Exploring dialogic strategies in social media for fostering citizens’ interactions with Latin American local governments

Although the benefits of social media for enhancing citizens’ interactions with their local governments are well known in a more global context, few studies have focused on Latin America, or on the MERCOSUR countries in particular. This paper examines the use of dialogic strategies in the social media activities of local governments in MERCOSUR countries in order to generate citizens’ online engagement. Analysis of this question enhances our understanding of the use of social media by local governments in less developed countries and highlights the need for empirical evidence on the use of dialogic communication theory regarding stakeholder engagement with social media. The findings obtained reflect the positive influence of dialogic strategies on citizens’ online engagement, particularly those based on dialogic loop, useful information and generation of return visits, aimed at fostering participation via social media.     

What do Stakeholders Like on Facebook? Examining Public Reactions to Nonprofit Organizations’ Informational,Promotional, and Community-Building Messages

Although public relations scholarship has often discussed the possibilities of dialogue and engagement using social media, research has not truly explored this dynamic. Instead, research on social media platforms has focused on measuring the content and structure of organizational profiles. This study seeks to enhance the field's discussion about social media engagement by determining what organizational content individual stakeholders prefer on Facebook in terms of liking, commenting, and sharing. A content analysis of 1,000 updates from organizations on the Nonprofit Times 100 list indicates that, based on what they comment on and like, individuals prefer dialogic, as well as certain forms of mobilizational, messages; however, they are more likely to share one-way informational messages with their own networks. These findings are interpreted using practical and theoretical implications for the practice of public relations.     

Developing a multi-level organization-public dialogic communication framework to assess social media-mediated disaster communication and engagement outcomes

Dialogic communication has long been viewed as vital for effective organization-public relations. Yet, it is under-theorized whether and how organizations’ disaster communication messages may embody dialogic communication principles, and how various dialogic features are associated with different public engagement outcomes on social media. Extending the Organization-Public Dialogic Communication (OPDC) framework to the context of social media-mediated disaster communication, we propose a multi-level framework to assess the dialogic capacity of Facebook messages sent by disaster management organizations during a natural disaster. Three levels of dialogic communication characteristics (i.e., message structure-level, topic-level, and linguistic level) are examined using content analysis and Linguistic Inquiry and Word Count (LIWC). Results identified media richness, correcting, and confirming topics as three consistent predictors of public engagement of all types. Meanwhile, there exhibit greater variations regarding how other topical features and linguistic characteristics are related to public’s cognitive, emotional, and behavioral engagement during a disaster.     

Dialogic communication in the health care context: A case study of Kaiser Permanente's social media practices

This case study examines how one of the largest not-for-profit health care organizations in the US, Kaiser Permanente, uses social media to communicate with its stakeholders. Through content analysis and interviews, this study identifies the communication models reflected in a sample of social media posts and examines the organization's approach to using social media. The study finds evidence of both one-way and two-way communication models, as well as principles of dialogic communication. The implications of these findings are discussed.     

Social media crisis communication: Enhancing a discourse of renewal through dialogic content

This qualitative study investigates through a case study how dialogic content, which is shared on social media, facilitates stakeholder support and builds relationships to advance a discourse of renewal. Prior research on crisis communication in social media thoroughly investigated crisis response theories relating to reputation management and image restoration. To date, however, a paucity of research has considered how content could facilitate stakeholder support and relationships in crisis communication.The findings show that when an organization commits to transparent, interactive dialogue during a social media crisis on a social media platform, stakeholders are pulled to authentic content because they are interested and actively seeking for relevant information. Dialogic content may also boost stakeholder support and encourage relationship building to help move the organization forward after the crisis with dialogic communication. The insights gained from this study create value for wider audiences in terms of how dialogic content can be used for social media crisis communication, to move beyond reputation and image repair to become meaningful to stakeholders.     

A systematic analysis of research applying ‘principles of dialogic communication’ to organizational websites,blogs, and social media: Implications for theory and practice

The purpose of this study was to analyze peer-reviewed research that applied principles of dialogic communication to organizational websites, blogs, and social media. We identified 79 relevant studies and found that 83% reported the results of a content analysis. Only 25% of studies presented a theoretical implication; 75% discussed practical implications. Future research must distinguish between analyzing structural features of web-based organizational communication and studying dialogue. Differences in power and access to resources between organizations and publics should be incorporated into studies seeking to advance a dialogic theory of public relations.     

