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Is social media really the answer? How issues create communities and communities create issues online

Desai, R. and Wolf, K. (2014) Is social media really the answer? How issues create communities and communities create issues online. Asia Pacific Public Relations Journal, 15 (1).

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Abstract

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.

Publication Type: Journal Article
Murdoch Affiliation: School of Arts
Publisher: Deakin University
Notes: Public Relations Institute of Australia (PRIA 2013) National Conference Academic Forum, Adelaide, November.
URI: http://researchrepository.murdoch.edu.au/id/eprint/26557
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