Sunil Reddy Kunduru
ABSTRACT
In this paper we present the proposal for a research study that aims at explaining the consequences of social media use on mass media content and public discourse. Social media is defined as a set of networked communication platforms that enable generation, distribution and consumption of user generated content. Technology features of the social media platforms are at the center of our analysis. The use of social media features is conceptualized using technology affordance theory. Borrowing from mass communication literature, we argue that media content is produced as a result of a dialectical relationship between media discourse and public opinion. The consequences of social media use on public discourse are conceptualized in terms of the changes in the dialectics between media discourse and public opinion resulting from the use of social media. Two types of public discourses are identified. We develop theory from extant literature to arrive at proposition on consequences of use of specific social media features on the media content and public discourse. Propositions are presented both for the general public discourse case and the context of particular type of discourses. We conclude this proposal by discussing the potential contributions of our study.
- Otto Santa Ana. 1999. Like an animal I was treated': Anti-immigrant metaphor in US public discourse. Discourse & society Vol. 10, 2 (1999), 191--224.Google Scholar
- Sinan Aral and Dylan Walker. 2011. Creating social contagion through viral product design: A randomized trial of peer influence in networks. Management science Vol. 57, 9 (2011), 1623--1639. Google ScholarDigital Library
- Dubravka Cecez-Kecmanovic, Robert D Galliers, Ola Henfridsson, Sue Newell, and Richard Vidgen. 2014. The sociomateriality of information systems: current status, future directions. Mis Quarterly Vol. 38, 3 (2014), 809--830. Google ScholarDigital Library
- William H DeLone and Ephraim R McLean. 1992. Information systems success: The quest for the dependent variable. Information systems research Vol. 3, 1 (1992), 60--95. Google ScholarDigital Library
- Gerardine DeSanctis and Marshall Scott Poole. 1994. Capturing the complexity in advanced technology use: Adaptive structuration theory. Organization science Vol. 5, 2 (1994), 121--147. Google ScholarDigital Library
- Nicole B Ellison et almbox.. 2007. Social network sites: Definition, history, and scholarship. Journal of computer-mediated Communication Vol. 13, 1 (2007), 210--230. Google ScholarDigital Library
- Nicole B Ellison and Danah M Boyd. 2013. Sociality through social network sites. In The Oxford handbook of internet studies.Google Scholar
- Robert M Entman. 1993. Framing: Toward clarification of a fractured paradigm. Journal of communication Vol. 43, 4 (1993), 51--58.Google Scholar
- Norman Fairclough. 1993. Critical discourse analysis and the marketization of public discourse: The universities. Discourse & Society Vol. 4, 2 (1993), 133--168.Google ScholarCross Ref
- Samer Faraj and Bijan Azad. 2012. The materiality of technology: An affordance perspective. Materiality and organizing: Social interaction in a technological world (2012), 237--258.Google Scholar
- William A Gamson, David Croteau, William Hoynes, and Theodore Sasson. 1992. Media images and the social construction of reality. Annual review of sociology Vol. 18, 1 (1992), 373--393.Google Scholar
- William A Gamson and Kathryn E Lasch. 1981. The political culture of social welfare policy. (1981).Google Scholar
- William A Gamson and Andre Modigliani. 1989. Media discourse and public opinion on nuclear power: A constructionist approach. American journal of sociology Vol. 95, 1 (1989), 1--37.Google Scholar
- JJ Gibson. 1979. The theory of affordances The Ecological Approach to Visual Perception (pp. 127--143). (1979).Google Scholar
- Raghuram Iyengar, Christophe Van den Bulte, and Thomas W Valente. 2011. Opinion leadership and social contagion in new product diffusion. Marketing Science Vol. 30, 2 (2011), 195--212.Google ScholarDigital Library
- Matthew Jones. 2014. A Matter of Life and Death: Exploring Conceptualizations of Sociomateriality in the Context of Critical Care. Mis Quarterly Vol. 38, 3 (2014). Google ScholarDigital Library
- Matthew R Jones and Helena Karsten. 2008. Giddens's structuration theory and information systems research. MIS quarterly Vol. 32, 1 (2008), 127--157. Google ScholarDigital Library
- Gerald Kane, Maryam Alavi, Giuseppe Labianca, and Steve Borgatti. 2014. What's different about social media networks? A framework and research agenda. MIS quarterly (2014), 275--304. Google ScholarDigital Library
- Anat Klin and Dafna Lemish. 2008. Mental disorders stigma in the media: Review of studies on production, content, and influences. Journal of health communication Vol. 13, 5 (2008), 434--449.Google ScholarCross Ref
- Paul M Leonardi. 2011. When flexible routines meet flexible technologies: Affordance, constraint, and the imbrication of human and material agencies. MIS quarterly (2011), 147--167. Google ScholarDigital Library
