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عنوان فارسی مقاله:
"این یک مرحله است": مطالعه مخاطبان آنلاین تصور شده کارکنان روابط عمومی
عنوان انگلیسی مقاله:
‘This is a stage’: A study of public relations practitioners’ imagined online audiences
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Literature review
PR’s occupational culture has been shaped by the emergence of networked technologies such as social networking platforms and smartphones. Internet users (regardless of their profession) are increasingly integrating non-work and workrelated communication activities into their media use patterns throughout the day (Emarketer, 2016; Vitak, 2012). Social networking sites and mobile devices that allow users to readily connect to these platforms are available to such an extent thatthe gaps between one’s personal and professional networks have become harder to separate (Vitak, 2012). This gives rise to context collapse, where the affordances of social networking sites contributes to the “flattening out of multiple distinct audiences” into one “ singular group of message recipients” (Vitak, 2012; p. 451). In attempting to cope with context collapse, one must “negotiate self-presentation to different professional audiences such as managers versus peers, colleagues versus clients or business partners, and members of various organizational units and job functions” (Ellison, Gibbs, & Weber, 2015; p. 113). These broader technology-related shifts have critical implications for PR practitioners’ behavior both in and out of the workplace. Public relations practitioners use social media outside of their formal workday to further their organization’s mission and particular campaigns, develop new skills, and advance their own career and personal brand (Bridgen, 2011). Both Bridgen (2011) and Fawkes (2015) have suggested that the demonstration of professional expertise extends well beyond traditional work hours in this field. Even when PR practitioners communicate about work through their personal social networking accounts outside of their official organizational roles, they still act as informal social mediators on behalf of their organization (Himelboim, Golan, Moon, & Suto, 2014). Thus, PR’s occupational-practitioner culture is characterized by blurred public-private boundaries in a way that privileges organizational interests across time and personal spaces (Vardeman-Winter & Place, 2015). L’Etang (2011), Pieczka (2002), and Sriramesh and Vercic (2011) are among those who have emphasized the need to deconstruct and explore PR’s occupational culture and the performances and rules that form the foundation of PR in practitioners’ in-work and their out-of-work roles. However, the processes involved in navigating between these realms via social media for this group of creative media workers have not been fully explored. To help explain how practitioners navigate between these realms, we briefly consider the literature regarding impression management.
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کلمات کلیدی:
Audience Research Methodologies: Between Innovation and Consolidation https://books.google.com/books?isbn=1134064756 Geoffroy Patriarche, Helena Bilandzic, Jakob Linaa Jensen - 2013 - Social Science ... Whitney (1994) considered how practitioners anticipate audiences as part of the pro- ... In an even wider perspective, the idea of imagined audiences in social ... out that social relations are not just structural or functional but also meaningful. ... popular breakthrough of the Internet, Thompson (1995) referred to “mediated ... Online Public Relations: A Practical Guide to Developing an Online ... https://books.google.com/books?isbn=0749457422 David Phillips, Philip Young - 2009 - Business & Economics Public relations practitioners who engage with the social media constructs of 'ordinary' ... We have seen that a blog audience is hard to define – it can be anyone, ... Imagine you are having a drink a er work in your usual meeting place with a ... On the relation between audiences and publics - LSE Research Online eprints.lse.ac.uk/.../__libfile_REPOSITORY_Content_Livingstone,%20S_On%20the%... by S Livingstone - 2005 - Cited by 205 - Related articles In approaching the changing relations between audiences and publics, one may ..... it was either an imagined community or could gather together only by ... Media Today: An Introduction to Mass Communication https://books.google.com/books?isbn=1136864024 Joseph Turow - 2011 - Language Arts & Disciplines They may buy it later, in a brick- and-mortar store or online, and that could be difficult to track ... One way of noting the visibility of the campaign is to survey the target audience to see how many people recall the ads ... Ad practitioners imagined large segments of listeners and viewers going to ... advertising and public relations.
