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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.
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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