TY  - BOOK
AU  - Hutchins,Amber
AU  - Tindall,Natalie T.J.
TI  - Public relations and participatory culture: fandom, social media and community engagement 
T2  - Routledge new directions in public relations and communication research
SN  - 9781138787728 (hbk.)
AV  - HD59 .P7844 2016
U1  - 659.2 23
PY  - 2016///
CY  - London
PB  - Routledge Taylor & Francis Group
KW  - Public relations
KW  - Participation
KW  - Social media
KW  - Political participation
N1  - 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.
ER  -