Course code: MAC390
Course: NEW MEDIA TECHNOLOGIES
TERM PAPER ON
THE INFLUENCE OF SOCIAL MEDIA ON POLITICAL MARKETING IN NIGERIA
COMPILED BY
GROUP NINE, MEMBERS
LATEEFAH OLOLADE ANIFOWOSHE MATRIC NO: 1806072012
OKAFOR NKECHI MICHEALLA MATRIC NO: 1806072018
AKPOBASA JOY SANDRA MATRIC NO: 1806072033
OMIDORA OLUFUNSO JUMOKE MATRIC NO: 1806072043
OLUFUNMILAYO OGUNJOBI MATRIC NO: 1806072032
IDOWU MARIA OLUWABUNMI
OGBONNA PRECIOUS FAVOUR
OLAMIDE AGBOOLA
OLUWAFEMI AMODA
SHONSAYA OLUWAYEMISI VICTORIA
IDOWU OLUWAREMILEKUN FELICIA
IKPE FAVOR NKECHIYENRE
PAUL
DEPARTMENT:
MASS COMMUNICATION HND1 PART TIME (REGULAR)
YEAR 2018/2019
CONTENT
Abstract
Introduction
Background study
Chapter one
Concept of social media
Effect of social media Nigeria community generally
Chapter two
What politics?
Effect of social media Nigeria community generally
Chapter three
Political marketing in Nigeria and social media
Reference
Abstract
Social Media as a Tool of Communication for Political Candidates Social
media offers a variety of avenues through which political candidates can
communicate with people. In fact, social media is known to have been used
widely by politicians to either create awareness or to make people see them
as accessible and credible . Over the last 30 years the nature of
communication has undergone a substantial change and it is still changing.
Email has had a profound effect on the way people keep in touch.
Politicians in recent times have used this means to reach out to their
audience, creating impressions which they believe would be favorable to
them. Using emails, communications are shorter and more frequent than
when letters were the norm and response time has greatly diminished.
Instant messaging has created another method of interaction, one where the
length of messages is shorter and the style of the interaction is more
conversational. Broadcast technologies like Twitter transform these short
bursts of communication from one on one conversations to little news (or
trivia) programs: which we can tune in whenever we want an update or have
something to say. Online communication tools also have the potential to
increase our awareness of the movements of our professional or social
contacts. Twitter, for instance, offers us an update of things people we know
happen to be doing at a particular point of time. This phenomenon has been
referred as social proprioception by Thompson (2007), named after the
physical quality of proprioception that tells a creature where its extremities
are by the reception of stimuli produced within the organism. Social
proprioception tells us where the nodes of our community are and provides
a sense of connectedness to and awareness of others without direct
communication. Internet is the third place where people connect with
friends, build a sense of togetherness. Increasingly, a computer with an
Internet connection is the locus of a range of interactions in a variety of
media and a gateway to an array of social spaces for work and play. Social
networking sites like Facebook and Myspace and virtual environments like
Second Life and World of War craft have become online meeting spaces
where users, members, residents, or players, can interact and express
themselves. They offer a way to keep in touch with existing communities
that users belong to offline, such as social and professional groups. They
also make it possible for people who would not normally communicate more
than a few time Published by European Centre for Research Training and
Development UK (www.eajournals.org) a year to keep in touch politicians
could interact with their teeming supporters on a daily basis, giving their
supporters a sense of belonging through the online community itself. Sites
like YouTube and Flicker represent another forum for online communication
that is centered on sharing, preference, and popular culture. Whether it is as
simple as checking back to see what other comments have been added to
yours or as involved as attending a workshop or presentation in a virtual
world, the nature of the attraction lies in the connections between people that
these online spaces afford.
Introduction
Back ground study
The internet has made new systems reachable to organizations such as the social
media. The world has transformed dramatically as a result of the evolution of the
social media of communication. It has removed the barriers of communication by
decentralizing communication such that almost everybody can voice out and
participate in many issues affecting them in the society. It has a significant role in
changing people’s lives in the society. In Recent times, social media have become
an integral part of public discourse and communication in the contemporary
society. The fast development of social media has caused major changes Pertaining
the way people find groups of individuals with similar interests, the nature of
Information, the available news sources, or the possibility to require and share
ideas. It has had major effects on fields such as advertising, public relations,
Communications, and political communication More recently, the prominence of
social media has been particularly Highlighted in politics, given the fact that the
use of social networking sites (Facebook) and Micro blogging services (Twitter)
are believed to have the potential of positively influencing Political participation
“The use of social media platforms are important tools within political
communication Campaigns to secure victory and encourage interaction between
political parties/candidates and Voters, and most times to portray positive image of
the political candidates”. Social media are new information network and
information technology using a form of Communication utilizing interactive and
user-produced content, and interpersonal relationships are created and maintained.
