Public relations activity in the new media in Israel 2012: Changing relationships

Technological developments bring with them perceptual changes that have forced public relations (PR) practitioners, who mediate between customers and consumers, to seek new ideas and directions. This research study examines the changes that have taken place in the work routines and tactics of PR practitioners in Israel, 2012 in light of the expanding use of the social media and the transition from traditional media usage to various combinations of traditional and new media activity. Changes in work routines and tactics were examined by means of quantitative content analysis, the internet visibility of 453 PR agencies in Israel and 23 interviews with PR personnel. The findings indicate the following: (1) the internet visibility of the PR agencies examined was low, and less than a quarter were active in the social platforms that were defined. (2) Differences were found between PR agencies active in the field of new media and those who implement traditional technologies regarding contact with clients, worker characteristics, means of conveying messages regarding clients, etc. (3) Specific tactics have been developed for implementing new media, such as responses over the net as part of crisis management and the use of a company blog to reinforce the client's brand. (4) The major reasons for not using the new media are fear of these innovations, established expertise in traditional media and a segment of customers that block attempts to implement new media. (5) The potential inherent in social media is not exploited by most Israeli PR agencies.     

Data craft: a theory/methods package for critical internet studies

ABSTRACT

Disinformation campaigns continue to thrive online, despite social media companies’ efforts at identifying and culling manipulation on their platforms. Framing these manipulation tactics as ‘coordinated inauthentic behavior,’ major platforms have banned culprits and deleted the evidence of their actions from social activity streams, making independent assessment and auditing impossible. While researchers, journalists, and civil society groups use multiple methods for discovering and tracking disinformation, platforms began to publish highly curated data archives of disinformation in 2016. When platform companies reframe manipulation campaigns, however, they downplay the importance of their products in spreading disinformation. We propose to treat social media metadata as a boundary object that supports research across platforms and use metadata as an entry point for investigating manipulation campaigns.

We illustrate how platform companies’ responses to disinformation campaigns are at odds with the interests of researchers, civil society, policy-makers, and journalists, limiting the capacity to audit the role that platforms play in political discourse. To show how platforms’ data archives of ‘coordinated inauthentic behavior’ prevent researchers from examining the contexts of manipulation, we present two case studies of disinformation campaigns related to the Black Lives Matter Movement. We demonstrate how data craft – the exploitation of metrics, metadata, and recommendation engines – played a prominent role attracting audiences to these disinformation campaigns. Additionally, we offer some investigative techniques for researchers to employ data craft in their own research of the disinformation. We conclude by proposing new avenues for research for the field of Critical Internet Studies.     

Live tweeting and building the digital archive; #NFQLR – who and what is it for?

This paper examines the temporal and ethical affordances of commercial social media platforms, such as Twitter, as tools for engaging in social research and knowledge exchange. Drawing on activity that took place during the New Frontiers in Qualitative Longitudinal Research seminar series, the article reports on using Twitter and other social media platforms to document, share and archive ‘data’ from a series of research events. It also experiments with new modes of research writing, using fragments of ‘data’ from Twitter to distil research knowledge and ideas, whilst also capturing the pace and form of this live method of social documentation and knowledge exchange. Bringing together conversations within digital sociology about how to ‘do’ time in digital research, with methodological debates among qualitative longitudinal researchers about how to research social and biographical continuity and change, the paper argues that the presentist focus in digital research is far from inevitable. Attending to time in digital media demands that we are alert to questions of authorship, audience and co-production, recognizing the labour of research and the provenance of research knowledge, ‘data’ and ideas.     

Vietnamese public relations practitioners: Perceptions of an emerging field

Our exploratory research into contemporary PR practice in Vietnam is underpinned by 12 semi-structured interviews with senior Vietnamese PR executives from various agencies. We selectively use professionalism as an underlying theoretical framework to explore key areas of PR as a profession in Vietnam by considering the impact of environmental variables such as culture and the media system. This paper provides a current snapshot of how an industry introduced by Western multinational corporations has adapted to the Vietnamese context.     

The disinformation landscape and the lockdown of social platforms

ABSTRACT

This introduction to the special issue considers how independent research on mis/disinformation campaigns can be conducted in a corporate environment hostile to academic research. We provide an overview of the disinformation landscape in the wake of the Facebook-Cambridge Analytica data scandal and social platforms’ decision to enforce access lockdowns and the throttling of Application Programming Interfaces (APIs) for data collection. We argue that the governance shift from user communities to social media algorithms, along with social platforms’ intensive emphasis on generating revenue from user data, has eroded the mutual trust of networked publics and opened the way for dis/misinformation campaigns. We discuss the importance of open, public APIs for academic research as well as the unique challenges of collecting social media data to study highly ephemeral mis/disinformation campaigns. The introduction concludes with an assessment of the growing data access gap that not only hinders research of public interest, but that may also preclude researchers from identifying meaningful research questions as activity on social platforms becomes increasingly more inscrutable and unobservable.     

