When tourists are your “friends”: Exploring the brand personality of Mexico and Brazil on Facebook

Adopting Aaker's (1997) framework, this study explored how popular tourist destinations, Mexico and Brazil, communicate their brand personality through Facebook, and which personality traits their Facebook “friends” associate with them. Results of computer-aided content analysis indicated that both countries’ tourism promotion messages emphasize distinct brand personality traits. However, Mexico's public relations efforts were more successful than Brazil's in transferring projected brand personality to its Facebook “friends”.     

Campaigning in the fourth age of political communication. A multi-method study on the use of Facebook by German and Austrian parties in the 2013 national election campaigns

Starting from the contribution to the discussion on a fourth age of political communication, here we argue that, as a consequence of how the Web 2.0 has changed political campaigns, the theoretical time-bound three-phase models of political campaigning must be reconsidered. We propose four ideal campaign types based on their ideal-typical target audience: partisan-, mass-, target group- and individual-centered campaigns. In reality, each campaign combines elements of all types. To examine this mixture empirically, we apply a most similar systems design and investigate five German and six Austrian parties’ use of Facebook in the 2013 national election campaigns. On the basis of face-to-face interviews with the campaign managers and a quantitative content analysis of the respective parties’ Facebook pages, we analyze how parties used Facebook as a campaigning tool to inform, interact with, and mobilize voters, as well as which target audiences they addressed. We find that, although the campaign managers declare Facebook their most important Web 2.0 campaigning tool, the German and Austrian parties did not make use of Facebook’s interactive and mobilizing potential, rather relying on mass-centered information, possibly due to the framework conditions in both countries. Based on our findings, we conclude that the role of context for election campaigning should be discussed more carefully.     

Is your church “liked” on Facebook? Social media use of Christian congregations in the United States

Despite the increasing interests in social media platforms among religious congregations, little is known about the patterns of these organizations' social media use. This study examines religious congregations' adoption of Facebook, using the data from the 2012 National Congregations Study. The results show that Christian congregations' involvement in nonreligious activities, both social service and political activities, predicts their Facebook adoption. Congregations' membership size and staff resources are also positively associated with their Facebook use. Other organizational characteristics, including religious tradition, clergyperson's age, and urban location, also explain congregations' Facebook use. Overall, the findings suggest that Christian congregations' adoption of social media platforms is closely related with their community outreach and social marketing activities as well as their resources. This study concludes with suggestions for narrowing the gap in social media use between resource‐rich and resource‐restricted congregations, as well as between urban and rural congregations.     

Changing Facebook profile pictures as part of a campaign: who does it and why?

People changing their Facebook profile picture in support of social and political campaigns has recently become relatively common, particularly among young people. The current study presents an analysis of young people who change their profile picture and their motivations to do so. Using original data collected among less than 35 years old Facebook users (N?=?267), we find that besides the intensity of Facebook use, offline engagement in protest and boycotts has a significant and positive effect on the likelihood to change one's profile picture as part of a campaign. Hence, the opportunity for Facebook users to engage in politics by changing a profile picture to support a campaign seems to be seized more often by young people who are politically engaged offline than by those who are not. Among those who change their profile picture, raising awareness seems to be the primary motivation to do so. Identity formation is also a crucial motivation, in particular for profile pictures changes to support a political party and the marriage equality campaign.     

Youth workers' use of Facebook for mediated pastoralism with juvenile delinquents and youths-at-risk

Youth work seeks to rehabilitate juvenile delinquents for re-entry into mainstream society and to prevent youths-at-risk from falling into delinquency, thus necessitating that youth workers assiduously monitor their clients. With the avid use of social media by youths, youth workers must also adopt these communication platforms to reach out to their young clients. Drawing from interviews with youth workers, this study analyses how they use Facebook to communicate with their clients and monitor their activities. Surveillance forms a key thrust of youth workers' professional use of Facebook, enhancing their ability to oversee these youths' personal development for the purposes of mentoring and rehabilitation. Contrary to dystopian, power-centric conceptions of surveillance, the study finds that the youth workers' surveillance of their clients is undergirded by care and beneficence, better understood using Foucault's concept of pastoralism. Through mediated pastoralism via Facebook, these youth workers can derive a more extensive picture of their clients, including their emotional state and peer interactions. With this knowledge, the youth workers can then calibrate their interventions more strategically and only step in when their clients engage in behaviour that poses significant risks or danger. In so doing, the youth workers foster sustainable social capital with their clients that they can still leverage over time. Facebook communications also help the youth workers to bridge communication gaps with these youths. The study also examines how the youths resist the youth workers' oversight in various ways.     