Typical social media network services could be content sharing, Web
communities, and Internet forums. Acheaw and Larson (2015) revealed in their
study that social media has a strong relationship with the performance of the
students. Faced with a sharp decline in party membership and a more demanding,
assertive and Distrustful public increasingly willing to intervene directly in the
political process (often Through the use of digital media-enabled personalized
forms of participation), political parties And candidates embraced new online tools
as part of their campaign communication. Social networking sites like Facebook,
micro blogs like Twitter and video-sharing sites Like YouTube have not only
given politicians a powerful avenue for interacting with a more Demanding
citizenry, but also have allowed them to offer more personalized images to the
Public and have given less resourceful parties the opportunity to match well-
funded campaigns In sophistication, using creative and relatively inexpensive
strategies. Through Social networking sites, political organizations and candidates
have not only the possibility to directly communicate with their publics, but also to
interact with them (two-way Communication). A Political candidate is a person
seeking or being considered for some kind of position; for Example: to be elected
to an office in this case a candidate selection procedure occurs. In The context of
elections for public office in a representational partisan democracy, a candidate
who has been selected by a political party is normally said to be the nominee of
that party. The Party’s selection (that is, the nomination) is typically accomplished
either based on one or more primary elections according to the rules of the party
and any applicable election laws. Candidates also may be described as
"incumbents", if they are already serving in the office for which they are seeking
re-election or "challengers", if they are seeking to unseat an incumbent. In this era
of social media, the demand for a public relations function based on direct and trust
based Communication with publics for better relationship building is great. At the
same time, the emergence of social media can also provide one of the best venues
for new public relations which can function as The hub of dialogic, participatory
communications between publics and organizations. In either Case, garnering
credibility from publics is essential. Instead of being passive recipients of
messages, publics are now active enough to select Communication channels,
especially when they care about an issue. Unlike Traditional media such as radio or
television, the use of social media by individuals is increasingly becoming
“instrumental”, depending on their motivations for communication (Functionality),
purposive or planned nature of communicating (intentionality), communication
Choice (selectivity), and involvement with media. Given such audience selective
and active Media use, communication without the creation and cultivation of
credibility for better public Engagement or brand-building can be hardly effective
In truism, politicians in Nigeria and most developing world insists on carrying out
political men Jingles and other advertising campaign on the traditional media-TV,
radio, billboard, Newspapers, and magazines instead of adopting the newest social
media (Facebook, Twitter, LinkedIn, Instagram, Reddit, Pinterest etc.) to market a
political candidate and also a political Party. Majority of the Nigerians now own
android phones, I-pads, I-phones, blackberry phones Or a PC to do many of their
communications and transactions online. The reason behind this “Communication
Myopia” is best known to them, but the fact still remains that this social Media
networks is the trend and any politician and political party that really want to target
a Profitable and viable audience must key into it. That is the only way of achieving
success in this millennium’s many electioneering campaigns. Also, the youths are
the future leaders of Tomorrow and because they perceive the image of politicians
as bad, the social media is urgently needed to change their attitudes and worldview.
So, this study is aimed at filling this Gap in the use of the traditional media as
against the new media; the social media to market a Political candidate and also a
political party. In the light of the above therefore, the researchers seek to determine
the effect of social media in projecting the image of a political candidate.
CHAPTER ONE
The concept of social media
Social media is the collective of online communications channels dedicated to
community based
Input, interaction, content-sharing and collaboration. Websites and applications
Dedicated to forums, micro blogging, social networking, social bookmarking,
social curation,
And wikis are among the different types of social media.
