The Knowledge-Based Bio-Economy has gained prominence as an agricultural R&D agenda of the European Union. Specific research policies are justified as necessary to create a KBBE for societal progress. Playing the role of a master narrative, the KBBE attracts rival visions; each favours a different diagnosis of unsustainable agriculture and its remedies in agro-food innovation. Each vision links a technoscientific paradigm with a quality paradigm: the dominant life sciences vision combines converging technologies with decomposability, while a marginal one combines agro-ecology (...) with integral product integrity. From these divergent visions, rival stakeholder networks contend for influence over research policies and priorities, especially within the Framework Programme 7 on Food, Agriculture, Fisheries and Biotechnology, which has aimed to promote a Knowledge-Based Bio-Economy. Although the FAFB programme has favoured a life sciences vision, agro-ecological approaches have gained a presence, thus overcoming their general lock-out from agricultural research agendas. In their own way, each rival paradigm emphasises the need for collective systems to gather information for linking producers with users, as a rationale for the public sector to fund distinctive research priorities. (shrink)

Text extracted from opening pages of book: HINDU PHILOSOPHY TO MY TEACHER HINDU PHILOSOPHY By THEOS BERNARD, Pn. D. PHILOSOPHICAL LIBRARY New York COPYRIGHT, ...

En focalisant notre attention sur l'atelier comme lieu de formation des improvisateurs et improvisatrices de théâtre, cet article vise à réintroduire le Théâtre d'Improvisation dans le processus d'apprentissage qui l'accompagne. Dirigé par un·e chef·fe d'atelier chargé·e de la gestion des exercices, des consignes ainsi que des retours, l'atelier se construit comme un jeu interactionnel et discursif visant à transmettre des compétences à improviser. Ce processus suppose des modalités d'ajustements collectifs et de compréhension mutuelle entre les comédien·ne·s qui s'exercent et le·la (...) chef·fe d'atelier qui prend le rôle de conseiller·ère, d'évaluateur·rice et d'enseignant·e. En ce sens, le travail d'atelier relève d'une dynamique particulière en tant que performance avant la performance publique, impliquant d'élargir la notion d'exercice à ses débordements interactionnels. Au sein de ce cadre pédagogique, le retour, moment d'échanges en aval de l'exercice, devient un phénomène primordial. S'il recouvre différentes fonctions telles que l'évaluation, la critique ou le conseil, le retour offre aussi la possibilité de déréférencer le propos de l'exercice en question pour traiter du Théâtre d'Improvisation comme pratique. Le retour dans sa dimension épisémiotique permet dès lors de saisir le passage de l'exercice, comme phénomène éphémère et localisé à la pratique du Théâtre d'Improvisation, comme discipline stabilisée et collective. (shrink)

En focalisant notre attention sur l'atelier comme lieu de formation des improvisateurs et improvisatrices de théâtre, cet article vise à réintroduire le Théâtre d'Improvisation dans le processus d'apprentissage qui l'accompagne. Dirigé par un·e chef·fe d'atelier chargé·e de la gestion des exercices, des consignes ainsi que des retours, l'atelier se construit comme un jeu interactionnel et discursif visant à transmettre des compétences à improviser. Ce processus suppose des modalités d'ajustements collectifs et de compréhension mutuelle entre les comédien·ne·s qui s'exercent et le·la (...) chef·fe d'atelier qui prend le rôle de conseiller·ère, d'évaluateur·rice et d'enseignant·e. En ce sens, le travail d'atelier relève d'une dynamique particulière en tant que performance avant la performance publique, impliquant d'élargir la notion d'exercice à ses débordements interactionnels. Au sein de ce cadre pédagogique, le retour, moment d'échanges en aval de l'exercice, devient un phénomène primord... (shrink)

In recent decades we witnessed ongoing debates about the objectives of history education, with different underlying epistemological perspectives. This qualitative study explored prospective history teachers' beliefs about these objectives of history education. Prospective history teachers of six universities starting a teacher educational programme were invited to answer an open-ended questionnaire about history education. Six objectives were found: (1) memorising; (2) critical/explanatory; (3) constructivist; (4) perspective-taking; (5) moral; and (6) collective-identity objectives. Almost all prospective teachers mentioned several of these objectives. A (...) distinction between two epistemological perspectives on historical knowledge representation (factual or interpretive), was used as a framework for categorising the different objectives. More than half of the respondents mentioned objectives of history education that represent history as factual and objectives that represent history as interpretive. We propose that in actual practice most history teachers are combining epistemologically opposing objectives for pedagogical, political and religious motives. (shrink)