- Paul M Leonardi. 2013. When does technology use enable network change in organizations? A comparative study of feature use and shared affordances. MIS quarterly (2013), 749--775. Google ScholarDigital Library
- Ann Majchrzak, Samer Faraj, Gerald C Kane, and Bijan Azad. 2013. The contradictory influence of social media affordances on online communal knowledge sharing. Journal of Computer-Mediated Communication Vol. 19, 1 (2013), 38--55.Google ScholarCross Ref
- M Lynne Markus and Mark S Silver. 2008. A foundation for the study of IT effects: A new look at DeSanctis and Poole's concepts of structural features and spirit. Journal of the Association for Information systems Vol. 9, 10/11 (2008), 609.Google Scholar
- Shaila M Miranda, Amber Young, and Emre Yetgin. 2016. Are social media emancipatory or hegemonic? Societal effects of mass media digitization. MIS Quarterly Vol. 40, 2 (2016), 303--329. Google ScholarDigital Library
- Matthew C Nisbet. 2009. Communicating climate change: Why frames matter for public engagement. Environment: Science and policy for sustainable development Vol. 51, 2 (2009), 12--23.Google Scholar
- Donald A Norman. 1999. Affordance, conventions, and design. interactions Vol. 6, 3 (1999), 38--43. Google ScholarDigital Library
- Onook Oh, Manish Agrawal, and H Raghav Rao. 2013. Community intelligence and social media services: A rumor theoretic analysis of tweets during social crises. Mis Quarterly Vol. 37, 2 (2013). Google ScholarDigital Library
- Onook Oh, Chanyoung Eom, and H Raghav Rao. 2015. Research note-Role of social Media in Social Change: An analysis of collective sense making during the 2011 Egypt revolution. Information Systems Research Vol. 26, 1 (2015), 210--223. Google ScholarDigital Library
- Wanda J Orlikowski. 2007. Sociomaterial practices: Exploring technology at work. Organization studies Vol. 28, 9 (2007), 1435--1448.Google Scholar
- Wanda J Orlikowski. 2010. The sociomateriality of organisational life: considering technology in management research. Cambridge journal of economics Vol. 34, 1 (2010), 125--141.Google Scholar
- Wanda J Orlikowski and Susan V Scott. 2008. 10 sociomateriality: challenging the separation of technology, work and organization. Academy of Management Annals Vol. 2, 1 (2008), 433--474.Google ScholarCross Ref
- Fay Cobb Payton and Lynette Kvasny. 2016. Online HIV awareness and technology affordance benefits for black female collegians-maybe not: the case of stigma. Journal of the American Medical Informatics Association Vol. 23, 6 (2016), 1121--1126.Google ScholarCross Ref
- Ann Swidler. 1986. Culture in action: Symbols and strategies. American sociological review (1986), 273--286.Google Scholar
- Kjerstin Thorson and Chris Wells. 2016. Curated flows: A framework for mapping media exposure in the digital age. Communication Theory Vol. 26, 3 (2016), 309--328.Google ScholarCross Ref
- Emmanuelle Vaast, Hani Safadi, Liette Lapointe, and Bogdan Negoita. 2017. Social media affordances for conective action: An examination of microblogging use during the Gulf of Mexico oil spill. MIS Quarterly Vol. 41, 4 (2017). Google ScholarDigital Library
- Sebastián Valenzuela, Namsu Park, and Kerk F Kee. 2009. Is there social capital in a social network site?: Facebook use and college students' life satisfaction, trust, and participation. Journal of computer-mediated communication Vol. 14, 4 (2009), 875--901.Google ScholarCross Ref
- Olga Volkoff and Diane M Strong. 2013. Critical Realism and Affordances: Theorizing IT-associated Organizational Change Processes. Mis Quarterly Vol. 37, 3 (2013). Google ScholarDigital Library
Index Terms
- Social Media and Public Discourse: A Technology Affordance Perspective on Use of Social Media Features
Recommendations
One Social Movement, Two Social Media Sites: A Comparative Study of Public Discourses
Social media have become central places where public discourses are generated, sustained, and circulated around public events. So far, much research has examined large-scale dissemination patterns of prominent statements, opinions, and slogans ...
Extending the personal branding affordances typology to parasocial interaction with public figures on social media: Social presence and media multiplexity as mediators
AbstractThe extent of a social media public figure's success often rests on their ability to establish a personal connection with audiences. Drawing from decades of prior research on parasocial interaction and a typology of personal branding ...
Highlights- Results empirically validated a typology of social media branding affordances.
- ...
Social Media Effectiveness for Public Engagement: Example of Small Nonprofits
CHI '15: Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing SystemsSocial media sites are increasingly adopted by small nonprofit organizations (NPOs) to help them meet their public engagement goals. However, several characteristics of small organizations make it hard for them to effectively use social media sites. We ...
Comments