vs. feminino) entre sujeitos. Resultados – Os resultados mostram que a valência emocional afeta, de facto, as intenções de partilha de conteúdo online e, mais importante, que as emoções negativas levam a uma maior predisposição para partilhar. Além disso, os resultados demonstram que as mulheres partilham mais conteúdos online quando comparadas com os homens, contudo, não foram observados efeitos heterogêneos de valência emocional. Limitações- A principal limitação desta pesquisa é o fato de ser baseada em respostas próprias a cenários hipotéticos, uma vez que pretendemos medir uma intenção de partilha. Isso significa que, embora a intenção de um indivíduo de se comprometer com um determinado comportamento seja o indicador mais adequado para o comportamento do próprio, isso ultrapassa o âmbito deste estudo. Aplicabilidade do trabalho - Esta pesquisa fornece informações relevantes sobre como criar conteúdo com grande probabilidade de ser partilhado online, ao contrário do conteúdo regular que a maioria das agências e profissionais de marketing utilizam para promover os seus produtos<br>Purpose – The purpose of this work is to examine the influence that gender and different emotional stimuli exert on people’s online sharing intentions. Precisely, we take a closer look at whether (1) people share more positive or negative content; (2) men or women react more strongly to these emotional stimuli; and (3) emotional valence has a heterogeneous effect across genders. Design/Methodology - This dissertation employs an experimental study: 2 (emotional valence: positive vs. negative) x 2 (gender: male vs. female) between-subjects design. Findings – Results show that emotional valence does indeed influence sharing intentions, and more importantly, that negative emotions lead to a higher willingness to share. Further, results demonstrated that women share more content online when compared to men but no heterogeneous effects of emotional valence were observed. Research limitations - The main limitation of this research is that it is based on self-reported answers to hypothetical scenarios, since we intend to measure potential behavior of sharing. Meaning that, although an individual’s intention to commit to a certain behavior is the most adequate predictor of one’s behavior, it is beyond the scope of this study to measure actual sharing behavior. Practical implications - This research produced valuable insights by providing relevant information on how to create content that will probably be highly shared, on the opposite to the regular content that most agencies and marketer use to promote their products.

Includes abstract.<br>Includes bibliographical references.<br>Using the Internet to share content online is not only a daily activity for many people, yet a means to share their experiences and emotion with others. This study aims to answer why Internet users in South Africa share content online and to better understand the role of emotion in viral marketing. There are three main objectives of this study: to determine what encourages people to share content online, to investigate the role of emotion in sharing content online and to determine whether there is a difference between sharing content that elicits positive emotion versus sharing content that elicits negative emotion. The findings assist marketers in conducting viral marketing campaigns that appeal to consumers. Using a two-stage research design, qualitative and exploratory research was conducted. The first-stage is netnography, which is a derivation of ethnography, and was based on YouTube. The second-stage consisted of semi-structured interviews that included two viral video marketing campaigns. This study found that people share content online when content that appeals to people is relevant. Whether people find content relevant or not can depend on their age and/ or gender. People share content online to be altruistic, for self-benefit and social capital. An additional reason for sharing content online is when the content is emotionally appealing. Particularly, it was found that content that elicits positive emotion is more likely to be shared than content that elicits negative emotion. This study addresses gaps in literature in the following ways. Firstly, viral marketing is a growing concept that requires updated research about to provide an understanding of viral marketing that is consistent with its changes in its practice. Secondly, the model provided in this study defines what sharing means in terms of viral marketing, which no other study has done. Thirdly, where previous authors disagree about the difference between sharing content that elicits positive emotion versus sharing content that elicits negative emotion, this study contains updated findings which show that content which elicits positive emotion is more likely to be shared. Additionally, this study shows how the Social Sharing of Emotion theory can be applied to a viral-marketing and online context. The contribution that this study makes is that literature can benefit by understanding that content is king and relevance is important in encouraging people to share content online. Additionally, marketers should focus on creating content that is useful or makes the sender look good socially. Most importantly, to encourage people to share content online, the content should be emotionally appealing and focus should be placed on ensuring the content elicits positive emotion.

