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Provides an historical and theoretical overview of social media
combined with a discussion of its use in strategic communication
for social change. Brings together leading strategic communication
scholars and educators who have valuable insights for both social
media and public relations as activism.
Provides an historical and theoretical overview of social media
combined with a discussion of its use in strategic communication
for social change. Brings together leading strategic communication
scholars and educators who have valuable insights for both social
media and public relations as activism.
In this book established researchers draw on a range of theoretical
and empirical perspectives to examine social media's impact on
American politics. Chapters critically examine activism in the
digital age, fake news, online influence, messaging tactics, news
transparency and authentication, consumers' digital habits and
ultimately the societal impacts that continue to be created by
combining social media and politics. Through this book readers will
better understand and approach with questions such as: * How
exactly and why did social media become a powerful factor in
politics? * What responsibilities do social networks have in the
proliferation of factually wrong and hate-filled messages? Or
should individuals be held accountable? * What are the
state-of-the-art of computational techniques for measuring and
determining social media's impact on society? * What role does
online activism play in today's political arena? * What does the
potent combination of social media and politics truly mean for the
future of democracy? The insights and debates found herein provide
a stronger understanding of the core issues and steer us toward
improved curriculum and research aimed at a better democracy.
Democracy in the Disinformation Age: Influence and Activism in
American Politics will appeal to both undergraduate and
postgraduate students, as well as academics with an interest in
areas including political science, media studies, mass
communication, PR, and journalism.
In this book established researchers draw on a range of theoretical
and empirical perspectives to examine social media's impact on
American politics. Chapters critically examine activism in the
digital age, fake news, online influence, messaging tactics, news
transparency and authentication, consumers' digital habits and
ultimately the societal impacts that continue to be created by
combining social media and politics. Through this book readers will
better understand and approach with questions such as: * How
exactly and why did social media become a powerful factor in
politics? * What responsibilities do social networks have in the
proliferation of factually wrong and hate-filled messages? Or
should individuals be held accountable? * What are the
state-of-the-art of computational techniques for measuring and
determining social media's impact on society? * What role does
online activism play in today's political arena? * What does the
potent combination of social media and politics truly mean for the
future of democracy? The insights and debates found herein provide
a stronger understanding of the core issues and steer us toward
improved curriculum and research aimed at a better democracy.
Democracy in the Disinformation Age: Influence and Activism in
American Politics will appeal to both undergraduate and
postgraduate students, as well as academics with an interest in
areas including political science, media studies, mass
communication, PR, and journalism.
Joining a thriving field of new media, this collective volume
authored by global academics features important research by thought
leaders within computer-mediated communication (CMC) and social
media. Featuring 40 comprehensive chapters of new research that
focuses on what is new, relevant, and cutting edge in the areas of
CMC and social media, authors critically explore topics ranging
from social media theories to civil rights. Divided into three
parts, the handbook begins with theory and methods, which sets the
foundation for the text and then moves into the applicability of
strategy, tactics, and measurement. The final focus is toward the
future of CMC and social media and its impact on the study and
practice of communication. Uniquely relating social media
communication research to its computer-mediated communication
foundation, as well as digital and emerging media trends, this
handbook is an indispensable resource whether you're a graduate
student or a seasoned practitioner.
Regina Luttrell and Adrienne A. Wallace present an engaging
introduction of social media's integration with modern society.
Recognizing categories of relational, societal, and self while
analyzing the social media environment, this introductory mass
communications textbook establishes a framework for understanding
how technology, culture, democracy, economy, and audience
fragmentation interact with each media industry differently and
relate to media literacy. Armed with this knowledge, future
professional communicators gain a better understanding of their
audience and the level to which their strategies influence the
public. Social Media and Society empowers students as consumers and
creators of social media and illustrates that, while the tools of
communication have changed, the goals of social connection and
influence have not. Features of this unique text include the
following: -Relational/Societal/Self boxes provide a framework for
analysis of media and society -In Theory boxes attaching theory to
practice -Learning tools and enhanced pedagogy, such as Learning
Objectives, Chapter Wrap-Up; Critical Thinking Questions, Media
Sources, and End of Chapter Activities -Comprehensive Glossary of
key terms -Full-color visuals capturing key trends and up-to-date
data
A remarkable exploration of Wonder Woman's creation, mysterious
identity, and evolution-and her extraordinary impact on her legions
of fans. For generations, Wonder Woman has been a symbol of
equality and female empowerment, her complex saga deeply rooted
within the feminist movement. A staple of the comic book industry,
she is arguably the best-known female superhero of all time. In
Wonder Woman: Warrior, Disruptor, Feminist Icon, Regina Luttrell
details this legendary superhero's origins, history, and evolution,
from an ambassador of peace and love to the fiercest warrior in the
DC Universe. Luttrell reveals how Wonder Woman's journeys are a
reflection of each wave within the feminist movement and how her
impact on culture and society continues to be felt today. Wonder
Woman has become the epitome of technological sophistication,
globalization, and modern-day feminism. She is truly a warrior, a
disrupter, and a feminist icon. Luttrell's fascinating history
includes the perspectives of famed feminist Gloria Steinem in her
essay "Be the Wonder Woman You Can Be," as well as personal
interviews with creator William Moulton Marson's surviving family
members. Featuring a captivating examination of the oft-overlooked
contributions of Marston's life partners and inspirations Elizabeth
Holloway Marston and Olive Byrne, Wonder Woman is an incredible,
in-depth exploration of this iconic feminist superhero.
