Explorations on mediated communication and beyond: Toward a theory of social media

Although robust theories of radio, television, cinema, journalism, and other areas of mass media already exist, the social media sphere has received relatively little original theorizing. Modeled after Berger and Calabrese’s (1975) seminal “axioms of human communication” article, this essay takes stock of the existing research on social media, and uses the same approach to theorizing about social media, advancing 7 axioms and 21 theorems, and exploring how the propositions chronicled can be used to build social media theory and improve public relations practice.     

Dangerous liaison or perfect match?: Public relations and social marketing

This paper considers a possible match between public relations and social marketing. It positions interchanges between the two as the strongest and most desirable partnership possibility for public relations with any aspect of the overall field of marketing. Working from definitions of social marketing as a profession and academic discipline, it reviews approaches, including textbooks, from the two disciplines in order to compare and contrast their strengths and weaknesses, to examine their perceptions of each other, and to identify the opportunities and challenges that social marketing represents for public relations. The paper also looks at what social marketing might learn from public relations. It concludes that public relations should look at improving the relationship as a matter of urgency in order to augment professional practices; to open up employment opportunities in an expanding market for social marketing expertise; and to improve the social reputation of public relations.     

Determinants of public attitude towards a social enterprise crisis in the digital era: Lessons learnt from THINX

This study examines how the perceived locus of crisis cause, controllability, and adherence to social mission are associated with public attitude in the context of a social enterprise crisis and evaluates the differences between these variables under episodic and thematic frames of online articles. Using the crisis case of THINX in 2017 as a case study, a quantitative content analysis was performed on a sample of 503 comments under online articles. Hierarchical regression revealed that the locus of crisis cause and adherence to social mission were associated with public attitude, whereas controllability was not associated with public attitude when adherence to social mission was accounted for. Significant differences were found in the locus of crisis cause, controllability, adherence to social mission, and public attitude between episodic and thematic frames. This study provided a basis for the theoretical development of crisis communication in a social enterprise and the corresponding role for public relations.     

上海市民公共安全感调查报告

近年来上海公共安全状况总体可控,市民对上海公共安全状况认可度较高,但综合评分有逐渐下滑态势。上海市民公共安全意识有所增强,但公共安全知识水平有待提高,应对能力还需加强。政府管理部门有必要密切关注社会不同群体对公共安全问题的态度和倾向,以及各类社会问题及其可能引发的社会风险,号准城市安全的“脉搏”,进而采取相应的预防和应对措施,通过营造安全稳定的社会环境,提升市民的安全成喃诫市确丌肄垃右羼打下略壹篡础     

上海社会组织参与城市公共治理研究

推动社会组织参与治理是完善城市公共治理、提升治理绩效的重要一环.上海应提升对社会组织作用的认识水平,推动社会组织进一步填补城市公共治理漏洞:促进社会组织优化产品和服务,提升精细化水平,改善城市公共治理绩效;积极构建整合社会组织参与城市公共治理的格局体系,促进社会组织广泛参与;完善体制机制、丰富和拓宽参与渠道,提升参与便捷性和有效性;搭建协作平台,促进多主体协作联动,提升治理效率.     

Multi-method analysis of transparency in social media practices: Survey,interviews and content analysis

With the decline of public trust in corporate America, organizations must consider ways to improve their relationships with key publics. One of the best strategies to build trust is through engaging in transparent communication (Rawlins, 2009). The increase in the popularity of social media has brought both challenges and opportunities for organizational transparency. This study used multiple methods to explore whether public relations professionals believe they are using social media to communicate transparently, to investigate how social media can be used to improve transparency along with its benefits and challenges, and to identify how transparency is used in social media campaigns.     

Echo chambers and social mediators in public advocacy issue networks

The growing trend of politically motivated consumer boycotts and buycotts on social media not only impacts a company’s financial bottom line, but more fundamentally disrupts relationships between the firm and its publics, the cornerstone of public relations (Ferguson, 1984; Sommerfeldt, & Kent, 2015). On a broader level, such politically motivated advocacy is a critical facet of civil society with important implications on the societal role of public relations (Taylor, 2010). In light of the significance of politically motivated consumer advocacy to public relations, a multi-phase, exploratory study was conducted. Study 1 applies content analysis and social network analysis to examine how different interactive mechanisms on social media—retweet, mention, and reply—may affect communication within and between communities of different ideological views surrounding the boycott and buycott issues. Study 2 further explores the challenges and opportunities of fostering exchange of diverse viewpoints by identifying new social mediators—the “echoers” who propel information flow among in-group members, and the “bridgers” who initiate communication with political out-group members—and assess the key network characteristics of these social mediators. The findings of these two studies advance public relations theories on networks, intergroup communication, and civil society by illustrating how social media structure and social mediators shape the networked public discourse to facilitate or inhibit conversations between publics of different ideological orientations.     