The “connection generation” craves interaction with and connection to vast social networks through the sharing of information, photos, opinions, entertainment and news. This sharing comes in the form of electronic word-of-mouth or eWOM, and provides marketing and communication managers with an unparalleled opportunity to reach a large number of consumers quickly. With the ever increasing growth of the internet and the rise of social media and social network sites, viral marketing has cemented itself in the marketing and corporate agenda. However, while there has been a shift in marketing budgets towards online and social media, little is known about how to successfully leverage viral marketing. Consequently, understanding why some videos go viral and others do not is becoming an increasingly popular focus of academic research. This study aimed to answer the following research question: What are the factors that drive the virality of online content?   In an attempt to answer this exploratory research question, four papers were used to look at its constituent parts. In the first paper, the role of emotion in the sharing of online content was investigated. Rime’s social sharing of emotion theory was used to explain why emotion could drive the spread of content online. We suggested that people’s propensity to share viral content was a function of the intensity, sociality and complexity of the emotion elicited by the viral content.   The following two papers further investigated the role of emotion in viral marketing by looking at the relationship between content and emotion. Paper 2 used interviews in a qualitative research design to propose a decision-tree of the interplay between content and emotion in viral marketing. This paper showed that the relevance of the content has an influence on viewers’ emotional response. Paper 3 took a closer look at the relationship between content and emotion by using a two-stage design: First, content analysis was done on the comments of selected YouTube videos. Second, an experiment was used to test the emotions that these videos elicited in respondents, the valence of those emotions, the intensity with which they were felt, as well as various content-related factors (e.g. the creativity and humor used in the videos). This paper looked specifically at the use of political communication in viral marketing and showed that creativity, valence and the intensity of the emotions elicited by the content are key drivers of viral success.   The final and fourth paper culminates in a model for the sharing of content online. This paper built on the findings from the previous papers, but also made use of interviews, and the analysis of a longitudinal dataset to propose a comprehensive model for the spread of content online. The longitudinal dataset was compiled using the top 10 posts from Reddit.com, a viral aggregator website, over the period of 25 days. The comprehensive model shows that there are external, intrapersonal and interpersonal drivers of viral content. The external drivers of viral content are the viral videos themselves (content) and its popularity. The content construct refers to various aspects related to the content itself, for example how informative, creative, humorous etc. the content is. Its popularity, on the other hand, was driven by both WOM and mainstream media reports. The intrapersonal drivers of viral content refer to the emotions that the content elicited in viewers. Viewers’ emotional response to the content was influenced by its relevance, but also by the valence and intensity of the emotion that they felt. Even though some content elicited intense emotions in viewers, some viewers did not share the content and interpersonal drivers of viral content was introduced to the model. These drivers recognise the social aspect of social media, and that content gets shared with large social networks. The model contends that people share viral content with their social networks as a form of online gift giving, out of altruism, or simply to build their own reputation. Finally, we contend that, in this content à emotion à social sharing chain, people share viral content both online and offline, as many respondents simply told their friends about the content (thus prompting them to go and watch the content themselves) or showed them the content themselves. This online and offline sharing of content increased the popularity of the content and a self-reinforcing chain was created, increasing the exponential growth typically associated with viral content.   As consumers are exposed to an increasing amount of marketing messages, and marketing budgets shrink, marketing managers could greatly benefit from better understanding how to more effectively make social media part of their marketing strategy. Viral marketing allows for a low-cost way of communicating marketing messages with great potential for impacting the market. This study ultimately shows what marketing managers can do to increase their chances of viral success, and ends off with a list of managerial recommendations to leverage the external, intrapersonal and interpersonal factors present in viral campaigns.<br><p>QC 20140911</p>

"This work explores how current embodied theories of cognition can account for the comprehension of narrative texts. Theoretically, this thesis develops a framework for the study of narrative text comprehension by linking current advances in embodied theories of cognition, discourse processing, and neurosciences. Experimentally, two experiments are reported in which participants were required to read passages of text implying emotional states. The coherence of critical sentences in relation to the preceding text was manipulated in terms of both the emotional adjectives used and the sensory-motor component. In the first experiment, three tasks were used to index the effect of the manipulations on the critical sentences. The first was an on-line naming task in which response times to name emotional labels which matched the implied emotional state of the texts were recorded. [...] The second experiment used backward masking in the naming task with the aim of providing a more sensitive index of the effect of the text manipulations on on-line processing."<br>Master of Applied Science by research

