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

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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 languageEnglish
Pages (from-to)1-6
Number of pages6
Issue number1
Publication statusPublished - 2016
EventEighth International Forum on Public Relations and Advertising - Massey University, Wellington, New Zealand
Duration: 25 Jan 201627 Jan 2016 (Conference website)


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