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New Media and Public Relations

Second Edition

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 VI: Activism – Overview (Sandra Duhé)

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Part vI activism – overview Sandra Duhé 184 Activism – Overview Social media continue to provide new, affordable platforms to activist and special interest groups but activist groups, like corporate and nonprofit organizations, struggle to be impactful with their messaging . Fröhlich begins this section by differentiating activism from social movements and provides a schema of terms to clarify related terminology for academic and practitioner use . She effectively urges organizations to look beyond activists as a bothersome nuisance and instead encourages the develop- ment of communication strategies for activist and non-activist publics alike . Lee, chon, oh, and Kim provide a much-needed taxonomy of communicative actions used in activist problem solving . They note that information creating behavior separates activist from active publics and provide a useful list of behaviors related to information acquisition, selection, and transmission that paves the way for future studies . Shin, Broadus, Fisher, and Brown conclude this section by examining how blogs were used to free two sisters from a Mississippi prison, leading to an indefinite suspension of their double life sentences by the state’s governor . Their in-depth study of primary and supporting blogs surrounding the sisters’ case decodes emotion, tone, and language in posts and comments using a readily replicable methodology for other case studies . “The Internet has become the latest, greatest arrow in our quiver of social activism. It benefits us more than the corporate and government elites we’re fighting .” — Mike dolan, as cited in Miller (1999) It has been well over a decade since dolan, a member...

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