The strategic use of Twitter to manage personal public relations

This study examined the effect of personal public relations developed through Twitter on cognitive and attitudinal aspects, particularly focusing on the use of Twitter by CEOs. According to the responses of young consumers who participated in this study, their attitudes toward the use of Twitter by CEOs positively influenced their perception of transformational leadership (H1). Further, perceived transformational leadership was positively associated with attitudes toward CEOs using Twitter; this in turn positively influenced attitudes toward corporations (H2). The positive evaluation of the use of Twitter by CEOs directly influenced attitudes toward such CEOs (H3), whereas attitudes toward such use did not influence attitudes toward corporations. The results indicated that microblogging is beneficial for the development of effective personal public relations by corporate leaders.     

Conditioning effect of prior reputation on perception of corporate giving

Prior corporate reputation, one responsibility of a public relations department, affects public perceptions toward corporate philanthropic messages and ultimately affects public attitudes toward the company. Using an experiment that emulates the sort of news consumption individuals normally undertake, participants inferred corporate charitable giving as a mutually beneficial activity when a company had a good reputation (H1a). Participants inferred corporate charitable giving as a self-interested activity when the company had a bad reputation (H1b). Also, public inference (suspicion) successfully mediated corporate prior reputation on public attitude toward the company (H2). Participants showed positive attitude toward the company when they inferred the company had an altruistic motive for charitable giving (H3a). However, participants showed negative attitude toward the company when they inferred the company had a self-interested motive for charitable giving (H3b).     

More than just the media: Considering the role of public relations in the creation of sporting celebrity and the management of fan expectations

This article considers the complex nature of sporting celebrity and the role of media and public relations in the creation of both sports celebrity and the fan expectations associated with that celebrity. While public relations literature has traditionally considered PR as a promotion and communication tool, this article acknowledges that in the cultural and ideological world of sport, PR has a much more sophisticated role to play. In the event of either positive or negative media attention, a sporting celebrity is subjected to unprecedented scrutiny and the increasingly high expectations of fans. However, the expectations of fans are not based on the simple notion of hero worship and role models, and this exploratory study suggests that fans are capable of very complex reactions to the behaviours and marketing personas of sporting celebrities. The use of PR in sport deserves close examination and the reactive spin doctoring techniques of the past should give way to the strategic integration of public relations and media planning in both the creation of the sporting celebrity, balancing the sport vs. private sides of that celebrity, and the varying fan expectations associated with each.     

Effects of celebrity involvement on young people's political and civic engagement

This study introduced the concept of celebrity involvement, which is the audiences' relationship with mediated celebrities along three sub-dimensions: affinity, parasocial relationships, and identification. Based on this concept, this study examined the underlying mechanisms through which young people's involvement with celebrities influences their political and civic engagement. A survey of 248 undergraduate students in Macau, which is a Special Administrative Region of China, showed an indirect association of celebrity involvement with political and civic engagement, which was mediated by situational involvement and self-efficacy, respectively. The implications of the findings are discussed.     

Through a Glass,Darkly: The Dynamics of Fan‐Celebrity Encounters

Mass media influence interaction in important ways: fans of serial television use mass media to incorporate the fictional and the extraordinary into their real, ordinary, everyday lives. Using ethnographic and interview data, this article examines the activities through which certain fans seek face‐to‐face encounters with the celebrities they admire and how this intersection of the ordinary with the extraordinary creates problems of interpretation that fans attempt to solve. Fans make and take advantage of opportunities for prestaged encounters at official public appearances by their favorite actors. Some fans may also encounter their favorite celebrities by chance in the course of their daily rounds in “celebrity sightings,” or unstaged encounters. Certain fans, however, actively pursue actors, deliberately seeking them out and creating fan‐staged encounters. These efforts produce a distinctive interactional tension in which pursuing fans recognize the similarities between their behavior and that of “celebrity stalkers” and attempt to differentiate themselves from the stalkers celebrities fear. This article analyzes these interactions as a step toward a theory of fan‐celebrity interaction.     