Using value modeling to evaluate social media messages: The case of Hurricane Irene

Emerging technologies, advances in social media, and new communication platforms have transformed how crisis communicators reach their audiences and partner agencies in a variety of situations. Not only do individuals and organizations communicate differently during a crisis, but they are also perceived very differently; social media platforms and messages add to the challenges involved in maintaining the overall reputation of brands and corporations. To better understand the new messaging system and its effects, the researchers analyzed social media crisis messages and messaging theory through various qualitative and quantitative value modeling techniques and generated a simple baseline model for what constitutes a “good” crisis message. Using data collected during Hurricane Irene, the researchers used this baseline model to rank effective and ineffective messages to determine whether the most followed/forwarded messages fit this model, and to identify a set of new best practices for crisis communicators and reputation management monitors using social media platforms.     

Journalism–PR relations revisited: The good news,the bad news,and insights into tomorrow's news

Extensive research over the past 100 years has shown that the interrelationship between journalism and PR is tensioned and paradoxical, with negative perceptions of PR among journalists and trivialization and demonization of PR as ‘spin’ contrasted by claims of ‘symbiosis’ and evidence that 40–75% of media content is significantly influenced by PR. However, studies have been predominantly quantitative and most predate the recent ‘crisis in journalism’ and rapid growth of new media formats. This article reports in-depth interviews with senior editors, journalists and PR practitioners in three countries that provide new insights into journalism–PR relations today and identify trajectories for future research, education and practice.     

Reclaiming,proclaiming, and maintaining collective identity in the #YoSoy132 movement in Mexico: an examination of digital frontstage and backstage activism through social media and instant messaging platforms

This article starts from the recognition that digital social movements studies have progressively disregarded collective identity and the importance of internal communicative dynamics in contemporary social movements, in favour of the study of the technological affordances and the organizational capabilities of social media. Based on a two-year multimodal ethnography of the Mexican #YoSoy132 movement, the article demonstrates that the concept of collective identity is still able to yield relevant insights into the study of current movements, especially in connection with the use of social media platforms. Through the appropriations of social media, Mexican students were able to oppose the negative identification fabricated by the PRI party, reclaim their agency and their role as heirs of a long tradition of rebellion, generate collective identification processes, and find ‘comfort zones’ to lower the costs of activism, reinforcing their internal cohesion and solidarity. The article stresses the importance of the internal communicative dynamics that develop in the backstage of social media (Facebook chats and groups) and through instant messaging services (WhatsApp), thus rediscovering the pivotal linkage between collective identity and internal communication that characterized the first wave of research on digital social movements. The findings point out how that internal cohesion and collective identity are fundamentally shaped and reinforced in the social media backstage by practices of ‘ludic activism’, which indicates that social media represent not only the organizational backbone of contemporary social movements, but also multifaceted ecologies where a new, expressive and humorous ‘communicative resistance grammar’ emerges.     

Who’s missing out? The impact of digital networking behavior & social identity on PR job search outcomes

This study investigates how different aspects of social identity correlated with online networking and job search success. Undergraduates and recent graduates seeking public relations roles between 2020 and 2021 were surveyed (N = 355) for their early career job-seeking practices. The pre-existing lack of diversity in PR and the tendency to favor job candidates who are similar to the decision-maker means that the move to virtual relationship building and vetting may be especially impactful for diverse applicants. The results showed that networking was extremely important as over 94% of respondents found their position via networking of some sort. Respondents found roles most commonly via LinkedIn (57.5%), followed by other social media (49.9%). LinkedIn network size was positively correlated with more job offers, whereas Twitter and Facebook network sizes were insignificant. Those who identified as white used LinkedIn more and had more job offers than those who identified as BIPOC. Veterans and those receiving need-based assistance also reported having fewer job offers. This paper extends the strength of weak ties theory by demonstrating the importance of weak ties in digital networking in the PR industry. This research suggests that maintaining weak ties via LinkedIn is valuable for success in digital networking, particularly by growing a robust LinkedIn network and maintaining an active profile. Practical advice for PR educators and students illustrates how to enhance LinkedIn use to promote equity in digital networking. Moreover, the PR field may promote diversity among applicants and hires through mentoring, recruiting, and growing their own diverse digital network.     

