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Strategic Communication, Social Media and Democracy: The Challenge of the Digital Naturals
Paperback
Series: Routledge New Directions in PR & Communication Research
ManagementMarketingGeneral Reference
ISBN13: 9781138497412
Publisher: Routledge
Published: Apr 3 2018
Pages: 206
Weight: 0.65
Height: 0.44 Width: 6.14 Depth: 9.21
Language: English
As digital naturals become the norm, this shift is having profound effects on public relations, and furthermore on the way society works. In societies which have a high penetration of new technologies, combined with civic engagement and consensual politics, both radical and conservative social actors are facing new challenges brought by the breaking down of communication barriers. Based on a unique research collaboration, it explores both the theoretical potential social media offers for changing the relationships between organisations and stakeholders, and the degree to which that potential has so far been achieved.
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