Publikumsvorstellungen im Rezeptionsprozess

This article addresses the question of how individual media users, who are part of a mass media audience, perceive their co-audience. We approached this question from an empirical social scientific communication research perspective by introducing a theoretical model of (situational) audience conceptions that might arise in the context of an anonymous, imperceptible mass audience. According to the model, both subjective media theories held by people and cues from the media content influence the users’ impression formation about their anonymous co-audience during media consumption. Audience conceptions would include assumptions on size, simultaneity, social structure and the experience of other consumers. We assume that, as soon as conceptions of the co-audience are formulated, they could influence cognitive and affective aspects of a person’s reception experience. The model states that the more the conception of the audience is salient in a viewer’s mind the stronger its influence on subsequent experiences will be. Possible effects on reception phenomena including social comparison processes and feelings of embarrassment are discussed exemplarily to illustrate fields the model could be fruitfully applied to. Finally, the concept of audience conception is illustrated in a model and brought into context with existing research.     

Was unterscheidet die Mediatisierungsforschung von der Medienwirkungsforschung?

For three reasons, mediatization research is not a variant of traditional media effects research, but should rather be considered an approach in its own right. First, rather than on individuals, attention is focused on structures that are changed by the individuals’ orientation to the media. Individual behavior is nothing but an indicator of structural aspects. Second, besides direct media effects on the people who use them, indirect media effects are included in analyses. “Indirect” refers to effects of media-induced behavior change of media users on other persons who do not necessarily know themselves what the media have to offer. As they are often very influential, the protagonists of media coverage (that is: those on whom the media report) are of special importance in this respect. Third, causal explanations of media effects are supplemented by functional ones. Social actors are considered individuals who behave according to their intentions. They adjust their behavior to the requirements of the social environment they act in, and the media on whose resonance they depend.     

?Wir sind besser als die anderen??

The paper applies social psychology??s results on the theory of social comparison to media content. The finding that people tend to evaluate themselves better than they evaluate others, even if there is no foundation for that in reality, presents the starting point of these considerations. Such an optimistic bias can also be observed in social groups. It is established and distributed in small groups by interpersonal communication and contributes to the individuals?? identification with the group and, thus, to the group??s stability. The paper argues that this phenomenon should be applicable to larger social groups such as religious and ethnic groups or social strata. In these cases, the optimistic bias would have to be communicatively distributed through the media. We introduce a theoretical model that combines the role of media content, its individual reception and processing, and the reciprocal effect of processing on social structure. Subsequently, first empirical evidence of optimistic-bias presentations in media discourses is presented, and resulting problems for future research are discussed.     

Strategy and Tactics in Strategic Communication: Examining their Intersection with Social Media Use

While public relations industry leaders have proposed a strategic approach to social media, industry research has found that social media practices may be more tactical than strategic. Likewise, scholarly research has focused more on specific parts of strategic planning, such as message—and channel-level communication in social media, but little research has been done to understand program-level communication planning. The purpose of this study was to examine the confluence of current trends in social media use with strategic communication processes through in-depth interviews and a national survey of public relations practitioners. The in-depth interviews revealed two overarching themes: (1) social media use should be guided by strategic planning and (2) social media tactics should revolve around conversations. The survey results showed that practitioners are involved in social media strategy development and tactical implementation, yet see their involvement as linked mostly to their organizations’ strategic rather than tactical social media activities. In addition, practitioners delineate social media strategies and tactics differently than theoretical conceptualizations.     

News Media and Corporate Representation of CSR in India

Applying stakeholder theory in an international context, this study examined how Indian news media and corporations communicatively define corporate social responsibility (CSR) and the relationship between their narratives. Content analysis of 242 news articles and 200 corporate websites shows that although there are signs of a progressive CSR attitude, the news media and corporate discourse are still ignoring current issues and challenges relevant to Indian society. However, there were also indicators of tensions between moral and strategic intent, as well as intrinsic and extrinsic motivations that previous studies have argued should define CSR in the Indian context. Implications for international CSR research and practice in the context of sociocultural and media environment are discussed.     

