Social Media Usage and Impact

by Noor Al-Deen, Hana S.; Hendricks, John Allen

• ISBN13: 9780739167298
• ISBN10: 0739167294
• Format: Hardcover
• Copyright: 2011-11-10
• Publisher: Lexington Books

Summary

Within the past ten years, social media such as Twitter, Facebook, MySpace, YouTube, Flickr, and others have grown at a tremendous rate, enlisting an astronomical number of users. Social media have inevitably become an integral part of the contemporary classroom, of advertising and public relations industries, of political campaigning, and of numerous other aspects of our daily existence. Social Media: Usage and Impact, edited by Hana S. Noor Al-Deen and John Allen Hendricks, provides a comprehensive and scholarly analysis of social media. Designed as a reader for upper-level undergraduate and graduate level courses, this volume explores the emerging role and impact of social media as they evolve. The contributors examine the implementation and effect of social media in various environments, including educational settings, strategic communication (often considered to be a merging of advertising and public relations), politics, and legal and ethical issues. All chapters constitute original research while using varied research methodologies for analyzing and presenting information about social media. Social Media: Usage and Impact is a tremendous source for educators, practitioners (such as those in advertising, PR, and media industries), and librarians, among others. This collection is an essential resource for any media technology course. With the rapid proliferation and adoption of social media, it is a juggernaut that must be addressed in the higher education curriculum and research.

Author Biography

Hana S. Noor Al-Deen is professor of communication at University of North Carolina Wilmington. John Allen Hendricks is professor of communication at Stephen F. Austin State University and editor of The Twenty-First-Century Media Industry.

Table of Contents

List of Figures and Tables	p. xi
Foreword	p. xiii
Preface	p. xv
Acknowledgments	p. xix
Social Media and Social Networking
Facebook: How College Students Work It	p. 3
Social Media and Persuasion: Crowdsourcing Arguments on Digital Networks	p. 23
The Trivial Pursuits of Mass Audiences Using Social Media: A Content Analysis of Facebook Wall Posts by Fans of Top-Trending Television Programs	p. 39
Social Media and Education
Social Media in Education: Effects of Personalization and Interactivity on Engagement and Collaboration	p. 57
You Can't Go Back Now: Incorporating "Disruptive" Technologies in the Large Lecture Hall	p. 75
Tweeting 101: Twitter and the College Classroom	p. 93
Cultivating a Community of Learners: The Potential Challenges of Social Media in Higher Education	p. 111
Social Media and Strategic Communication
Attitudes and Perceptions about Social Media Among College Students and Professionals Involved and Not Involved in Strategic Communications	p. 129
Beyond the Press Release: Social Media as a Tool for Consumer Engagement	p. 145
Marketing and Branding in Online Social Media Environments: Examining Social Media Adoption by the Top 100 Global Brands	p. 161
Social Media and Politics
Social Media and the Millennial Generation in the 2010 Midterm Election	p. 183
Social Media and Youth Activism	p. 201
Black Youth, Social Media, and the 2008 Presidential Election	p. 219
Social Media and Legal/Ethical Issues
Legal Pitfalls of Social Media Usage	p. 237
The Realm of the Expected: Redefining the Public and Private Spheres in Social Media	p. 255
Tweets, Blogs, Facebook, and the Ethics of 21 st-Century Communication Technology	p. 271
Index	p. 289
About the Editors	p. 299
About the Contributors	p. 303
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