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Mapping Virality from a Dialogic Public Relations Perspective : = Understanding Network Gatekeeping through the Saturday Chores Viral Event.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Mapping Virality from a Dialogic Public Relations Perspective :/
Reminder of title:	Understanding Network Gatekeeping through the Saturday Chores Viral Event.
Author:	Adams, Melissa Beth.
Description:	1 online resource (182 pages)
Notes:	Source: Dissertation Abstracts International, Volume: 80-03(E), Section: A.
Contained By:	Dissertation Abstracts International80-03A(E).
Subject:	Communication. -
Online resource:	click for full text (PQDT)
ISBN:	9780438597341

Mapping Virality from a Dialogic Public Relations Perspective : = Understanding Network Gatekeeping through the Saturday Chores Viral Event.
Adams, Melissa Beth.

Mapping Virality from a Dialogic Public Relations Perspective :Understanding Network Gatekeeping through the Saturday Chores Viral Event. - 1 online resource (182 pages)

Source: Dissertation Abstracts International, Volume: 80-03(E), Section: A.

Thesis (Ph.D.)--North Carolina State University, 2018.

Includes bibliographical references

This project presents a case study of a viral social media event from public relations disciplinary perspective. Drawing from a blended theoretical framework based in social and digital network theories (Roger's diffusion of innovations, 2003; Barzilai-Nahon's network gatekeeping, 2008) and the dialogic theory of public relations (Kent & Taylor, 2002), this study examined the 2014 Saturday Chores (#saturdaychores) counter-protest group viral media event to determine the underlying social and digital processes that supported virality. Findings illustrate that perceived innovation, opinion leadership, and both social and digital instances of network gatekeeping supported widespread diffusion of Saturday Chores content during the initial viral period, allowing it to bypass traditional media gatekeeping functions. Interview and descriptive social network analysis findings confirmed that Saturday Chores founders were perceived as both opinion leaders and innovators, and that they were connected via personal digital social networks to other opinion leaders. Additionally, results from a three-part content analysis show that the event met the four bases of virality defined by Nahon and Hemsley (2013) through human social sharing, speed, and its reach by both number of people and number of networks. Finally, results illustrate that digital network syndication of content through affiliated networks, and between social media, blogs, and digital publications, contributed to the diffusion of content at the time. These digital effects persist as search results in the "viral aftermath" years later. The dissertation concludes with recommendations with both practical public relations and activist public relations and addresses dialogic public relations responses to viral media events. Opportunities resulting from viral events are also discussed in the study's conclusion.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780438597341Subjects--Topical Terms:

556422
Communication.
Index Terms--Genre/Form:

554714
Electronic books.

Mapping Virality from a Dialogic Public Relations Perspective : = Understanding Network Gatekeeping through the Saturday Chores Viral Event.
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100 1 $a Adams, Melissa Beth. $3 1194131
245 1 0 $a Mapping Virality from a Dialogic Public Relations Perspective : $b Understanding Network Gatekeeping through the Saturday Chores Viral Event.
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300 $a 1 online resource (182 pages)
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500 $a Source: Dissertation Abstracts International, Volume: 80-03(E), Section: A.
500 $a Adviser: Melissa A. Johnson.
502 $a Thesis (Ph.D.)--North Carolina State University, 2018.
504 $a Includes bibliographical references
520 $a This project presents a case study of a viral social media event from public relations disciplinary perspective. Drawing from a blended theoretical framework based in social and digital network theories (Roger's diffusion of innovations, 2003; Barzilai-Nahon's network gatekeeping, 2008) and the dialogic theory of public relations (Kent & Taylor, 2002), this study examined the 2014 Saturday Chores (#saturdaychores) counter-protest group viral media event to determine the underlying social and digital processes that supported virality. Findings illustrate that perceived innovation, opinion leadership, and both social and digital instances of network gatekeeping supported widespread diffusion of Saturday Chores content during the initial viral period, allowing it to bypass traditional media gatekeeping functions. Interview and descriptive social network analysis findings confirmed that Saturday Chores founders were perceived as both opinion leaders and innovators, and that they were connected via personal digital social networks to other opinion leaders. Additionally, results from a three-part content analysis show that the event met the four bases of virality defined by Nahon and Hemsley (2013) through human social sharing, speed, and its reach by both number of people and number of networks. Finally, results illustrate that digital network syndication of content through affiliated networks, and between social media, blogs, and digital publications, contributed to the diffusion of content at the time. These digital effects persist as search results in the "viral aftermath" years later. The dissertation concludes with recommendations with both practical public relations and activist public relations and addresses dialogic public relations responses to viral media events. Opportunities resulting from viral events are also discussed in the study's conclusion.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Communication. $3 556422
655 7 $a Electronic books. $2 local $3 554714
690 $a 0459
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a North Carolina State University. $b Communication, Rhetoric, and Digital Media. $3 1179467
773 0 $t Dissertation Abstracts International $g 80-03A(E).
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=11007040 $z click for full text (PQDT)