"This work explores how current embodied theories of cognition can account for the comprehension of narrative texts. Theoretically, this thesis develops a framework for the study of narrative text comprehension by linking current advances in embodied theories of cognition, discourse processing, and neurosciences. Experimentally, two experiments are reported in which participants were required to read passages of text implying emotional states. The coherence of critical sentences in relation to the preceding text was manipulated in terms of both the emotional adjectives used and the sensory-motor component. In the first experiment, three tasks were used to index the effect of the manipulations on the critical sentences. The first was an on-line naming task in which response times to name emotional labels which matched the implied emotional state of the texts were recorded. [...] The second experiment used backward masking in the naming task with the aim of providing a more sensitive index of the effect of the text manipulations on on-line processing."<br>Master of Applied Science by research

"This work explores how current embodied theories of cognition can account for the comprehension of narrative texts. Theoretically, this thesis develops a framework for the study of narrative text comprehension by linking current advances in embodied theories of cognition, discourse processing, and neurosciences. Experimentally, two experiments are reported in which participants were required to read passages of text implying emotional states. The coherence of critical sentences in relation to the preceding text was manipulated in terms of both the emotional adjectives used and the sensory-motor component. In the first experiment, three tasks were used to index the effect of the manipulations on the critical sentences. The first was an on-line naming task in which response times to name emotional labels which matched the implied emotional state of the texts were recorded. [...] The second experiment used backward masking in the naming task with the aim of providing a more sensitive index of the effect of the text manipulations on on-line processing."<br>Master of Applied Science by research

Students with Emotional Behavioural Disorders (EBD) are among the most challenging students to teach. Personality Trait Theory predicts teachers’ level of Emotional Intelligence (EI) would affect their cognitive-affective-behavioural reactions towards students with EBDs, and influence level of academic achievement and difficult behaviour of these students. This research explores which teachers are more predisposed to discriminate against EBD students, and identifies the most ‘effective’, supportive EI teacher traits. Underlying psychological processes, such as genetic EI make-up of teachers, may prove to be most valuable in determining whether more practical strategies for dealing with students’ behaviour/emotions are effectively applied and successful. An Attribution Model framework helped assess teacher reactions towards students. Two hundred and sixty one teachers from 51 Victorian schools participated in the study by completing self-report questionnaires, including the Trait Emotional Intelligence Questionnaire. A quantitative survey methodology used vignettes, with each school contact person randomly giving 50/50 surveys to their teachers (depicting a student with either mild or severe EBD symptoms). Pathway analysis revealed that teachers with higher EI reported less stigmatising and punitive intentions and likely greater helping behaviours. A new EI Process Model of Stigmatisation was proposed to measure teacher reactions through an affective-cognitive-behavioural sequence, rather than a cognitive-affective-behavioural sequence. Teachers’ EI levels also related to their own levels of psychological distress and/or compassion stress, which influenced likely helping or punitive outcomes. Despite behavioural severity of EBD students, teachers higher in EI still indicate more supportive helping behaviours. Specifically-identified ‘ideal’ teacher EI traits should lead to greater helping and be psychologically beneficial to both students and teachers. These results assisted development of an assessment tool (ASET – Assessment Screen for Emotionally Intelligent Teachers), which lays a sound foundation for schools and others to profile or recruit teachers with best ‘qualities’ to effectively teach students EBD students.<br>Doctor of Philosophy

