Media targets: When a spark in social media develops into a mainstream media storm

This chapter investigates how public relations professionals can best manage social media crises of high interest to mainstream news media. It explores this question through a a case study of mass market retailer Target's 2012 media crisis over its fashions for girls aged 7-14. The case offers insights on the importance of monitoring social media and being prepared to step in and speak up in order to steer the public conversation that now takes place across multiple platforms

A proposed approach to systematically identify and monitor the corporate political activity of the food industry with respect to public health using publicly available information.

Unhealthy diets represent one of the major risk factors for non-communicable diseases. There is currently a risk that the political influence of the food industry results in public health policies that do not adequately balance public and commercial interests. This paper aims to develop a framework for categorizing the corporate political activity of the food industry with respect to public health and proposes an approach to systematically identify and monitor it. The proposed framework includes six strategies used by the food industry to influence public health policies and outcomes: information and messaging; financial incentive; constituency building; legal; policy substitution; opposition fragmentation and destabilization. The corporate political activity of the food industry could be identified and monitored through publicly available data sourced from the industry itself, governments, the media and other sources. Steps for country-level monitoring include identification of key food industry actors and related sources of information, followed by systematic data collection and analysis of relevant documents, using the proposed framework as a basis for classification of results. The proposed monitoring approach should be pilot tested in different countries as part of efforts to increase the transparency and accountability of the food industry. This approach has the potential to help redress any imbalance of interests and thereby contribute to the prevention and control of non-communicable diseases.

The listening key: unlocking the democratic potential of indigenous participatory media

This article explores how a listening approach might address the complex challenges of researching the relationship between Indigenous participation in media and mainstream policy-making processes. An overview of contemporary Indigenous media demonstrates how digital and social media have built on the vibrant and innovative Indigenous media tradition, and enabled a proliferation of new Indigenous voices. But do the powerful listen to Indigenous-produced media, and does this constitute meaningful participation in the political process? The article distinguishes between participation as involvement in the production and dissemination of media, and participation as political influence. It argues that both meanings are crucial for fully realising the potential of Indigenous participatory media, and contends that a listening approach might offer ways to research and unlock the democratic potential of Indigenous media participation.

Celebrity and public persona

Research on celebrity and public persona derives from fundamentally interdisciplinary sources. Although at its core, the study of public personality has been the object of investigations by those more closely associated with media and communication, the key disciplines of sociology, cultural studies, literary studies, political science, social psychology, and even anthropology and history have been part of its analysis. Celebrity identifies the “extra-textual” dimensions of the famous, in which the lives of the renowned are followed, read, and reported. It is a public celebration of individuality that is (but not exclusively) connected to consumer culture and democratic capitalism. Through these larger cultural tropes celebrity has had its strongest affiliations with the contemporary entertainment industries, particularly in terms of how they are covered by the media and the press for further value beyond the cultural forms that are often the origins of stardom—the public individual’s performances in fields such as film, television, sport, and popular music. Celebrity is a site of celebration and derogation in any culture: these public individuals are truly exalted and given a status beyond others, but they are also ridiculed for their believed-to-be unearned credentials for having such a public platform and voice. Moreover, the study of celebrity and public persona is also an investigation into the connection between the populace and these public personalities, where parasocial relations most evident in fandom identify how celebrities embody audiences with an affective connection that is truly powerful in contemporary culture. That power of embodiment and connection that celebrities possess is subsequently exploited by the media industries to promote and sell new connected cultural products. Identifying celebrities as part of a spectrum of public personas links the study of celebrity to the investigation of the celebrated and famed in a variety of professions and fields well beyond entertainment. Thus, the term persona is used in these studies of public personalities to acknowledge the mask that is deployed to present a public version of the self for this external consumption and reading by an audience, a collective, a network, a nation, a citizenry, or a community. Research into public personas has led to related studies of political leadership, self-branding, notoriety in business, and reputation management, and research delves into the presentation of the public self by greater portions of the populace in online cultures. Celebrity and public persona is a field in which research aims to investigate the significance and meaning of various versions of the public self in both contemporary culture and historically.

Back then, and now - just who is David Bowie?

Our lives are often shaped and made meaningful by the stars and celebrities who enter them. Our bedrooms can become shrines of longing, identification and desire, and the friends we make and the lovers we take can gravitate around the famous figure we together so admire. For the writers of this piece, David Bowie is one such star-man: his music, lyrics, writings and performances are felt to wrap themselves around their youth, their rebellion, their hurt, and their love.

Swivelling the spotlight: stardom, celebrity and ‘me’

Celebrity studies critiques the ways in which celebrity culture constructs discourses of authenticity and disclosure, offering the cultural and economic circulation of the ‘private’ self. Rarely, however, do we turn the spotlight on ourselves as not only scholars of stardom and celebrity, but also part of the audience. Autoethnography has become increasingly important across different disciplines, although its status within media and cultural studies is less visible and secure, not least because the emphasis on personal attachments to media forms may threaten the discipline’s still contested claim to cultural legitimacy. The study of stars and celebrities has often found itself at the ‘lower’ end of this already debased continuum, perhaps making such tensions particularly acute. Based on three personal narratives of engagements with stars and celebrities, this co-authored article explores the potential relationships between autoethnography and celebrity studies, and considers the personal, intellectual, and political implications of bringing the scholar into the celebrity frame.

