THE EVOLUTION OF INFLUENCE: FROM CULTIVATION THEORY TO SELECTIVE TARGETING
DOI:
https://doi.org/10.12753/2284-9378-20-42Abstract
Since ancient times, the aim has been to shape the perceptions, attitudes and behaviors of internal and external audiences. Changes in the technological sphere, specific to the current century, have contributed to the discovery of new methods to more efficiently achieve these behavioral, perceptual or attitudinal changes among the targeted audience segments.
The purpose of this article is to describe the specificity of cultivation theory and to highlight the basic characteristics and efficiency of using selective targeting. The article also includes an example where you can see the methods used in the 21st century in the online environment.
Keywords: cultivation theory; selective targeting; social networks;online environment; persuasion; influence.
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