Research Perspectives on Social Media Influencers and Brand
Communication examines the myriad ways in which social media and
the unique characteristics of the internet have changed brand
communication for both brands and consumers, focusing on the social
media influencer as a brand communicator. As brands have noticed
the rise of social media influencers as tastemakers and leaders in
public opinion, they have increasingly begun to incorporate social
media influencers into their brand communication strategies. Each
chapter of this book represents a unique theoretical and
methodological approach to examining the emergence and growing
legitimacy of the social media influencer as a brand communicator
from a variety of perspectives and contexts, discussing challenges
and opportunities afforded to brands by social media influencers
and providing an overview of the current research on the use of
these branding approaches. Scholars of media studies,
communication, and marketing will find this book particularly
useful.
Explores how Gen Z is a generation to be admired and celebrated for
their superhero qualities. From the authors of The Millennial
Mindset: Unraveling Fact from Fiction, comes this thought-provoking
in-depth consideration of the next generation. In their book, Gen
Z: The Superhero Generation, Regina Luttrell and Karen McGrath
explain who this generation is, how they came to be, and the impact
they will have on society. Superheroes are often defined as
courageous, powerful, virtuous, and strong. Equipped with unique
superpowers, these individuals stand up for what is right, battling
supervillains to ensure that good prevails and all is well in the
world. With a worldwide fascination surrounding superheroes, it
should come as no surprise that the next generation, GenZ, display
many of the characteristics found within the pages of the most
popular hero-centric comic books. The Superhero Generation is
making its mark and gaining recognition as the generation that is
willing to once again assemble, march, speak, and defy in ways
previous generations have not. In this book learn the
characteristics of Gen-Zers to understand how to reach them in
positive productive ways. Parents, educators, and employers will
learn how to tap into the endless potential of this generation,
preparing them for home, school, and workplace environments that
will play to their strengths and impact the world for years to
come.
Research Perspectives on Social Media Influencers and Brand
Communication examines the myriad ways in which social media and
the unique characteristics of the internet have changed brand
communication for both brands and consumers, focusing on the social
media influencer as a brand communicator. As brands have noticed
the rise of social media influencers as tastemakers and leaders in
public opinion, they have increasingly begun to incorporate social
media influencers into their brand communication strategies. Each
chapter of this book represents a unique theoretical and
methodological approach to examining the emergence and growing
legitimacy of the social media influencer as a brand communicator
from a variety of perspectives and contexts, discussing challenges
and opportunities afforded to brands by social media influencers
and providing an overview of the current research on the use of
these branding approaches. Scholars of media studies,
communication, and marketing will find this book particularly
useful.
Trump Tweets, the World Reacts: Understanding What Is Relevant and
Why illustrates and articulates the intimate connection between
theories presented in communication and the mediums through which
President Trump communicates. Drawing on a range of theoretical and
empirical perspectives, this collection examines several
transformations and implications of President Trump's influence on
the social sphere, within economies, among government entities, and
on the communications profession.
Trump Tweets, the World Reacts: Understanding What Is Relevant and
Why illustrates and articulates the intimate connection between
theories presented in communication and the mediums through which
President Trump communicates. Drawing on a range of theoretical and
empirical perspectives, this collection examines several
transformations and implications of President Trump's influence on
the social sphere, within economies, among government entities, and
on the communications profession.