Changing media landscapes: visual networking

 Combines theory, key issues for debate and an exploration of legacy and digital media industries to provide a holistic approach to communication and media.Activities, study questions and further reading/weblinks at the end of each chapter to help students put theory into context and further their understanding of key concepts.It covers the latest trends emerging from the deregulation of many media industries and then outlines future scenarios for a globally competitive digital media environment.Explores the contemporary intersections between social media, legacy media and communications with other studies in history, statistics, privacy and surveillance, public policy, media law and economics. The nature of media forms and industries is changing rapidly and constantly. As such, Changing Media Landscapes explores the concept of visual networking to describe the ways multiple media devices are used now for a variety of tasks. Visual networking extends the ability to engage in human communication particularly in today's context where most of our daily activities and routines are carried out with the help of various forms of communication technologies. It explores the changing media landscape through contemporary and developing latest trends, issues and developments including multicasting, cloud computing, privacy and social networking. It combines theory, key issues for debate and an exploration of legacy and digital media industries to provide a holistic approach to communication and media.

Review of the literature on the use of social media by people with traumatic brain injury (TBI)

Purpose: To review the literature relating to use of social media by people with a traumatic brain injury (TBI), specifically its use for social engagement, information exchange or rehabilitation.

Method: A systematic review with a qualitative meta-synthesis of content themes was conducted. In June 2014, 10 databases were searched for relevant, peer-reviewed research studies in English that related to both TBI and social media.

Results: Sixteen studies met the inclusion criteria, with Facebook™ and Twitter™ being the most common social media represented in the included studies. Content analysis identified three major categories of meaning in relation to social media and TBI: (1) risks and benefits; (2) barriers and facilitators; and (3) purposes of use of social media. A greater emphasis was evident regarding potential risks and apparent barriers to social media use, with little focus on facilitators of successful use by people with TBI.

Conclusions: Research to date reveals a range of benefits to the use of social media by people with TBI however there is little empirical research investigating its use. Further research focusing on ways to remove the barriers and increase facilitators for the use of social media by people with TBI is needed. Implications for Rehabilitation: Communication disabilities following traumatic brain injury (TBI) can be wide-ranging in scope and social isolation with loss of friendships after TBI is common. For many people, social media is rapidly becoming a usual part of everyday communication and its use has the potential to increase communication and social participation for people with TBI.There is emerging evidence and commentary regarding the perceived benefits and risks, barriers and facilitators and purposes of use of social media within the TBI population.Risks associated with using social media, and low accessibility of social media sites, form barriers to its use. Facilitators for social media use in people with TBI include training the person with TBI and their communication partners in ways to enjoy and use social media safely.There is minimal rigorous evaluation of social media use by people with TBI and scant information regarding social media use by people with communication disabilities after TBI. Further investigation is needed into the potential benefits of social media use on communication, social participation and social support with the aim of reducing social isolation in people with TBI.

Obese adults' perceptions of news reporting on obesity: the panopticon and synopticon at work

News reporting, in channels such as broadcast and print media, on obesity as an issue has increased dramatically in the last decade. A qualitative study, in which we used in-depth interviews and thematic analysis, was undertaken to explore 142 obese individuals’ perceptions of, and responses to, news reporting about obesity. Participants believed that news reporting on obesity focused on personal responsibility and blame, and portrayed obese people as “freaks.” They described being portrayed as “enemies” of society who were rarely given a voice or identity in such news coverage unless they were seen to be succeeding at weight loss. They were also critical of the simplistic coverage of obesity, which was in contrast with their personal experiences of obesity as complex and difficult to address. Participants believed that obesity news reporting added to the discrimination they experienced. We consider how this news reporting may act as a form of “synoptical” social control, working in tandem with wider public health panoptical surveillance of obesity.

All in the blood: a review of Aboriginal Australians' cultural beliefs about blood and implications for biospecimen research

Public participation in medical research and biobanking is considered key to advances in scientific discovery and translation to improved health care. Cultural concerns relating to blood have been found to affect the participation of indigenous peoples and minorities in research, but such concerns are rarely specified in the literature. This article presents a review of the role of blood in Australian Aboriginal cultures. We discuss the range of meanings and uses of blood in traditional culture, including their use in ceremonies, healing, and sorcery. We draw on more recent literature on Aboriginal Australians and biomedicine to consider how traditional beliefs may be changing over time. These findings provide an empirical basis for researchers and bioethicists to develop culturally grounded strategies to boost the participation of Aboriginal Australians in biomedical research. They also serve as a model for integrating anthropological literature with bioethical concerns that could be applied to other indigenous and minority groups.

Digital marketing of unhealthy foods to Australian children and adolescents

The emergence of new media—including branded websites, social media and mobile applications—has created additional touch points for unhealthy food and beverage companies to target children and adolescents. The aim of this study was to perform an audit of new media for three top selling food and beverage brands in Australia. The top selling brand in three of the most advertised food and beverage categories was identified. Facebook, websites and mobile phone applications from these three brands were assessed using a combination of descriptive analyses and structured data collection during June and July 2013. Information on target audience, main focus of the activity, marketing strategies employed and connectivity were collected. Promotional activities were assessed against industry self-regulatory codes. McDonald's, Coca-Cola and Cadbury Dairy Milk were audited, with 21 promotional activities identified. These promotional activities appeared to use a number of marketing strategies, with frequent use of indirect product association, engagement techniques and branding. We identified strategic targeting of both children and adolescents. We found that while all promotional activities technically met self-regulatory codes (usually due to media-specific age restrictions) a number appeared to employ unhealthy food or beverage marketing directed to children. Brands are using engaging content via new media aimed at children and adolescents to promote unhealthy food and beverages. Given the limitations of self-regulatory codes in the context of new media, strategies need to be developed to reduce exposure of children and adolescents to marketing of unhealthy food and beverage products via these avenues.

Exploring the integration of social media within integrated marketing communication frameworks: perspectives of services marketers

Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales.

Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement.

Findings – The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement.

Practical implications – The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications.

Originality/value – With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.