Young people,social media and connective action: from organisational maintenance to everyday political talk

Social media is pervasive in the lives of young people, and this paper critically analyses how politically engaged young people integrate social media use into their existing organisations and political communications. This qualitative research project studied how young people from a broad range of existing political and civic groups use social media for sharing information, mobilisation and, increasingly, as a means to redefine political action and political spaces. Twelve in-person focus groups were conducted in Australia, the USA and the UK with matched affinity groups based on university campuses. The groups were of four types: party political group, issue-based group, identity-based group and social group. Our focus group findings suggest that this in-depth approach to understanding young people's political engagement reveals important group-based differences emerging in young people's citizenship norms: between the dutiful allegiance to formal politics and a more personalised, self-actualising preference for online, discursive forms of political engagement and organising. The ways in which political information is broadcast, shared and talked about on social media by engaged young people demonstrate the importance of communicative forms of action for the future of political engagement and connective action.     

Social Movements and New Media

This article explores the contention that social movements are a significant social force transforming societies through their engagement with new media, such as the Internet, Web 2.0, and digital communications, which are seen as capable of facilitating new power structures. Utilizing della Porta and Diani's framework, it considers how new media technologies may be shaping the structure, identity, opportunity, and protest dimensions of social movements. It concludes by suggesting that new media does offer important opportunities for cost‐effective networking, interpretive framing, mobilization, and repertoires of protest action. However, their adoption does not represent the creation of entirely new virtual social movements but rather a new means of providing existing social movement organisations, local activist networks, and street‐level protest with a trans‐national capacity to collaborate, share information, and communicate with a wider audience. Such new media‐enabled social action is both more congruent with a politics of identity but may also increasingly be competing within a media environment saturated by user‐generated content.     

Hybrid social and news media protest events: from #MarchinMarch to #BusttheBudget in Australia

Public protest events are now both social media and news media events. They are deeply entangled, with news media actors – such as journalists or news organisations – directly participating in the protest by tweeting about the event using the protest hashtag; and social media actors sharing news items published online by professional news agencies. Protesters have always deployed tactics to engage the media and use news media agencies’ resources to amplify their reach, with the dual aim of mobilising new supporters and adding their voice to public, mediatised debate. When protest moves between a physical space and a virtual space, the interactions between protesters and media stop being asynchronous or post hoc and turn instantaneous. In this new media-protest ecosystem, traditional media are still relevant sources of information and legitimacy, yet this dynamic is increasingly underpinned by a hybrid interdependency between traditional news and social media sources. In this paper we focus on an anti-austerity government movement that arose in Australia in early 2014 and was mobilised as a series of social media driven, connective action protest events. We show that there is a complex symbiotic interdependency between the movement and the traditional media for recognition and amplification of initial protest events, but that over time as media interest wanes, the movements’ network becomes disconnected and momentum is lost. This suggests that the active role traditional media play in protest events is being underestimated in the current research agenda on connective action.     

‘Unjust,inhumane and highly inaccurate’: the impact of changes to disability benefits and services – social media as a tool in research and activism

This article details research carried out as part of an MA in Social Research at the University of Leeds (UK). The research was concerned with two key issues: documenting the impact of recent cuts in benefits and services on disabled people; and the role of disabled people’s organisations in responding to this impact. It also explored the use of social media in recruiting research participants. Working with Hammersmith and Fulham Action on Disability, the experiences of 95 disabled people were gathered using focus groups and an online questionnaire distributed via social media. The use of social media to gather participants is something I felt was particularly interesting in relation to disabled people, especially in light of social media’s role in current disability rights campaigns, and a method I feel should be explored further.     

Government websites and social media's influence on government-public relationships

Recent years have witnessed the increasing use of online media, such as websites, blogs, and social networking sites, by the government for various public relations purposes. These government communication channels are often regarded to promote democratic values and public trust in government by helping the government provide the public with information and respond to citizen inquires. Further, such channels help the public provide the government with feedback. This study questions whether individuals’ experience with government websites and social media do, in fact, influence their perception of the government-public relationship (represented by public trust in government). The results, which are based on a nationwide survey of more than 2000 American citizens, showed support for a positive relationship between this online experience and public trust in government. In particular, experiences with informational online services and social media were associated with greater trust in government at the local and state levels, while those with transactional online services conveyed greater trust in the federal government. However, successful experience with the channels was more important than the experience itself, and an unsuccessful experience could even backfire in terms of trust in government.     

Framing political public relations: Measuring success of political communication strategies in Germany

The main goal of political public relations is the use of media outlets to communicate specific political interpretations of issues in the hope of garnering public support for political policies. This study elaborates on the question how successful political PR is at bringing its specific perspectives into the media. It uses the ‘framing’ concept to analyse the meanings and contexts of media coverage and political PR during the national debate on immigration in Germany between May 2000 and March 2002. The results show a high level of correlation between the preferred thematic and position frames of the political players and those in the press coverage. Yet, the media examined clearly did not have a passive relationship to PR. The findings indicate that journalists tend to use their power to alter PR messages when the communications from political players do not have a distinct focus and/or when the PR focuses were not among the (mainstream) aspects dominating the general political debate.     

