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

Av: Medverkande: Materialtyp: TextSerie: Utgivningsuppgift: Oxford : Taylor & Francis Group, 2016Datum för upphovsrätt: ©2020Utgåva: 1st edBeskrivning: 1 online resource (267 pages)Innehållstyp:
  • text
Medietyp:
  • computer
Bärartyp:
  • online resource
ISBN:
  • 9781317659730
Ämnen: Genre/form: DDK-klassifikation:
  • 659.2
Onlineresurser:
Innehåll:
Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- List of illustrations -- List of contributors -- Acknowledgement -- Part I: Foundations -- 1. Introduction -- Rethinking traditional models of publics -- New publics, new responsibilities -- Fandom, brandfans, and transmedia -- Forward into the future of public relations -- References -- 2. Social media, promotional culture, and participatory fandom -- Notes -- References -- 3. Public relations and the attempt to avoid truly relating to our publics -- My journey into public relations -- Studying participatory culture - and applying it to public relations -- The way forward -- Note -- References -- 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 -- Literature review -- Bridging strategy to create fan publics -- Relational outcomes of bridging strategy: type and quality of organization-public relationship -- Method -- Results -- Discussion -- References -- 5. Extending the conversation: Audience reactions to dialogic activity on Twitter -- Literature review -- Sports fandom and engagement -- Methodology -- Measures and scale reliability -- Analysis -- Results -- Discussion -- References -- 6. Gamification in PR -- Gamification: what it is, what it is not -- The game begins: communication theories behind gamification, why it's fun and why it works -- Go with the flow -- Putting gamification into practice -- Uses and cases: building and engaging a fan community -- Using gamification to make fans out of employees -- Keep your eye on the prize -- References -- 7. How the top social media brands use influencer and brand advocacy campaigns to engage fans -- Literature review -- Methodology -- Results -- Range of content.
Transparency -- Conclusion -- References -- 8. Brand communities in social media -- Theoretical background -- The study -- Findings -- Intra-organizational mechanisms -- Conclusion -- Notes -- References -- 9. Gearing toward excellence in corporate social media communications -- Public engagement on social media -- Why social media engagement matters -- Motivations of public engagement -- Antecedents of public engagement -- Toward an integrated model of public-organization social media engagement -- Best practices of organization-public social media engagement -- References -- 10. New media, new media relations -- Participatory culture and engaged publics: prosumers, fans, and influencers -- Media relations -- Online media relations -- Online journalists and participatory journalists -- Analysis of media relations practices with participatory journalists -- KSA 1: media relations -- KSA 2: news sensibility -- KSA 3: understands media -- KSA 4: distribution methods -- Conclusion -- References -- 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 -- Introduction -- Gluten disorders and gluten-free diets -- Online communities and Internet affinity portals -- The cultural-economic model of public relations -- Deconstructing discourses -- General Mills manufactures the online gluten-free community -- June Cleaver and Better Crocker -- Selling your soul to the company store -- Losing community affinity -- References -- 12. Boosters, idealized citizens, and cranks: City communicators share and moderate information in social media, but real engagement is messy and time-consuming -- Introduction -- Literature review -- Research questions -- Methodology -- Findings -- Discussion and conclusions -- Acknowledgement.
References -- 13. Brand community management via Google+ -- Literature review -- Method -- Results -- Discussion -- Conclusion -- References -- 14. What's at stake in the fan sphere?: Crisis communication, Skittles and how the Trayvon Martin case mobilized a fan-brand community -- Introduction: a taste of the rainbow -- Fandom: the new public sphere -- Fandom as identification -- A sweet threat? Social media, sugar, and Skittles -- Case study: Skittles moves to the center of a crisis -- Crisis communication, Skittles, and race: a different kind of problem -- Conclusion: fandom, power, and public relations -- References -- 15. Riding the wave: How the ALS Ice Bucket Challenge used storytelling and user-generated content to embrace slacktivism -- Peer production -- Slacktivism -- ALS Ice Bucket Challenge -- Dragonfly effect -- Embracing slacktivism -- Conclusion -- Note -- References -- 16. Facilitating the "charged public" through social media: A conversation with Disney Cruise Line's Castaway Club members -- Introduction -- Literature review -- Method -- Results -- Discussion -- References -- Part IV: Stakeholder engagement and communication in traditional fan spaces -- 17. The transmedia practices of Battlestar Galactica: Studying the industry, stars, and fans -- Introduction -- The development of television and transmedia storytelling -- Transmedia strategies in Battlestar Galactica -- Actors as world-builders -- Reworking the narrative through the board game -- Conclusion -- Bibliography -- 18. Structuration and fan communities in sport: A public relations perspective -- Situating fandom studies -- Exploring the composition of sport communities -- Understanding sport fan behavior -- The next steps for research in sport fandom and public relations -- References.
19. Entertainment-education and online fan engagement: The power of narrative to spark health discussions/action -- Entertainment-education and fan involvement -- Audiences, fans, and socially constructed meaning -- Let's talk about Sex and the City and breast cancer -- Discussion -- References -- 20. When going silent may be more productive: Exploring fan resistance on Twitter to the Baltimore Ravens live-tweeting the Ray Rice press conference -- Presence of social media within sports -- Social media, sports, and crisis communications -- Social media and crises: issues and challenges -- Method -- Results and interpretation -- Discussion -- References -- Index.
Sammanfattning: 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. This original collection attempts to address this deficit by exploring the concepts of these interactive, engaged publics, and seeks to open up the complexities of establishing and maintaining relationships in fan-created communities.
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Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- List of illustrations -- List of contributors -- Acknowledgement -- Part I: Foundations -- 1. Introduction -- Rethinking traditional models of publics -- New publics, new responsibilities -- Fandom, brandfans, and transmedia -- Forward into the future of public relations -- References -- 2. Social media, promotional culture, and participatory fandom -- Notes -- References -- 3. Public relations and the attempt to avoid truly relating to our publics -- My journey into public relations -- Studying participatory culture - and applying it to public relations -- The way forward -- Note -- References -- 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 -- Literature review -- Bridging strategy to create fan publics -- Relational outcomes of bridging strategy: type and quality of organization-public relationship -- Method -- Results -- Discussion -- References -- 5. Extending the conversation: Audience reactions to dialogic activity on Twitter -- Literature review -- Sports fandom and engagement -- Methodology -- Measures and scale reliability -- Analysis -- Results -- Discussion -- References -- 6. Gamification in PR -- Gamification: what it is, what it is not -- The game begins: communication theories behind gamification, why it's fun and why it works -- Go with the flow -- Putting gamification into practice -- Uses and cases: building and engaging a fan community -- Using gamification to make fans out of employees -- Keep your eye on the prize -- References -- 7. How the top social media brands use influencer and brand advocacy campaigns to engage fans -- Literature review -- Methodology -- Results -- Range of content.

