Public Relations and Participatory Culture

Fandom, Social Media and Community Engagement
Herausgeber: Hutchins, Amber; Tindall, Natalie T. J.

• Gebundenes Buch

Produktbeschreibung

While public relations practitioners have long focused on the relationship between organizations and their stakeholders, there has never been a time when that relationship was so dominated by public participation. The new model of multiple messages originating from multiple publics at varying levels of engagement is widely acknowledged, but not widely explored in scholarly texts. The established model of one-way communication and message control no longer exists. Social media and an increasingly participatory culture means that fans are taking a more active role in the production and co-creation of messages, communication, and meaning. These fans have significant power in the relationship dynamic between the message, the communicator, and the larger audience, yet they have not been defined using current theory and discourse. Our existing conceptions fail to identify these active and engaged publics, let alone understand virtual communities who are highly motivated to communicate with organizations and brands. This innovative and original research collection attempts to address this deficit by exploring these interactive, engaged publics, and open up the complexities of establishing and maintaining relationships in fan-created communities.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 268
• Erscheinungstermin: 17. März 2016
• Englisch
• Abmessung: 240mm x 161mm x 19mm
• Gewicht: 572g
• ISBN-13: 9781138787728
• ISBN-10: 1138787728
• Artikelnr.: 43028882

Autorenporträt

Natalie T. J. Tindall is Associate Professor, Georgia State University, USA Amber L. Hutchins is the Robert D. Fowler Endowed Chair in Communication, Kennesaw State University, USA.

Inhaltsangabe

Part I: Foundations 1. Introduction 2. Social Media, Promotional Culture
and Participatory Fandom 3. Public Relations and the Attempt to Avoid Truly
Relating to Our Publics Part II: Theoretical Approaches to Public
Relations, Engagement and Fandom 4. Encouraging the Rise of Fan Publics:
Bridging strategy to understand fan publics' positive communicative actions
5. Extending the Conversation: Audience reactions to dialogic activity on
Twitter 6. Gamification in PR 7. How the Top Social Media Brands Use
Influencer and Brand Advocacy Campaigns to Engage Fans 8. Brand Communities
in Social Media: Strategic approaches in corporate communication 9. Gearing
Toward Excellence in Corporate Social Media Communications: Understanding
the why and how of public engagement 10. New Media, New Media Relations:
Building relationships with bloggers, citizen journalists and engaged
publics Part III: Brand Perspectives: Applying theories of public relations
and fandom in corporate, government, and nonprofit spaces 11. General
Mills: [Re]Manufacturing the gluten-free consumer community 12. Boosters,
Idealized Citizens and Cranks: City communicators share and moderate
information in social media, but real engagement is messy and
time-consuming 13. Brand Community Management via Google+ 14. What's at
Stake in the Fan Sphere: Crisis communication, skittles and how the Trayvon
Martin case mobilized a fan-brand community 15. Riding the Wave: How the
ALS Ice Bucket Challenge used storytelling and user-generated content to
embrace slacktivism 16. Facilitating the "Charged Public" Through Social
Media: A conversation with Disney Cruise Line's Castaway Cay Club Members
Part IV: Stakeholder Engagement and Communication in Traditional Fan Spaces
17. The Transmedia Practices of Battlestar Galactica: Studying the
industry, stars and fans 18. The Structuring of Fan Communities in Sport: A
public relations perspective 19. Entertainment-Education and Online Fan
Engagement: The power of narrative to spark health discussions/action 20.
When Going Silent may be More Productive: Exploring fan resistance on
Twitter to the Baltimore Ravens live-tweeting the Ray Rice Press Conference