Exploring the relationship between corporate reputation and the public’s crisis communication on social media

Among traditional crisis communication research, the public is often treated as passive receivers of firm-dominated crisis communication. Social media has changed the situation since the public have now become senders and engage in secondary crisis communication (SCC) that affects corporate crisis management. However, our understanding of the mechanism of SCC on social media is still limited. This study aims to reveal how the public engages in the decision-making process related to SCC from a social control perspective by critically considering the broadcasting and social network functions of social media. Our research hypotheses were supported by a survey conducted after a real crisis in China. The results indicate that cognitive reputation results in SCC by causing the public to feel morally violated, and that such feelings of violation lead to individuals being more likely to engage in SCC given the perception of support for their opinions on social media. Thus, this research provides a better understanding of SCC from the public’s perspective in the context of social media.     

Public relations and customer service: Employer perspectives of social media proficiency

Social media has enhanced integration between marketing and public relations. As such, public relations professionals have had to adapt and grow their knowledge and skillsets to stay relevant and current throughout the evolution of the digital landscape (Gesualdi, 2019). One of the growing areas of focus for public relations professionals has been customer service skills online. This specialization, often referred to as social care or social customer service, has been promoted and discussed heavily in industry circles and publications, but not in academic research. This study focuses on the survey results from 396 employers exploring the social media skills they most prefer university graduates to possess when entering the workforce. The results indicate that public relations and customer service are the social media skills most sought after by employers of university graduates ahead of proficiency in areas such as social media content production, strategy development and analytics. The potential implications of these findings to the public relations profession are examined and future research is also discussed.     

Producing public goods in networks: Some effects of social comparison and endogenous network change

As actors participate in the production of public goods, processes of social comparison may affect the decisions about the individual contributions as well as the endogenously changing structure of an underlying social network. This leads to the transformation of an ordinary n-player Prisoner's Dilemma of collective action into an n-player coordination game. The paper uses agent-based simulations to trace the formation of public goods while varying network characteristics, such as density, segregation, or the strength of relationships. Additionally, the usage of both a forward- and a backward-looking agent model shows possible implications of different assumptions about the actors’ decision making.     

Social work in the public and non-profit sectors in Italy: what are the differences?

Professional social work in non-profit organisations is still little studied, despite the increased number of social workers in such organisations. The article presents the results of a survey conducted on the differences in working conditions between social workers in the public and non-profit sectors in Italy, and shows the factors that influence those working conditions. The article also furnishes empirical indications on how the training of social workers could be reorganised, and the image of social work reconceptualised, in a period when welfare systems are being restructured.     

Trust and recognition: a comparative study of client attitudes and workers' experiences in the welfare services

Since professional conduct is important in the lives of many people, trust and recognition between professionals and their clients are critical. Social professionals administer public resources on behalf of the welfare state, and their approaches and methods of intervention are mostly founded in current welfare policy. Despite this mandate, social professionals receive little acknowledgement and recognition. This article investigates the level of public trust in the Norwegian social services compared to the national insurance agencies, and to what extent the providers of these welfare services experience recognition and public approval. A central question is whether these aspects of external appreciation influence the professionals' motivation and feelings of accomplishment. Findings indicate that the social services receive less public support than the social insurance agencies, owing to the discretionary services provided and the stigma related to social assistance. The variation in institutional trust is reflected by the differences in workers' subjective experiences. That result notwithstanding, the service providers reveal a split view of themselves: while they experience themselves positively with respect to involvement and pride in their work, they also see themselves through the deprecating eyes of the public.     

A social capital approach to improving public relations’ efficacy: Diagnosing internal constraints on external communication

This article extends Heath's (2006) concept of fully functioning society theory (FFS) and argues that public relations can be used as a force to enhance collective social capital in communities. To serve this purpose, however, the effectiveness of an organization to serve its external publics is often dependent on the status and relationships the public relations function has developed within the organization. This paper provides a network analysis of a government agency in Jordan that illustrates the relationship between internal organizational social capital and the potential problems for establishing external relationships with publics. Implications for public relations research methods and theory are also discussed.     

