Indholdsfortegnelse
1. Word Cloud
2. Social Media
3. Language and Style
4. Non-fiction Genres:
a. Newspapers
b. Blogs
c. Corporate Writing
d. Advertisements and Commercials
5. Non-fiction Analysis:
a. Argumentation Theory
b. Non-fiction Analysis
Exercise Non-Fiction:
6. Luxury Brands and the Social Campaign
7. How Brands Can Benefit from the Social Media Multiplier Effect
8. How Battling Brands Online Has Gained Urgency, and Impact
9. United and Pepsi Affairs Force Brands to Respect Social Media
10. Introduction to the brand Nike: Reggie Gaines “Please don’t take my Air Jordans”; 1996 (Fiction)
11. How Nike uses Facebook, Twitter, Pinterest and Google+
12. Argumentative Essay: Nike and Colin Kaepernick

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Uddrag
Social media belong to the non-fiction genre. Social media are defined as websites such as company websites, personal websites and organisational websites and other forms of electronic media such as blogs, whatsapp, YouTube, wechat and messenger.

They all have in common that they enable users to create and share content e.g. through social media networks.

Social media users are therefore both content creators and content receivers. Content creators are active participants in the communication process by creating content themselves. This is opposite the printed news media where users are content receivers.

There are some important differences between social media and social media networks which should be kept in mind.

On social media, the content creator is doing all the talking. The content creator publishes content such as text, images and videos to try to generate interest hoping to attract followers.

When engaging in social networks, you need to be both content creator and content receiver because it is a two-way communication with electronic interaction where it is possible to answer in an instant.

This way of interacting changes the communication situation and the way people communicate and use language.

The goals and content of social media and social networks also differ. On social media, the goal is to build a network of followers interested in the content provided.

The content has to be meaningful to keep the followers interested in your brand, company or the information you provide.

Furthermore, the goal of social networking is also to build a network of followers but here it is important to nurture those relationships through communication and content.

Content is based on conversations and questions and through these conversations mutual interests and connections are established.

Social media have great potential for both individuals, companies and organisations as the information on social media transcends borders and is easily accessible because it is online.

It is therefore possible for social media users to reach an enormous group of people. The connectedness, the interaction possibilities and the openness of social media encourage contribution and feedback.

It is easier for e.g. companies and organisations to engage in a direct two-way communication with their customers, share information and react in real time.

Some companies make use of a chat function on their website to ensure a quick response. Others use social networks such as blogs, facebook or twitter to communicate with existing or future customers.

Politicians, actors, musicians and people just like you and I also use facebook, blogs or twitter to express opinions, tell news about one's life and thereby gain attention and attract followers.

Consequently, social media and especially social media networks have changed interaction on the internet. Before, content on the internet was information driven.

Today, social media and social media networks allow people to connect and express their needs either to friends, a company or the public in general. Content in social media is therefore driven by emotions.

Additionally, social media and social media networks have added a new dimension to communication. As mentioned previously, communication is now possible in an instant.

This has changed the communication process and has a great influence on language development which will be explained in the following sections.

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The possibility of instant messages together with the limited amount of words one can use have changed the way people communicate when using social media networks.

Facebook is the most popular social network with 1,968 million users in 2017 (source: statista.com). Facebook started in 2004 and is a social network where it is possible to post comments, share photographs, link to other web content and chat live.

Facebook posts can be fairly long (63,206 characters) compared to e.g. twitter posts (140 characters).

Users of Facebook can choose to have open profiles for everyone to see or private profiles, where the Facebook user has to accept the ones wanting to see the Facebook profile.

It is also possible to create closed groups. Individual users interested in using Facebook to connect with friends are more likely to choose a private profile.

On the other hand, companies and organisations will have open profiles because their purpose of having a Facebook profile is to have as many followers as possible to brand their product or to create awareness about their organisation.

Due to the large amount of characters, the language in Facebook posts have not seen a major change. Communication on Facebook is two-way and when people post a comment, they do so to receive a response.

Twitter is another social network which is quite popular and used by both politicians, news networks, celebrities, academics, companies and the ordinary guy.

It is also called microblogging and is a cross between blogging and instant messaging because the messages (tweets) one sends only have 140 characters or less (from 2018: 280 characters).

The limited number of characters encourages a focused and clever use of language making tweets both a challenge but also an easy social media platform to scan quickly.

Twitter accounts can be followed and are public. To receive twitter feeds from others, one simply finds interesting tweets and follows them.

The purpose of tweeting is varied. It can be to attract attention, to promote oneself or to reach out to fans for a more personal connection.

However, many tweeters are also serious and post relevant and useful content such as news in the local area, general news, opinions and interesting links