En focalisant notre attention sur l'atelier comme lieu de formation des improvisateurs et improvisatrices de théâtre, cet article vise à réintroduire le Théâtre d'Improvisation dans le processus d'apprentissage qui l'accompagne. Dirigé par un·e chef·fe d'atelier chargé·e de la gestion des exercices, des consignes ainsi que des retours, l'atelier se construit comme un jeu interactionnel et discursif visant à transmettre des compétences à improviser. Ce processus suppose des modalités d'ajustements collectifs et de compréhension mutuelle entre les comédien·ne·s qui s'exercent et le·la (...) chef·fe d'atelier qui prend le rôle de conseiller·ère, d'évaluateur·rice et d'enseignant·e. En ce sens, le travail d'atelier relève d'une dynamique particulière en tant que performance avant la performance publique, impliquant d'élargir la notion d'exercice à ses débordements interactionnels. Au sein de ce cadre pédagogique, le retour, moment d'échanges en aval de l'exercice, devient un phénomène primordial. S'il recouvre différentes fonctions telles que l'évaluation, la critique ou le conseil, le retour offre aussi la possibilité de déréférencer le propos de l'exercice en question pour traiter du Théâtre d'Improvisation comme pratique. Le retour dans sa dimension épisémiotique permet dès lors de saisir le passage de l'exercice, comme phénomène éphémère et localisé à la pratique du Théâtre d'Improvisation, comme discipline stabilisée et collective. (shrink)

Gegenstand der Analyse ist die im Expressionismus erfolgende visionäre Sicht der Welt, vor allem in Literatur und Malerei. Die Loslösung von der Abbildung der empirischen Realität zugunsten der Gestaltung visionärer Wirklichkeiten, d.h. die Preisgabe der Eindruckskunst zugunsten der Ausdruckskunst, ist ein Axion sowohl der expressionistischen Programmschriften als auch der künstlerischen Praxis in Dichtung, Literatur und Malerei. Dabei sind die konstitutiven Faktoren das kreative Subjekt und die Wesensschau, die schöpferische Freiheit des Ich und das Erfassen der hinter der Erscheinungswelt liegenden tieferen (...) Essenzen der Dinge. Die Palette der Perspektiven reicht von utopischen Erneuerungsideen bis zu apokalyptischen Untergangsvisionen. Einen Höhepunkt erreichen die Visionen in den weltumspannenden Simultanvisionen. (shrink)

Étant donné les réserves de la théologie calviniste à l’égard du cogito cartésien – réserves inspirées surtout par l’aversion de l’enthousiasme – on peut présumer que parmi les cartésiens néerlandais le cogito ou bien n’a joué qu’un rôle très subordonné ou bien qu’il a subi une transformation profonde. Ceci est confirmé par une analyse d’écrits de deux cartésiens : Arnold Geulincx et Johannes de Raey.

K. T. Fann, Ludwig Wittgenstein: the man and his philosophy. New Jersey, Humanities Press; Sussex, Harvester Press: 1967. 415 pp. 10.50.Gerd Brand, The central texts of Ludwig Wittgenstein. Translated and with an introduction by Robert E. Innis. Oxford: Basil Blackwell, 1979. xxv + 182 pp. £ 10.00 /£3.95.Joseph Warren Dauben. Georg Cantor: his mathematics and philosophy of the infinite. Cambridge, Mass., and London: Harvard University Press, 1979. xiii + 404 pp., 4 plts. $25 US.S. Poggi, I sistemi dell'esperienza. Psicologia, logica (...) e teoria della scienza da Kant a Wundt. Bologna: il Mulino, 1977.679 pp., Lit. 12.000.Raymond Bradley and Norman Swartz, Possible Worlds. An introduction to logic and its philosophy. Indianapolis and New York; Hackett Publishing Company: Oxford; Blackwell: 1979. xxi + 391 pp. £15.00 /£4.95.S. Haack, Philosophy of logics. Cambridge and New York: Cambridge University Press, 1978. xiv + 276 pp. £ 13.50.F. J. Pelletier, Mass terms: some philosophicalproblems. Dordrecht, Boston and London: Reidel, 1979. xiii + 303 pp. Dfl. 70/$34.00.Theo A. F. Kuipers, Studies in inductive probability and rational expectation. Dordrecht, Holland and Boston, USA.: D. Reidel Publishing Company, 1978. xii + 145 pp. Dfl. 50/$22.50. (shrink)

