Public diplomacy networks: China’s public diplomacy communication practices in twitter during Two Sessions

This study illustrates the Two Sessions and proposes the concept of public diplomacy network to investigate the effect of China’s public diplomacy communication on Twitter. Twitter data comprising 14,874 tweets and 7773 users was collected during March 5 to March 20 in 2018, the combination of social network analysis and content analysis were employed from a holistic, relational and networked approach. The results present public diplomacy networks’ structural characteristics, key participants’ networking patterns, communication strategies, issue participation, and homophily effect that participants who take the same attitude towards China (negative & neutral or positive) are clustered in each group. In conclusion, although China’s state-owed media takes the lead in public diplomacy communication, foreign practitioners dominate the NGOs, researchers, correspondents, and generally take negative attitude towards China. China’s media outlets underperform in allying closely, and China is entrenched in traditional one-way monologue. The theoretical, methodological and practical implications are addressed.     

Supplementing a survey with respondent Twitter data to measure e-cigarette information exposure

ABSTRACT

Social media data are increasingly used by researchers to gain insights on individuals’ behaviors and opinions. Platforms like Twitter provide access to individuals’ postings, networks of friends and followers, and the content to which they are exposed. This article presents the methods and results of an exploratory study to supplement survey data with respondents’ Twitter postings, networks of Twitter friends and followers, and information to which they were exposed about e-cigarettes. Twitter use is important to consider in e-cigarette research and other topics influenced by online information sharing and exposure. Further, Twitter metadata provide direct measures of user’s friends and followers as opposed to survey self-reports. We find that Twitter metadata provide similar information to survey questions on Twitter network size without inducing recall error or other measurement issues. Using sentiment coding and machine learning methods, we find Twitter can elucidate on topics difficult to measure via surveys such as online expressed opinions and network composition. We present and discuss models predicting whether respondents’ tweet positively about e-cigarettes using survey and Twitter data, finding the combined data to provide broader measures than either source alone.     

What is gained and what is left to be done when content analysis is added to network analysis in the study of a social movement: Twitter use during Gezi Park

As social movements relying on the weak ties found in social networks have spread around the world, researchers have taken several approaches to understanding how networks function in such instances as the Arab Spring. While social scientists have primarily relied on survey or content analysis methodology, network scientists have used social network analysis. This research combines content analysis with the automated techniques of network analysis to determine the roles played by those using Twitter to communicate during the Turkish Gezi Park uprising. Based on a network analysis of nearly 2.4 million tweets and a content analysis of a subset of 5126 of those tweets, we found that information sharing was by far the most common use of the tweets and retweets, while tweets that indicated leadership of the movement constituted a small percentage of the overall number of tweets. Using automated techniques, we experimented with coded variables from content analysis to compute the most discriminative tokens and to predict values for each variable using only textual information. We achieved 0.61 precision on identifying types of shared information. Our results on detecting the position of user in the protest and purpose of the tweets achieved 0.42 and 0.33 precision, respectively, illustrating the necessity of user cooperation and the shortcomings of automated techniques. Based on annotated values of user tweets, we computed similarities between users considering their information production and consumption. User similarities are used to compute clusters of individuals with similar behaviors, and we interpreted average activities for those groups.     

Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter

The current study extends the investigation of online relationship building by examining how Fortune 500 companies use the popular social network site Twitter to facilitate dialogic communication with stakeholders. A content analysis of a random sample of the Twitter profiles maintained by Fortune 500 companies (n = 93) and individual tweets posted on those profiles (n = 930) examined the use of dialogic features within the Twitter profiles as well as the individual tweets. Results indicated that organizations that have a dialogic orientation to Twitter use (61%) employed the principle of conservation of visitors to a greater degree and generation of return visits to a lesser degree than organizations with a non-dialogic orientation to Twitter (39%).     

Gender identity and lexical variation in social media

We present a study of the relationship between gender, linguistic style, and social networks, using a novel corpus of 14,000 Twitter users. Prior quantitative work on gender often treats this social variable as a female/male binary; we argue for a more nuanced approach. By clustering Twitter users, we find a natural decomposition of the dataset into various styles and topical interests. Many clusters have strong gender orientations, but their use of linguistic resources sometimes directly conflicts with the population‐level language statistics. We view these clusters as a more accurate reflection of the multifaceted nature of gendered language styles. Previous corpus‐based work has also had little to say about individuals whose linguistic styles defy population‐level gender patterns. To identify such individuals, we train a statistical classifier, and measure the classifier confidence for each individual in the dataset. Examining individuals whose language does not match the classifier's model for their gender, we find that they have social networks that include significantly fewer same‐gender social connections and that, in general, social network homophily is correlated with the use of same‐gender language markers. Pairing computational methods and social theory thus offers a new perspective on how gender emerges as individuals position themselves relative to audiences, topics, and mainstream gender norms.     