Exploring the influence of celebrities in politics: A focus group study of young voters

A focus group study was conducted examining the way young voters interpret and make sense of celebrity influence in politics. Eight focus groups discussed the credibility and influence of celebrities when they speak on political and social issues. Findings suggest that young people have a complex interpretation of celebrity influence. Celebrity type, general credibility, identification with, and appropriateness to an issue were all key components in evaluating celebrity political credibility. Perceived influence of celebrities manifested in a greater interest in an issue but not necessarily an attitude change. There was a high degree of perceived influence on others; this was not always regarded positively. Social media was the primary medium for consumption of celebrity political appeals. An interweaving of all key themes suggests that young voters use aspirational identification and attachment to a celebrity to negotiate political messages. Normative implications and guidance for future research are discussed.     

Politics and Celebrity: A Sociological Understanding

Many social commentators have denounced the election of entertainment celebrities such as Arnold Schwarzenegger, Jesse Venture, and Al Franken to political offices as indicative of American democracy’s collapse, treating the political victories by these celebrities as evidence of America’s preference for entertainment over political deliberation. This essay reviews the scholarly literature on celebrity and politics to provide a better understanding of this important topic. As the literature demonstrates, this conflation of celebrity and politics is not a recent phenomenon, as politicians have long employed dramaturgical elements to mobilize constituencies. Indeed, celebrities and politicians share many similarities. Both must construct public personalities appealing to their audiences and employ similar actors and strategies to help create these personalities. While some scholars working in this field agree with the concern that celebrity’s presence in politics inhibits serious political discourse, other scholars contend that the use of celebrity performances by politicians may actually attract a wider segment of society to meaningfully participate in politics. The essay concludes by suggesting that future works in this area should adopt a cultural sociology framework to empirically study the meaning of celebrity for different social groups in order to gain a stronger understanding of celebrity’s sociopolitical impact.     

The Challenge of Cultural Elites: Celebrities and Social Movements*

Although celebrities have become a regular fixture in modern social movements, there is little explicit theory on why, or on how they may affect the movements in which they participate. We begin by discussing the resources celebrities can bring to bear on social protest movements, as well as the risks that celebrity participation entails both for the movement and for the celebrity. We suggest a notion of political standing, which sets limits on the sorts of causes in which celebrities will generally participate. In constructing their legitimacy to speak for a movement, celebrities frequently alter the claims of that movement to more consensual kinds of politics. We examine the entry, action, and influence of celebrities in particular movements by looking at two recent controversies in which celebrities are deeply involved: The ongoing efforts to preserve the woods around Walden Pond, and the recent passage, and subsequent political fallout, of an antigay referendum in Colorado. In the first case, celebrity participation led to a redefining of movement claims into a nonconflictual inclusive politics that skirted important questions. In the second case, the larger claims of gay rights and liberation were eclipsed by the entry of celebrities into the conflict who universalized the opposition to discrimination. We conclude by discussing the systematic biases that movement use of celebrities may create, and the need to consider the impact of celebrities’peculiar relationships to audiences as they affect political movements and public life.     

An exploratory study of transformed media relations dimensions after the implementation of an anti-graft law in Korea

The Improper Solicitation and Graft Act, which went into effect on September 28, 2016, strictly prohibits gift giving to journalists, thereby making a traditional media relations practice in Korea illegal. A survey of 342 public relations practitioners revealed that providing monetary gifts, performing formal responsibility, building informal relationships, receiving paid media coverage, and giving and accepting informal support were found to be significant subdimensions of media relations. After implementation of the anti-graft law, public relations practitioners expressed a belief that the practice of providing monetary gifts would shrink the most and that performing formal responsibility would experience the most growth. The formal responsibility factor was significantly positively related to support for the new law and public relations ethics, while giving and accepting informal support was negatively linked to public relations ethics. Paid media coverage showed a positive relationship with public relations practitioners’ perceptions about difficulties of increasing outputs of media relations. Finally, this empirical study shows how new external regulations arising from implementation of the anti-graft law can affect the personal influence model of media relations in Korea.     