Social media can be defined as a collection of internet-based applications that
expand the
Ideological and technological foundations of Web 2.0 and that permit the creation
and
Exchange of user-generated content. Social networking sites are
The interface between people and social media, and for many the “Internet” is
synonymous with
Social networking sites. One of the most interesting characteristic of
Social media is represented by the term “user-generated content”, which refers to
different
Forms of media content, publicly available and created by end users.
Therefore, people use social media not only to consume online information, but
also to produce
Unique content themselves, transforming from
Content “consumers” to content “producers”. Facebook is a social networking site
founded in 2004, by Marck Zuckerberg, with the purpose
Of being used by Harvard students. Rapidly, it gained worldwide popularity, and
today
Facebook represents the most used social networking site, with over 1 billion users
worldwide
. Twitter is a micro blogging platform that enables users to read and
Send short text-messages, keeping its service simple, by limiting the length of the
updates to
140 characters. Compared to the more private environment provided by Facebook,
most
Messages on Twitter are public and searchable, as the main feature of Twitter is
the hashtag,
Which allows content organization by categorizing information.
Most of the common examples of social media tools include;
Facebook: is a popular free social networking website that allows registered users
to create Profiles, upload photos and video, send messages and keep in touch with
friends, family And colleagues. According to statistics from the Nielsen Group,
Internet users within the United States spend more time on Facebook than any
other website.
Twitter: is a free micro blogging service that allows registered members to
broadcast short posts called tweets. Twitter members can broadcast tweets and
follow other users' tweets by using multiple platforms and devices.
Google: is Google's social networking project, designed to replicate the way people
interact offline more closely than is the case in other social networking services.
The project’s slogan is “Real-life sharing rethought for the web.”
Wikipedia: is a free, open content online encyclopedia created through the
collaborative effort of a community of users known as Wikipedians. Anyone
registered on the site can create an article for publication; registration is not
required to edit articles. Wikipedia was founded in January of 2001.
LinkedIn: is a social networking site designed specifically for the business
community. The goal of the site is to allow registered members to establish and
document networks of people they know and trust professionally.
Reddit: is a social news website and forum where stories are socially curated and
promoted by site members. The site is composed of hundreds of sub-communities,
known as "subreddits." Each subreddit has a specific topic such as technology,
politics or music. Reddit site members, also known as, "redditors," submit content
which is then voted upon by other members. The goal is to send well-regarded
stories to the top of the sites main Thread page.
Pinterest: is a social curation website for sharing and categorizing images found
online. Pinterest requires brief descriptions but the main focus of the site is visual.
Clicking on an image will take you to the original source, so, for example, if you
click on a picture of a pair of shoes, you might be taken to a site where you can
purchase them. An image of blueberry pancakes might take you to the recipe; a
picture of a whimsical birdhouse might take you to the instructions.
Instagram: this social media allows one to open a profile page that allows one to
upload pictures in which friends and foes all described as followers can go online
view, like and comment.
Characteristics of Social Media
Social media is best understood as a group of new kinds of online media, which
share most or all of the following characteristics (Wikipedia, 2016): Participation
social media encourages contributions and feedback from everyone who is
interested. It blurs the line between media and audience. Openness most social
media services are open to feedback and participation. They encourage voting,
comments and the sharing of information. There are rarely any barriers to
accessing and making use of content password-protected content is frowned on.
Conversation whereas traditional media is about “broadcast” (content transmitted o
distributed to an audience) social media is better seen as a two-way conversation.
Community social media allows communities to form quickly and communicate
effectively. Communities share common interests, such as a love of photography
Effect of social media Nigeria community generally
Since the emergent of social media it as affected people in different ways, some
Nigerians would say more bad than good , but I believe everything that is good
also as a bad side that doesn’t make it evil it just the nature of things. Social media
as brought lot of good to Nigeria, for example: Easy access to foreign knowledge:
social media as made it easier for people to have access to information and
knowledge about things that are not easy to reach or about countries and places
that are far away and not easy for all to travel to. With the help of social media one
can have access to verse knowledge about this things and places at their own
comfort.
A global village: social media in general has made the world a kind of global
village with access to easy communication to friends and foe both near and far, one
can also easily get connected to other people that may be helpful to one either
career wise or for personal reasons, lost friends or guardians can easily be found
trough the help of social media.
Easy marketing: social media as now make it easier for traders, producers and
service worker to now advertise and market there product to a large audience
without havening to spend huge sum of amount on media houses and without
making use of professionals.