Identity,selfhood and dementia: messages for social work

Dementia has been identified as a policy priority area for the European Union (EU). Given projected figures on the global increase in dementia over the next few decades, working with people with dementia is likely to become an even more prominent area of activity for social workers in older people's services. Recent research has begun to engage with the subjective experiences of people with dementia and there is considerable focus within nursing literature on their active efforts to maintain identity and selfhood. However, these issues have received little attention within the domain of social work. This paper reviews recent research on the subjective experiences of people with dementia and discusses the implications for social work in relation to: early intervention; communication and assessment, and support arrangements. Based on experience in England, it is argued that the current policy and practice context constrains social work's ability to respond to these issues and that a supportive organisational context, as well as high levels of skill, time and commitment, are required if concepts of personhood and citizenship are to have meaning in practice.     

Populism and social media: how politicians spread a fragmented ideology

Populism is a relevant but contested concept in political communication research. It has been well-researched in political manifestos and the mass media. The present study focuses on another part of the hybrid media system and explores how politicians in four countries (AT, CH, IT, UK) use Facebook and Twitter for populist purposes. Five key elements of populism are derived from the literature: emphasizing the sovereignty of the people, advocating for the people, attacking the elite, ostracizing others, and invoking the ‘heartland’. A qualitative text analysis reveals that populism manifests itself in a fragmented form on social media. Populist statements can be found across countries, parties, and politicians’ status levels. While a broad range of politicians advocate for the people, attacks on the economic elite are preferred by left-wing populists. Attacks on the media elite and ostracism of others, however, are predominantly conducted by right-wing speakers. Overall, the paper provides an in-depth analysis of populism on social media. It shows that social media give the populist actors the freedom to articulate their ideology and spread their messages. The paper also contributes to a refined conceptualization and measurement of populism in future studies.     

Political participation and web 2.0 in Europe: A case study of Facebook

The goal of this paper is to obtain the model for political participation on social network sites in Europe with a focus on European politics. We want to find out if and how European citizens are interested in using Facebook in political communication on the European level and if that can lead to more participation and more inclusion of citizens in the political processes on the EU level. We are interested in discovering more about the interconnection of political participation in the ‘offline’ world and the use of web 2.0 for political communication purposes.     

The role of social media on positive youth development: An analysis of 4-H Facebook page and 4-H'ers' positive development

With the hope of raising children to become responsible and active citizens with upstanding values, many youth-related organizations have focused their efforts on providing quality opportunities to encourage early participation in civic engagements. Many organizations actively engage in social media to fulfill their goals most effectively. Social media offer the potential to promote those opportunities, communicate with youth, and eventually facilitate positive youth development. Considering the importance of social media among youth, it is critical to understand how to use it as a tool to foster youth development. Therefore, utilizing the positive youth development (PYD) framework, this study examines the role of Facebook communications in developing six traits—competence, confidence, connection, character, compassion, and contribution—and their effects on youth civic engagement by analyzing a 4-H club case. Mixed methods are used to conduct a two-step study. The first step analyzes communication patterns of the national 4-H Facebook page through content analysis of posts from 2009 to early 2015. For the second step, seven in-depth interviews were conducted with recent 4-H alumni, who used the official 4-H Facebook page during their period of membership. The findings emphasized the critical role of social media in fostering positive development of youth and future civic engagement, and practical implications are discussed.     

Open media or echo chamber: the use of links in audience discussions on the Facebook Pages of partisan news organizations

This study evaluates the use of hyperlinks in audience discussions on the Facebook Pages of two partisan cable news organizations: the liberal-leaning Rachel Maddow Show and the conservative O'Reilly Factor, to investigate to what extent linking might intensify partisan political discussion or infuse a variety of perspectives into online communication. The results suggest that these Facebook audiences show a preference for a small group of information resources; furthermore, the two audiences shared an even smaller number of information resources in common. The findings support previous research that suggests a relatively small number of information resources receive most of the news audience traffic, and provide some support for other studies that indicate that partisan political discussions on social media are segregated by political orientation.     