This investigation uses a phenomenological framework to explore how an engagement with artistic process might create a meeting point through which to consider the internal and external environments. As a practice-led research project, it is the identification and exploration of artistic process that has led and revealed the theoretical issues to be explored alongside the creation of studio work. The shifting, interwoven oscillation between analytical and intuitive components that occurs in both conceptual underpinnings and the central processes of making, are recognised as being interdependent and mutually beneficial. This reflects both the nature of creative practice and artistic process, that is influential in both the realisation and progression of the theoretical and studio based outcomes. Significantly mark-making is established as a way of co-incidentally entering and extending the intuitive state while engaged in artistic activity. Those engaged with artistic practice are well placed to move between and across boundaries, absorbing and combining knowledge. Individual growth when shared, contributes back to the wider network of knowledge that feeds realisation and development of insight, both within the field of visual art and in other disciplines. The resulting body of work reveals the intuitive artistic development which is realised through a commitment to, and engagement with, individual artistic process. This investigation strengthens acceptance of self in its perfect state of imperfection, ultimately reflected in the wider process of creation going on both within and around all of us. The processes of creating art and creating self are therefore linked through engagement with materials and an awareness of the place where all things meet, the work. Realisation of the significance of art practice and the subsequently heightened focus on discovery, change and adaptability, aids physical and emotional recovery following adversity and raises areas of potential research for the future.<br>Bachelor of Visual Arts (Honours)

Purpose: The aim of this Bachelor Thesis is to explore what makes an interactive viral marketing campaign effective in terms of Word-of-Mouth. Background: With the growth of Internet, a new force of marketing has developed where the consumer is more involved in the marketing process. This thesis studies the underlying emotions and motivations of consumer incentives to engage in positive Word-of-Mouth, regarding an interactive viral marketing campaign. Method: In order to fulfil the purpose of this study a case study is performed. An inductive approach is followed and qualitative research in the form of a netnography and interviews are used to collect the empirical material that is required in order to answer the given research questions. The netnography was performed on Facebook and ten respondents from the netnographical study were invited to participate in interviews. Conclusion: Based on the frame of reference, a strong relationship was expected between certain emotions and the willingness to share or discuss Tipp-ex’s campaign. However, the results indicate that other variables such as Comprehension and Personalisation might have a greater effect on Word-of-Mouth incentives. Regarding motivations, Message- involvement was found to be the motivation that triggers a consumer to engage in Word-of-Mouth.

Thesis (PhD) - Swinburne University of Technology, School of Biophysical Sciences and Electrical Engineering, Centre for Neuropsychology, 2003.<br>[Submitted for the degree of Doctor of Philosophy], Centre for Neuropsychology, School of Biophysical Sciences and Electrical Engineering, Swinburne University of Technology, 2003. Typescript. Includes bibliographical references (p. 193-209).

This thesis reports on a qualitative research study that investigated adolescent students‟ experiences of positive attitude change to school. The literature review situates the research of students‟ attitude changes to school within the affective component of the multidimensional construct of student engagement and identifies this field and the phenomenon of positive attitude change to school as underresearched and under-theorised. Narrative inquiry methodology was applied in order to provide a detailed description of students‟ lived experiences and generate knowledge to fill the existing gap of how such an experience manifests itself. Eight students, who self-reported to have experienced positive attitude change to school, shared stories through in-depth semi-structured interviews of how the attitude change came about, who or what influenced it, and what meaning they attached to it in relation to its impact on their engagement and wellbeing. Students‟ attitudes to school are predominantly examined through quantitative research, whereas this study provided a unique and nuanced insight into attitude change based on the qualitative paradigm and a social constructionist view of the experience from the students‟ vantage point. Students‟ narrative accounts are compared and contrasted with each other to identify five resonant threads associated with the experience of positive attitude change to school. Data analysis suggests that positive attitude change to school has a significant impact on student engagement in learning and student wellbeing through its embodiment of perceived positive emotions associated with being at school. It consequently illustrates the relevance of broadening the understanding of such an experience to address the critical issue of disengagement in adolescent students. Key findings indicate that students develop a negative attitude to school when personal problems remain unresolved or have been insufficiently addressed within the school environment; no “helping hand” was there to assist these ambitious students who were struggling to engage in learning due to their experience of negative emotions at school. This research study has revealed that a negative attitude to school does not necessarily equate to a negative attitude to learning. Students‟ perception of the available support, both from the teachers and the services offered at school, is a critical factor in the transformation of their attitudes to school. Further, the students who participated in this study did not themselves feel that they were equipped with the required knowledge and skills to manage their personal problems effectively in order to maintain their engagement in learning. Only after having “hit rock bottom” and having sought help from outside the school environment were the students able to apply a different perspective to their circumstances that was associated with positive attitude change to school. From this research study it can be concluded that a student‟s positive attitude to school is a requirement for successful social and academic outcomes, and it is an educational goal in itself regarding the notion of developing lifelong learners. Personal problems and their impact on student engagement and wellbeing need to be acknowledged and catered for within the school environment. School support services must proactively extend a helping hand to students who have a negative attitude to school. Further, students need to develop selfefficacy regarding their personal wellbeing so that they become confident to act autonomously in solving their situations at school that are characterised by the difficult negative emotions that they are experiencing. Students‟ attitudes to school and the complexity of the multidimensional construct of student engagement need to be considered in the development of initiatives to address adolescent student disengagement and in the development of student wellbeing frameworks.<br>Doctor of Philosophy