THIRD EDITION DESCRIPTION Updated to reflect the latest
technological innovations-and challenges-Social Media: How to
Engage, Share, and Connect helps students understand and
successfully use today's social media tools. Luttrell's text
offers: - a thorough history of social media and pioneers of the
field; - chapters on specific subjects such as photo-sharing,
video, crisis communication, ethics, and "sticky social," among
others; - discussions on appropriate use of social media in public
relations, where the profession stands today and where it is headed
in the future; and - real-world examples of successful social media
campaigns. This book will become your go-to reference guide for all
things social media-related as it applies to public relations and
the everyday duties of PR professionals AUTHOR'S REVISION PLAN In
addition to updating some of the links and refreshing the case
studies throughout, this document contains specific updates that
are necessary to keep Social Media: How to Engage, Share, &
Connect current and relevant in the marketplace. Global Changes:
Updates to statistics and numbers throughout the book. Updates to
in-text examples of brands using social media. Updates to all case
studies. Chapter 4: The Roadmap to Success: Developing a Social
Media Plan Diversity First Approach: A 21st century look at the
United States reveals that we are more ethnically and racially
diverse than we have been historically, yet we continue to see
gaffes in public relations campaigns that are simply unacceptable.
These examples are all discussed in Chapter 12 Crisis
Communication: Dove Beauty, Kent State, Gucci, Pepsi Co. and
H&M are a few companies that have dealt with high-level
embarrassing crisis situations due to incomprehensible social media
and PR campaigns. I'd like to add content surrounding the
'diversity first' approach. In doing so, from the initial stages of
research through evaluation we can teach our students how to
develop more inclusive campaigns. Making diversity and inclusion
top of mind when developing social media strategies for is needed
in this next edition. Chapter 7: Social Networks This chapter
highlights the major social networking sites including Facebook,
Twitter, LinkedIn, Snapchat, and Pinterest. In addition to updating
the chapter with new statistics for the platforms currently listed,
the addition of TikTok is necessary. TikTok: TikTok used in PR With
500 million monthly users TikTok surpassed Facebook, Instagram,
Snapchat and YouTube in monthly downloads in the U.S. this year.
Brands are starting to use for PR and marketing efforts. The first
two companies to adopt a strategy were Guess and Universal
Pictures. Both campaigns were extremely successful. The book needs
to be updated to include this platform because it is the next SM
tool used in our profession. Students must understand how to employ
a strategy around TikTok. It is only a matter of time before the
app introduces advertising and formal influencer marketing programs
like other platforms. Chapter 10: Measuring Social Media's Impact
& Value Data in PR In its current form this chapter addresses
the fundamentals of measurement. We are in a new age where the
consumer is in control. An unprecedented growth rate of social
media adoption, where every interaction creates "big data" that can
be tracked, mined and analyzed to inform strategic decisions. Those
who understand how to harness the power of advanced analytics,
social media analytics, social media listening and then apply data
driven insights to precision targeting, engagement planning and
content optimization, will reap the benefits and capture market
opportunity. To this chapter, I want to add the importance of data
driven decisions in the profession. Everything we share on social
media is in the public domain. This creates a massive opportunity
to glean intelligence down to the level of an individual, giving
way to the endless possibilities on how measure and target
individuals based on their personality traits, habits, preferences,
relationships and even political views ... all from their digital
footprints. Artificial Intelligence (AI), NLP, and data will be
included. The content here will support the changes suggested in
chapter 11. Chapter 11: Social Media Ethics Ethics of SM: Because
of its transformative capacity across multiple domains, artificial
intelligence (AI) is considered a textbook case in industry
disruption. Algorithm-powered machines are taking on tasks faster
and with fewer errors than those once completed by humans. This
illustrates that AI has gained both momentum and importance within
society over the past few years - and within PR and social media.
AI can complement a communication professionals' skills such as
predicting trends of publics, monitoring social media
conversations, detecting fake news stories in an effective manner,
speech recognition, decision-making, visual enhancements, and
historical data. With all of this though, we must contend with the
ethical dilemmas AI and data bring to the profession. To that end,
I'd like to add a section in the ethics chapter on the implications
of AI, data, and privacy.
