Toward a Theory of Social Engagement

Johnston, Kim A.

doi:10.1002/9781119167600.ch2

Cited by 47 publications

(54 citation statements)

References 30 publications

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“…Notably, the results provide evidence that Weibo users were actively engaged by affectivity, especially emotional expressions employed by MSIs because significant results were found with respect to comments and likes. Affectivity plays a key role in building relationships between corporations and the public [ 4 , 52 ]. The empathy developed between MSIs and the public involves an understanding of personal feelings and the disclosure of sensitive, personal information, consequently the likelihood of this being shared was lower, although this manner of engagement generated a higher number of likes.…”

Section: Discussionmentioning

confidence: 99%

“…Through interpersonal communication with MSIs, the public may become more conscious of making healthier lifestyle choices [ 51 ]. Johnston [ 52 ] further added that engagement is a “dynamic multidimensional relational concept featuring psychological and behavioral attributes of connection, interaction, participation, and involvement, designed to achieve or elicit an outcome at individual, organization, or social levels” (p.19). In other words, engagement on social media is a collective kind of engagement, which is manifested in behavioral (collective action, group participation), cognitive (the importance placed on content) and affective (experiences) forms [ 52 ].…”

Section: Development Of a Conceptual Framework For Analyzing Factors mentioning

confidence: 99%

“…Johnston [ 52 ] further added that engagement is a “dynamic multidimensional relational concept featuring psychological and behavioral attributes of connection, interaction, participation, and involvement, designed to achieve or elicit an outcome at individual, organization, or social levels” (p.19). In other words, engagement on social media is a collective kind of engagement, which is manifested in behavioral (collective action, group participation), cognitive (the importance placed on content) and affective (experiences) forms [ 52 ]. In this connection, interpersonal communication strategies, including affectivity, collectivity, and connectivity, as suggested in previous studies may facilitate public engagement in social media communication [ 4 , 28 , 53 ].…”

Section: Development Of a Conceptual Framework For Analyzing Factors mentioning

confidence: 99%

“…Engagement is concerned with collectivity that includes an orientation towards dialogue, interaction with stakeholders, active participation, collective action by individuals, and the intention to act [ 52 ]. Collectivity could be operationalized as a variety of interactive strategies, including quoting others’ posts and making direct reference to the content of others’ posts, asking questions, and complimenting others [ 4 ].…”

Section: Development Of a Conceptual Framework For Analyzing Factors mentioning

confidence: 99%

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Exploring drivers for public engagement in social media communication with medical social influencers in China

Ngai

Singh

2020

PLoS ONE

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Social networking sites offer an important means for increasing the accessibility and enabling new forms of health communication between the public and medical social influencers (MSIs). MSIs have a social presence and are perceived as a credible source of healthrelated information. A research gap, however, exists in understanding the communication strategies employed by MSIs and the factors driving the public to engage in health communication with MSIs. This study, therefore, developed a new conceptual framework incorporating health communication, dialogic and interpersonal communication by employing quantitative content analysis to examine public engagement with MSI communication on the largest microblogging site in China, Sina Weibo. The analysis yielded insights into how the usefulness of health-related information provided alongside the interactive dialogue and affective practices played an active role in engaging the public. The public sought healthrelated information primarily to address issues of concern for well-being and a high level of engagement in terms of online shares, likes, and comments was found. The use of multimedia made the site more appealing, resulting in likes while the expression of emotions by MSIs generated likes and comments. The need to connect with other online users and have a sense of community was reflected in engagement through sharing useful MSI posts by the public. By identifying influential MSIs on social networking sites, health information providers such as organizations and the government can raise awareness of health issues to foster a healthy lifestyle and contribute to better living in the community.