Managing relationships on Facebook: A long-term analysis of leading companies in Germany

The purpose of this study is to investigate how companies manage relationships with publics on social media. Based on the concepts of functional and contingency interactivity, the study examines the long-term implementation of three interactive strategies derived from research on organization-public relationships: dialogic communication, transparent communication, and informal communication. The study sheds further light on relational outputs and outcomes. The results of content analyses of leading German companies’ Facebook pages in 2012, 2015, and 2018 indicate the growing importance of dialogic communication and informal communication. There is a constant relation between dialogic communication and the extent of user interaction, with the analysis suggesting that dialogic communication is used to manage critical user comments. Hence, the long-term study contributes to a deeper understanding of professionalization in corporate social media communication. It provides evidence for PR scholars and professionals that there are effective features on Facebook for managing sustainable relationships.     

Moving forward the dialogic theory of public relations: Concepts,methods and applications of organization-public dialogue

Advanced information and communication technologies and social media (Web 2.0) have significantly shaped every aspect of contemporary society since Kent and Taylor’s (1998) proposal of dialogic principles, which later evolved into dialogic theory of public relations. It is now time to move the theory forward. The special section aims to advance the dialogic theory of public relations by reviewing the scholarship in organization-public dialogue to pinpoint critical issues for its development and introducing studies that take the dialogue approach to examine a range of public relations practices in China. In this introduction, we first identify critical issues to be addressed for the development of the dialogic theory of public relations and then introduce the articles included in the section. We conclude by proposing research directions for the theoretical and practical development of the dialogic approach to public relations.     

Building Skills for Civic Engagement: Children as Agents of Neighborhood Change

ABSTRACT

This study examines civic engagement and social development in children (N = 73) from public housing neighborhoods. Much of the research on civic engagement and social development focuses on youths and college students and the influence of participation in community service. This study addresses younger children in the process of social development and acquiring the seeds for civic engagement. Participants (X age = 9.25 years) learned to observe, photograph, and assess neighborhood strengths and challenges. They engaged in democratic processes to compile findings and present them to community members. Results indicate statistically significant changes in civic engagement and social development. Qualitative findings expand on these quantitative results. Implications for community practice and research are discussed.     

Engaging publics in the mobile era: A study of Chinese charitable foundations’ use of WeChat

WeChat, the most widely used social mobile application nowadays in China, marks the advent of a mobile communication age that has reshaped Chinese people’s lifestyles. Understanding Chinese nonprofits’ communication performance on WeChat is a nascent field of study that calls for public relations scholars’ attention and investigation. By observing the most transparent Chinese charitable foundations, this study conducted a quantitative content analysis to examine their use of WeChat for dialogic communication with publics. Particularly, this study examined the dialogic features employed on the official WeChat accounts of these foundations as well as the public engagement functions fulfilled by their WeChat posts. The findings indicate that the dialogic potential of WeChat has not been fully utilized by the Chinese foundations. The official accounts have been relatively successful in fulfilling the provision of useful information toward interested publics, but most of them still have not created a dialogic loop with their audience. The WeChat posts primarily act as information sources but also perform the salient function of calling upon actions. In addition, certain communication strategies were identified in the posts to attract audience attention and to promote organizational activities, such as the incorporation of multimedia content and popular online events.     

A systematic review on the application of dialogue in public relations to information communication technology-based platforms: Comparing English and Chinese contexts

This study aims to systematically analyze and compare studies applying the dialogue approach in public relations to information communication technologies (ICTs) under English and Chinese context. Specifically, we want to investigate the subjects, the adoption of dialogic principles, and the processing of additional valuables of dialogue in selected studies. By identifying 68 relevant peer-reviewed journal articles under English context and 13 under Chinese context, we analyzed different subjects in selected publications, including their research topics, methods, samples and objectives. Moreover, our study also revealed the following results: (1) three dialogic principles were well adopted while the other two were not; (2) public engagement was the most common effect; (3) organizational response was the most common antecedent to dialogue implementation. Future studies are recommended to diversify research methods, topics and relevant technologies. We also call for developing theoretical models for dialogue in public relations and updating dialogic principles and measurements. Based upon the fact that the dialogue approach is less studied under Chinese context, we also offer a path to construct effective and ethical communication between organizations and publics on various ICT-based platforms in Greater China.     