Exploring nonprofit-business partnerships on Twitter from a network perspective

This exploratory study attempts to understand the role of nonprofits and their position in corporate social responsibility (CSR) partnership communication. Employing social network analysis, the study identifies and interprets the network strategies used by top U.S. nonprofits in communicating about their CSR partnerships on Twitter. The results show that although all the nonprofit issue sectors disclosed extensive business partnerships, they selectively mobilize communication with certain business partners. The present study extends the network approach in a CSR context. Theoretical and practical implications were discussed.     

Concept maps as network data: Analysis of a concept map using the methods of social network analysis

Concept mapping is a method that creates a visual representation that illustrates the thoughts, ideas, or planned actions that arise from a group of stakeholders on a particular issue. Social network analysis is a method that likewise creates a visual representation of data; a network map typically represents people and the connections, or lack thereof, between these people regarding a particular issue. While the goals of these two methods differ, the underlying data structures are similar; a network of relationships between data elements. Social network analysis is explored here as a supplement to concept mapping. A secondary analysis of a concept map to define to leadership needs was conducted using social network analysis. The methods and the implications for supplementing the analysis of concept maps and debriefing results with stakeholders are discussed.     

Textual network analysis: Detecting prevailing themes and biases in international news and social media

The growing volumes of information available today provide opportunities but also challenges for social scientists. This paper presents textual network analysis—a network analysis procedure that transforms any given text into a visual map of words co‐occurring together. It aims at scholars and students who are not familiar with network analysis, showing step‐by‐step how to use this approach and highlighting its advantages and applications. It demonstrates how to identify the main themes appearing in the text as well as to detect its biases and frames. Researchers can use this procedure as a grounded content analysis to formulate theories or as a basis to test existing hypotheses. The second part of the paper presents two studies that applied textual network analysis: (a) to identify the main themes raised by elite newspapers on the “fake news” discourse and (b) to map the topics related to China on Twitter. Both examples show how textual network analysis can be relevant for communication, international relations, and political science scholars as well as for practitioners, wishing to understand the prevailing discourses and tailor their messages more effectively.     

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.     

Monitoring the complexities: Nuclear power and public opinion

Interaction between organizations and stakeholders today takes place on virtual and physical ‘issue arenas’. This study examined opinions on nuclear power and asked who are the players discussing nuclear power in Finland? Through content analysis, surveys and interviews, the study concluded that politicians, power companies and regulators were the ones with voice, as NGOs and citizens were hardly heard. The paper suggests the future role of PR practitioners to be to find the right issue arenas and facilitate corporate voice and reputation on those arenas.     

Fostering social capital in an international multi-stakeholder issue network

Scholars have theorized that public relations contributes to societies and communities by bringing attention to pressing public issues and fostering social capital in civil society networks. However, the extant research has studied civil society networks of NGOs, donors, and the media in transitional countries. This study extends the public relations model of civil society in two ways. First, it broadens the scope to an international context. Second, it draws from the multi-stakeholder issue network perspective to conceptualize a civil society network as a space where stakeholders of an issue mix their interests as they collectively address a pressing public issue. The literature on international and multi-stakeholder networks suggest that the international scope and the mixing of interests across sectors may restrict the production of social capital. The results from the social network analysis suggests that the mixing of interests across sectoral and geopolitical boundaries did not restrict the production of social capital. Rather, the patterns of the relationships among those on the core and those on the periphery of the network restricted the production of social capital. Such finding demonstrates how public relations’ functions like relationship building can have profound influences on social capital and civil society networks. The implications for public relations theorizing and research are discussed.     

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.     

Reasons for low levels of interactivity: (Non-) interactive CSR communication in twitter

The interactivity levels of online CSR communication are typically low. This study explores the reasons for the low levels of interactivity in the popular social media tool Twitter. An analysis of 41,864 Twitter messages (tweets) from the thirty most central corporate accounts in a CSR Twitter network is conducted. Comparisons (t-test) between CSR tweets and general tweets and between specialized CSR Twitter accounts and general accounts reveal that the low levels of interactivity are due to a reactive interaction approach and a lack of specialization.     

Whose results are these anyway? Reciprocity and the ethics of “giving back” after social network research

Bridging the social networks, field methods and ethics literatures, I make the case that the process of reporting research findings is an ethical issue, and recommend elevating it in the research design. I draw on a reflective account of three research experiences with settings in, respectively, online health communities, economic organizations, and the mainstream media. I proceed in steps, discussing release of personal network results to individual participants, of whole network results to the researched community, and finally of general results to wider audiences, under a unifying idea that a reciprocity obligation underlies the reporting process. I claim that communication should follow an iterative rather than a linear approach to reach all relevant stakeholders, thereby mitigating the vulnerabilities that arise from research.     

People with disability and new disaster communications: access and the social media mash-up

This article explores how a lack of access to increasingly complex and overlapping digital communications platforms in times of disaster for people with disabilities has the potential to make already life-threatening situations considerably more dangerous. As we are increasingly coming to rely on a social media mash-up of digital platforms to assist in communications during disaster situations, the issue of accessibility for people with disabilities is as dire as if it was high ground during a tsunami or transport during a typhoon. The contemporary social media environment is characterised by a complex and overlapping network of complementary platforms, populated by user-generated content, where people communicate and exchange ideas. In this environment, YouTube videos are posted to Facebook and embedded in blogs, and Twitter is used to link to these other sites and is itself embedded in other platforms. These networks are increasingly supplementing and supplanting more traditional communication platforms, such as the television and radio, particularly in times of disaster. The concern of this paper is that the elements from which this mash-up of communications channels is made are not always accessible to people with disabilities. This evolving network of social media-based communication exposes the limits of existing Internet-based universal design.     

