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This book examines and illustrates the use of design principles,
design thinking, and other empathy research techniques in
university and public settings, to plan and ethically target
socially-concerned transmedia stories and evaluate their success
through user experience testing methods. All media industries
continue to adjust to a dispersed, diverse, and dilettante
mediascape where reaching a large global audience may be easy but
communicating with a decisive and engaged public is more difficult.
This challenge is arguably toughest for communicators who work to
engage a public with reality rather than escape. The chapters in
this volume outline the pedagogy and practice of design, empathy
research methods for story development, transmedia logics for
socially-concerned stories, development of community engagement and
the embrace of collective narrative, art and science research
collaboration, the role of mixed and virtual reality in prosocial
communication, ethical audience targeting, and user experience
testing for storytelling campaigns. Each broad topic includes case
examples and full case studies of each stage in production.
Offering a detailed exploration of a fast-emerging area, this book
will be of great relevance to researchers and university teachers
of socially-concerned transmedia storytelling in fields such as
journalism, documentary filmmaking, education, and activism.
This new (third) edition of Rethinking Public Relations continues
the argument of previous editions that public relations is weak
propaganda. However, while earlier editions focused on PR as
representative of the uneven power distribution in society, this
book goes further, conceiving the power of PR as more than just
structural but also as having an important rhetorical component. In
this extensively revised edition, Moloney and McGrath dissect the
nature of the modern PR industry, arguing that its idealised
self-presentation should be replaced by a more realistic and
credible defence of the societal value produced by advocacy and
counter-advocacy. This book includes expanded coverage of PR's
impact on society (through areas such as CSR, sponsorship and
community relations), its relationship with stakeholders, and its
role in democratic debate and public policy making. It also
considers the ways in which journalism has capitulated to PR in an
era of 'fake news' and 'churnalism' and, in this new edition, the
role of digital and social media is examined for the first time.
Maintaining the rigorous and critical stance of previous editions,
this new edition will also prove accessible to Master's level and
final-year undergraduate students studying public relations, media
and communications studies. Additionally, it will be of great value
to practitioners who seek to widen PR's 'voices'.
This new (third) edition of Rethinking Public Relations continues
the argument of previous editions that public relations is weak
propaganda. However, while earlier editions focused on PR as
representative of the uneven power distribution in society, this
book goes further, conceiving the power of PR as more than just
structural but also as having an important rhetorical component. In
this extensively revised edition, Moloney and McGrath dissect the
nature of the modern PR industry, arguing that its idealised
self-presentation should be replaced by a more realistic and
credible defence of the societal value produced by advocacy and
counter-advocacy. This book includes expanded coverage of PR's
impact on society (through areas such as CSR, sponsorship and
community relations), its relationship with stakeholders, and its
role in democratic debate and public policy making. It also
considers the ways in which journalism has capitulated to PR in an
era of 'fake news' and 'churnalism' and, in this new edition, the
role of digital and social media is examined for the first time.
Maintaining the rigorous and critical stance of previous editions,
this new edition will also prove accessible to Master's level and
final-year undergraduate students studying public relations, media
and communications studies. Additionally, it will be of great value
to practitioners who seek to widen PR's 'voices'.
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