Download Social Media and Public Relations: Fake Friends and Powerful by Judy Motion, Robert L. Heath, Shirley Leitch PDF

By Judy Motion, Robert L. Heath, Shirley Leitch

Social media is having a profound, yet no longer but absolutely understood effect on public kinfolk. within the 24/7 international of eternally hooked up publics, will public kinfolk functionality as a gloomy paintings that spins (or tweets) self-interested adaptations of the reality for credulous audiences? Or does the complete glare of the web and the expanding expectancies of robust publics encourage it to extra truthfully interact to serve the general public interest?

The function of this publication is to ascertain the function of PR through exploring the myriad ways in which social media is reshaping its conceptualization, techniques, and strategies. specifically, it explores the dichotomies of faux and real, powerless and strong, meaningless and significant. It exposes transgressions devoted by means of practitioners―the paucity of electronic literacy, the shortcoming of knowing of the norms of social media, naivety approximately company identification hazards, and the overarching emphasis on spin over actual engagement. however it additionally exhibits the ability that heavily networked social media clients need to insert details and opinion into discussions and strength "false PR acquaintances" to be much less so.

This well timed, hard, and engaging booklet can be of curiosity to all scholars, researchers, and practitioners in Public family members, Media, and verbal exchange Studies.

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Examples YouTube, Vimeo, Vine, Instagram “Don’t do anything stupid” 21 Strengths Video sharing services may be considered social media because they offer interactive and dialogical opportunities. YouTube is a mass-market video sharing service whereas Vimeo and Vine (a Twitter-owned service) are considered niche and creative. Instagram is a more recent video and photo sharing service now owned by Facebook. YouTube is the second largest search engine globally and thus has a large pre-existing audience interested in consuming content.

There are many uses for YouTube including as an archive, a place to watch teasers and trailers for upcoming releases, to watch amateur created content, and to watch music videos (Burgess and Green, 2009; Hilderbrand, 2007). Since its launch, YouTube has become the primary site to watch videos or to share content with friends or strangers. As with most social media sites, YouTube serves entirely disparate purposes for its producers and consumers. Its content is varied and its users vary from being part of a community, to being a user who watches videos and never logs in.

493) also reminds us that social capital should be understood as one of three forms of capital, with the full set including economic capital and cultural capital. Economic capital, which is the most widely understood form of capital, includes money, property and other assets with a monetary value. Cultural capital, like social capital, is intangible and comprises the knowledge and skills that individuals have acquired through formal and informal education. These three forms of capital interact in a dynamic way so that, for example, increasing one’s cultural capital through education may enhance one’s social capital by enabling access to new social networks.

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