Contents: Foreword. Wolfgang BALZER and C. ULISES MOULINES: Introduction. José A. DÍEZ CALZADA: Structuralist Analysis of Theories of Fundamental Measurement. Adolfo GARCÍA DE LA SIENRA and Pedro REYES: The Theory of Finite Games in Extensive Form. Hans Joachim BURSCHEID und Horst STRUVE: The Theory of Stochastic Fairness - its Historical Development, Formulation and Justification. Wolfgang BALZER and Richard MATTESSICH: Formalizing the Basis of Accounting. Werner DIEDERICH: A Reconstruction of Marxian Economics. Bert HAMMINGA and Wolfgang BALZER: The Basic Structure of Neoclassical (...) General Equilibrium Theory. Klaus MANHART: Balance Theories: Two Reconstructions and the Problem of Intended Applications. Rainer WESTERMANN: Festinger's Theory of Cognitive Dissonance: A Structuralist Theory-Net. Rainer REISENZEIN: Wundt's Three-Dimensional Theory of Emotion. Pablo LORENZANO: Classical Genetics and the Theory-Net of Genetics. Hinne HETTEMA and Theo A.F. KUIPERS: The Formalisation of the Periodic Table. C. ULISES MOULINES: The Basic Core of Simple Equilibrium Thermodynamics. Thomas BARTELBORTH: An Axiomatization of Classical Electrodynamics. Author's Index. Subject Index. (shrink)

This interesting volume approaches Heidegger in a fresh and suggestive way. The author views Heidegger's thought as a confrontation with the history of metaphysics, an assumption which can hardly be contested. After a preliminary characterization of the essence of "metaphysics" as the later Heidegger understands that word, Laffoucreière reconstructs, chronologically, the history of metaphysics as Heidegger conceives it, studying in turn Heidegger's interpretation of: Parmenides, Plato, Aristotle, Descartes, Leibniz, Kant, Schelling, Hegel, and Nietzsche. She approaches Heidegger's thought through the eyes (...) of his Nietzsche-interpretation. Heidegger sees the history of the west in profoundly Nietzschean tones: it is the history of nihilism and of the domination of western thought by Christian-Platonic metaphysics whose pivotal concept, God as the first cause, has deteriorated to the point of meaninglessness. The times are needy and it is only by a new turn, a new sending of Being as Mission, that nihilism can be overcome. Laffoucreière explains clearly and forcefully that Heidegger's Seinsdenken is not atheistic, except in the sense of the theos of western metaphysics. She shows that a major concern of Heidegger's thought is to overcome the God of metaphysics in favor of the divine God to whom man can bend his knee. She argues that Heidegger's attempt to retrieve the original sense of Being and man, far from being atheistic, aims in fact at making possible a renewed sense of the living God. The interpretation is sound and for those who doubt it there is a three sentence endorsement of the work by Heidegger himself in which he welcomes the publication of "a clear and pertinent exposition of my thought."--J. D. C. (shrink)

Eduard Norden, in the second half of his Agnostos Theos, has maintained with great learning and ingenuity the thesis that predications in the style ‘Thou art ,’ ‘I am ,’ are due to Oriental influence; purely Greek religious language does not go beyond ‘Thou dost ,’ ‘We are indebted to thee for .’ This view appears to be substantially correct. To Oriental influence we may, I think, trace also the custom of stringing together a series of brief predications in or (...) of the second person, for the most part not connected by conjunctions, and producing the effect of a rapid fire of assertions. The earlier Greek examples are not, as a rule, asyndetic. In the Hellenistic age and later we see the other style, as in Catullus 34. 13: ‘tu Lucina dolentibus Iuno dicta puerperis, tu potens Triuia et notho es dicta lumine luna, tu cursu dea menstruo … exples’ 61. 51: ‘te suis tremulus parens inuocat, tibi uirgines zonula soluunt sinus, te timens cupida nouus captat aure maritus’; in Lucretius' proem; in Ovid, Met. IV. 17: ‘tibi enim inconsumpta iuuenta est, tu puer aeternus, tu formosissimus alto conspiceris caelo, tibi cum sine cornibus adstas, uirgineum caput est’; in the invocation of Apollo at the end of the first book of Statius' Thebaid; in Capaneus' prayer to his strong right arm : ; in the Orphic hymns, II. 10-, though they consist mostly of accumulations of epithets; in Menander Rhetor περ πιδειкν : περ [al. Θοραι], περ σ Θνδες, παρ σοкα σελνη τν ετνα λαμβνει; in Valerius Maximus VI. (shrink)