Social media as also had bad effect on Nigeria like foe example;
Laziness: social media such as google and Wikipedia as helped in rending the
young agile citizens of the country lazy in terms of research works, finding
information and also striving hard for success. Many today Nigeria youth are more
interested in scamming people online of their money, copying other peoples work
and presenting it as there’s because they know this people wouldn’t find them.
Also social media as increase the show case of nuisance by some Nigerians in
other to attract public views and get popular Social Media as a Tool of
Communication for Political Candidates
Chapter two
What politics:
Politics is a group of people who have come together in other to make use their
franchise (the right to vote) and be voted for in other to help solve the countries
problem.
Social Media as a Tool of Communication for Political Candidates
Social media offers a variety of avenues through which political candidates can
communicate with people. In fact, social media is known to have been used widely
by politicians to either create awareness or to make people see them as accessible
and credible. Over the last 30 years the nature of communication has undergone a
substantial change and it is still changing. Email has had a profound effect on the
way people keep in touch. Politicians in recent times have used this means to reach
out to their audience, creating impressions which they believe would be favourable
to them. Using emails, communications are shorter and more frequent than when
letters were the norm and response time has greatly diminished. Instant messaging
has created another method of interaction, one where the length of messages is
shorter and the style of the interaction is more conversational Broadcast
technologies like Twitter transform these short bursts of communication from one
on-one conversations to little news (or trivia) programs: which we can tune in
whenever we want an update or have something to say. Online communication
tools also have the potential to increase our awareness of the movements of our
professional or social contacts. Twitter, for instance, offers us an update of things
people we know happen to be doing at a particular point of time. This phenomenon
has been referred as social proprioception by Thompson (2007), named after the
physical quality of proprioception that tells a creature where its extremities are by
the reception of stimuli produced within the organism. Social proprioception tells
us where the nodes of our community are and provides a sense of connectedness to
and awareness of others without direct communication. Internet is the third place
where people connect with friends, build a sense of togetherness. Increasingly, a
computer with an Internet connection is the locus of a range of interactions in a
variety of media and a gateway to an array of social spaces for work and play.
Social networking sites like Facebook and MySpace and virtual environments like
Second Life and World of War craft have become online meeting spaces where
user, residents, or player can interact and express themselves. They offer a way to
keep in touch with existing communities that users belong to offline, such as social
and professional groups. They also make it possible for people who would not
normally communicate more than a few times a year to keep in touch politicians
could interact with their teeming supporters on a daily basis, giving their
supporters a sense of belonging through the online community itself. Sites like
YouTube and Flicker represent another forum for online communication that is
centered hat other comments have been added to yours or as involved as attending
a workshop or presentation in a virtual world, the nature of the attraction lies in the
connections between people that these online spaces afford. Social media offers a
variety of avenues through which political candidates can communicate with
people. In fact, social media is known to have been used widely by politicians to
either create awareness or to make people see them as accessible and credible.
Over the last 30 years the nature of communication has undergone a substantial
change and it is still changing. Email has had a profound effect on the way people
keep in touch. Politicians in recent times have used this means to reach out to their
audience, creating impressions which they believe would be favorable to them.
Using emails, communications are shorter and moren frequent than when letters
were the norm and response time has greatly diminished. Instant messaging has
created another method of interaction, one where the length of messages is shorter
and the style of the interaction is more conversational .Broadcast technologies like
Twitter transform these short bursts of communication from one on- one
conversations to little news (or trivia) programs: which we can tune in whenever
we want an update or have something to say. Online communication tools also
have the potential to increase our awareness of the movements of our professional
or social contacts. Twitter, for instance, offers us an update of things people we
know happen to be doing at a particular point of time. This phenomenon has been
referred as social proprioception by Thompson (2007), named after the physical
quality of proprioception that tells a creature where its extremities are by the
reception of stimuli produced within the organism. Social proprioception tells us
where the nodes of our community are and provides a sense of connectedness to
and awareness of others without direct communication. Internet is the third place
where people connect with friends, build a sense of togetherness. Increasingly, a
computer with an Internet connection is the locus of a range of interactions in a
variety of media and a gateway to an array of social spaces for work and play.