Lessons for Crisis Communication on Social Media: A Systematic Review of What Research Tells the Practice

This study analyzes explicit pieces of advice for effective social media crisis communication given by researchers in various subdisciplines of strategic communication. The themes are identified by a systematic content analysis of peer-reviewed journal articles and conference papers (n = 104) published between 2004 and 2017. Five overall thematic “lessons” are identified and critically discussed. These are that effective social media crisis communication is about: (1) exploiting social media’s potential to create dialogue and to choose the right message, source and timing; (2) performing precrisis work and developing an understanding of the social media logic; (3) using social media monitoring; (4) continuing to prioritize traditional media in crisis situations; and finally, (5) just using social media in strategic crisis communication. These guidelines mainly emerged from quantitative research conducted in the context of the United Stated and on Twitter. There is need for more research focusing on other platforms and other empirical material. There is also a future need for an in-depth methodological discussion of how to further bridge the gap between research and practice on a global scale, and how to develop more evidence-based recommendations for strategic crisis communication practitioners.     

Dialogue and Relationship Building in Online Financial Communications

The use of social media in investor communications is a fairly new phenomenon. The Securities and Exchange Commission (SEC) in the United States announced that corporations may use social media to disclose mandatory key information required by law. With that ruling, social media communications leaves the sometimes fancy world of creativity and image creation and enters the core of strategic communication linked to corporate viability and success. Investor relations in general are essentially about engaging in dialogues with shareholders. Whereas disseminating information online is quite established, online dialogues offer a greater challenge. Dialogue-oriented and dialogic communication processes are not the same according to speech philosophy; and dialogic communication serves only as one possibility for corporations to build relationships with stakeholders. The research presented here analyzes how listed corporations deal with the highly participatory and fragmented communication environment on the web. The prevalence and intensity of social media dialogues was analyzed in an empirical study that focused on the 150 largest global corporations listed on DJIA (United States), FTSE (United Kingdom), CAC (France), DAX (Germany), and NIKKEI (Japan). A framework has been constructed to analyze dialogue-oriented and dialogic financial communications on the Internet and social web.     

Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication

ABSTRACT

Strategic social media influencer communication has become a major topic in strategic communication. However, despite the growing relevance of this new strategic communication instrument, research has paid only limited attention to elaborating its basic concepts. In this article, we adopt a strategic communication perspective to develop a conceptual framework for strategic social media influencer communication. Particularly, we draw on research findings that identify the external resources social media influencers contribute to organization-influencer cooperation. We use these findings to systematically develop functional definitions of social media influencers and of strategic social media influencer communication. We define social media influencers as third-party actors who have established a significant number of relevant relationships with a specific quality to and influence on organizational stakeholders through content production, content distribution, interaction, and personal appearance on the social web. Subsequently, we define strategic social media communication as the purposeful use of communication by organizations or social media influencers in which social media influencers are addressed or perform activities with strategic significance to organizational goals. We then situate these definitions within the broader framework of strategic communication by discussing related concepts and by describing the strategic action field that has emerged around strategic social media influencer communication.     

?Wie und nach welcher Richtung entwickelte sich das Lesebedürfnis der Arbeiterschaft?“

Media use in the early twentieth century has to be seen before a background of an epoch in media history that Jürgen Wilke describes as the age of the unleashing of mass communication. In this sense, the aim of my historical-empirical case study is to generate consolidated findings about the amount and the extent of media use, particularly of the mass press, at the beginning of an emerging modern media system during the time of the German Empire. The basic source of this paper is a survey of early German empirical social research: Adolf Levenstein??s empirical studyDie Arbeiterfrage (1912). Like other studies from the corpus of sources of early social research, this one provides an exciting historical basis for writing a history of media use in the late nineteenth and early twentieth century. All in all, Levenstein??s study offers various important findings on the consumption of books, magazines, newspapers and pulp fiction, that is to say; primarily on the pre-communicative phase in the (mass) communication process including individual costs (monetary, mental, time budget) and motives (needs, expectations, functions, interests, routines) for the use of modern mass media, which cannot be taken for granted.     

Empowering Engagement: Understanding Social Media User Sense of Influence

For all the hope and hype hailing the democratizing effect of social media, few studies have explained public influence as an element of social media engagement. Insight into how and why individuals attempt to exert influence over organizations online is particularly underdeveloped. This study takes the first step in understanding sense of influence online through in-depth interviews with social media users. Findings call into question assumptions in research about the motives and meanings underlying individual efforts to exert influence via social media. The data from 19 in-depth interviews with active social media users suggest that sense of influence is enacted for social relationships rather than to influence organizations or society, and information is the driving force of that effort. Findings also place the imperative on strategic communication to emphasize the value of the organization’s role on social interaction toward a fully functioning society.     