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Section: Discussionmentioning

confidence: 99%

Section: Development Of a Conceptual Framework For Analyzing Factors mentioning

confidence: 99%

Section: Development Of a Conceptual Framework For Analyzing Factors mentioning

confidence: 99%

Section: Development Of a Conceptual Framework For Analyzing Factors mentioning

confidence: 99%

See 2 more Smart Citations

Exploring drivers for public engagement in social media communication with medical social influencers in China

Ngai

Singh

2020

PLoS ONE

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“…Engagement has emerged as a major concept in public relations research over the last two decades, one that has a “high potential to reshape and reconceptualize public relations” (Jelen-Sanchez, 2017: 935). Strongly equated with interaction and connection between organizations and their publics (Johnston, 2018; Wright and Hinson, 2014), as well as with empowerment and participation (Macnamara, 2016: 3), many scholars have come to see engagement as “the ultimate marker or maker of a good organization–public relationship” (Kang, 2014: 400). In fact, Taylor and Kent (2014) define engagement in public relations as: .…”

Section: Engagement: the “New” Foundational Paradigmmentioning

confidence: 99%

Online engagement as a multimodal discursive practice: The case of Dubai Cares’ Facebook page

Moussa

Benmessaoud

2020

Public Relations Inquiry

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The paper examines the role of social media platforms in public relations engagement, focusing on the case of a leading non-profit organization in the UAE, namely Dubai Cares. Drawing on multimodal critical discourse analysis (MCDA), the paper analyses the textual, paratextual, and visual modes of communication deployed by the organization, and investigates their role as (multimodal) discursive practices in constructing engagement and shaping power relations between the organizations and its publics. A key finding of the paper is that Dubai Cares’ online public relations efforts to promote its international recognition and legitimacy often come at the expense of addressing multiple power differentials between the organization and its stakeholders. The paper demonstrates how approaching engagement as a multimodal discourse, where power relations are at play, helps transcend the limitations of instrumental interpretations of the notion of engagement, thus obscuring its inherent discursive and social dimension.

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Engagement

Johnston

2018

The International Encyclopedia of Strategic Communication

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The definitive international reference on strategic communication The term "strategic communication" traditionally has been understood as referring to external corporate communication, such as public relations, marketing communication, and advertising, with insufficient consideration beyond its role as a tool of persuasive influence. In recent years, however, the field of strategic communication has evolved to be more holistic in its approach and its role within sociocultural contexts. Articles, textbooks, and handbooks have attempted to define the scope, purpose, and nature of the concept, but as the first major comprehensive work of its kind, The International Encyclopedia of Strategic Communication captures the full scope of contemporary theory and practice in strategic communication. Reflecting the current international trend within communication studies generally, this timely reference explores current efforts on the part of thought leaders and practitioners worldwide to critique, integrate, and reengineer forms, structures, functions of, and purposes for external and internal communication of organizations. To that end, the editors have enlisted a multidisciplinary team of authors, including scholars and industry professionals from around the globe who share their insights and expertise within the four major areas of strategy, organization, management, and sociocultural impact. • Defines state-of-the-art concepts, models, theories, contexts, and professional practices at the heart of 21 st century strategic communication • Addresses all contexts within which strategic influence is required to achieve outcomes that serve the interests of organizations' and those whom they seek to influence • Goes beyond traditional, US-dominated perspectives to provide an international approach • Explores strategic communication from a much-needed sociocultural perspective • Examines strategic communication's role beyond corporate persuasion and offers a broader view of its functions for organizations of all kinds • Part of The Wiley Blackwell-ICA International Encyclopedias of Communication series, published in conjunction with the International Communication Association. Online version available at Wiley Online Library. Written with the support and assistance of the International Communication Association, the world's leading association for scholars interested in the study, teaching, and application of all aspects of human, organizational and mediated communication, The International Encyclopedia of Strategic Communication is an indispensable resource for students, teachers, and researchers in the burgeoning field of communication, as well as public relations, corporate communication, and marketing professionals working in organizations worldwide. ABOUT THE AUTHOR ROBERT L. HEATH, P HD, (professor emeritus, University of Houston, USA) recently published two four-volume works: Public Relations: Critical Concepts in Media and Cultural Studies (2013) and Strategic Communication (with Anne Gregory) as part of Sage Benchmarks ...

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Toward a Theory of Social Engagement

Cited by 47 publications

References 30 publications

Exploring drivers for public engagement in social media communication with medical social influencers in China

Exploring drivers for public engagement in social media communication with medical social influencers in China

Online engagement as a multimodal discursive practice: The case of Dubai Cares’ Facebook page

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