Unpacking ‘Spin’, Stereotypes, and Media Myths
This book reviews 100 years of research into the interrelationship between journalism and PR and, based on in-depth interviews with senior editors, journalists, and PR practitioners in several countries, presents new insights into the methods and extent of PR influence, its implications, and the need for transparency and change, making it a must-read for researchers and students in media studies, journalism, public relations, politics, sociology, and cultural studies.
Chapter Seven: New Media Practices and the Blurring of Boundaries
c h a p t e r t h r e es e v n New Media Practices and the Blurring of Boundaries As noted in the foreword, Brian Smith (2008) says that usergenerated content and social media should be the focus of analysis in media content and influence today because “journalism and public relations are converging around new developments in social media” and traditional views of the relationship between journalism and PR are outdated (p. 926). While this assertion ignores the continuing importance of traditional media in many societies, an analysis of journalism and PR today would not be complete without giving specific attention to new media practices. Again, PR is largely ignored in studies of what some call ‘new media’ (e.g., Liev rouw & Livingstone, 2002, 2005; Siapera, 2012) and others refer to as digital media (Bennett, 2008; Boler, 2008), or social media (Qualman, 2009; Solis & Breakenbridge, 2009). For instance, the only mention of PR in John Pavlik’s Media in the Digital Age refers to video news releases (VNRs) which, in fact, are a tradi tional PR practice mostly targeted at television (2008, p. 262). Discussion of new/digital/social media is comprised of a mixture of transform ist views, cyberoptimism, technoutopianism, and what Steve Woolgar (2002) calls cyberbole, on one hand, and cyberpessimism, technocynicism, and scepticism, on the other. In a recent analysis, Kevin DeLuca, Sean Lawson, and Ye Sun say “discussion of social media is too often simplified into a debate between technoutopians and...
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