Reclaiming Futures: Using communication to drive community and systems change

Reclaiming Futures is a national juvenile justice reform initiative of the Robert Wood Johnson Foundation. During its 11 years of demonstration and expansion phases, Reclaiming Futures has used a variety of communications strategies, tools, and techniques to achieve its objectives. This paper describes the literature relevant to contemporary use of communications tools to achieve social change, and presents a brief history of how communications contributed to the development of Reclaiming Futures and how communications strategies were implemented at key points. A focus on communication principles and tools in practical terms is highlighted, including strategies for empowering project leaders to be effective messengers and for conducting outreach to community members, professional stakeholders, and elected officials, as well as examples of creative projects developed to advance program goals. Use of techniques such as branding, messaging, and integration of social media are also presented. Implications for other system change efforts are explored.     

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.     

Is the medium the message? Perceptions of and reactions to crisis communication via twitter, blogs and traditional media

Value changes and the rapid emergence of media innovations (internet, social web) in society lead to an institutionalization of crisis communication, in which especially new media play a crucial role. The key contributions of the paper include deepening and refocusing the theoretical foundations of crisis communication by experimentally analyzing the effects of traditional and social-media strategies on the recipients’ perceptions of reputation; and by analyzing the effects or crisis responses on the recipients’ secondary crisis communications (e.g., sharing information and leaving a message) and reactions (e.g., willingness to boycott). The results indicated that the medium matters more than the message. For all three dependent measures - reputation, secondary crisis communication and reactions - main effects of medium occurred, whereas the message had only a significant main effect on secondary crisis reactions.     

From stress to distress: Conceptualizing the British family farming patriarchal way of life

‘Rural stress’ and ‘farming stress’ are terms that have become commonly appropriated by British health-based academic disciplines, the medical profession and social support networks, especially since the agricultural ‘crises’ of B.S.E. and Foot and Mouth disease. Looking beyond the media headlines, it is apparent that the terms in fact are colloquial catch-alls for visible psychological and physiological outcomes shown by individuals. Seldom have the underlying causes and origins of presentable medical outcomes been probed, particularly within the context of the patriarchal and traditionally patrilineal way of life which family forms of farming business activity in Britain encapsulate. Thus, this paper argues that insufficient attention has been paid to the conceptualization of the terms. They have become both over-used and ill-defined in their application to British family farm individuals and their life situations. A conceptual framework is outlined that attempts to shift the stress research agenda into the unilluminated spaces of the family farming ‘way of life’ and focus instead on ‘distress’. Drawing upon theorization from agricultural and feminist geography together with cultural approaches from rural geography, four distinct clusters of distress originate from the thoughts of individuals and the social practices now required to enact patriarchal family farming gender identities. These are explored using case study evidence from ethnographic repeated life history interviews with members of seven farming families in Powys, Mid Wales, an area dominated by family forms of farming business. Future research agendas need to be based firmly on the distressing reality of patriarchal family farming and also be inclusive of those who, having rejected the associated way of life, now lie beyond the farm gate.     

The challenge of new gatekeepers for public relations. A comparative analysis of the role of social media influencers for European and Latin American professionals

Social media influencers (SMIs) have become a primary stakeholder group for communication professionals. However, this phenomenon still lacks a coherent body of theory and significant gaps exist in knowledge of how organisations perceive and identify them in the context of public relations, specially through empirical and cross-cultural studies. This comparative research includes European (n = 2710) and Latin American (n = 914) professionals working on different hierarchical levels, both in communication departments and agencies. Despite the massive implementation of social media channels, only a minority of Latin American and European professionals use specific strategies to identify and engage with SMIs. Practitioners prefer traditional identification indicators: personal reputation, the relevance of topics covered, and the quality of the content shared online.     

Social media and organizational visibility: A sample of Fortune 500 corporations

This study explores the factors that drive organizational social media visibility. Using a sample of Fortune 500 companies and influential non-profit organizations, findings reveal that mainstream media coverage significantly affects social media visibility whereas organizations’ social media use patterns have limited impact on overall organizational visibility. Implications for both the practice of public relations and further theorizing about social media studies are discussed.     