Social networking sites like Facebook and MySpace and virtual environments like
Second Life and World of War craft have become online meeting spaces where
users members, residents, or players can interact and express themselves. They
offer a way to keep in touch with existing communities that users belong to offline,
such as social and professional groups. They also make it possible for people who
would not normally communicate more than a few times
Political marketing and Digital Literacy
Political marketing has created an avenue for digital learning and has paved way for
digital literacy thereby allowing the digital natives who were born before digital
technology to migrate digitally in order to have opportunities to vote and participate in
politics.
Going Viral
Going viral” is an image, video, or link that spreads rapidly through a population by
being frequently shared with a number of individuals. The Social media technologies has
really boosted the role of social media in political marketing as it enables candidates to
make videos of past achievements and present administration especially if aspires to go
for another tenure. However, video or audio could also be used as propaganda to dissuade
the audience about a candidate from the opponent in order to win election at all cost
especially in Nigeria when politicians view politics as “Do or die affairs”.
Politicians see the social media as a platform for their campaign. Looking at social media,
it is an over-emphasis to say that actions go viral (at the speed of light) there and the
political strategists have to make a well planned decision in other to have profitable
audience. Hashtag Campaigns Twitter is the king of communication campaigns at the
moment, and it stands in space of competition with the major media. Most political
candidates who aspire to win usually have their profiles on the social media to sensitize
the public.
Recently, the social media circulated a particular code for free MTN airtime courtesy of
the Former Vice President, Alh. Atiku Abubakar whose birthday was celebrated in
October, 2018. This single act of Airtime sharing, changes some audience’s opinions
about the Presidency candidate. The supporters and well-wishers of almost all the
political parties have this habit of flooding social media circles with scandalous, fake and
malicious posts in order to frame rival parties. In response, those framed claim such
charges to be scandalous misinformation if not anything else.
Chapter three
Political marketing in Nigeria and social media
Since Obama ex American president with the use of social media like twitter was a
huge success, so was Donald trump’s campaign true the social media. Donald
trump strategy of going viral was a big success for him he made use of the social
media medium to lay words of attacks. He taught that rules or mistakes are no
longer to become the keys to interaction and organic growth, during his campaign
he was able to catch the attention of a very large audience by going viral on social
media.
Just like Donald trump had and continues to use social Medias like twitter and the
rest to keep the attention of the people so as many politician around the world as
adopted include Nigerians politician.
During the rain of Goodluck Jonathen he was able to get the attention of Nigerians
through the use of this social media his wife also went viral gaining more followers
for her husband and his party.
Babatunde Raji Fashola also used the social media to get closer to the people
especially the young, he created social media platforms that people can easily have
access to him. Trough he was able to know what the people wanted.
This present politics is mainly field with politicians trying to get the people
attention using social Medias like twitter.
Effect of social media on Nigeria political marketing
The use of social media as gotten the youth to get more involve in Nigeria politics
It also allows for the citizens to know more about the person they are voting for
base on his reactions or use of words on this social media platforms
Social media as also made it easy for political parties to be able to tell whom the
people like and what they want in an aspirin leader
The social media as also make it possible for people to see that this politicians are
like and which of them is ready to go to the extreme for the country betterment,
Though social media as lot of positive effect in Nigeria it as also in some way turn
elderly grown men into desperate children ready to do anything to get the people
attention.
Advantages of social media in political marketing
News Around the Clock
One of the ways that social media has transformed politics is the sheer speed at
which news, poll results and rumors are shared. Whereas in the pre-internet days,
people had to wait for the next newspaper or TV news show to get the latest
information, online news is a 24/7 phenomenon. Social media has taken this a step
further. While you can access news on many websites at any hour. A lot of people
spend more time on Facebook and twitter than they do on serious news or political
websites. This means that you get all of the latest trending news stories and
opinions shared by your friends whenever you log on.
The Impact of Polls
Political polls are an important part of every campaign. They are often confusing,
because you can often find multiple polls with contradictory results posted on the
very same day.As with other types of political news, the internet has greatly
increased the number of poll results we see each day. Social media has accelerated
this even more. Not only do social media sites report the results of polls, you can
actually participate in Facebook polls.
Polls results as a huge influence on political system, this is true even if they are
flawed. A poll can be a self-fulfilling prophecy. For example, if people think one
candidate is far ahead in the race, they might conclude there’s no point in voting
for the underdog. When people are posting the latest poll results on social media
throughout the day, there’s a great deal of pressure on candidates to pull ahead of
their opponents.
