Appraisal: An attitudinal understanding of digital media data

Mehmet Mehmet

Research output: Other contribution to conferenceAbstractpeer-review


For public relations practitioners and researchers interested in gaining a deeper level of understanding into brand community attitudes, digital media data presents an enticingly easy to access and low cost means to understand attitudes. Beyond the individual impact of attitudes expressed in a single message, attitudes are also central for the formation and binding of social groups and networks (Martin and White, 2005; Martin and Rose, 2008; Rose and Martin, 2012). Digital media users not only have to consider the composition of the posts, but the sites in which the user chooses to express their attitudes. Using the Fairtrade Fortnight 2015 digital media campaign, this study explored a semantic approach, known as 'appraisal' to assist in revealing attitudes expressed in digital media posts. The findings indicated that appraisal has the ability to determine simple and complex attitudes, as well as, multi-faceted attitudes resulting from intricate values. Appraisal also revealed the underlying values and worldviews held by the users disseminating the message. Therefore the study recommends appraisal be considered by those wishing to better inform strategically responses to digital media discussion and can be used to justify future campaign content.


ConferenceEighth International Forum on Public Relations and Advertising
Abbreviated titleStrategic Communication in the Digital Age
Country/TerritoryNew Zealand
Internet address


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