Public Relations and Participatory Culture: Fandom, Social Media and Community Engagement

ISBN-13: 9780367359010 / Angielski / Miękka / 2019 / 246 str.

Amber Hutchins; Natalie T. J. Tindall

Opis

Social media and participatory culture mean that fans have significant power in the relationship dynamic between the message, the communicator, and the larger audience, yet these fans cannot be defined using current theory and discourse.

Spis treści

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