Dialogic strategies and outcomes: An analysis of environmental advocacy groups’ Facebook profiles

Previous studies of advocacy groups’ Web sites suggest that the use of dialogic strategies could lead to greater dialogic communication. This study examined whether dialogic strategies utilized by environmental advocacy groups via their social networking profiles lead to greater dialogic engagement between organizations and visitors. This study offers the first examination of the relationship between the creation of an online space for dialogue and actual dialogic engagement by identifying and measuring six dialogic outcomes.     

An analysis of the mobile readiness and dialogic principles on Fortune 500 mobile websites

With the rise in mobile technologies, companies must be aware of how various stakeholders are using their websites through their mobile devices. Using a content analysis, this study analyzed the five dialogic principles of Fortune 500 websites accessed from mobile phones and also assessed their mobile readiness. While most companies did not have mobile websites, more non-mobile websites featured the dialogic principles due to their targeting of multiple stakeholders as mobile websites appeared to be more customer-centric.     

Changes in the social definition of early childhood and the new forms of symbolic violence

Conclusion The nursery school may be considered an institution and a market where the habits produced by the family are moulded, developed and standardized; thus, it is confronted with an objective definition of early childhood embedded in pedagogical practices. The proper objective of a sociology of nursery-school practice is the analysis of the lag between the functions delegated to the school by the different social classes and the functions which it objectively tends to fulfill. Here we have the best test of the lag between the pedagogic demands of the different classes and what the schools supply-which is very abstract, with results that are only visible at a later stage in the school career. It is not so much a question of learning to read or of preparing to do so (the acquisition of certain logical operations or a developed sensitivity, of acquiring a few I.Q. points). This learning takes place through many varied activities which apppear to be far from the learning function.All told, the conditions for understanding nursery-school exercises flow from the conditions for inventing these exercises. For instance, in games of manipulation, construction, classifying various objects, is not some knowledge of Piaget (at least in the sense of some psychologikal knowledge) needed to understand that practical manipulation is also logical manipulation, to see in cube games the learning of logic? Similarly, the language naïveté cultivated in language games is a clever naïveté, which supposes for example a cultured re-discovery of popular archaic language or of child talk. p ]Is it not likely to appear as pure childishness to those who, without the ncessary cultural knowledge, do not have the keys to decipher these ostensibly naïve exercises? Similarly, the conditions for understanding children's drawings as artistic learning (and the nursery school as an educational institution) are the very conditions for understanding modern art as art.It is not just a matter of perception and understanding; as the objective definition of early childhood proper to the different social classes becomes pervasive both in the relationship with school and in the socialization practices of the family, it patterns the children's habitus (as long-lasting internalized dispositions), which in turn influence the child's behavior and attitude towards school.The perception categories and the different forms of treatment of young children appropriate to each social class are not simply the result of the diffusion of definitions of early childhood produced by the autonomous evolution of scientific and artistic disciplines. They are the products of all the social and cultural conditions which define the class situation. We may also wonder whether at least some pedagogy and certain types of exercises do not presume that the child has socially marked attitudes, produced in some classes by family inculcation. For instance, a general attitude of disinterested interest is required by a pedagogy offering multiple activities and open to an attitude of active research and exploration. Does not this attitude suppose as an existential possibility the condition of social classes protected from economic pressure and from the urgency of immediate life, a general attitude towards life nearer to leisure than to the constraints of work?Thus, in confronting supply with demand—here even less than elsewhere-there is no question of comparing the expectations arising from users' opinions with the program offered in the official definition of the institution. The expectations are those which arise from objective determinations inherent in each social group, the forms of treatment and perception of early childhood. To analyze the program-and therefore to ascertain the social conditions governing the use of the nursery school—the dominant definition of early childhood on which the institution is founded must be brought to light. Moreover, the way in which this definition is written into the curriculum (and, subsequently, into pedagogical practice) must also be studied. This implies that the preliminary condition for a sociological analysis of the functions performed by the nursery school for the different social classes would be an analysis of a) the components of this dominant definition of early childhood and b) of the social conditions in those groups which make it possible to identify these components.We wish to thank P. Bourdieu for his advice during our research. R. Collins provided useful suggestions after reading the first version of this paper.     