Using dialogue to build organization–public relationships,engage publics,and positively affect organizational outcomes

The study and practice of public relations continues to explore the many benefits accrued when organizations adopt a relational approach to public relations management. One area that is relatively unexplored in the relationship management literature is the role of dialogue in organization–public relationships. Historically, scholars have focused dialogic research on either interaction – where an organization and a public exchange information – or a debate – where organizations and public engage in a process of statement counterstatement. The current investigation explores the notion of dialogue and examines the ways in which relationship attitudes and dialogue may positively affect key public member evaluations and behavioral intent. The results suggest that both relationship attitudes and dialogue positively affect respondent evaluations of and intended behaviors toward an organization. The implications of the findings are presented and suggestions for managing organization–public relationships are considered.     

Wanting to be Anna: Examining Lesbian Sporting Celebrity on The L Word

This article adds to the limited literature on coming out and on lesbians in sport by highlighting the presence of lesbian sporting celebrity on Showtime's series The L Word. Through a reading of The L Word's character/professional athlete, Dana Fairbanks, we explore the economic impetus and the racial and classed undertones of corporatized coming out narratives. We devote considerable effort to unpacking Fairbanks’ articulation that she wishes to be “the gay Anna Kournikova” and speculate on the consequences of this utterance for both real lesbian sporting celebrities and the lesbian fans that necessarily follow Fairbanks’ corporate-sponsored coming out.     

Information Source Reliance and Charitable Giving Decisions

This study examines the relationship between donor reliance on information and donors’ subsequent charitable giving decisions of both time and money. To examine this relationship, we utilize data from an original survey of residents in San Diego County, California (n = 1,002), asking donors about their charitable activities and the information sources that they use to facilitate their charitable decisions. Our findings reveal that relying on information from both nonprofit accrediting agencies and personal experiences positively influences donors’ decision to give time to nonprofit organizations (that is, volunteer), but has no significant impact on decisions to give money. Implications of these findings are discussed.     

Comparing the Explanatory and Predictive Power of Intention-Based Theories of Personal Monetary Donation to Charitable Organizations

The theory of reasoned action (TRA) and the theory of planned behavior (TPB) have been found to have predictive capability in a wide range of personal behaviors. The aim of the study is twofold: firstly, to assess the applicability of the TRA, the TPB, and a newly developed revised version of the TPB in the context of individuals’ monetary donations to charitable organizations; and secondly, to compare the explanatory and predictive power of these three theoretical models. Data relating to intention to give monetary donation, attitudes toward helping others and toward charitable giving, social norms, moral responsibility, and perceived behavioral control were collected in the first phase of the study by means of a self-completion mail questionnaire distributed to 432 residents of Riyadh, Saudi Arabia. In the second phase, 1 month later, telephone interviews were conducted with 221 of the first-phase respondents who had agreed to take part in a follow-up survey of their actual monetary-donating behavior. The findings show that the revised TPB is the best of the three models for predicting individuals’ intention to donate and their future monetary-donation behavior, mainly because moral responsibility is included in the theoretical framework. It thus offers superior explanatory and predictive power.     

Doctors offline,activists online: an analysis of Chinese celebrity physicians’ politically oriented social media activities

This study explores the social media activities of politically oriented Chinese celebrity physicians. The results of the semi-structured in-depth interviews indicated that the celebrity physicians were dissatisfied because the government treated them as the scapegoats of the failed health care reform. They thus turned to social media to challenge the dominant narratives about the public health system and repair their professional reputations. To achieve these goals, the celebrity physicians produced media content that challenged the dominant governmental discourse about the public health system, and they collaborated to correct conventional media narratives about the medical profession when crises occurred. The findings of this study indicate the formation of a new type of online civil activism that was initiated by a group of professionals and intellectuals.     

The Effect of Twitter Use on Politicians’ Credibility and Attitudes toward Politicians

This study examined how Korean young adults evaluate the use of Twitter by Korean politicians, perceive politicians’ credibility, and evaluate politicians who use Twitter, and the relationships among these 3 variables. Although respondents gave slightly positive, but nearly neutral, answers to questions regarding Twitter use, perceived credibility, and overall evaluation of politicians, the model represented by these 3 variables fits the responses of young Korean voters. In other words, this study shows that attitudes toward the use of Twitter by Korean politicians positively influenced perceived credibility, which, in turn, positively influenced attitudes toward Twitter-using politicians. In addition, attitudes toward Twitter use directly influenced attitudes toward politicians in a positive way. The theoretical and practical implications of these findings are discussed in this article.     