Eduard Norden, in the second half of his Agnostos Theos, has maintained with great learning and ingenuity the thesis that predications in the style ‘Thou art,’ ‘I am,’ are due to Oriental influence; purely Greek religious language does not go beyond ‘Thou dost,’ ‘We are indebted to thee for.’ This view appears to be substantially correct. To Oriental influence we may, I think, trace also the custom of stringing together a series of brief predications in or of the second person, (...) for the most part not connected by conjunctions, and producing the effect of a rapid fire of assertions. The earlier Greek examples are not, as a rule, asyndetic. In the Hellenistic age and later we see the other style, as in Catullus 34. 13: ‘tu Lucina dolentibus Iuno dicta puerperis, tu potens Triuia et notho es dicta lumine luna, tu cursu dea menstruo … exples’ 61. 51: ‘te suis tremulus parens inuocat, tibi uirgines zonula soluunt sinus, te timens cupida nouus captat aure maritus’; in Lucretius' proem; in Ovid, Met. IV. 17: ‘tibi enim inconsumpta iuuenta est, tu puer aeternus, tu formosissimus alto conspiceris caelo, tibi cum sine cornibus adstas, uirgineum caput est’; in the invocation of Apollo at the end of the first book of Statius' Thebaid; in Capaneus' prayer to his strong right arm : ; in the Orphic hymns, II. 10-, though they consist mostly of accumulations of epithets; in Menander Rhetor περ πιδειкν : περ [al. Θοραι], περ σ Θνδες, παρ σοкα σελνη τν ετνα λαμβνει; in Valerius Maximus VI. (shrink)

The article retraces three important steps along the path of Derrida’s Heidegger interpretation in The Beast and the Sovereign, Volume II. Readings of The Fundamental Concepts of Metaphysics, Introduction to Metaphysics, and “The Onto-Theo-Logical Constitution of Metaphysics” complement and further develop Derrida’s deconstruction of Heidegger, which revolves around the term “Walten” and its role in the world-formation that makes community possible. The analysis of what Derrida calls the hyper-sovereignty of Walten reveals an ethico-political ambiguity in Heidegger’s texts. On the (...) one hand, this hyper-sovereignty registers as a super-sovereign violence that founds theological-political world-constructs through the exclusion of those deemed other. On the other hand, like différance it serves as the condition of impossibility of a common world. Following Derrida’s provocation, I develop this second sense to argue that the dissolution of the common world entails an ethical imperative to carry the other with whom one has nothing in common. (shrink)

A Great Plains land ethic is shaped by an intimate knowledge of and appreciation for the evolution, ecology, and aesthetics of the plains landscape. The landscape evokes a sense of wonder and mystery suggested by the word "sacrament." The biblical concept of "covenant" points to God as a community-forming power, a creative process that has evolved into the earth community to which we humans belong. In contrast to an anthropocentric ethic which emphasizes human dominion over nature, a Theo-centric land (...) ethic seeks a balance, reflected in Genesis 1–3, between humans who are members of the earth community and moral agents accountable to God for the earth. A land ethic identifies concrete practices of metanoia and healing: agricultural practices to address the loss and degradation of soil; conservation and protection of water sources; utilization of wind and solar energy; and prescribed burning to restore processes vital to the prairie ecosystem. The concept of subsidiarity suggests that practices of metanoia and healing are a combination of wise public policy balanced by personal, family, church, business, and community responsibility. (shrink)

A Great Plains land ethic is shaped by an intimate knowledge of and appreciation for the evolution, ecology, and aesthetics of the plains landscape. The landscape evokes a sense of wonder and mystery suggested by the word “sacrament.” The biblical concept of “covenant” points to God as a community‐forming power, a creative process that has evolved into the earth community to which we humans belong. In contrast to an anthropocentric ethic which emphasizes human dominion over nature, a Theo‐centric land (...) ethic seeks a balance, reflected in Genesis 1–3, between humans who are membersofthe earth community and moral agents accountable to Godforthe earth. A land ethic identifies concrete practices ofmetanoiaand healing: agricultural practices to address the loss and degradation of soil; conservation and protection of water sources; utilization of wind and solar energy; and prescribed burning to restore processes vital to the prairie ecosystem. The concept of subsidiarity suggests that practices ofmetanoiaand healing are a combination of wise public policy balanced by personal, family, church, business, and community responsibility. (shrink)

