Language in Social Media

2019-2020

Course Objective

The student obtains insight into the scientific theories and empirical
findings regarding electronic word of mouth and webcare;
The student can apply theories about electronic word of mouth and
webcare on case studies;
The student is able to collect and analyze webcare messages on visual
and linguistic features;
The student can formulate a webcare strategy in which scientific
theories and empirical findings are applied.

Course Content

This course focuses on language in social media by investigating
electronic word of mouth and webcare. Since the rise of social media,
consumers are enabled to voice their complaints, questions, and remarks
to a large audience (i.e., electronic word of mouth). For instance,
consumers post a negative review of their restaurant visit on
Tripadvisor or tweet about their positive experience with an electronic
device they recently ordered. Electronic word of mouth impacts the
reputation of brands. To prevent and control potential negative impact
of dissatisfying customer experiences, organizations have appointed
organizational representatives to monitor the online interaction (i.e.,
who are talking in which sentiment about our
organization/products/services?). When deemed necessary, these
representatives intervene by responding to questions, complaints, and
compliments. Such practices have become known as webcare. Recently,
webcare has become a topic of interest in scientific research. There
have been numerous experimental studies in which the effects of specific
webcare interventions are examined. But it is still unclear which
determinants play a role in this process and which (psychological,
linguistic, interpersonal) theoretical models can be related to the
phenomenon of webcare.
The course teaches the theoretical principles related to webcare, as
well as providing students hands-on experience (monitoring and analyzing
consumer messages).

Teaching Methods

During six weeks, there will be two explanatory lectures and one seminar
per week (2 hrs each). During the seminars, students will work on a
group assignment in which they collect and analyze webcare messages on
visual and linguistic features. Presence is mandatory for the seminar
meetings.

Method of Assessment

A written examination will determine 50% of your grade. All materials
discussed in the lectures are part of the exam. The exam will consist of
open (essay) questions to determine your knowledge and insight related
to several electronic word of mouth and webcare issues and theories.
An oral group presentation will determine 15% of your grade. In teams,
students conduct a large-scaled content analysis of webcare
conversations. At the end of the course, each team presents the findings
of this content analysis. There is no resit for the presentation.
A written group report will determine 35% of your grade. In teams,
students conduct a large-scaled content analysis of webcare
conversations. At the end of the course, each team writes a report about
the findings of this content analysis. There is no resit for the
report..

Entry Requirements

Students should have completed the course Language, Media, and
Communication.

Literature

A list of literature will be provided on Canvas.

Target Audience

2nd year students in the BA program Communication and Information
Studies (tracks , Communication Studies> and ).

General Information

Course Code L_NCBACIW216
Credits 6 EC
Period P1
Course Level 200
Language of Tuition English
Faculty Faculty of Humanities
Course Coordinator dr. C.M.J. van Hooijdonk
Examiner dr. C.M.J. van Hooijdonk
Teaching Staff dr. C.M.J. van Hooijdonk

Practical Information

You need to register for this course yourself

Last-minute registration is available for this course.

Teaching Methods Seminar, Lecture
Target audiences

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