The relative impacts of distinct types of early life stress (ELS) and adult trauma exposure on clinical and neural indices of emotion processing in healthy and Posttraumatic Stress Disorder (PTSD) adults were investigated. Distinct ELS event clusters were identified from a large cohort of nonclinical Australian community adults (N=1,209) using principal component analysis, and entered into hierarchical multiple regression analyses predicting clinical indices of psychological health in the study sample. ELS involving ‘Interpersonal violation’ (ELS-‘Interpersonal violation’) was found to be differentially associated with higher self-reported depressive and anxiety symptoms, relative to other types of ELS (ELS-‘Other’) and adult trauma exposure in nonclinical adults. The relative impacts of ELS-‘Interpersonal violation’, ELS-‘Other’ and adult trauma exposure on neural indices of emotion processing in a subset of healthy non-clinical and PTSD adults were assessed using N170 evoked response potential (ERP) peak amplitudes to emotion faces. Hierarchical multiple regression analyses showed that greater ELS-‘Interpersonal violation’ exposure was associated with reduced differentiation in N170 responses between non-threat (happy) and threat (angry, fear) faces in healthy and PTSD adults. Repeated measures ANCOVAs comparing healthy and PTSD adults with high or minimal ELS-‘Interpersonal violation’ exposure, indicated greater ELS-‘Interpersonal violation’ exposure and PTSD were both associated with significantly dampened N170 responses to salient emotion faces. Higher PTSD avoidance also predicted attenuated N170 responses to happy faces. These findings were evident after accounting for the effects of sociodemographic and medication factors, clinical symptoms and other types of trauma exposure. Results indicate ELS-‘Interpersonal violation’ is associated with deficient discrimination of threat and dampened responses to emotion faces generally, and PTSD avoidance with dampened response to happy faces, during automatic cortical processing. Deficient threat discrimination and dampened responsivity to emotion stimuli accompanying avoidance, are likely contributors to increased risks and chronicity of PTSD associated with greater ELS-‘Interpersonal violation’ exposure.