D'un philosophe comme de l'autre, on peut dire qu'ils sont tous deux, dans l'horizon contemporain, des penseurs de l'amour. Tous deux s'inscrivent en faux contre la réduction de ce dernier à la sexualité, mais, tout autant, contre sa réduction inverse, plus ancienne, à une forme de mystique éthérée de type platonico-chrétien qui a pu se formuler sous le terme d'agapè. Nous nous proposons dans cette contribution d'étudier la pensée de J.-L. Marion en adoptant l'hypothèse d'une « unité théo-phénoménologique » de (...) son questionnement. Nous faisons usage du terme « théo-phénoménologie » en référence à l'approche de l'œuvre du philosophe et théologien grec Christos Yannaras, et souhaitons ce faisant rendre justice à l'avancée de J.-L. Marion en situant son geste philosophique singulier à la lumière de la théologie orthodoxe du Christianisme grec oriental telle qu'elle est elle-même renouvelée philosophiquement par C. Yannaras. Jean-Luc Marion and Christos Yannaras are both well-known as contemporary love-thinkers. Both refuse the reduction of love to sexuality as much as its older opposite reduction to a form of platonic christian mystics sometimes named agapè. In the following contribution I wish to examine Jean-Luc Marion's approach while making the hypothesis of its « theo-phenomenological » unity. Since the expression « theo-phenomenology » is used in reference to the work of the contemporary Greek philosopher and theologian Christos Yannaras, I aim at doing justice to Marion's philosophical thrust by putting his conception of love in the light of the Orthodox theology of the Eastern Church as it is nowadays philosophically renewed by Yannaras. (shrink)

Am Ende des 18. Jh., als eines der berühmtesten politischen Dokumente, Die Erklärung der Menschen- und Bürgerrechte, verabschiedet wurde, war die Antwort auf die Frage nach dem „Was” der Menschenrechte nicht schwer zu finden, obwohl damit Neuland einer grundsätzlich anderen politischen Moral betreten wurde. Auf diese oder andere Weise wurden die Menschenrechte aus der Vernunft abgeleitet, d. h. aus einem Vermögen, welches ein „Evangelium der reinen Vernunft” schreiben sollte. Eineinhalb Jahrhunderte später, im Jahr 1948, war eine solche Antwort nicht nur (...) hindernisreich, sondern es ist in den einigen mageren Jahren des Wirkens der Allgemeinen Erklärung der Menschenrechte klar geworden, dass das Suchen nach dem „Was” der Menschenrechte jeden Tag mehrere und tiefere Unstimmigkeiten zum Vorschein bringt. Deswegen wird eine strategische Verschiebung vorgeschlagen: Erklären wir die Frage nach dem „Was” als überholt und widmen wir uns dem „Wie” der Menschenrechte. Anstatt der positiven Aufgabe, welches Denken auf das „Was” der Menschenrechte antworten kann, schlagen wir eine negative Aufgabe vor: Welches Denken kann dem „Wie” der Menschenrechte schaden? In diesem Beitrag soll gezeigt werden, dass sich durch die Postmoderne das onto-theo-logische Denken eingeschlichen hat, das als eine Linse wirkt, die den Blick auf die Menschenrechte verzerrt und dadurch eine der größten zeitgenössischen Gefahren für die Menschenrechte mit sich bringt. (shrink)

Fueled by ever-growing amounts of (digital) data and advances in artificial intelligence, decision-making in contemporary societies is increasingly delegated to automated processes. Drawing from social science theories and from the emerging body of research about algorithmic appreciation and algorithmic perceptions, the current study explores the extent to which personal characteristics can be linked to perceptions of automated decision-making by AI, and the boundary conditions of these perceptions, namely the extent to which such perceptions differ across media, (public) health, and judicial (...) contexts. Data from a scenario-based survey experiment with a national sample (N = 958) show that people are by and large concerned about risks and have mixed opinions about fairness and usefulness of automated decision-making at a societal level, with general attitudes influenced by individual characteristics. Interestingly, decisions taken automatically by AI were often evaluated on par or even better than human experts for specific decisions. Theoretical and societal implications about these findings are discussed. (shrink)

