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dc.contributor.authorBadham, Mark
dc.contributor.authorMykkänen, Markus
dc.date.accessioned2022-01-21T06:59:28Z
dc.date.available2022-01-21T06:59:28Z
dc.date.issued2022
dc.identifier.citationBadham, M., & Mykkänen, M. (2022). A Relational Approach to How Media Engage With Their Audiences in Social Media. <i>Media and Communication</i>, <i>10</i>(1), 54-65. <a href="https://doi.org/10.17645/mac.v10i1.4409" target="_blank">https://doi.org/10.17645/mac.v10i1.4409</a>
dc.identifier.otherCONVID_103937459
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/79451
dc.description.abstractPeople 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 newspapers with the largest reach in Australia, the US, and the UK. A content analysis is conducted of these newspapers’ posts (total 1807) published in March 2021 on their Twitter and Facebook sites to identify and examine these strategies. Findings show that their social media accounts are predominantly used for news dissemination rather than audience engagement. The implications are that although media professionals are frequently distributing news content among their audiences via their social media sites, they are not adequately engaging with them.en
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherCogitatio
dc.relation.ispartofseriesMedia and Communication
dc.rightsCC BY 4.0
dc.subject.otheraudiences
dc.subject.otherengagement
dc.subject.othermedia organizations
dc.subject.othernews dissemination
dc.subject.otherorganization–public relationship strategies
dc.subject.otherrelational approach
dc.subject.othersocial media
dc.titleA Relational Approach to How Media Engage With Their Audiences in Social Media
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-202201211215
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosKieli- ja viestintätieteiden laitosfi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.laitosDepartment of Language and Communication Studiesen
dc.contributor.oppiaineViestinnän johtaminenfi
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineCorporate Communicationen
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.description.reviewstatuspeerReviewed
dc.format.pagerange54-65
dc.relation.issn2183-2439
dc.relation.numberinseries1
dc.relation.volume10
dc.type.versionpublishedVersion
dc.rights.copyright© Mark Badham, Markus Mykkänen.
dc.rights.accesslevelopenAccessfi
dc.subject.ysositouttaminen
dc.subject.ysojulkinen keskustelu
dc.subject.ysojournalismi
dc.subject.ysouutiset
dc.subject.ysoyleisö
dc.subject.ysokohderyhmät
dc.subject.ysomedia
dc.subject.ysoverkkoviestintä
dc.subject.ysomediayhtiöt
dc.subject.ysosuhdetoiminta
dc.subject.ysososiaalinen media
dc.subject.ysoverkkokeskustelu
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p19420
jyx.subject.urihttp://www.yso.fi/onto/yso/p8612
jyx.subject.urihttp://www.yso.fi/onto/yso/p1161
jyx.subject.urihttp://www.yso.fi/onto/yso/p13915
jyx.subject.urihttp://www.yso.fi/onto/yso/p4280
jyx.subject.urihttp://www.yso.fi/onto/yso/p18822
jyx.subject.urihttp://www.yso.fi/onto/yso/p2445
jyx.subject.urihttp://www.yso.fi/onto/yso/p14112
jyx.subject.urihttp://www.yso.fi/onto/yso/p28567
jyx.subject.urihttp://www.yso.fi/onto/yso/p14294
jyx.subject.urihttp://www.yso.fi/onto/yso/p20774
jyx.subject.urihttp://www.yso.fi/onto/yso/p21841
dc.rights.urlhttps://creativecommons.org/licenses/by/4.0/
dc.relation.doi10.17645/mac.v10i1.4409


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