Towards a theory of digital media

This article puts forward a theory of the role of digital media in social change. It begins by criticizing three theories that currently dominate our understanding of digital media and of media generally: network theory, mediatization theory and actor-network theory. It also identifies a gap in current communication theory, namely, that digital media mostly do not fit the divide into mass and interpersonal communication. A further problem is that insufficient attention is given to the difference between political communication and popular culture or everyday life. The article develops an alternative, focusing on four countries that provide a range of relationships between media and society; the U.S., Sweden, India and China. In all four countries, despite their differences, digital media, in contrast to traditional broadcast and interpersonal media, have led to a more differentiated media landscape. Greater complexity in political communication nevertheless runs up against the continuing dominance of elite agenda-setting. In terms of popular culture, all four countries have experienced a proliferation of media offerings and greater tetheredness between people. Hence, new divides are emerging between more active and variegated as against more passive and restricted media uses. The article concludes with implications of digital media for understanding media generally: with new digital media, there is now a need to rethink media theory in terms of fundamental debates about how media transform or preserve the social order.     

The theorization of social co-ordinations in differentiated societies: the theory of generalized symbolic media in Parsons,Luhmann and Habermas

The problem of the differentiation of societies is at the core of the sociological imagination about the rise of modernity. In postwar sociology, T. Parsons developed the theory of generalized symbolic media in the mid-1960s to tackle, theoretically and historically, the issue of differentiation. According to him, the interchange media are defined as resources oriented to exchange processes between the subsystems of the social system. Starting with money, Parsons argues that the remaining media (power, influence, and value-commitments) have a set of characteristics defined as common properties for all media. After this first formulation, contemporary theorists such as Niklas Luhmann and Jürgen Habermas have developed and modified the Parsonian theory: Luhmann rejects the idea of interchange and proposes the use of communication; Habermas distinguishes between steering and communication media. In all three cases, the focus of the theory is on the characterization of the strongest dynamics of social co-ordination present in differentiated societies. A major result of these developments is the inclusion of new dimensions on which to conceive the properties of media, not only those of money but also language. Beyond differences, then, it is proposed that there is only one theory of generalized symbolic media which can be understood as a progressive research programme, in Lakatos' terms. Finally, the hand-in-hand evolution between the theory of media and Habermas' and Luhmann's re-conceptualizations on societal differentiation in contemporary societies will also be revealed.     

Toward a normative social media theory for public relations

Social media might represent the greatest social innovation/revolution in the history of communication, fundamentally altering how humans communicate, and the practice of public relations, journalism, advertising, marketing, and business. Dozens of theories and concepts including dialogue, engagement, identification, social presence, uses and gratifications, conversational human voice, and many others inform social media. However, what has commonly taken place in social media contexts and public relations has been the importation and application of other theories and concepts, rather than exploring and clarifying the unique features and capabilities of social media per se. This essay argues that social media represent a new communication paradigm, and this essay takes up the challenge of building social media theory for public relations by identifying features of social media that have emerged from existing research as fundamental to understanding social media, and eventually developing a theory(s) of social media for public relations.     

A Postmodern Turn for Social Media Research: Theory and Research Directions for Public Relations Scholarship

The public relations literature on social media has focused primarily on how social media platforms can be leveraged to the advantage of organizations for relationship building and so-called dialogue with publics. Yet most research has positioned relationships in social media merely as opportunities for information exchange, perpetuating models of public relations grounded in systems theory that ignore power imbalances. Consequently, this article offers insights from postmodernist theories to first deconstruct existing research and then offer suggestions for future social media scholarship. The article argues that social media scholars have privileged dominant rational models of social engagement. Dissensus and disorder, according to Lyotard, may be as legitimate and more liberatory states of discourse for marginalized publics. Postmodern theories of language games and differential consciousness are also positioned as ways in which social media theory and practice may be advanced. The article thus complicates how relationships are theorized in contemporary scholarship and challenges both scholars and practitioners to rethink approaches to social media practice through a postmodern lens.     

Public Relations Roles and Media Choice

A national survey of Public Relations Society of America members (n = 267) was conducted to examine the relationship between public relations roles and media choice based on the integration of public relations theory and media richness theory. Respondents were identified as either public relations managers or technicians using confirmatory factor analysis, corroborating previous research. Managers reported spending more time in oral communication than technicians, whereas technicians spend more time using written communication. E-mail use in public relations and related communities is discussed, and areas for future research on new media and media choices in public relations are explored.     

Online news media in the Web 2.0 era: from boundary dissolution to journalistic transformation

This paper examines how online news media have changed as the Internet has moved from Web 1.0 to Web 2.0. Based on medium theory and boundary theory, online news media are conceptualized as being regulated by the “participatory open media code”. The code analysis attempts to examine the newly emerged form and structure of online news. In the new interactive media environment, it is found that online news media have changed significantly in the following areas: (1) the inclusion of user-generated content; (2) user participatory interactivity; (3)YouTubization; (4) instant reporting; (5) sharing and community networking; and (6) customization through new communication technologies. The trend of growing reader participation in social dialogue is apparent around the globe. The transformed online media have provided good platforms for citizen participation in news. Yet, there are still constraints against quality participation.     