Beyond the Activist Ghetto: A Deductive Blockmodelling Approach to Understanding the Relationship between Contact with Environmental Organisations and Public Attitudes and Behaviour

Current research on the behavioural impacts of social movements tends to focus on their influence on those most intensely involved. Consequently it overlooks the impacts that social movement organisations might have on those outside the activist ghetto. To begin to address this gap in the literature, this article examines the relationship between contact with environmental organisations and public attitudes and behaviour. Monitoring the electricity use of 72 households has facilitated analysis of its association with their environmental attitudes and contact with environmental organisations. Although standard statistical approaches fail to uncover a relationship between contact with environmental organisations and attitudes and behaviour, a deductive blockmodelling approach tells a different story. Low household electricity use is associated with households sharing pro-environmental attitudes and contact with environmental organisations. High energy use is associated with households not sharing any of these; and moderate energy use is associated with a moderate degree of sharing. Our findings reveal the need for systematic studies of environmental movement organisations' impact on the public's pro-environmental behaviours.     

The influence of corporate social responsibility and customer–company identification on publics’ dialogic communication intentions

The purpose of this study was to examine the effects of consumers’ perceptions of the company's corporate social responsibility on their intentions to engage in dialogic communications with a company (i.e., feedback), and to investigate the mediation role of their identification with the company in such effects. The findings indicated a significant relationship between corporate social responsibility and publics’ intentions to engage in dialogic communications. Also, customer–company identification was found to mediate such effects.     

Tweeting democracy? Examining Twitter as an online public relations strategy for congressional campaigns’

Considering the integral relationship between public relations and democracy (Martinelli, 2011) coupled with the growing use of social media for democratic aims (Smith, 2011) the current study examines the effectiveness of Twitter as a public relations communications tool for congressional campaigns. Specifically, as a means of testing Twitter's effectiveness in informing and engaging voters, congressional candidate and political party Twitter use for all 435 U.S. House of Representatives races (N = 1284) are compared with 2010 election outcomes. Results indicate that candidates’ Twitter use significantly increased their odds of winning, controlling for incumbency and Party ID. Additionally, significant differences between incumbents’ and challengers’ Twitter use during the election cycle emerged, which has important implications for public relations practices aimed at achieving democratic outcomes.     

Media consumption and self-identification: Hungarian and Slovak case study

The media impact on the process of ethnic identification, particularly with regard to how ethnic minority individuals reflect upon their ethnic origin, is the focus of this article. We analyse the relationships media consumption has with the identity-reflection process using biographical narratives of individuals from two ethnic minority communities in Eastern European countries: Slovaks in Hungary and Hungarians in Slovakia, focusing on how media consumption channels ethnic self-identification of minority individuals in terms of their affinity with their country of origin, their country of residence, and with Europe as a whole. Ethnic minorities in these two countries have been intensely affected by political changes of the twentieth and twenty-first centuries. We include analysis of some quantitative data and biographical narratives of ethnic minority individuals from the ENRI-EAST project, with close analysis of six biographical cases.     

Comment on stephen M. Wunker, ‘The promise of non-profits in Poland and Hungary: an analysis of third sector renaissance’

Both the pre-war tradition and the real socialist system have influenced the form of the non-profit sector emerging in Poland. In as much as the pre-war traditions are continued by the church charities, lay institutions are established on the basis of state structures in the form of specific non-profit organisations subsidised to a large extent by the state (the so-called non-profit social institutions). Perhaps in this way partnership relations will develop between the government and nonprofit organisations which will continue to expand. The stage through which Poland is currently passing means that a coherent system of non-profit organisations has not yet developed and, what is more, it is seldom called a voluntary or third sector. The only formalised institutions are foundations and associations. It is evidently necessary to fill the gap in social service provision caused by government and market failures, and we may cherish a hope that such a system of non-profit organisations providing services to those in most need will soon be created in Poland.     

How climate change organizations utilize websites for public relations

This study is designed to examine climate change organizations (CCO)’s online public relations. It analyzes CCOs’ communicative efforts to build and maintain relationships with key stakeholders including media, donors, volunteers, and communities by using their websites and social networks. To accomplish this, a content analysis of 60 CCO websites was conducted. The result indicates that CCOs utilize websites primarily for media relations and fund raising purposes. The function of building and maintaining relationships with communities, current donors/volunteers was not actively utilized on CCOs’ websites. The interactivity of communication with stakeholders was somewhat limited in CCO's online communication activities.     

Supporting students to use social media and comply with professional standards

Student social workers live in a world where sharing of information seems to be straightforward and unproblematic. However, data sharing is a contentious issue in practice that raises ethical issues. There is a focus on this aspect of practice in social work education particularly in the context of data storage, confidentiality and multi-disciplinary work. There have been examples of qualified workers being sanctioned by the Health Care Professions Council for breaching professional standards related to inappropriate use of social media. Understanding the advantages and potential pitfalls of social media is crucial for social workers. The aim of this research was to develop an understanding about how student social workers use social media during their time at university as a tool for continuing professional development whilst balancing the need to present a professional persona. This paper reports on four themes that emerged from a study that considered social media and social work training: changing/securing profiles; using social media to support learning and development; university support; replicating earlier behaviour in the professional setting. The findings suggest student social workers are ambivalent about the use of social media both during training and as a way to support ongoing development beyond the university setting.