Public relations and participatory culture :  fandom, social media and community engagement / 
ed by Amber L. Hutchins and Natalie T. J. Tindall. 
 - 1st 
 - London :  Routledge Taylor & Francis Group,  2016. 
 - xix, 245 p. ;  illustrations ;  23 cm. 
 - Routledge new directions in public relations and communication research .
<br/><br/>While public relations practitioners have long focused on the relationship between organizations and their stakeholders, there has never been a time when that relationship was so dominated by public participation. The established model of one-way communication and message control no longer exists. Social media and an increasingly participatory culture means that fans are taking a more active role in the production and co-creation of messages, communication, and meaning. These fans have significant power in the relationship dynamic between the message, the communicator, and the larger audience, yet they have not been defined using current theory and discourse. Our existing conceptions fail to identify these active and engaged publics. This research collection addresses this deficit by exploring these interactive, engaged publics.  
<br/><br/><label>ISBN: </label>9781138787728 (hbk.) 9780367359010 (pbk.) 
<br/><br/><label>LCCN: </label>2015031292 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Public relations.<br/>Participation.<br/>Social media.<br/>Political participation.
<br/><br/><label>Subjects--Index Terms: </label>Participation  Political participation  Public relations  Social media 
<br/><br/><label>LC Class. No.: </label>HD59  / .P7844 2016 
<br/><br/><label>Dewey Class. No.: </label>659.2  / HUT