Fear of the "Alien Other": Cultural Anxiety and Opinions about Japan

American public opinion toward Japan grew more negative coincident with 1980s "Japan-bashing" media messages. Two theories of opinion formation provide explanations for this. Democratic representation theory understands opinions as rational responses to new information. Cultural interpretation theory holds that public opinion is based on one's receptiveness to media discourse. Opinion is neither a rational response to information nor the passive acceptance of elite dictates. People differentially interpret media messages and form opinions in a process that is shaped by media attentiveness and their subjective cultural anxieties. Survey data permit an indirect test of the two theories applied to anti-Japan opinion. OLS regression analysis performed on GSS for four time periods reveals that anti-Japan opinion is rooted less in "rational" responses to personal economic insecurity or fear of increased global competition than in racial attitudes and domestic social-cultural concerns. America's negative opinion toward Japan in the 1990s is better understood as domestic anxieties that are redirected toward a symbolic target that the mass media has highlighted.     

Generalizing from social media data: a formal theory approach

ABSTRACT

Researchers increasingly draw on social media data to answer big questions about social patterns and dynamics. However, as with any data source, social media data present both opportunities and significant challenges. One major critique of social media data is that the data are not generalizable outside of the platforms from which the data originate. Problems of generalizability stem from non-universal participation rates on various platforms, demographically biased samples, as well as limited access to data based on infrastructural constraints and/or user privacy practices. We suggest that instead of empirical generalizability, social media data are theoretically generalizable in the formal theory tradition. Through a case example in which we use YouTube comments to test and extend a key tenet of identity theory, we show how social media data can instantiate theoretical variables and thus generalize to theoretical propositions. Mediated through formal theory, social media data maintain the capacity to address broad social questions while upholding methodological integrity.     

Internet and the Political Public Sphere

The article addresses the main theory of the political public sphere generally, and the role of the Internet and Internet‐based media in the theory specifically. It first reviews briefly the initial social research on the Internet in the 1990s concerning political participation. After a presentation of Jürgen Habermas' theory of the contemporary public sphere, it proceeds to discuss the main problems concerning the Internet as a platform or infrastructure for public debate: segmentation and concentration. It argues that a general conclusion is that the public sphere differentiates and become more complex. A key task for future research, it argues, is to investigate the complex connections between Internet publics and mass media publics.     

Hope for Haiti: An analysis of Facebook and Twitter usage during the earthquake relief efforts

The Haitian earthquake devastated the small island of Hispaniola, leaving thousands dead and billions of dollars in property damage. The earthquake also ignited a firestorm of social media use by organizations. By applying framing theory to the analysis of Facebook posts and tweets sent by nonprofits and media organizations, this study discovered differences between nonprofits and media in terms of social media use. Nonprofits and media organizations used information dissemination and disclosure effectively, but failed to capitalize on the innate two-way communication nature of social media.     

Grunig's Situational Theory: A Replication,Application, and Extension

Grunig's situational theory segments publics from a larger population based on the activeness or passiveness of communication behavior. This study found support for the Grunig model in a survey conducted during the 1990 governor's race in Kansas. The variables of the theory—problem recognition, level of involvement, and constraint recognition—accurately predicted different levels of communication activity about the election. The theory also predicted the outcomes of communication successfully. In contrast to previous studies using the situational theory, this study found a strong relationship between the situational variables and standard demographic characteristics of age, education, and income—thus suggesting the possibility of using segmentation procedures that include both situational variables and media demographics. Finally, the article suggests that the situational theory could be enhanced by including an energy variable—specifically Hull-Spence's behavior equation—and a media use variable.     

Risk perception of food safety issue on social media

This study aims to investigate individuals’ risk perceptions of food safety by extending the heuristic and systematic information processing model (HSM) to the social media context. Specifically, we examine the predictors of risk perceptions of food safety, including social media attention, social media credibility, as well as systematic and heuristic processing. A convenient sample of 640 adults was collected in China. Structural equation modeling was used to test the effects of social media attention and social media credibility on public risk perceptions of food safety, with information processing as mediating factors. The findings indicated that social media attention and social media credibility motivate systematic processing, which in turn promote risk perception of food safety. However, the mediating effect of heuristic processing was not found. Implications for theory and practice were discussed.     

How young Chinese depend on the media during public health crises? A comparative perspective

Under the framework of media system dependency theory, this study investigates and compares traditional media dependency and Internet dependency in public health crisis situations in the context of Mainland China. 373 college students participated in the survey. Empirical data demonstrated that, during public health crises: (1) traditional media and the Internet play different roles for individuals; (2) higher level of threat perception leads to more intense Internet dependency, but does not do the same to traditional media dependency; (3) individuals’ Internet dependency intensity is higher than their traditional media dependency intensity; and (4) the Internet may influence the behavior of young Chinese more directly.     