Promoting responsible gambling via prevention messages: insights from the evaluation of actual European messages

Prevention messages are short sentences supposed to broadcast preventive intentions. Three types of messages are noticeable: messages correcting erroneous beliefs, messages informing about the risks and messages promoting responsible gambling. While the results in the literature about messages promoting results are alerting, they are frequently used in European prevention campaigns. The present study relied on language and semantics models to evaluate the communicative and preventive values of 14 messages: 7 were actual European prevention messages and 7 messages were created for the study. Overall, 339 participants answered an online questionnaire in which they evaluated the communicative value of one of the messages and then ranked all the messages according to their preventive level. Results showed that messages informing about the risks and messages correcting erroneous beliefs have a higher level of communicative value than messages promoting responsible gambling. Indeed, the latter are judged as more ambiguous and as less preventive than the two other types of messages. As models of conversational pragmatics suggest that ambiguous messages convey at least two interpretations, the article discusses the possibility that individuals comprehend these messages as incentives to control their impulses (prevention) and incentives to control the game (promotion).     

Pulling ads,making apologies: Lowe's use of Facebook to communicate with stakeholders

This study examines the use of Facebook by Lowe's to reach its stakeholders after the controversial decision to pull its advertising from TLC's All-American Muslim. Through an online survey, the study gauges people's thoughts about the use of Facebook to apologize. Results showed significant differences based on age, race/ethnicity, and political affiliation regarding the use of Facebook and significant differences based on education, time spent on Facebook, political affiliation and race/ethnicity regarding the wording of Lowe's apology.     

Translating messages from research on child development into social work training and practice

Social work training should equip students with both the knowledge and the skills required for good practice. Although research messages are available through books and papers, they may more easily be conveyed through the repeated use of practice tools which have been developed from research findings. The Looking After Children Assessment and Action Records have been used in formal social work training to help students develop competencies, but their value as a means of conveying a knowledge basis of key issues in child development has yet to be exploited. The Children and Families Assessment Programme has a similar potential, to help practitioners set child protection issues within a developmental framework and further their understanding of those factors that impede children's satisfactory progress. New requirements to provide routine data on children's progress for aggregation and analysis can both improve practitioners' skills and understanding of the purpose of management information, as well as providing evidence of the effectiveness of services.     

Online political public relations as a place-based relational practice: A cultural discourse perspective

This study introduces the theoretical and methodological approach of Carbaugh’s (2007) cultural discourse analysis (CuDA) to advance the research agenda on political public relations. I discuss how CuDA, as an extension of the ethnography of communication (EoC), provides clues to unexpected success in an election campaigning. Using the 2016 Hong Kong lawmakers’ election as an empirical example, the most discussed Facebook posts of an election candidate, and 6800 online comments from the public are studied. I identify the socio-cultural meanings that are used and can be used to engage public-to-public election canvassing. This study shows that the prominent discursive hubs of dwelling and relation organize networked publics to canvass. Responding to the socio-cultural turn of the literature, this study grounds the theorization of political public relations in practice. The evaluation of different approaches to discourse also moves the field forward methodologically.     

Fostering democracy through social media: Evaluating diametrically opposed nonprofit advocacy organizations’ use of Facebook,Twitter, and YouTube

Nonprofit organizations contribute to a democratic society by allowing those with diverse opinions to assemble and voice these ideas. Social media has provided an extensive new marketplace in which such organizations can give voice to their ideas. Thus the purpose of this study was to explore and assess the use of social media (Facebook, Twitter, and YouTube) for advocacy by nonprofit organizations with diametrically opposed points-of-view on two social issues, the pro-gun/gun control issue and the pro-choice/pro-life issue. Results of this study indicate that nonprofit advocacy organizations are using social media to ethically persuade people to their point of view, for the most part through use of one-way communication. Moreover, organizations are using the various social media for different purposes, providing thanks and recognition on Twitter, and soliciting feedback and other two-way communication with stakeholders on Facebook. Use of authority figures to communicate messages is generally reserved for YouTube.     

Terms of engagement: Facebook and Twitter use among nonprofit human service organizations

This study uses Lovejoy and Saxton's (2012) hierarchy of engagement to analyze how nonprofit human service organizations use Facebook and Twitter to engage stakeholders. Their framework has not been applied to this nonprofit subgroup, and most previous scholarship on this topic focuses on just one platform. We also contribute by drawing on organizational theory to better understand variation in the modes of engagement organizations emphasize. Based on our analysis, we add new subcategories to the hierarchy of engagement. In addition, we find that compared to other nonprofit subgroups examined in previous research, the organizations in our sample placed a greater emphasis on using social media messages to ask stakeholders to take action. We report only modest variations in how organizations were using Facebook and Twitter. Finally, according to our results, resource dependence and stewardship theories help explain the modes of engagement organizations prioritize.     