O pensamento de Bergson situa a estética no seio de uma filosofia da natureza, cujo princípio metafísico está longe de qualquer determinismo e do arbítrio do acaso, remetendo-se à irreversibilidade do tempo. Ao invés de disciplina intelectual que busca a natureza da beleza, trata-se, antes, de conduta vital, processo de diferenciação virtual rumo à posição de novidades radicais, podendo ou não desembocar na atividade artística. A arte não é, portanto, um conjunto de atributos atualmente dados ou a prática de habilidades específicas e, sim, um modo de ação que entrelaça os regimes do virtual e do atual sem permitir que a existência se sobreponha à consistência, realizando-se, inclusive, na sua própria abertura. Se o impulso da vida é o que comunica espírito e matéria, inserindo liberdade na necessidade, segue-se que a atividade artística é uma das vias em que desemboca o elã, ao lado dos seres vivos e da expressão mística. A individuação de uma obra implica certos graus de liberdade e níveis de consciência que não se explicam nem pela espécie, nem pelo indivíduo, já que sua contração intuitiva submete a duração do artista a tonalidades não psicológicas e a-subjetivas. Tocado por uma emoção criadora, vai-se realmente do Todo Aberto à colocação de novos mundos. O veículo de ação confunde-se com a própria ação, criatura com criador, de modo que o corpo artístico instaurado é puro transbordamento de vitalidade, consciência de si do tempo.<br>Bergson's aesthetics lies within a philosophy of nature, whose metaphysical principle is far from any determinism or chance as it refers to the irreversibility of time. Instead of an intellectual discipline that seeks the nature of beauty, it is rather defined by a vital conduct, a process of virtual differentiation towards the position of radical novelties, which may or may not culminate in artistic activity. Therefore, art is not a set of actual attributes or the practice of specific skills; its, on the other hand, a mode of action that interweaves the regimes of the virtual and the actual without allowing its existence to overlap its consistency. Its realization indeed relies in its own opening. If the impulse of life is what communicates spirit and matter, by inserting liberty into necessity, it follows that artistic activity is one of the ways in which the élan flows, alongside living beings and mystical expression. The individuation of a piece involves certain degrees of freedom and levels of consciousness that cannot be explained neither by the species nor by the individual because its intuitive contraction takes the duration of the artist to tones of vitality that are not psychological or subjective. Touched by a creative emotion, one goes from the perspective of the Open Whole to the placement of new worlds. The vehicle of action then merges with the action itself, creature with creator, so that the artistic body is pure overflowing vitality, when time regains consciousness of itself.

In recent years, the academic literature on the well-being of immigrants has expanded far from the study of economic factors by including psychological elements. Subjective well-being and life satisfaction have been constituted as new categories of analysis within the studies of immigration. This study attempts to better understand the adaptative processes of migrants by means of the analysis of their subjective well-being and life satisfaction, and to observe migrants’ explanations about how they evaluate psychological elements acquired in origin which have favoured their integration in the hosting society. The scope of analysis is particularized on Brazilian women who immigrated to Barcelona. Counterfactuals have been used to validate the initial hypothesis. This procedure is seen as an innovative approach to the study of the connections between subjective well-being and immigration experiences. The analysis through counterfactual thinking has proved to be a fruitful method to evaluate immigrants’ explanations about their subjective well-being and life satisfaction.<br>En els anys precedents, la literatura acadèmica sobre el benestar dels immigrants s’ha eixamplat més enllà de l’estudi dels factors econòmics tot incloent-hi elements psicològics. El benestar subjectiu i la satisfacció vital s’han constituït com noves categories d’anàlisi dins dels estudis sobre immigració. Aquest treball pretén entendre millor els processos d’adaptació dels immigrants mitjançant l’anàlisi del seu benestar subjectiu i la seva satisfacció vital, alhora que s’estudien les explicacions dels immigrants sobre com ells mateixos avaluen els elements psicològics adquirits en el seu lloc d’origen els quals han afavorit la seva integració en la societat d’acollida. L’abast del treball s’ha focalitzat en l’estudi de dones brasileres que van emigrar a Barcelona. Hem fet servir els contrafàctics per validar la hipòtesi inicial. Aquest procediment és vist com una aproximació innovadora a l’estudi de les relacions entre el benestar subjectiu i les experiències dels immigrants. L’anàlisi a través del pensament contrafàctic s’ha demostrat com un mètode profitós per avaluar les respostes dels immigrants quan se’ls ha preguntat sobre el seu benestar subjectiu i la seva satisfacció vital.

碩士<br>元智大學<br>資訊管理學系<br>106<br>In recent years, with the popularity of smart phones and the opening of 4G, the number of Internet users has been rapidly accumulating growth. With the rise of the virtual community platform, from the earliest contact with the PTT, to the recent rise of Facebook, and in Instagram share photos and videos. People have been accustomed to sharing their life, shopping experience, food discovery and so on in the virtual Community platform anytime and anywhere, also customary to search for novel information on the social platform and then forward the sharing. These behaviors allow product messages to spread and spread quickly across different social platforms in different forms, while creating heated discussions. How does the same commodity spread and diffuses in different social platforms? What kind of people and what messages are diffused and what is the emotions of the words being transmitted? Using content analysis to analyze the process of rapid diffusion and popular of these products. This study found that products from packaging design, exposure to the pipeline, must use the right community platform and ethnic groups, all the earlier participation in the discussion of the users become the communicator of internet meme, is no longer a model of opinion leader communication. And found, that people discuss the topic of the product in the social platforms and the word emotion used, which has a key influence on the proliferation of products go viral.

