Public relations and participatory culture : fandom, social media and community engagement
Author(s)
Bibliographic Information
Public relations and participatory culture : fandom, social media and community engagement
(Routledge new directions in public relations and communication research)
Routledge Taylor & Francis Group, 2016
- : hbk
Available at 3 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
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  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
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  United States of America
Note
Includes bibliographical references and index
Description and Table of Contents
Description
While public relations practitioners have long focused on the relationship between organizations and their stakeholders, there has never been a time when that relationship was so dominated by public participation. The new model of multiple messages originating from multiple publics at varying levels of engagement is widely acknowledged, but not widely explored in scholarly texts.
The established model of one-way communication and message control no longer exists. Social media and an increasingly participatory culture means that fans are taking a more active role in the production and co-creation of messages, communication, and meaning. These fans have significant power in the relationship dynamic between the message, the communicator, and the larger audience, yet they have not been defined using current theory and discourse. Our existing conceptions fail to identify these active and engaged publics, let alone understand virtual communities who are highly motivated to communicate with organizations and brands.
This innovative and original research collection attempts to address this deficit by exploring these interactive, engaged publics, and open up the complexities of establishing and maintaining relationships in fan-created communities.
Table of Contents
Part I: Foundations 1. Introduction 2. Social Media, Promotional Culture and Participatory Fandom 3. Public Relations and the Attempt to Avoid Truly Relating to Our Publics Part II: Theoretical Approaches to Public Relations, Engagement and Fandom 4. Encouraging the Rise of Fan Publics: Bridging strategy to understand fan publics' positive communicative actions 5. Extending the Conversation: Audience reactions to dialogic activity on Twitter 6. Gamification in PR 7. How the Top Social Media Brands Use Influencer and Brand Advocacy Campaigns to Engage Fans 8. Brand Communities in Social Media: Strategic approaches in corporate communication 9. Gearing Toward Excellence in Corporate Social Media Communications: Understanding the why and how of public engagement 10. New Media, New Media Relations: Building relationships with bloggers, citizen journalists and engaged publics Part III: Brand Perspectives: Applying theories of public relations and fandom in corporate, government, and nonprofit spaces 11. General Mills: [Re]Manufacturing the gluten-free consumer community 12. Boosters, Idealized Citizens and Cranks: City communicators share and moderate information in social media, but real engagement is messy and time-consuming 13. Brand Community Management via Google+ 14. What's at Stake in the Fan Sphere: Crisis communication, skittles and how the Trayvon Martin case mobilized a fan-brand community 15. Riding the Wave: How the ALS Ice Bucket Challenge used storytelling and user-generated content to embrace slacktivism 16. Facilitating the "Charged Public" Through Social Media: A conversation with Disney Cruise Line's Castaway Cay Club Members Part IV: Stakeholder Engagement and Communication in Traditional Fan Spaces 17. The Transmedia Practices of Battlestar Galactica: Studying the industry, stars and fans 18. The Structuring of Fan Communities in Sport: A public relations perspective 19. Entertainment-Education and Online Fan Engagement: The power of narrative to spark health discussions/action 20. When Going Silent may be More Productive: Exploring fan resistance on Twitter to the Baltimore Ravens live-tweeting the Ray Rice Press Conference
by "Nielsen BookData"