Go viral on the Facebook! Interactions between candidates and followers on Facebook during the Hungarian general election campaign of 2014

The study addresses the question of what type of political content can trigger reactions from electoral candidates’ followers on Facebook. Citizens’ reactivity is increasingly important in contemporary political communication. The politicians’ posts can reach the wider public through the citizens’ public reactions. While we have extended knowledge about mass media reactivity, citizens’ political reactivity on social media is highly underexplored. This study is intended to fill this gap by examining what type of political content can trigger reaction from followers on politicians’ Facebook pages. The data contain 7048 Facebook posts by 183 single-member district candidates posted during the Hungarian general election campaign in 2014. The unit of analysis is the individual Facebook post, and the dependent variables are the numbers of likes, comments, and shares. The independent variables are the structural (text, picture, video, etc.) and substantial (content, emotional tone, etc.) characteristics of each post, after controlling for, inter alia, a general follower-activity score on politicians’ Facebook pages. Results showed that citizens are highly reactive to negative emotion-filled, text-using, personal, and activity-demanding posts. Virality is especially facilitated by memes, videos, negative contents and mobilizing posts, and posts containing a call for sharing.     

Baoren Baoguo: Zhongguo Xinwenshi De Lingyizhong Dufa [To Serve the Nation: Journalists as Prisms of Chinese Press History] edited by CHIN-CHUAN LEE

Social networking sites (SNS) have become an important vehicle for corporate communication. However, there has been little research on how East Asian firms use international SNSs to communicate with global stakeholders. This study compares the communication strategies of Chinese and Japanese companies on Facebook and Twitter and analyzes the public responses and complaints on these corporate SNSs. The results revealed that in addition to the traditional strategies of corporate ability (CA) and corporate social responsibility (CSR), Chinese and Japanese firms adopted the human interest (HI) strategy. The results showed that the Chinese companies in the study sample had a stronger preference for the CSR and interactive strategies, and they responded faster to online complaints compared with the Japanese firms, which were more likely to adopt the strategy of transferring in handling complaints. Moreover, “inviting participation into events” and “seeking specific feedback” were two types of interactive messages that received the highest numbers of responses from the public on Facebook, whereas “promoting sales” showed the highest engagement on Twitter. This study is the first to compare the effectiveness of different corporate response strategies for specific complaint topics on social media. Thus, it contributes to the literature on stakeholder–company interactions.     

Three dimensions of the public sphere on Facebook

The article provides an empirical analysis of the online public sphere in the three dimensions introduced by Dahlgren (2005): structural, representational and interactional. The main subject of analysis is the largest social networking site – Facebook – and Polish users’ activity on the Facebook Pages of political parties and politicians. The researchers analysed data about all users active on those Pages during two 4-month periods in 2013 and 2015. The results of the study show that only a small fraction of Facebook users are active in public political discussions that take place on political Facebook Pages (structural dimension). However, the level of engagement depends on the current political events taking place within the public sphere offline, and users are more active during electoral campaigns. Moreover, Facebook does not provide an alternative public sphere for political actors that are less present in mainstream media. Parties and politicians that are visible in traditional media are also attracting active fans in social media (representational dimension). Nonetheless, non-parliamentary groups have more active fans than would result only from their popularity in mainstream media. Finally, the online public on Facebook is fragmented and clustered into homogenous political groups (interactional dimension), thus supporting the hypothesis on ‘echo chambers’ presented by Sunstein (2001). The divisions are smaller when there are significantly more users involved. However, most of these cross-cutting links are the result of the electoral campaign.     

What is platform governance?

ABSTRACT

Following a host of high-profile scandals, the political influence of platform companies (the global corporations that that operate online ‘platforms’ such as Facebook, WhatsApp, YouTube, and many other online services) is slowly being re-evaluated. Amidst growing calls to regulate these companies and make them more democratically accountable, and a host of policy interventions that are actively being pursued in Europe and beyond, a better understanding of how platform practices, policies, and affordances (in effect, how platforms govern) interact with the external political forces trying to shape those practices and policies is needed. Building on digital media and communication scholarship as well as governance literature from political science and international relations, the aim of this article is to map an interdisciplinary research agenda for platform governance, a concept intended to capture the layers of governance relationships structuring interactions between key parties in today's platform society, including platform companies, users, advertisers, governments, and other political actors.