Die Rolle der Individual- und Massenmedien im Integrationsprozess von Jugendlichen mit Migrationshintergrund

Migrant’s media use is a growing research field in communication. This article offers an integrated view on the relationship of media use, adolescents’ identity development and social integration. Based on Hurrelmann’s conceptualization of (media) socialization, Esser’s integration theory and Keupp’s concept of identity development, this study deduces a theoretical framework for analyzing the importance of individual and mass media in the process of adolescent immigrant’s social integration. Empirically, an exploratory-qualitative survey consisting of eight group discussions and ten face-to-face interviews highlights the importance of the hybrid character of socialisatio in multi-cultural entities (community of origin and admission). The media’s role in this process is limited.     

Gibt es einen transmedialen Nutzungsstil?

The article deals with the question of whether there are individual patterns of media use that can be observed not only across different situations but also across media types.We do not deal with the question in which quantity individuals use different media types; we rather focus on the media-specific style of usage they exhibit. As example, we assume that persons who usually choose television programs spontaneously also prefer spontaneous and heuristic selection styles when using other media types. Starting with an overview of previous theories, an explanation of the concept of ?trans-media use patterns‘ (TMUP), and some earlier empirical evidence, the paper develops a catalogue of different dimensions of TMUP and suggests media-specific operationalizations for television, daily newspapers, magazines, and web sites. This catalogue was submitted to n = 382 persons as a part of a questionnaire in summer 2004 (representative quota sample). The results confirm the concept: Almost all dimensions of TMUP correlate across the four media types; most of them significantly. Furthermore, the study shows how close the different media types are to each other in terms of usage and handling when looked at from the users’ perspective. A final outlook discusses the relevance of the concept and sketches future steps for theoretical and empirical research.     

Social Media Activities of Political Communication Practitioners: The Impact of Strategic Orientation and In-Group Orientation

The question of why political communication practitioners use social media for strategic political communication activities has rarely been investigated. By using well-established theoretical approaches of communication research, such as the influence of presumed influence approach, this study sought to determine the extent to which the subjective perceptions of German political communication practitioners explain their professional social media activities. The results of a survey (N = 1,067) indicate that the more political communication practitioners perceived that other political communication practitioners used and were influenced by Facebook and Twitter, the more often they used social media themselves. In contrast, the presumed reach of Facebook and Twitter among politicians, journalists, and citizens, as well as the presumed influence of both media on these groups, were not related to the practitioners’ social media activities. These findings suggest that the practitioners’ social media activities are driven more by an in-group orientation toward their colleagues and less by a strategic orientation toward external stakeholders.     

Motivations,Consumption Emotions,and Temporal Orientations in Social Media Use: A Strategic Approach to Engaging Stakeholders Across Platforms

How to engage stakeholders effectively with different social media platforms is an important topic in strategic communication research. Grounded in uses and gratifications theory, consumption emotion theory, and temporal orientation framework, this study conducted an online survey among social media users in the United States (N = 940) to examine how individuals’ motivations, emotions, and temporal orientations in social media use might differ by multi-platform usage groups (i.e., Facebook+Instagram users vs. Facebook+Pinterset users). Our findings indicate that Facebook+Instagram users focus more on self-status seeking and entertainment, while Facebook+Pinterest users are more information-seeking driven and future-oriented. In addition, more optimism is detected among Facebook+Pinterest users. Implications for strategic communication theory development as well as insights for organization-stakeholder engagement on social media are discussed.     

Paid,Earned, Shared and Owned Media From the Perspective of Advertising and Public Relations Agencies: Comparing China and the United States

Despite the existence of the “great firewall,” advertising and public relations practitioners in China, much like in the United States, are embracing and enacting social media and digital strategies on behalf of their clients. In this study, we conducted 42 in-depth interviews with advertising and public relations practitioners in the United States and mainland China to explore how emerging media and integrated marketing communication (IMC) are impacting advertising and public relations agencies in the two countries. This cross-cultural comparison revealed several critical insights, which were examined through the lenses of IMC and dimensions of culture. We found that emerging media lead to converging trends in various aspects of agency performance. The blurring of paid, earned, shared, and owned media (PESO) was evidentially observed in how executives of both countries defined and used media. Chinese agencies were media agnostic, concerned more with effectiveness of media practices. The U.S. agencies embraced collaboration and information technology better compared to their Chinese peers. This research contributes to the body of knowledge in strategic communication via providing empirical evidence of how Chinese and U.S. agencies coordinate IMC and perceive PESO media relative and in response to emerging media practices.     