Watching videos online has become an ordinary activity, which brands and advertising agencies have been progressively incorporating into their strategies through viral marketing campaigns. Furthermore, it has been verified that to induce consumers to pass-along, viral online video advertisings tend to rely on the use of increasingly provocative content. Still, few experimental researches have examined underlying processes and responses evoked by this feature. In order to fill this void, experimental research, progressed online, was conducted, in which the effects of this strong appeal in forward intentions, advertising processing, brand memorability and purchase intentions are examined. Results insinuate that online videos comprising higher levels of perceived provocation appear to stimulate a higher pass-along probability, more complex formulations of ad related emotions and feelings and better brand memorability. Moreover, it appears also to affect attitudes toward the brand. Nevertheless, limits exist to the manner in which provocation can be portrayed. This study discriminates conditions under which managers can envisage to effectively use such powerful appeal while maximizing viral marketing potential gains.<br>Regarder des vidéos en ligne est devenu une activité ordinaire que les marques et les agences de publicité ont progressivement intégré dans leurs stratégies à travers des campagnes de marketing viral. En outre, il a été vérifié que pour inciter les consommateurs à passer des messages, les campagnes virales en format de vidéo s'appuient sur l'utilisation d'un contenu de plus en plus provocateur. Pourtant, peu de recherches expérimentales ont examiné les processus sous-jacents et les réponses évoquées par ce contenu. Afin de combler ce vide, une recherche expérimentale a été menée en ligne, où les effets de cette forte attractivité dans les intentions de l'envoyer, les procès d'évaluation des messages, la mémorisation de la marque, et les intentions d'achat ont été examinés. Les résultats insinuent que les vidéos comprenant des niveaux plus élevés de provocation stimulent les consommateurs à les partager, ils formulent des émotions et des sentiments plus complexes et améliorent la mémorisation de la marque. De même, ces vidéos semblent influer les attitudes envers la marque. Néanmoins, il existe des limites pour la manière dont la provocation peut être représentée. Cette étude discrimine les conditions dans lesquelles les managers peuvent envisager d'utiliser efficacement un attrait si puissant, tout en maximisant les gains potentiels de commercialisation virales.<br>Assistir vídeos online tornou-se uma atividade comum, que diversas marcas e agências de publicidade têm vindo a incorporar nas suas estratégias de marketing em forma de campanhas de marketing viral. Além do mais, foi verificado também que, para induzir os consumidores a disseminar mensagens publicitárias, estas tendem a incluir conteúdos progressivamente mais provocantes. No entanto, poucas pesquisas experimentais têm examinado os processos subjacentes e as respostas evocadas por esta tendência. Assim sendo, para preencher esta lacuna existente na presente literatura, uma experiência on-line foi realizada, na qual foram examinados os efeitos deste forte estímulo em intenções de partilhar o conteúdo, no processamento da mensagem, na memorização da marca e nas intenções de compra. Os resultados obtidos revelam que vídeos com níveis de provocação relativamente elevados tendem a ter uma maior probabilidade de serem partilhados, evocam emoções e sentimentos mais complexos, e ajudam a memorização da marca. Além disso, parecem também afectar atitudes face à marca em questão. No entanto, existem limites na forma como a provocação deve ser representada. Este estudo discrimina condições sob as quais tais estímulos podem ser utilizados eficazmente maximizando assim potenciais ganhos provenientes das campanhas de marketing viral.