The mediatization of leadership: grassroots digital facilitators as organic intellectuals,sociometric stars and caretakers*

ABSTRACT

Scholars of both resource mobilization theory and new social movement theory recognize leadership as integral to traditional social movements. Following global protest movements of 2011, some now characterize movements relying on social media as horizontal and leaderless. Whether due to an organizational shift to networks over bureaucracies or due to a change in values, many social movements in the present protest cycle do not designate visible leadership. Does leadership in social media activism indeed disappear or does it take on new forms? This paper undertakes an in-depth analysis of data obtained through interviews, event observations and analysis of media content related to three Canadian cases of civic mobilization of different scale, all of which strategically employed social media. The paper proposes a conceptual framework for understanding the role of these mobilizations’ organizers as organic intellectuals, sociometric stars and caretakers. By looking closely at the three cases through the lenses offered by these concepts, we identify the specific styles that characterize digitally mediatized civic leadership.     

How states tighten control: a field theory perspective on journalism in contemporary Crimea

This article contributes to denationalizing Bourdieu’s field theory by analysing the relationship between a regional news media field, the state and transnational influences. The article seeks to answer the question of how a state can impose limits on the autonomy of the news media field during political transition. Field theory is applied to changes that have taken place in Crimean news media since Russia’s annexation of the peninsula in 2014. Drawing on narrative interviews with journalists who worked in Crimea in 2012–17, expert interviews, and secondary sources, I demonstrate how Crimea’s news media field went from being dominated by varied Ukrainian private news media owners to becoming dominated by the Russian state. I show that states can employ direct measures such as anti‐press violence and ownership appropriation of news media outlets in order to increase concentration of state media ownership. In addition, states can reallocate capital in the news media field, disenfranchising some journalists and outlets while favouring others. The adaptive strategies of individual journalists, who, upon losing capital, can sometimes relocate or leave their jobs, also changes the composition of news media fields. Departing from a common view of social spaces as bounded within nation‐states, I examine how the news media field of Crimea has been shaped by both transnational influences, and by the direct imposition of Russian state power through a reconstitution of national borders.     

Do developing economies require creative industries? Some old theory about new China

This paper argues that media and communications theory, as with cultural and creative industries analysis, can benefit from a deeper understanding of economic growth theory. Economic growth theory is elucidated in the context of both cultural and media studies and with respect to modern Chinese economic development. Economic growth is a complex evolutionary process that is tightly integrated with socio‐cultural and political processes. This paper seeks to explore this mechanism and to advance cultural theory from an erstwhile political‐economy perspective to one centred about the co‐evolutionary dynamics of economic and socio‐political systems. A generic model is presented in which economic and social systems co‐evolve through the origination, adoption and retention of new ideas, and in which the creative industries are a key part of this process. The paper concludes that digital media capabilities are a primary source of economic development.     

Exploring public relations in Croatia through relational communication and media richness theories

This article examines the practice of public relations in Croatia through the theories of relational communication and media richness. The findings suggest that the Croatian model of public relations is a mix of traditional media relations and personal influence. Croatian public relations is characterized by a heavy reliance on personal invitations, telephone contacts, and other relational methods for conducting and evaluating public relations. This preference for richer media tactics has implications for public relations practice and theory building.     

Strengthening Resource Mobilization Chains: Developing the Social Media Competencies of Community and Voluntary Organizations in New Zealand

There is potential for nonprofit organizations to increase effectiveness by mobilizing social media to help achieve goals. However, the sector is only just becoming aware of the possibilities for social media and lags behind other sectors in its use. We report a New Zealand initiative to enhance the capability of nonprofit organizations through action research that has implications for nonprofit organizations elsewhere. Borrowing from resource mobilization theory, we introduce the concept of resource mobilization chains to explain the requirements for and obstacles to taking advantage of social media. A survey and two in-depth case studies found that nonprofit organizations demonstrated extremely limited familiarity with and use of social media. Participants were enthusiastic about the potential of mobilizing social media to achieve organizational goals, but struggled to take concrete steps to implement their aspirations. Lack of resources was a key obstacle identified in both survey and case study research.     

Explorations on mediated communication and beyond: Toward a theory of social media

Although robust theories of radio, television, cinema, journalism, and other areas of mass media already exist, the social media sphere has received relatively little original theorizing. Modeled after Berger and Calabrese’s (1975) seminal “axioms of human communication” article, this essay takes stock of the existing research on social media, and uses the same approach to theorizing about social media, advancing 7 axioms and 21 theorems, and exploring how the propositions chronicled can be used to build social media theory and improve public relations practice.     

Science and the Mass Media –‘Medialization’ as a New Perspective on an Intricate Relationship

This survey article discusses a recently proposed perspective on the science–media interface the concept of medialization. The medialization approach assumes that there is mutual resonance between science and the mass media. Medialization research systematically investigates structural transformation in science: What are the implications of high media attention for science funding, for research agendas, for universities and the professional self‐understanding of scientists? And how do these developments relate to the production of scientific knowledge? For detailed empirical studies of these processes, the medialization approach separates the role of mass media, but its grounding in general social theory contextualises this research with social science studies on sciences relation to other spheres such as politics and the economy.