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Media Theories

Here you’ll find all Doctor Spin’s articles on media logic, media theories, and the media landscape.

Elisabeth Noelle-Neumann's well-documented theory on the spiral of silence (1974) explains why fear of isolation might serve the emergence of populism.
Successful online activation campaigns must isolate and engage. The Engagement Pyramid explains how and why.
Is social media the future of communication — or is it a breeding ground for hate groups, fake news, and click-baits?
The PESO model (paid, earned, shared, owned) is a popular classification used to distinguish between various types of media from a corporate perspective.
While mass media pushes its media logic onto the population, the networked agenda-setting process is being dictated by algorithms based on user behaviours.
Jerry Silfwer aka Doctor Spin is an awarded senior adviser specialising in public relations and digital strategy. Based in Stockholm, Sweden.