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New Media and Public Relations

Second Edition

Edited By Sandra C. Duhé

The second edition of New Media and Public Relations captures how the extraordinary global adoption of social media in recent years has changed the way organizations and the public relate to one another. Scholars from around the world provide intriguing insights into how constantly emerging technologies require organizations to be interactive and authentic in virtual environments where control and creation of messages is a shared process. New theoretical perspectives are offered, along with case studies and practical suggestions for using online venues in corporate, charitable, political, cause advocacy, religious, health, university, and crisis settings. Although a number of authors from the first edition have returned to contribute to the second edition, the content of each chapter is entirely new.


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Part II: Emerging Ideas – Overview (Sandra Duhé)


Part II Emerging Ideas – overview Sandra Duhé 10 Emerging Ideas – Overview In this first major section of the text, we explore a variety of emerging topics that are fruitful for further research, testing, and refinement . verčič, verčič, and Sriramesh begin with a 40-year article review that highlights a long-standing public relations focus on technology as tools for media relations without addressing basic questions regarding audiences . They further explain how a holistic approach to new media studies that considers consequences of the digital divide and privacy concerns would bet- ter reflect responsible inquiry on the part of scholars . The authors argue that even the “new” media of television years ago ushered in studies of audience effects that are missing from contemporary public relations research . oh builds on two prior studies to operationalize likeability and personability for a social media environment, finding an otherwise impersonal corporate entity can take on an appealing persona that engenders sustained favorability toward an organization . He additionally offers pedagogi- cal exercises ready for the classroom that illustrate the concepts presented . In a related study, vafeiadis provides a thorough overview of visual modalities, better known as emojis, and their powerful role in enhancing affinity, motivation, and authenticity in online exchanges . These simple, fun designs have been credited for improving the accuracy of message intent, affecting emotional and cognitive states when receiving and sending messages, and breaking through the inevitable clutter associated with digi- tal living . Xifra and collell continue our learning journey with their introduction and...

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