Transparency -- Conclusion -- References -- 8. Brand communities in social media -- Theoretical background -- The study -- Findings -- Intra-organizational mechanisms -- Conclusion -- Notes -- References -- 9. Gearing toward excellence in corporate social media communications -- Public engagement on social media -- Why social media engagement matters -- Motivations of public engagement -- Antecedents of public engagement -- Toward an integrated model of public-organization social media engagement -- Best practices of organization-public social media engagement -- References -- 10. New media, new media relations -- Participatory culture and engaged publics: prosumers, fans, and influencers -- Media relations -- Online media relations -- Online journalists and participatory journalists -- Analysis of media relations practices with participatory journalists -- KSA 1: media relations -- KSA 2: news sensibility -- KSA 3: understands media -- KSA 4: distribution methods -- Conclusion -- References -- 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 -- Introduction -- Gluten disorders and gluten-free diets -- Online communities and Internet affinity portals -- The cultural-economic model of public relations -- Deconstructing discourses -- General Mills manufactures the online gluten-free community -- June Cleaver and Better Crocker -- Selling your soul to the company store -- Losing community affinity -- References -- 12. Boosters, idealized citizens, and cranks: City communicators share and moderate information in social media, but real engagement is messy and time-consuming -- Introduction -- Literature review -- Research questions -- Methodology -- Findings -- Discussion and conclusions -- Acknowledgement.

References -- 13. Brand community management via Google+ -- Literature review -- Method -- Results -- Discussion -- Conclusion -- References -- 14. What's at stake in the fan sphere?: Crisis communication, Skittles and how the Trayvon Martin case mobilized a fan-brand community -- Introduction: a taste of the rainbow -- Fandom: the new public sphere -- Fandom as identification -- A sweet threat? Social media, sugar, and Skittles -- Case study: Skittles moves to the center of a crisis -- Crisis communication, Skittles, and race: a different kind of problem -- Conclusion: fandom, power, and public relations -- References -- 15. Riding the wave: How the ALS Ice Bucket Challenge used storytelling and user-generated content to embrace slacktivism -- Peer production -- Slacktivism -- ALS Ice Bucket Challenge -- Dragonfly effect -- Embracing slacktivism -- Conclusion -- Note -- References -- 16. Facilitating the "charged public" through social media: A conversation with Disney Cruise Line's Castaway Club members -- Introduction -- Literature review -- Method -- Results -- Discussion -- References -- Part IV: Stakeholder engagement and communication in traditional fan spaces -- 17. The transmedia practices of Battlestar Galactica: Studying the industry, stars, and fans -- Introduction -- The development of television and transmedia storytelling -- Transmedia strategies in Battlestar Galactica -- Actors as world-builders -- Reworking the narrative through the board game -- Conclusion -- Bibliography -- 18. Structuration and fan communities in sport: A public relations perspective -- Situating fandom studies -- Exploring the composition of sport communities -- Understanding sport fan behavior -- The next steps for research in sport fandom and public relations -- References.

19. Entertainment-education and online fan engagement: The power of narrative to spark health discussions/action -- Entertainment-education and fan involvement -- Audiences, fans, and socially constructed meaning -- Let's talk about Sex and the City and breast cancer -- Discussion -- References -- 20. When going silent may be more productive: Exploring fan resistance on Twitter to the Baltimore Ravens live-tweeting the Ray Rice press conference -- Presence of social media within sports -- Social media, sports, and crisis communications -- Social media and crises: issues and challenges -- Method -- Results and interpretation -- Discussion -- References -- Index.

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. This original collection attempts to address this deficit by exploring the concepts of these interactive, engaged publics, and seeks to open up the complexities of establishing and maintaining relationships in fan-created communities.

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