A hegemon fighting for equal rights: the dominant role of COC Nederland in the LGBT transnational advocacy network

Networks are alternatives to hierarchical organizational forms. However, actors in networks have different resources at their disposal, and more powerful participants will try to influence the network as a whole. We identify a dominant node in the European LGBT advocacy network, and explore whether a hegemonic actor in the transnational advocacy network will affect less powerful groups' issue framing. Our project uses software that locates the issue network on the internet, highlighting how transnational advocacy work and digital communication have become inextricably connected. We confirm that Cultuur – en Ontspannings Centrum, known as COC Netherland has higher‐than average centrality measures in the LGBT network. Noting the limitations of hyperlink analysis, we conduct a content analysis of select nodes illustrating the impact of a hegemon. We focus on marriage equality and find tentative support for our hypothesis: organizations with links to COC advocate for stronger forms of legalized same‐sex union than do organizations without ties.     

Analyzing public sentiments online: combining human- and computer-based content analysis

Recent technological developments have created novel opportunities for analyzing and identifying patterns in large volumes of digital content. However, many content analysis tools require researchers to choose between the validity of human-based coding and the ability to analyze large volumes of content through computer-based techniques. This study argues for the use of supervised content analysis tools that capitalize on the strengths of human- and computer-based coding for assessing opinion expression. We begin by outlining the key methodological issues surrounding content analysis as performed by human coders and existing computational algorithms. After reviewing the most popular analytic approaches, we introduce an alternative, hybrid method that is aimed at improving reliability, validity, and efficiency when analyzing social media content. To demonstrate the usefulness of this method, we track nuclear energy- and nanotechnology-related opinion expression on Twitter surrounding the Fukushima Daiichi accident to examine the extent to which the volume and tone of tweets shift in directions consistent with the expected external influence of the event. Our analysis revealed substantial shifts in both the volume and tone of nuclear power-related tweets that were consistent with our expectations following the disaster event. Conversely, there was decidedly more stability in the volume and tone of tweets for our comparison issue. These analyses provide an empirical demonstration of how the presented hybrid method can analyze defined communication sentiment and topics from large-scale social media data sets. The implications for communication scholars are discussed.     

Engaging stakeholders through Twitter: How nonprofit organizations are getting more out of 140 characters or less

While it may seem difficult to communicate in a meaningful manner with 140 characters or less, Twitter users have found creative ways to get the most out of each Tweet by using different communication tools. This paper looks into how 73 nonprofit organizations use Twitter to engage stakeholders not only through their tweets, but also through other various communication methods. Specifically it looks into the organizations utilization of tweet frequency, following behavior, hyperlinks, hashtags, public messages, retweets, and multimedia files. After analyzing 4655 tweets, the study found that the nation's largest nonprofits are not using Twitter to maximize stakeholder involvement. Instead, they continue to use social media as a one-way communication channel as less than 20% of their total tweets demonstrate conversations and roughly 16% demonstrate indirect connections to specific users.     

News and information leadership in the digital age

This paper examines information networks on social media to draw conclusions about influence relationships among members of the mass media. The project considers social networks and information patterns using Twitter data, first at the newspaper level and second at the journalist level. Using a computational approach, we look for evidence of elite-directed information flows, as well as exploring whether we find evidence of an increase in the democratization of newsmaking. This study finds that elite voices continue to dominate information networks in the digital age; however, it also finds evidence that information can move expeditiously from journalists in local and regional outlets to elite ones, and vice versa. We move further to explore the content of tweets among the journalist network, finding that there are substantial, direct interactions among elite and regional and local journalists. Our results taken together uncover new network patterns and provide a novel insight on the role of information technologies in newsmaking in the digital age.     

How do public organizations communicate their alliances on Facebook and how does the public react? A longitudinal analysis

Organizations have adopted social media to communicate their alliances to the public, that is, engage in representational networks. Yet a comprehensive examination of what is communicated in representational networks and how public reactions are associated with these networks is relatively scarce. This study builds on the Symbiotic Sustainability Model (SSM) to examine the content of messages passed in representational networks on social media and their related public reactions. Based on a panel analysis of one year of Facebook data generated by 605 public organizations in Taiwan, this study reveals that referencing certain topics such as economic and technological development and employing linguistic features demonstrating efficacy, formality, and empathetic concern in Facebook messages was associated with an increased diversity of alliance ties reported by public organizations. Moreover, the relationship between communicating diverse alliance ties and positive public reactions in the form of likes went both ways. Integrating automated topic modeling, linguistic analysis, and panel analysis, this study provides a process-based and communication-centered view of the mechanisms and disparities underlying organizations’ strategic network management on social media.