The spiral of silence

Elisabeth Noelle-Neumann's well-documented theory on the spiral of silence (1974) explains why fear of isolation might serve the emergence of populism.

Conversion theory — the disproportionate influence of minorities

The conversion theory explains why minorities, despite smaller numbers, can defeat majorities simply by holding their opinions more strongly.

The engagement pyramid

Successful online activation campaigns must isolate and engage. The Engagement Pyramid explains how and why.

The PESO model — paid, earned, shared, and owned media

The PESO model (paid, earned, shared, owned) is a popular classification used to distinguish between various types of media from a corporate perspective.

Media logic is dead

While mass media pushes its media logic onto the population, the networked agenda-setting process is being dictated by algorithms based on user behaviours.

Spin for the win,