Does Sport Celebrity Advocacy Work? Testing the Potential for Endorsements to Backfire

Fandom and psychological reactance theory, a framework for understanding reactions to messages perceived to limit an individual’s freedom to choose freely, are used to examine the influence of sports celebrities. An experiment was conducted (n = 283) to examine the impact of source similarity and controlling language use on reactance levels and message evaluations. Findings suggest that sources perceived to be similar generated less reactance than dissimilar sources. Similar source messages were also linked to greater potential for information-seeking behavior. High- versus low-controlling language use was examined in conjunction with similarity; low-controlling language was found to generate the least reactance regardless of source similarity. Implications for the use of celebrity advocacy in marketing and public relations are discussed.     

On the behavioural relevance of optional and mandatory impure public goods

Impure public goods combine a private good with a public good. Often, impure public goods have a charitable or ethical dimension, giving ethically motivated consumers a convenient option to contribute to public goods through the marketplace (in addition to direct donations). Impure public goods could potentially promote ethical giving or alternatively hinder charitable behaviour. We implement an economics experiment with a between-subject design to test the behavioural relevance of impure public goods with only a token (i.e. small) contribution to a public good. Contributions to the public good are negatively affected by the presence of impure public goods with token contributions. We explore one mechanism to offset this negative impact by making the token impure public good mandatory. We observe higher average contributions and several positive impacts on charitable behaviour, which supports the claim that this mechanism can potentially offset the negative impact of impure public goods.     

Discrepancy Between Korean Government and Corporate Practitioners Regarding Professional Standards in Public Relations: A Co-Orientation Approach

This study examines the perceptional accuracy and the extent of the discrepancy between the professional standards of government and corporate public relations practitioners. Using a co-orientation approach in a national survey of randomly selected public relations professionals in Korea, it also measured practitioners' own attitudes as well as responses to questions about the attitudes of their peers concerning professional standards.

The results of this study suggest the influence of cultural perspectives. First, gender inequality in the relationship hierarchy has been largely eliminated but there is still no social and occupational consensus in the Korean public relations field. Second, the personal influence model and the behavior of gao guanxi (personal relations) still operate in the public relations of government systems, which have paternal authoritarian cultures. Government practitioners, nevertheless, feel strongly about the importance of social scientific research in their field and desire closer relationships with their communities and publics.     

“I want to create change; I want to create impact”: Personal-activism narratives of Indigenous Australian women working in public relations

The role of activism is important in the field of Indigenous Australian public relations as a strategy for creating change and giving back to Indigenous people and communities. However, there is a dearth of information on how, when, and why Indigenous women employed in public relations engage in activist practices. This paper aims to help fill this gap by exploring the activist practices used by Indigenous women working in public relations in their personal lives. By considering personal activism from the perspectives of Indigenous women in public relations, we can further conceptualize activism within the profession. Through the critical lens of Indigenous women’s standpoint theory, and utilizing an Indigenous yarning method, five Indigenous women discuss their definitions of activism and the various ways in which they engage in activism within their personal lives. This paper builds upon the ideas of activism within public relations and demonstrates the power of public relations in terms of influencing social change for Indigenous people and others.     

The reification of celebrity: global newspaper coverage of the death of David Bowie*

This paper examines global English-language newspaper coverage of the death of David Bowie. Drawing upon the concept of reification, it is argued that the notion of celebrity is discursively (re)produced and configured through a ‘public face’ that is defined, maintained and shaped via media reports and public responses that aim to know and reflect upon celebrity. The findings highlight how Bowie’s reification was supported by discourses that represented him as an observable, reified form. Here, Bowie’s ‘reality’, that is, his authentic/veridical self, was obscured behind a façade of mediation, interpretation and representation that debated and decided his ‘authenticity’ as a cultural icon. Such debates, however, were engagements with a reified image, enveloped in continual (re)interpretation. As a result, Bowie’s reification was grounded in a polysemous process that allowed numerous versions of ‘himself’ to be aesthetically reimagined, reinvented and repeated.