This thesis examines the role of teachers’ emotions in their work, particularly during times of school reform and highlights the important role they play during change processes.<br>Doctor of Philosophy

Australian boys' and girls' educational performances and achievements have been continuously on the educational agenda since the early 1970s. Then the prime concern was for girls whose educational opportunities were so limiting that their performances vis-a-vis boys' were significantly lower. In the last 30 years, however, there has been a growing and pronounced reversal of boys' dominance and this reversal has prompted educational debate often in terms of a 'boys' crisis' requiring prompt attention. In contrast to the educational debates of the early 1970s many Australian educators' and writers' attentions in the last decade have been on boys' allegedly inferior performance, retention, and participation. Boys have become more noteworthy for their disengagement and disappearance than for their achievement.

Purpose – The purpose of this report is to find out how to design a social media strategy with the purpose of increasing the number of followers and exposure of a mobile restaurant on selected platforms. Two different campaigns have been designed and the effects between them have been compared. Method – In order to answer our research questions, two comparative studies and a survey have been conducted. The first comparative study processes an analyzis of past viral campaigns to find common feautures for their successes. The second comparative study processes the selected variables on the client’s profiles on their social media againts their competitors. The survey has been conducted to get an understanding of which of the platforms, Facebook or Instagram, produced most customers to the restaurant. Findings – The result of this report designed a marketing strategy on social media for the client. In addition, two video campaigns was also produced. A social media strategy is in need of several essential components, and its success depends on continuous optimization because of the fact that social media is forever changing. Furthermore, the two campaigns showed that emotions influenced the impact on people. There are also other various features that may lead to greater opportunities for the campaigns to spread on social media. However, we cannot forget that a clear branding is essential in order to value the campaigns successfulness for the specific organization. Implications – The consequences the work should have led to indicate that the client's social media were faced with continued steady growth in terms of followers and engagement. This, assuming they will follow the report results. Limitations – The main limitation work has been affected by was time. We believe that the studies result could have been more refined if the extent of work was enlarged. It would also be interesting to apply the strategy to the client early on and evaluate the result for a better optimization. Furthermore, we did not have a complete control of the client’s social media, which led them to upload their own posts without our<br>Syfte – Syftet med arbetet är att ta reda på hur man skapar en strategi för marknadsföring på sociala medier med avsikten att öka följarantalet och exponering av en mobil restaurang på utvalda plattformar. Till detta kommer två olika kampanjer att utformas för att mäta och jämföra effekten mellan dem. Metod – För att besvara frågeställningarna har vi genomfört två jämförande studier samt en enkätundersökning. En jämförande studie av tidigare virala succéer för att hitta gemensamma faktorer för deras framgång samt en av ett antal utvalda variabler på uppdragsgivarens profiler på sociala medier gentemot deras konkurrenter. Enkätundersökningen har genomförts för att få en uppfattning om vilken av plattformar, Facebook eller Instagram, som bidrog mest till att användarna kom till restaurangen. Resultat – Arbetet resulterade i en strategi för sociala medier för arbetets uppdragsgivare samt två kampanjer i form av video. En social mediestrategi är i behov av flera väsentliga komponenter och dess framgång är beroende av ständig optimering eftersom sociala medier ständigt förändras. Resultatet kring de två kampanjerna visade att känslor spelade en stor roll för kampanjernas inverkan på människor. Det finns även egenskaper som kan leda till större möjligheter till att kampanjer sprids på sociala medier. Det som dock inte fick glömmas var att en tydlig varumärkeslänk är avgörande för om kampanjen kan ses som framgångsrik för det specifika företaget. Implikationer – De följder vi kunde arbetet bör ha lett till talar för att uppdragsgivarens sociala medier stod inför fortsatt stadig tillväxt när det gäller följare och engagemang förutsatt att de följt arbetets resultat. Begränsningar – Den största begränsningen arbetet har påverkats av är tiden. Undersökningarnas resultat anser vi hade kunnat förfinas om deras omfattning hade förstorats. Det hade även varit intressant att implementera strategin och bedöma dess resultat samt optimera den utefter det. Ännu en begränsning var att vi inte fick fullständig kontroll av uppdragsgivarens sociala medier vilket medförde att uppdragsgivaren publicerade egna inlägg. Det orsakade även att