THIRD EDITION DESCRIPTION Updated to reflect the latest
technological innovations-and challenges-Social Media: How to
Engage, Share, and Connect helps students understand and
successfully use today's social media tools. Luttrell's text
offers: - a thorough history of social media and pioneers of the
field; - chapters on specific subjects such as photo-sharing,
video, crisis communication, ethics, and "sticky social," among
others; - discussions on appropriate use of social media in public
relations, where the profession stands today and where it is headed
in the future; and - real-world examples of successful social media
campaigns. This book will become your go-to reference guide for all
things social media-related as it applies to public relations and
the everyday duties of PR professionals AUTHOR'S REVISION PLAN In
addition to updating some of the links and refreshing the case
studies throughout, this document contains specific updates that
are necessary to keep Social Media: How to Engage, Share, &
Connect current and relevant in the marketplace. Global Changes:
Updates to statistics and numbers throughout the book. Updates to
in-text examples of brands using social media. Updates to all case
studies. Chapter 4: The Roadmap to Success: Developing a Social
Media Plan Diversity First Approach: A 21st century look at the
United States reveals that we are more ethnically and racially
diverse than we have been historically, yet we continue to see
gaffes in public relations campaigns that are simply unacceptable.
These examples are all discussed in Chapter 12 Crisis
Communication: Dove Beauty, Kent State, Gucci, Pepsi Co. and
H&M are a few companies that have dealt with high-level
embarrassing crisis situations due to incomprehensible social media
and PR campaigns. I'd like to add content surrounding the
'diversity first' approach. In doing so, from the initial stages of
research through evaluation we can teach our students how to
develop more inclusive campaigns. Making diversity and inclusion
top of mind when developing social media strategies for is needed
in this next edition. Chapter 7: Social Networks This chapter
highlights the major social networking sites including Facebook,
Twitter, LinkedIn, Snapchat, and Pinterest. In addition to updating
the chapter with new statistics for the platforms currently listed,
the addition of TikTok is necessary. TikTok: TikTok used in PR With
500 million monthly users TikTok surpassed Facebook, Instagram,
Snapchat and YouTube in monthly downloads in the U.S. this year.
Brands are starting to use for PR and marketing efforts. The first
two companies to adopt a strategy were Guess and Universal
Pictures. Both campaigns were extremely successful. The book needs
to be updated to include this platform because it is the next SM
tool used in our profession. Students must understand how to employ
a strategy around TikTok. It is only a matter of time before the
app introduces advertising and formal influencer marketing programs
like other platforms. Chapter 10: Measuring Social Media's Impact
& Value Data in PR In its current form this chapter addresses
the fundamentals of measurement. We are in a new age where the
consumer is in control. An unprecedented growth rate of social
media adoption, where every interaction creates "big data" that can
be tracked, mined and analyzed to inform strategic decisions. Those
who understand how to harness the power of advanced analytics,
social media analytics, social media listening and then apply data
driven insights to precision targeting, engagement planning and
content optimization, will reap the benefits and capture market
opportunity. To this chapter, I want to add the importance of data
driven decisions in the profession. Everything we share on social
media is in the public domain. This creates a massive opportunity
to glean intelligence down to the level of an individual, giving
way to the endless possibilities on how measure and target
individuals based on their personality traits, habits, preferences,
relationships and even political views ... all from their digital
footprints. Artificial Intelligence (AI), NLP, and data will be
included. The content here will support the changes suggested in
chapter 11. Chapter 11: Social Media Ethics Ethics of SM: Because
of its transformative capacity across multiple domains, artificial
intelligence (AI) is considered a textbook case in industry
disruption. Algorithm-powered machines are taking on tasks faster
and with fewer errors than those once completed by humans. This
illustrates that AI has gained both momentum and importance within
society over the past few years - and within PR and social media.
AI can complement a communication professionals' skills such as
predicting trends of publics, monitoring social media
conversations, detecting fake news stories in an effective manner,
speech recognition, decision-making, visual enhancements, and
historical data. With all of this though, we must contend with the
ethical dilemmas AI and data bring to the profession. To that end,
I'd like to add a section in the ethics chapter on the implications
of AI, data, and privacy.
On a daily basis, public relations practitioners are tasked with
making ethical decisions, such as advising a client to fully
disclose a corporate relationship or advocating for honesty when
working with the media. A Practical Guide to Ethics in Public
Relations is designed for courses in contemporary studies of public
relations and communications. This text highlights the delicate
balance required to navigate the values and demands implicit to the
field of public relations and those that underlie society as a
whole. Students are encouraged to examine their own values and
compare them to those commonly encountered in a professional
setting. Brimming with case studies, practitioner advice, practical
ethical dilemmas, and popular culture references, A Practical Guide
to Ethics in Public Relations is the ideal text for students
grappling with the inevitable ethical dilemmas that arise in
professional public relations.
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