A Relational Approach to How Media Engage With Their Audiences in Social Media

Abstract: People are increasingly turning to social media for their news and for sharing and discussing news with others. Simultaneously, media organizations are becoming platform-dependent and posting short forms of their news on their social media sites in the hope that audiences will not only consume this news but also comment on and share it. This article joins other media and journalism studies exploring this phenomenon through a relational approach to media audiences to better understand how media organizations, particularly newspapers, are cultivating relationships with audiences via social media. Drawing on public relations theory about organization-public relationships, the article examines how news organizations nurture relationships with audiences via social media, such as through engagement and dialogic communication strategies. This article empirically examines organization-public relationships strategies (disclosure, access, information dissemination, and engagement) of nine ne

Object Details

• Location: Deutsche Nationalbibliothek Frankfurt am Main
• Extent: Online-Ressource
• Language: Englisch
• Notes: Veröffentlichungsversion ; begutachtet (peer reviewed) ; In: Media and Communication ; 10 (2022) 1 ; 54-65

Contributors, Places and Time

• Event: Veröffentlichung
• (where): Mannheim
• (who): SSOAR, GESIS – Leibniz-Institut für Sozialwissenschaften e.V.
• (when): 2022
• Creator: Badham, Mark ; Mykkänen, Markus

Further information

• DOI: 10.17645/mac.v10i1.4409
• URN: urn:nbn:de:101:1-2023041408091568880261
• Rights: Open Access; Der Zugriff auf das Objekt ist unbeschränkt möglich.
• Last update: 25.03.2025, 1:49 PM CET