Social Capital,Interpersonal Trust,and Public Housing

Abstract

Addressing the relationship between housing tenure and social disadvantage, this research examines social capital among public tenants in Australia, concentrating on their level of interpersonal trust and confidence in a range of public institutions. Through multivariate analyses of national survey data it also profiles the social and political background of public housing tenants. As expected, public tenants tend to have lower incomes, lower levels of education, and working-class backgrounds, or do not identify with any class location at all. They are less likely to be married or in de facto relationships than people in other housing tenures, but are more likely to identify with the Australian Labor Party than with the Coalition parties. Although public housing tenants have access to secure and affordable housing, they appear to be generally less trusting than private renters or homeowners and exhibit less confidence in government institutions such as the Australian parliament. Public housing tenants express lower levels of interpersonal trust even controlling for a range of social background factors, suggesting that as a form of tenure, public housing in some ways exacerbates the disadvantage of tenants.     

约旦社会保障制度改革及其启示

和世界上大多数国家一样,约旦也面临着越来越严重的人口老龄化问题。为此,约旦政府在社会保障领域实施了三项重要的改革措施。一是参数式改革,即不改变现有制度的性质,只是调整具体的参数;二是整合碎片化制度改革,把公务员和军事人员纳入全国统一的社保制度中来;三是未雨绸缪,积极开展公共预筹积累制改革,融资模式由现收现付制逐步过渡到部分积累制,不断完善投资管理体制。这三项改革不仅符合世界银行提倡的改革模式,而且这三项改革措施之间的相互配合与协调,有力地推动了约旦社保制度的改革和发展,具有极强的借鉴意义。     

守住底线、深化改革，确保社会稳定和发展——2012／2013年上海社会形势分析

2012年,在“创新驱动、转型发展”的方针指引下,上海进一步加快社会建设步伐,坚持做优做强公共服务,探索创新社会管理,居民生活质量得到稳步提升,为“四个中心”和现代化国际大都市建设提供了有力的社会支持。当前,上海社会正处于全面转型的关键时期,社会建设的机遇将更好、要求将更高、压力将更大。为此,根据“十八大”的战略部署,2013年上海的社会建设既要守住民生底线,确保社会稳定,又要深化改革、完善制度,推进社会发展,为上海“创新驱动、转型发展”创造良好的社会环境。     

Toward a normative social media theory for public relations

Social media might represent the greatest social innovation/revolution in the history of communication, fundamentally altering how humans communicate, and the practice of public relations, journalism, advertising, marketing, and business. Dozens of theories and concepts including dialogue, engagement, identification, social presence, uses and gratifications, conversational human voice, and many others inform social media. However, what has commonly taken place in social media contexts and public relations has been the importation and application of other theories and concepts, rather than exploring and clarifying the unique features and capabilities of social media per se. This essay argues that social media represent a new communication paradigm, and this essay takes up the challenge of building social media theory for public relations by identifying features of social media that have emerged from existing research as fundamental to understanding social media, and eventually developing a theory(s) of social media for public relations.     

Key issue operatives in an issue-driven network: Public relations as a “pocket of strength” in campus sexual assault awareness and prevention

Within public relations, little research has been conducted on the relationship between networks and social issues management, particularly issues that are gendered and emotional. Through a social network analysis and in-depth interviews with individuals involved in a public university’s sexual assault prevention and awareness work, this study demonstrates a missed opportunity for public relations experts to serve as key issue operatives in an issue-driven network. Specifically, public relations issue operatives can bridge network structural holes in the development and dissemination of comprehensive sexual assault awareness and prevention communication at universities.     

Civicness and Civility: Their Meanings for Social Services

Civicness and civility are discussed as intertwined notions. To the degree they flourish, societies can be seen as civil societies. Providing some reflection on them may make a difference to the usual civil society and third sector debates. These concepts are not based on or confined to a specific sector like the third sector; basically all social sectors can contribute to and be marked by them, depending on their constellations and interplay. Therefore, a mediating public sphere and democratic governance have a key role to play. However, beyond an overlapping consensus, civicness and civility can mean different things and the dominant meanings change over time. This is discussed with respect to changing discourses on welfare as they have crystallized in the field of social services. Despite the contested meanings of civility and civicness shown here, introducing these points of reference could help to enrich concerns with the quality and overall designs of personal services in a civil society.     

How to keep Rosie the riveter from contracting VD: A case study of how U.S. social reformers used public relations during World War II

Much of public relations historiography on World War II focuses on the government uses of the function. This study fills a gap in the literature by exploring how a non-governmental organization called the American Social Hygiene Association (ASHA) used persuasion communication efforts to enlist the aid of management, labor, and local communities in the United States in the control of venereal disease (VD) rates. The case study advances a more diverse understanding of how activists have utilized public relations and found that the social reformers’ use of persuasive communications strategies and activities aligned with the view of public relations as the strategic and intentional participation in the social construction of meaning to achieve a planned outcome.