Commentary: Connecting, responding and engaging, not yet relating online

Sharon Schoenmaker

Commentary: Connecting, responding and engaging, not yet relating online

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Abstract

Is social media really the relational tool it appears to be? For the field of public relations, whose remit is to relate to publics, this study suggests that our current interactions online promote connecting, responding or engaging – falling short of relating. This study distinguishes connecting, responding and engaging as distinct concepts in online interactions. All three concepts are important in designing strategic communication in online contexts and precursory activities potentially leading to relating. Applying Gee’s (2014) model of discourse analysis, this study investigates the social media discourse of a recent Australian Government campaign on youth binge drinking to explore these concepts. Understanding the dimensions of social media interactions is important for contemporary communicators as designers of online communication to make interactions strategic
and purposeful in online contexts.

Original language	English
Pages (from-to)	1-6
Number of pages	6
Journal	Prism
Volume	13
Issue number	1
Publication status	Published - 2016
Event	Eighth International Forum on Public Relations and Advertising - Massey University, Wellington, New Zealand Duration: 25 Jan 2016 → 27 Jan 2016 http://www.massey.ac.nz/massey/learning/colleges/college-business/school-of-communication-journalism-and-marketing/news/events/prad2016/prad-2016.cfm (Conference website) https://www.massey.ac.nz/massey/about-massey/events/event-detail.cfm?event_id=2C4F2D81-A62F-5396-0765-C2842FAC2197

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title = "Commentary: Connecting, responding and engaging, not yet relating online",

abstract = "Is social media really the relational tool it appears to be? For the field of public relations, whose remit is to relate to publics, this study suggests that our current interactions online promote connecting, responding or engaging – falling short of relating. This study distinguishes connecting, responding and engaging as distinct concepts in online interactions. All three concepts are important in designing strategic communication in online contexts and precursory activities potentially leading to relating. Applying Gee{\textquoteright}s (2014) model of discourse analysis, this study investigates the social media discourse of a recent Australian Government campaign on youth binge drinking to explore these concepts. Understanding the dimensions of social media interactions is important for contemporary communicators as designers of online communication to make interactions strategicand purposeful in online contexts.",

author = "Sharon Schoenmaker",

note = "Includes bibliographical references.; Eighth International Forum on Public Relations and Advertising, Strategic Communication in the Digital Age ; Conference date: 25-01-2016 Through 27-01-2016",

year = "2016",

language = "English",

volume = "13",

pages = "1--6",

journal = "Prism",

issn = "1448-4404",

number = "1",

url = "http://www.massey.ac.nz/massey/learning/colleges/college-business/school-of-communication-journalism-and-marketing/news/events/prad2016/prad-2016.cfm, https://www.massey.ac.nz/massey/about-massey/events/event-detail.cfm?event_id=2C4F2D81-A62F-5396-0765-C2842FAC2197",

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TY - JOUR

T1 - Commentary

T2 - Eighth International Forum on Public Relations and Advertising

AU - Schoenmaker, Sharon

N1 - Includes bibliographical references.

PY - 2016

Y1 - 2016

N2 - Is social media really the relational tool it appears to be? For the field of public relations, whose remit is to relate to publics, this study suggests that our current interactions online promote connecting, responding or engaging – falling short of relating. This study distinguishes connecting, responding and engaging as distinct concepts in online interactions. All three concepts are important in designing strategic communication in online contexts and precursory activities potentially leading to relating. Applying Gee’s (2014) model of discourse analysis, this study investigates the social media discourse of a recent Australian Government campaign on youth binge drinking to explore these concepts. Understanding the dimensions of social media interactions is important for contemporary communicators as designers of online communication to make interactions strategicand purposeful in online contexts.

AB - Is social media really the relational tool it appears to be? For the field of public relations, whose remit is to relate to publics, this study suggests that our current interactions online promote connecting, responding or engaging – falling short of relating. This study distinguishes connecting, responding and engaging as distinct concepts in online interactions. All three concepts are important in designing strategic communication in online contexts and precursory activities potentially leading to relating. Applying Gee’s (2014) model of discourse analysis, this study investigates the social media discourse of a recent Australian Government campaign on youth binge drinking to explore these concepts. Understanding the dimensions of social media interactions is important for contemporary communicators as designers of online communication to make interactions strategicand purposeful in online contexts.

M3 - Comment/debate

SN - 1448-4404

VL - 13

SP - 1

EP - 6

JO - Prism

JF - Prism

IS - 1

Y2 - 25 January 2016 through 27 January 2016

ER -

Commentary: Connecting, responding and engaging, not yet relating online

Abstract

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