Ko-Evolution von Public Relations und Journalismus: Ein erster Beitrag zu ihrer systematischen Aufarbeitung

There are many research findings and some theoretical models in regard of the interaction between journalism and public relations (PR). But hardly any research has so far looked at this relationship from an historical perspective, an endeavor also called the ‘co-evolution’ of PR and journalism. The aim of this article is to make a first step into the analysis of this co-evolution with a focus on the emergence of PR and based on literature about the history of PR. The analysis shows that the rise of PR in the second half of the 19th century was a reaction to the development of journalism, which had become increasingly polemic. Thus for many social protagonists and organizations the barriers to enter the public arena were raised. At the same time the importance of the mass media and furthermore the pressure on social protagonists and organizations to legitimize their interests in a changing society were growing. These results support a theoretical concept that describes the development of mass communication as processes of rationalization of societal communication, which can be linked with theories of social systems.     

Entgrenzung des Journalismus: empirische Evidenzen ohne theoretische Basis?

»De-differentiation« has become a kind of standard diagnosis in defining the state of current media communication. Especially social systems theory, which used to focus on the differentiation of systems, nowadays increasingly discusses phenomena of de-differentiation. Journalism research in particular is concerned that functional de-differentiation might result in a gradual loss of the social function of journalism. However, the question remains widely unsolved of how empirically observed indicators for de-differentiation processes relate to (systems) theory, or whether the idea of de-differentiation and social systems theory are, in principle, compatible. The paper discusses the relation between differentiation and de-differentiation, and tries to define the term of de-differentiation, which seems to be used in relation to diverse kinds of phenomena and at different levels. All in all it shows that de-differentiation and social systems theory are absolutely compatible. On the other hand, it also becomes clear that the theoretical debate about the strict focus on system boundaries and binary codes, which prevailed in the early stages of social systems theory in journalism research, has to be revisited in light of de-differentiation processes.     

Struggling with New Media and Old Expertise: Reconstructing the Professional Role of Communication Consultancy

This study investigates how communication consultants struggle to reconstruct their professional role in the digital media landscape. The extant literature on professional roles in public relations has a tendency to render roles as static pregivens. Therefore, the purpose of this study is to contribute conceptually and empirically to role research by focusing on the process of “role-making” and how role actors purposefully engage in role construction in order to maintain legitimacy. The qualitative study of Scandinavian communication consultants reveals how these actors effectively refashion their role as expert advisors by describing the client and her problems, the competitors, their own knowledge and values. The role construct is supported by a narrative strategy and an epic storyline, where social media serves as a vehicle for self-definition and the consultancy role is framed and reinforced by social media. However, the jurisdictional claims of professional expertise and values that constitute the core of a consultant’s role construct are becoming increasingly difficult to sustain in a digital society. A critical reading of the consultants’ narrative thus implies that social media may in fact constitute a professional identity crisis rather than a consolidation of the expert role.     

Social Media Influencers in Strategic Communication

ABSTRACT

In this editorial, I (1) explain why social media influencers bear relevance for strategic communication, (2) provide a brief introduction to research on social media influencers, and (3) unroll the rationale behind this Special Issue of the International Journal of Strategic Communication.     

Gegenöffentlichkeit(en) und partizipativer Journalismus im Internet

There have been many claims in research literature that participatory journalism constitutes a forum for counter-public spheres. This article attempts to test this hypothesis by analysing empirically the relationship between counter-public spheres and participatory journalism on three levels (article elements in professional media, full-fledged articles in professional media, participatory media). On each level, prominent cases of participatory media are selected in order to give an overview of the different forums of counter-public spheres. Many forms of counter-public spheres can be found. Indicators are counter-agenda setting, social mobilising, media participation, and collaborative communication. However, there are marked differences in terms of quality and audience reach of the counter-public spheres analysed.