The problem of intersectionality as an approach to digital activism: the Women’s March on Washington’s attempt to unite all women

ABSTRACT

This study examined the convergence of activism and intersectionality to understand how communicators create messages about social justice issues using social media. This is particularly relevant for public relations today, as digital activism almost ubiquitously involves bringing together conflicting publics who are active and social media-savvy, meanwhile maintaining an organizational brand/mission. Using the 2017 Women’s March on Washington (WMW) as an object of study, we explored how campaign messages reflected principles of intersectionality, consensus- and dissensus-based communication, and organizational self-reflection. We conducted a thematic analysis of posts from the WMW’s social media accounts as well as media quotes by the organizational leaders to get at the leaders’ intentions in their message design. Data suggested that messages of inclusivity as well as of necessary discord were employed to enact political change for WMW’s publics. We argue that although the WMW was not wholly intersectional, particularly in determining its political agenda, the efforts toward intersectionality are notable for theory-building and reflective practice, particularly for social mediated campaigns. The study proposes a theory for digital intersectional communication to guide future research and advocacy work.     

After the ‘APIcalypse’: social media platforms and their fight against critical scholarly research

ABSTRACT

In the aftermath of the Cambridge Analytica controversy, social media platform providers such as Facebook and Twitter have severely restricted access to platform data via their Application Programming Interfaces (APIs). This has had a particularly critical effect on the ability of social media researchers to investigate phenomena such as abuse, hate speech, trolling, and disinformation campaigns, and to hold the platforms to account for the role that their affordances and policies might play in facilitating such dysfunction. Alternative data access frameworks, such as Facebook’s partnership with the controversial Social Science One initiative, represent an insufficient replacement for fully functional APIs, and the platform providers’ actions in responding to the Cambridge Analytica scandal raise suspicions that they have instrumentalised it to actively frustrate critical, independent, public interest scrutiny by scholars. Building on a critical review of Facebook’s public statements through its own platforms and the mainstream media, and of the scholarly responses these have drawn, this article outlines the societal implications of the ‘APIcalypse’, and reviews potential options for scholars in responding to it.     

‘My profession is gone’: how social workers experience de-professionalization in the Netherlands

Recently social work in the Netherlands underwent two major changes. Specialized agencies were replaced by one-stop shops (district teams) and the welfare state was replaced by a ‘participation society’, in which vulnerable groups have to rely on their social network rather than resort to professional care. The first change is termed ‘de-specialization’; the second ‘basic de-professionalization’. The research question in this article is: how do Dutch social workers experience and evaluate these two developments? Qualitative interviews with 29 experienced social workers show that most of them endorse de-specialization, as this type of aid is deemed better for clients with complex problems. Moreover, many social workers like to take on new tasks. Basic de-professionalization is met with more reserve. Social workers observe that many clients do not have a suitable network and need professional help. In addition, they feel that their profession is being degraded as lay people and volunteers take over (part of) their work. However, they feel unable to resist this development, because resistance might get them sacked. Some social workers even enhance basic de-professionalization because of their willingness to continue working as (retired) volunteers. Social workers and theorists need to address and counter the move towards basic de-professionalization.     

Engagement across three social media platforms: An exploratory study of a cause-related PR campaign

This study analyzed a social media campaign promoting child welfare to explore the associations among people's social media use, their engagement with different social media platforms (blog, Facebook page, Twitter account), and three intended behavioral outcomes (social media behavior, offline communication behavior, and helping behavior). An online survey of 73 participants shows that people's use of each social media platform was significantly related to their engagement with it at a bivariate level (when the other control variables were not considered). Social media use was also related to all three behavioral outcomes. Additionally, users’ engagement played a significant mediating role in the relationship between their social media use and their offline communication behavior.     

The ‘proper’ way to spread ideas through social media: exploring the affordances and constraints of different social media platforms as perceived by Italian activists

Social media have become a relevant arena for different forms of civic engagement and activism. This article focuses on the affordances and constraints of different social media platforms as they are perceived by Italian activists. Instead of focusing on single protest movements, or on single platforms, we adopt a media ecological approach and consider a variety of environments where people can choose to express protest‐related content. Our main goal is to explore whether, and how, the affordances and constraints of different social media platforms are perceived by users, and how such perceived differences are integrated in everyday social media activities. To this end, we combined in‐depth interviews with an adapted version of the cognitive walkthrough and thinking aloud techniques. Respondents reported that they act on social media platforms according to specific representations of what each platform ‘is’, and how it works. Such perceptions affect users’ protest‐related social media practices. Although they perceive major social media platforms filtering strategies and are aware, to different extents, of their commodified nature, they report continuing to use them for activism‐related communication, often adopting an instrumental approach.     

The struggle for ‘our streets’: the digital and physical spatial politics of the Ferguson Movement

ABSTRACT

The Ferguson Movement of 2014 and 2015 reached national salience immediately following the murder of Michael Brown, after residents took to social media platforms to report from what many activists called ‘ground zero.’ Some popular and scholarly conversations have couched the movement largely through its online manifestations; this study, however, places the movement within the intersections of digital and physical space as well as the broader political context of St. Louis. Triangulating data from 21 unstructured interviews with local activists in St. Louis, Missouri with GIS and digital media analysis, we illustrate how activists in the Ferguson Movement organized within St. Louis’ physical space and challenged popular arguments about resistance in digital space. Consequently, we argue that social movements’ placeness remain important despite recent emphases on digital media.     