La recherche récente autour du culte d’Héraclès tend à rejeter l’idée que les ambiguïtés mythiques du personnage se reflétaient dans le rituel. Cet article reprend la question, à la lumière d’études plus larges sur la prétendue opposition « ouranien/chthonien » dans la pratique religieuse des Grecs. Des éléments inhabituels apparaissent à coup sûr dans certains rituels pour Héraklès. En particulier, certains cas de sacrifices mixtes, impliquant la destruction partielle d’une victime, ou l’holocauste de petites victimes à côté d’un sacrifice régulier (...) sont attestés à Sicyone, à Thasos, à Milet et à Cos. À Athènes, la particularité tient plutôt à la forme des sanctuaires d’Héraklès, avec l’édifice à quatre colonnes, très discuté. Un autel primitif est également attesté parfois, ce qui n’a pas reçu beaucoup d’attention. La figure d’Héraklès comme heros theos livre au moins une possibilité d’explication pour tous ces éléments, et il ne faut pas en évacuer trop vite la portée.Herakles: the problem of the heros-theos yet again. Recent scholarship on the cult of Herakles has tended to argue against the idea that the ambiguities of his mythological character were reflected in ritual. This paper re-examines the case, in the light of broader studies of the supposed Olympian-chthonian opposition in Greek religious practice. Unusual elements can certainly be seen in Herakles’ ritual in a number of locations: in particular, various kinds of mixed sacrifice, involving partial destruction of a victim, or holocaust of a small victim alongside a regular sacrifice, are attested at Sicyon, Thasos, Miletos and Kos. At Athens the unusual feature is rather the form of Herakles’ sanctuaries, with their much-discussed four-column shrines; a primitive altar is also occasionally attested, which has not previously received much scholarly notice. Herakles’ character as heros theos provides at least a possible explanation for all of these elements, and we should not be too hasty to dismiss its significance. (shrink)

English summary: The blooming of ancient thought throughout the Renaissance and the Early Modern Age took place mainly in the shape of late antique philosophy. Many of its characteristic main features have influenced modern thought in a defining manner. In the present book, Theo Kobusch addresses those features which still determine our thinking today. Although this intellectual heritage, both in its ancient and modern forms, has largely been forgotten, it is however worth remembering that modern thought is indebted to (...) an intellectual transformation on a large scale. The author shows how this becomes evident by focusing on key aspects such as the concept of philosophy, universal Christendom, the inner man, awareness, rational faith, creatio ex nihilo, the concept of god, practical metaphysics, univocity of morality, and the theory of mind and will. German description: Das Denken der Antike ist, vor allem in der Gestalt der spatantiken Philosophie, der paganen wie der christlichen, in Renaissance und Neuzeit wieder aufgebluht. Es sind charakteristische Grundzuge der spatantiken Philosophie, die bestimmend auf das Denken der Moderne gewirkt haben. Theo Kobusch befasst sich im vorliegenden Band mit diesen Grundzugen, die unser Denken bis heute bestimmen. Dieses geistige Erbe, sei es in seiner modernen oder in der spatantiken Form, haben wir jedoch grosstenteils vergessen. Doch es ist der Erinnerung wurdig, dass das Denken der Neuzeit sich einer Transformation grossen Stils verdankt. Der Autor verdeutlich dies, indem er unter anderem die Schwerpunkte Philosophiebegriff, das universale Christentum, den inneren Menschen, die Aufmerksamkeit, den Vernunftglauben, die Schopfung aus Nichts, den Gottesbegriff, praktische Metaphysik, Univozitat des Moralischen und die Geist- und Willenslehre herausarbeitet. (shrink)

Social Networking Sites (SNSs) not only enable users to read or create content about brands, but also to easily pass along this content using information diffusion mechanisms such as retweeting or sharing. While these capabilities can be optimal for viral marketing, little is known, however, about how reading brand messages passed along by SNS contacts influences online brand communication outcomes. Results of a survey with active SNS users indicate that (1) message evaluation, (2) the relationship with the sender, and (3) (...) the receiver’s opinion leadership and opinion-seeking levels influence not only the receiver’s intention to pass along the message further, but also his or her attitude towards the brand. The implications of these findings are discussed, including how these capabilities brought on by SNSs change the brand-consumer relationship online. (shrink)