Social media dialogues in a crisis: A mixed-methods approach to identifying publics on social media

Despite the promise of social media to engender dialogue, the common approach to studying social media may prioritize monologue, whereby research considers the strategies organizations use in targeting publics, particularly in a crisis. This study uses a mixed-method approach to analyze dialogue in a crisis—semantic network analysis and content analysis. Specifically, this study examines the emotional expression and crisis coping behaviors on social media during two separate terror attacks: the Paris terror attacks in 2015 and the Barcelona terror attacks in 2017. Results demonstrate how publics may be identified and understood through semantic network analysis and content analysis. This study also shows the connection between emotions and coping, expanding the crisis communication literature in public relations, and suggests the need to consider agenda-setting and resilience in crisis communication research. Finally, we discuss this study’s implications for assuming a dialogic orientation in public relations.     

Social media time,identity narratives and the construction of political biographies

ABSTRACT

The question of identity narrative is at the core of the interaction between social movements and temporalities. In this paper, we draw on long-term qualitative research amongst activists engaged in Italian social movements and argue that identity narratives are often the result of a complex mnemonic, contradictory and open-ended process that spans through a life-time of engagement with multiple collectives. We then question whether the use of social media reshape these dynamics. The analysis shows that the construction of identity narratives on social media tends to take place with knowledge of the complexity and overlaps that characterise these processes online. Nevertheless, the temporality of social media, based on immediacy, archival and predictive time, challenges the unpredictable, contradictory, and open-ended nature of political identity construction offline. The need to escape the hegemonic temporalities of social media poses new challenges to activists in their creative agency.     

The Co-production of a Community: Engaging Citizens in Derelict Neighbourhoods

In order to deal with “wicked problems” like inequality and social exclusion, one needs the support of committed citizens (Brandsen et al. in Manufactured civil society: practices, principles and effects, Palgrave, London, 2014). A promising setting to examine to what extent this is the case is that of community development projects in derelict neighbourhoods where the largest representation of ‘marginalised’ citizens can often be found (Head in Community development: theory and method of planned change, Vikas Publishing House, New Delhi, 1979; Needham in Personal co-production, 2009). In this article, we examine to what extent citizens are actually involved in local co-productive community development projects (in the city of Ghent, Belgium), and how professional field workers influence this engagement. We focus on three different potential effects of co-productive community development (inclusion and empowerment of citizen co-producers and the equity in the benefits they receive), and whether professional support can influence these effects. We find that co-production in community development projects may lead to more inclusion, empowerment and equity. Moreover, it is posited that the presence of professionals in their different roles does have a positive impact on co-productive community development.     

How the world's top universities provide dialogic forums for marginalized voices

Viewed through the lens of the dialogic theory of public relations, this study examines if universities use new media tools and how the world's top universities use Facebook as an interactive forum that give voice to key stakeholders. With the declining economy and limited access to resources, it is important to know how organizations utilize Web-based tools to build and maintain relationships at national and global levels. Because prior research found that users had negative feelings about lack of dialogue on college websites, it is also important to know whether universities are tapping into the dialogic potential. The content analyses of the websites and Facebook platforms show that more than half of the universities have Facebook pages. The results also show that users cannot post content or photos, or participate in discussions and wall posts. In essence, the voices of key stakeholders are being silenced via a media that is intended to provide open forums for dialogue.     

Social media use and democratic engagement: a comparative study of Hong Kong,Taiwan, and China

Recent studies in political communication have found a generally positive role of social media in democratic engagement. However, most research on youth’s social media use in relation to their political engagement has been conducted in the context of American and European democracies. This study fills a gap in the literature by examining the effects of the uses and structural features of social media on democratic engagement in three different Asian political systems: Taiwan (young liberal democracy); Hong Kong (partial democracy); and China (one-party state). The findings showed that sharing political information and connections with public actors consistently predicted offline participation (i.e., civic and political participation) and online participation (i.e., online political expression and online activism) in the three political systems. Although social media use for news, network size, and network structure did not consistently predict political outcomes, they played significant roles in influencing different engagement in the three political systems. The comparative approach used in this study helped to demonstrate the role of social media in the democratic engagement of youth in three places with similar cultures but different political contexts.