Is Social Media Really the Answer? How Issues Create Communities and Communities Create Issues Online
Public relations scholars have emphasised the role of the Internet, and in particular social media, as a new and effective way for communication professionals to engage with stakeholders on social issues. However, beyond conceptual papers, there has been limited to no empirical evidence that online...
| Main Authors: | , |
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| Format: | Journal Article |
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Deakin University Australia
2014
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| Online Access: | http://www.pria.com.au/journal/area?command=record&id=165&cid=60# http://hdl.handle.net/20.500.11937/11356 |
| _version_ | 1848747783767457792 |
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| author | Desai, R. Wolf, Katharina |
| author_facet | Desai, R. Wolf, Katharina |
| author_sort | Desai, R. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Public relations scholars have emphasised the role of the Internet, and in particular social media, as a new and effective way for communication professionals to engage with stakeholders on social issues. However, beyond conceptual papers, there has been limited to no empirical evidence that online spaces are indeed more effective when aiming to engage diverse, dispersed communities. This paper aims to address this gap, by examining the social media activities of two seemingly dissimilar communities: the Australian Asbestos Network and the West Australian Anti Nuclear Movement. The authors conclude that in an online advocacy context, communities create issues, as opposed to congregate around carefully crafted communications messages. |
| first_indexed | 2025-11-14T06:54:38Z |
| format | Journal Article |
| id | curtin-20.500.11937-11356 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:54:38Z |
| publishDate | 2014 |
| publisher | Deakin University Australia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-113562017-01-30T11:24:19Z Is Social Media Really the Answer? How Issues Create Communities and Communities Create Issues Online Desai, R. Wolf, Katharina social issues virtual communities advocacy New media public relations Public relations scholars have emphasised the role of the Internet, and in particular social media, as a new and effective way for communication professionals to engage with stakeholders on social issues. However, beyond conceptual papers, there has been limited to no empirical evidence that online spaces are indeed more effective when aiming to engage diverse, dispersed communities. This paper aims to address this gap, by examining the social media activities of two seemingly dissimilar communities: the Australian Asbestos Network and the West Australian Anti Nuclear Movement. The authors conclude that in an online advocacy context, communities create issues, as opposed to congregate around carefully crafted communications messages. 2014 Journal Article http://hdl.handle.net/20.500.11937/11356 http://www.pria.com.au/journal/area?command=record&id=165&cid=60# Deakin University Australia restricted |
| spellingShingle | social issues virtual communities advocacy New media public relations Desai, R. Wolf, Katharina Is Social Media Really the Answer? How Issues Create Communities and Communities Create Issues Online |
| title | Is Social Media Really the Answer? How Issues Create Communities and Communities Create Issues Online |
| title_full | Is Social Media Really the Answer? How Issues Create Communities and Communities Create Issues Online |
| title_fullStr | Is Social Media Really the Answer? How Issues Create Communities and Communities Create Issues Online |
| title_full_unstemmed | Is Social Media Really the Answer? How Issues Create Communities and Communities Create Issues Online |
| title_short | Is Social Media Really the Answer? How Issues Create Communities and Communities Create Issues Online |
| title_sort | is social media really the answer? how issues create communities and communities create issues online |
| topic | social issues virtual communities advocacy New media public relations |
| url | http://www.pria.com.au/journal/area?command=record&id=165&cid=60# http://hdl.handle.net/20.500.11937/11356 |