Ebook - Routledge New Directions in Public Relations and Communication Research: Strategic Communication, Social Media and Democracy : The Challenge of the Digital Naturals (2015, Hardcover) in TXT, PDF, MOBI
9781138841161 1138841161 Today almost everyone in the developed world spends time online and anyone involved in strategic communication must think digitally. The magnitude of change may be up for debate but the trend is unstoppable, dramatically reconfiguring business models, organisational structures and even the practice of democracy. Strategic Communication, Social Media and Democracy provides a wholly new framework for understanding this reality, a reality that is transforming the way both practitioners and theoreticians navigate this fast-moving environment. Firmly rooted in empirical research, and resisting the lure of over-optimistic communication dreams, it explores both the potential that social media offers for changing the relationships between organisations and stakeholders, and critically analyses what has been achieved so far. This innovative text will be of great interest to researchers, educators and advanced students in strategic communications, public relations, corporate communication, new media, social media and communication management., Where societies have a high penetration of new technologies combined with civic engagement and consensual politics, both radical and conservative social actors are facing new challenges brought by the breaking down of communication barriers. As so-called digital naturals become the norm, the control which has customarily been exerted by strategic communication is being increasingly degraded with profound effects on the public relations profession. Scholarly and research-based, this book explores the myriad ways in which the digital environment can alter societies' dynamic in the public sphere. It seeks to balance both the optimism and pessimism generated by social media and considers the reality of the challenge it presents. Firmly rooted in empirical research, and avoiding the trap of an overly optimistic empowerment of communication targets, it explores both the potential social media offers for changing the relationships between organisations and stakeholders, and analyses what has been achieved so far. It will be of great interest to researchers, educators and advanced students in Strategic Communications, Public Relations, Corporate Communication, new media, social media and communication management.
9781138841161 1138841161 Today almost everyone in the developed world spends time online and anyone involved in strategic communication must think digitally. The magnitude of change may be up for debate but the trend is unstoppable, dramatically reconfiguring business models, organisational structures and even the practice of democracy. Strategic Communication, Social Media and Democracy provides a wholly new framework for understanding this reality, a reality that is transforming the way both practitioners and theoreticians navigate this fast-moving environment. Firmly rooted in empirical research, and resisting the lure of over-optimistic communication dreams, it explores both the potential that social media offers for changing the relationships between organisations and stakeholders, and critically analyses what has been achieved so far. This innovative text will be of great interest to researchers, educators and advanced students in strategic communications, public relations, corporate communication, new media, social media and communication management., Where societies have a high penetration of new technologies combined with civic engagement and consensual politics, both radical and conservative social actors are facing new challenges brought by the breaking down of communication barriers. As so-called digital naturals become the norm, the control which has customarily been exerted by strategic communication is being increasingly degraded with profound effects on the public relations profession. Scholarly and research-based, this book explores the myriad ways in which the digital environment can alter societies' dynamic in the public sphere. It seeks to balance both the optimism and pessimism generated by social media and considers the reality of the challenge it presents. Firmly rooted in empirical research, and avoiding the trap of an overly optimistic empowerment of communication targets, it explores both the potential social media offers for changing the relationships between organisations and stakeholders, and analyses what has been achieved so far. It will be of great interest to researchers, educators and advanced students in Strategic Communications, Public Relations, Corporate Communication, new media, social media and communication management.