RESUMEN
Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Considering the numerous ways social media affects individuals and businesses alike, in this article, the authors focus on where they believe the future of social media lies when considering marketing-related topics and issues. Drawing on academic research, discussions with industry leaders, and popular discourse, the authors identify nine themes, organized by predicted imminence (i.e., the immediate, near, and far futures), that they believe will meaningfully shape the future of social media through three lenses: consumer, industry, and public policy. Within each theme, the authors describe the digital landscape, present and discuss their predictions, and identify relevant future research directions for academics and practitioners.
RESUMEN
Drawing on construal level theory, which suggests that experiencing a communicative audience as proximal rather than distal leads speakers to frame messages more concretely, we examine gender differences in linguistic abstraction. In a meta-analysis of prior studies examining the effects of distance on communication, we find that women communicate more concretely than men when an audience is described as being psychologically close. These gender differences in linguistic abstraction are eliminated when speakers consider an audience whose distance has been made salient (Study 1). In studies that follow, we examine gender differences in linguistic abstraction in contexts where the nature of the audience is not specified. Across a written experimental context (Study 2), a large corpus of online blog posts (Study 3), and the real-world speech of congressmen and congresswomen (Study 4), we find that men speak more abstractly than women. These gender differences in speech abstraction continue to emerge when subjective feelings of power are experimentally manipulated (Study 5). We believe that gender differences in linguistic abstraction are the result of several interrelated processes-including but not limited to social network size and homogeneity, communication motives involving seeking proximity or distance, perceptions of audience homogeneity and distance, as well as experience of power. In Study 6, we find preliminary support for mediation of gender differences in linguistic abstraction by women's tendency to interact in small social networks. We discuss implication of these gender differences in communicative abstraction for existing theory and provide suggestions for future research. (PsycINFO Database Record (c) 2020 APA, all rights reserved).
