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.     

Techniques of disinformation: Constructing and communicating “soft facts” after terrorism

Informed by social media data collected following four terror attacks in the UK in 2017, this article delineates a series of “techniques of disinformation” used by different actors to try and influence how the events were publicly defined and understood. By studying the causes and consequences of misleading information following terror attacks, the article contributes empirically to the neglected topic of social reactions to terrorism. It also advances scholarship on the workings of disinforming communications, by focusing on a domain other than political elections, which has been the empirical focus for most studies of disinformation to date. Theoretically, the analysis is framed by drawing an analogy with Gresham Sykes and David Matza's (1957) account of the role of “techniques of neutralization” originally published in the American Sociological Review. The connection being that where they studied deviant behaviour, a similar analytic lens can usefully be applied to disinformation cast as “deviant” information.     

Searching for the “Sleeping Giant”: Racialized News Coverage of Latinos Pre-2020 Elections

Latinos are often thought as potential game changers in the political world in the United States. As the media discusses and analyzes the 2016 election and the path to the 2020 elections, narratives on the role of Latinos leading up to the 2020 election have started to emerge. In this article, I seek to examine how U.S. daily newspapers frame the role of Latinos in the 2016 election and leading up to the 2020 elections. Previous literature has focused on the racialized media coverage of African American politicians and the effects of racial priming; however, extant literature has not explored how Latinos are framed in U.S. media when it comes to electoral politics. Using a sample of newspaper articles from the New York Times, Los Angeles Times, Washington Post, and Wall Street Journal, I found that newspapers largely focus on the demographic changes while operating under various assumptions about those changes. First, newspapers frame Latinos as more likely to vote for a politician if they are Latino. Second, they construct Latinos as a monolithic ethnoracial group that has simplistic interests in immigration. Third, Latino voters and African American voters are often lumped into the same category when discussing mobilization. These narratives continue a tradition of framing Latinos in monolithic ways, while also showing slight departures from previous narratives.     

The Solidary Relationship’s Consequences for the Ebb and Flow of Activism: Collaborative Evidence from Life-History Interviews and Social Media Event Analysis,

Acting in solidarity with deprived others has become a central topic in social movement research. The explanations of solidarity activism or political altruism are few. However, social movement researchers have claimed that solidarity with out-of-group others is a by-product of in-group interaction. In contrast, we argue that out-group interaction with the deprived other and the formation of a solidary relationship is central to the ebb and flow of solidarity activism. We investigate the Danish refugee solidarity movement and show that the meeting with the deprived other 1) brings about an interaction order which makes an ethical demand on the activists to care for the other both within the bounds of the situations and in the future; 2) enacts and amplifies activists’ values and beliefs because the deprived other becomes an exemplar of the injustice and the need to help the broader group of people in the same fragile situation. We develop and test this theory drawing on 42 life-history interviews and a social media dataset containing a panel of 87,455 activists participating in refugee solidarity groups.     

Terms of engagement: Facebook and Twitter use among nonprofit human service organizations

This study uses Lovejoy and Saxton's (2012) hierarchy of engagement to analyze how nonprofit human service organizations use Facebook and Twitter to engage stakeholders. Their framework has not been applied to this nonprofit subgroup, and most previous scholarship on this topic focuses on just one platform. We also contribute by drawing on organizational theory to better understand variation in the modes of engagement organizations emphasize. Based on our analysis, we add new subcategories to the hierarchy of engagement. In addition, we find that compared to other nonprofit subgroups examined in previous research, the organizations in our sample placed a greater emphasis on using social media messages to ask stakeholders to take action. We report only modest variations in how organizations were using Facebook and Twitter. Finally, according to our results, resource dependence and stewardship theories help explain the modes of engagement organizations prioritize.     

“Sassy Queens”: Stylistic orthographic variation in Twitter and the enregisterment of AAVE

Recent computational sociolinguistic analyses of social media have emphasized the potential of using orthographic variation as a proxy for speech, thereby permitting macro‐level quantitative studies of regional and social variation (e.g. Eisenstein, 2015). However, the extent to which stylistic variation may affect these analyses remains largely unexplored. In this paper, I explore how authors use variant spellings stylistically to deploy personae and characterological figures (Agha, 2003), by examining the presence of African American Vernacular English (AAVE) features in a corpus of 15,804 tweets extracted from the timelines of 10 gay British men. I argue that the stylization of AAVE signals the development of a very specific persona—the “Sassy Queen”—which relies on an essentialized imagining of Black women as “fierce” and “sassy.” Concluding, I emphasize the value of micro‐level analyses in complementing quantitative analyses of linguistic variation in social media.     

文字狂欢的背后——从弹幕窥析新媒体传播

近10年弹幕网站日益发展壮大,成为诸多网络流行语的诞生地。弹幕作为一种亚文化的技术呈现,为受众提供了想象的空间与解构话语权威的路径。但以弹幕网站为代表的新媒体平台并没有真正发挥出意义建构的作用,新媒体对文化意义的建构还有待于受众对新媒体技术的掌握和自身文化素养的提高。     

趋近化视角下社交媒体关于人工智能报道的话语建构研究

基于社交媒体关于人工智能的相关报道自建语料库,通过数据搜集和清洗,运用KH Coder文本分析可视化软件,选择其中的名词短语和动词短语,生成关联词频图进行可视化解析,并从趋近化策略的空间趋近、时间趋近和价值趋近维度对自建语料库进行分析。研究结果显示,社交媒体人工智能话语建构了以空间趋近化策略为主,以时间趋近化和价值趋近化策略为辅的正向话语。同时,人工智能对人类具有潜在威胁,公众应采取相应的风险预防对策。     

Revisiting the relationship between public relations and marketing: Encroachment and social media

Although public relations and marketing trade presses regularly discuss the conflict between the functions (e.g., Ecker, 2013; Havartin, 2013), academic researchers focused on the issue primarily in the 1980s and 1990s. The drop in public relations and marketing encroachment research does not parallel a drop in encroachment in practice, especially in light of today’s social media environment. In fact, historic tension between public relations and marketing intensified with the incorporation of social media into communication efforts. This paper updates the study of encroachment by reviewing the historical views of the topic, proposes ways that social media use has intensified issues related to role encroachment between public relations and marketing professionals, and outlines questions to guide future study of these topics.     

Functional and emotional traits of corporate social media message strategies: Behavioral insights from S&P 500 Facebook data

Drawing from literature regarding public engagement, the Elaboration Likelihood Model (ELM), computer-mediated communication research, and emotion psychology, this study examines the effects of companies’ social media communication strategies on public engagement behaviors as indexed by post likes, shares, and comments. Specifically, it investigates how corporate Facebook posts’ functional traits (functional interactivity and vividness) and emotional traits (emotion presence, valence, and strength) impact public engagement online. Through data mining and computer-assisted sentiment analysis of 33,379 posts from 106 Standard & Poor 500 companies’ Facebook accounts, this study finds a negative effect of functional interactivity but a positive effect of vividness on engagement. It also shows that emotional traits overall yield stronger public engagement outcomes. Two-way interactions between emotional and functional features are also detected. Theoretical and practical implications are discussed.