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Social Media and Integrated Marketing Communication - A Rhetorical Approach (Paperback)
Loot Price: R1,292
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Social Media and Integrated Marketing Communication - A Rhetorical Approach (Paperback)
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Social Media and Integrated Marketing Communication: A Rhetorical
Approach explores social media in the areas of corporate identity,
brand narratives, and crisis response from a rhetorical
perspective. Key ideas in this text are social media as epideictic
rhetoric-the rhetorical setting that deals with the present and
matters of virtue and education-and how rhetorical decorum, a
component of Cicero's third Canon of Style, can guide organizations
and their audiences toward more ethical and effective integrated
marketing communication (IMC). This strategy emphasizes changing
behavior, not just attitudes. Because social media leaves traces of
communication that may be with us for the foreseeable future,
Social Media and Integrated Marketing Communication frames the
conversation about social media and IMC to move away from a
risk/reward or a return on investment orientation and toward a
focus on social media as communicative action that is attentive to
this historical moment, to organizations and their audiences, and
to communication ethics. Through this, Persuit asks how
organizations can engage in decorum in their online IMC efforts
while at the same time considering how their audiences can engage
in decorum as well. Neither romanticizing nor demonizing the areas
of social media and IMC, instead, this text offers a pragmatic
understanding of these areas that finds a place in the theory of
the communication discipline.
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