Лайкване и лайкването като компонент на манипулация в комуникацията
Liking and liking as a component of manipulation in communication

Author(s): Vanche Boykov, Marieta Goceva
Subject(s): Social Sciences, Economy, Media studies, Communication studies, Theory of Communication, ICT Information and Communications Technologies
Published by: Международно висше бизнес училище
Keywords: social networks; liking; manipulation; backstage; etiquette
Summary/Abstract: New technologies bring with them new rules of communication. The essence of social networks is in mutual connection and exchange of information. Since Facebook implemented the "like" button on February 2, 2009, it has been used more than 1.3 trillion times and the number is increasing every day. Liking is an interactive communication that takes place with message, intention and action. By actively communicating with another person, by liking them, they are notified that their photo, status or post has been noticed. Liking shows the attitude of the liker towards the owner of the post. Facebook likes can be explained as the result of individuals' identification, empathy, and practicality with the content. People like other people's posts to confirm that they like something; to say something about themselves; to express virtual empathy or get something in return when the content liking audience is associated with a specific brand. It is important that liking the shared content is compelling and convinces the audience that there is a benefit (personal, intimate or business) from the author of the post. Despite the fact that liking provides information about self-disclosure and people can recognize each other, liking can also be used as a component of manipulation. In business, for example, when a partner's page is liked, while at the same time behind-the-scenes activities take place, or when likes are generated to represent the "greatness" of the product. The purpose of the author's research is to find out why other people's posts are liked in online platforms and why likes are also used for manipulation. The results of this research will certainly help to better understand human nature

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