Supervisor and policy roles in social media use as a new technology in child welfare

This analysis examines the role of agency policy and supervision in the decision-making of child welfare workers about their work-related social media use. Data were collected using a mixed-methods internet-based survey of 171 child welfare workers and interns about their social media use related to their direct-practice work with child welfare clients. The study finds that supervisor approval and agency policy is correlated with worker's social media use, and that workers find utility in social media use, but have poor clarity about how they should use social media in the child welfare work setting. These results suggest a need for agency policy and practice guidelines. Implications for child welfare agencies include an opportunity to consider the types of policy development necessary to ensure that multiple stakeholders are represented in policy and practice decisions, and that they reflect the possible benefits and risks of social media use.     

The rhythms of social movement memories: the mobilization of Silvio Meier’s activist remembrance across platforms

ABSTRACT

This article presents a temporal analysis of the activist remembrance of Silvio Meier, a prominent member of Berlin’s radical left scene, who was stabbed to death in 1992. It asks: when has Meier’s activist remembrance occurred and been remediated, with what rhythms, and how has it been influenced by different platforms? To answer these questions, the article draws on the literature dedicated to the interface between social movements and collective and connective memory, and applies Lefebvre’s rhythmanalysis approach. Within this approach a diverse set of material is used to visualise the timing of the digital and non-digital remediation and mobilisation of Meier’s remembrance across different platforms of memory including commemorative events, newspapers, websites and social media. Thereafter the various temporalities of use associated with these platforms and how they can influence the mobilisation of remembrance by social movements is discussed using Lefebvre’s concepts of polyrhythmia, arrhythmia, isorhythmia, eurhythmia and with respect to, firstly, a fifteen-year period between 2002 and 2017 and secondly, a fifteen-day period between 15 November and 30 November 2012 around the twentieth anniversary of Meier’s death. The article concludes by introducing another Lefebvrian concept – dressage – in order to consider which rhythms of activist remembrance might most benefit social movements and their goals. Overall, by demonstrating the importance of attending to the when and not only the what, who, where and how of social movement memories and by highlighting the need to consider the temporal influence of the different digital and non-digital platforms that activists use, as well as, by indicating the broader potential of applying rhythmanalysis approaches to instances of activism, the article has broader relevance for the further study of social movements, their use of different media and their mobilization of memory.     

Digital survivance and Trickster humor: exploring visual and digital Indigenous epistemologies in the #NoDAPL movement

ABSTRACT

The decolonizing turn in the humanities and social sciences calls for scholarship that analyzes social media practices through the lens of Indigenous epistemologies. In this article, we model the ways that Indigenous epistemologies might contribute to theories of social media practices as we explore ways that the digital image can drive identification with and engagement in political acts. The article analyzes social media tropes circulated across various platforms among Indigenous communities and allies in relation to the #NoDAPL movement. We argue that attempting to analyze Native American traditions through Western theory will only work towards colonizing these Indigenous texts. Thus, whereas we employ insights from digital and visual methods of analysis (Highfield, T., & Leaver, T. (2016). Instagrammatics and digital methods: Studying visual social media, from selfies and GIFs to memes and emoji. Communication Research and Practice, 2(1), 47–62), we also highlight the strategic use of humor in the visual materials shared through various social media platforms utilizing the framework of the Trickster. We argue that the visual and digital phenomena we studied might best be understood as a form of digital survivance, drawing upon Anishinaabe scholar Gerald Vizenor [(1994). Manifest manners: Postindian warriors of survivance. Hanover, CT: Wesleyan University Press]. term ‘survivance’ as a portmanteau that combines ‘survival’ and ‘resistance’ in its characterization of Indigenous storytelling traditions. Whereas centering the Indigenous figure of the Trickster might suggest that social media has failed to live up to its promises, this epistemological approach also explains the hope that Indigenous communities hold in uniting via social media for what has been and continues to be a long-term battle for sovereignty and for the protection of the earth and all of its beings.     

A decade of social media in public relations research: A systematic review of published articles in 2010–2020

Social media (SM) has become a key operating channel in public relations (PR) and triggered PR scholars to learn more about the value of SM. Using a systematic review, this study was designed to investigate the authorship, topics, methodologies, and theoretical frameworks featured in SM-related PR research in the period of 2010–2020. A total of 575 articles from nine PR-focused peer-reviewed journals were selected and content-analyzed. The findings provide a better understanding of SM research in the field of PR and suggest future directions for SM research, including diverse SM platforms, big data, ethical challenges, and SM usage during COVID-19.