Cost savings
Political candidates don’t have to worry over the cost of conducting these polls,
since more than half of the people and about 75% of those in age of responsibility
(age 18 and above) are already on the internet, social media therefore offers the
best machinery for opinion poll. The outcome of the polls is known almost as soon
as the poll closes. Collating the votes do not take time as everything is already
summed up before the collation ends. This process is free and saves time. The
Social Media also reduces the conventional mobilization fund usually spent by
politicians during election to reach various villages in order to sensitize people
about a political candidate.
Direct Interaction with Politicians
One of the positive effects that social media has on politics marketing is the
opportunity for voters to interact more easily with candidates and elected officials.
Traditionally, if you wanted to meet a politician or candidate, you’d have to attend
a live event. Not everyone is able to do this. With modern technology, it’s now
possible to attend virtual events where you can participate in live streaming events
and interact with politicians and candidates.
Demographics and Targeting
Targeting is used throughout the advertising industry to make sure that ads and
messages reach the right audience. Politicians do this as well. In the age of social
media, politicians and people running for office are able to target their campaigns.
If a candidate wants to address the concerns of women, college students, retired
people, Latinos or any other group of voters, they can now tailor their messages.
Just as advertisers on Facebook are able to use analytics and targeted advertising,
so can candidates and politicians. Thus, if you notice that political messages seem
to be talking to you personally, this is no accident.
Freedom of Speech
Perhaps the most outstanding feature of the social media is the fact that it provides
for the
Citizens the much sort opportunity to express their thoughts, to criticize or praise
any
Government without fear of arrest. This is particularly so in democratic states as
Nigeria
Claim to practice. Politicians/Government Officials that are been misled by praise
singers and political sycophants can get to know what people really feel about
them and them policies first hand through social media. Issues prevailing in our
contemporary society suggest that on several occasions, such criticisms have been
received by those in question, and in most cases, it ends up influencing their action
in favor of the public. People feel free to contribute over the internet, since they
know no visible power will come after them.
Large Audience
With social media, politicians have a new way to communicate with their
constituents and supporters, in a quick and efficient way. In a quick 30 second post
they can reach millions of people, giving a summary of their beliefs on an issue,
making a big announcement, or an update on their lives. The Social Media has also
made it simple for political candidates to reach out to a large number of audience,
scattered all over the 6 geographical states of Nigeria and also to Nigerians in
diaspora without limitation.
Disadvantages of media in political marketing using Digital Citizenship
Digital Empathy
This can be defined as the cognitive and emotional ability to be reflective and
socially responsible while strategically using digital media”. The public tend to
favor or cast vote for a candidate due to empathy if the candidate uses an emotional
campaign. Some members of the public voted the present President, President
Muhammodu Buhari using emotion.
Cyber Security
Cybersecurity is the protection of internet-connected systems, including hardware,
software and data, from cyberattacks. In a computing context, security comprises
cybersecurity and physical security both are used by enterprises to protect against
unauthorized access to data centers and other computerized systems. Most at
times, the profile of political candidates was hacked and this usually give way for
identity theft by the public which in most cases uses the profile of the candidates to
extort the public or persuade them to cast their votes for the said candidates
Cyber Bully
Cyberbullying or cyber harassment is a form of bullying or harassment using
electronic means. Cyberbullying and Cyber harassment are also known as online
bullying. Though this usually occurs among teens but over the years, it was
extended to the political arena where candidates bully one another online during
campaign. Critical thinking this is the objective analysis and evaluation of an issue
in order to form a judgement. Most at times, the public could not distinguish
between truth and false during campaign as the social media is usually filled with
propaganda and enormous campaign promises by political parties and candidates.
Digital footprint
A digital footprint is a trail of data you create while using the Internet. It includes
the websites you visit, emails you send, and information you submit to online
services. A "passive digital footprint" is a data trail you unintentionally leave
online. Similarly, it can be a nightmare to fight the image which can be destroyed
on this media. It will be extremely hard for such politician to remove this maligned
image and may take forever.
Social media and public manipulation
A politician may use it to manipulate public opinion by using paid trolls for
promoting false claims, stories etc. and creating in fancy in public mind. Degrading
opposition etc.
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