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Cover

Social Media: Enduring Principles

Ashlee Humphreys

Publication Date - December 2015

ISBN: 9780199328437

320 pages
Paperback
6-1/8 x 9-1/4 inches

In Stock

Retail Price to Students: $64.99

The only social media text that integrates the role of media in society with foundational research and theory

Description

Social Media: Enduring Principles offers a comprehensive overview of topics in social media, from interpersonal communication to the role of social media in culture and society. It covers not only cultural issues like online identity and community, but also tackles more analytical topics like social media measurement, network analysis, and social media economics at an introductory level. Each chapter is based on a set of core social science theories and concepts rather than platform-specific frameworks and findings. Rather than providing the final word or predictions, it aims to open a well-structured, well-grounded conversation about media transition and its effects.

Filling the need for a standard academic text in the field, Social Media: Enduring Principles summarizes both foundational and state-of-the-art research and also presents a coherent framework for future research. It draws from longstanding theories in communication, journalism, sociology, and marketing, but also includes a number of contemporary case examples, making it a foundational text in the area.

Features

  • Solid grounding in academic research. Current books on social media are quickly eclipsed by new trends only months after being published. Although Social Media: Enduring Principles does include current examples, it is primarily based on enduring concepts and modes of inquiry.
  • Market-oriented approach. Social Media is based not only on foundational research but also exhaustive analyses of what instructors currently teach.
  • Discussion questions and exercises
  • Covers both interpersonal and mass media approaches

About the Author(s)

Ashlee Humphreys is an associate professor at the Medill School of Journalism, Northwestern University. Professor Humphreys is a sociologist who examines core topics in communication, consumer behavior, and marketing. Her research investigates the role of legal and cultural institutions in shaping media institutions and markets, the influence of language on judgements, and the process of co-creation. Her work has been published in the Journal of Consumer Research, Journal of Marketing, and Sociology Compass.

Reviews

"If a professor is seeking a social media text that is both readable and understandable, yet able to be scholarly and thorough, this book will absolutely meet those needs."--Donna L. Halper, Lesley University

"This is a clear and compelling textbook, grounded firmly in the best traditions of communication and media studies. It will serve undergraduate students very well as they learn to think more critically about social media."--Mark Glantz, St. Norbert College

"This text features excellent discussions of social media in theoretical context."--Steven M. Schneider, SUNY Polytechnic Institute

Table of Contents

    Introduction
    Chapter 1: Introduction
    Perspective of this Book
    Organization of the Book
    Uses of this Book


    Part I: Messages
    Chapter 2: The Communication Model
    What
    is Social Media?
    Models of Communication

    Interpersonal Approaches
    Mass Communication
    Connecting Interpersonal with Mass Communication
    Historical Discourses of Digital Technology
    Do We Structure Technology or Does Technology Structure Us?
    Media Ecology
    New Concepts in Social Media
    Web 2.0
    Convergence
    Platforms
    Summary and Conclusion
    Topics
    Discussion Questions
    Exercise
    Note
    Further Readings
    References

    Chapter 3: Message Types
    Affordances
    Attributes of Social Media

    Social Presence and Media Richness
    Temporal Structure
    Symmetry
    Permanence
    Mobility and Replicability
    A Brief History of Computer-Mediated Communication
    Internet
    Mobile Communication
    Forms and Genres of Social Media
    Technology, Form, and Genre
    Remediation
    Social Network Sites
    Blogs
    Message Boards or Forums
    Chatrooms
    Feeds
    Content Sharing and Hybrid Forms
    Summary and Conclusion
    Topics
    Discussion Questions
    Exercises
    Further Readings
    References

    Chapter 4: Measuring Social Media
    Attention Economy
    Measuring Attention

    Reach and Frequency
    Platform Structures
    Narrowcasting
    Attention, Engagement, Conversion
    Methods for Studying Social Media
    Digital Anthropology and Netnographic Analysis
    Textual Analysis
    Network Analysis
    Machine Learning and Big Data
    Privacy
    Summary and Conclusion
    Topics
    Discussion Questions

    Exercise
    Notes
    Further Readings
    References

    Part II: People
    Chapter 5: User Interaction and Co-Creation

    Co-creation as a Concept
    History of Co-creation
    The Value Chain
    Co-creation of Media Content
    Collaborative Production
    Motivations for Co-creation
    Ethical Issues in Co-creation
    Summary and Conclusion
    Topics
    Discussion Questions
    Exercise
    Notes
    Further Readings
    References

    Chapter 6: Uses and Benefits of Social Media
    Uses and Gratifications Theory

    Self
    Social Comparison Theory
    Performance Online
    Context Collapse
    Extended Self
    Interpersonal Relationships
    Self-Disclosure and Anonymity
    Trust
    Boundaries of Self and Privacy
    Communitas
    Information and cultivation
    Therapeutic Uses
    Gossip, Bullying, and Drama
    Play
    Addiction
    Summary and Conclusion
    Topics
    Discussion Questions
    Exercise
    Notes
    Further Readings
    References

    Chapter 7: Digital Inequality, Age, and Social Class
    Literacy and Capital
    Literacy
    Economic, Social, and Cultural Capital
    Social Class
    Social Class & Literacy
    Taste and Social Reproduction
    Age
    Digital Natives or Digital Naives?
    Region
    Rural versus Urban
    Summary and Conclusion
    Topics
    Discussion Questions
    Exercise
    Notes
    Further
    Readings
    References

    Chapter 8: Race and Gender
    Identity and Performance
    Race

    Discussion, Debate, and Hate Speech
    Collective Action and Anti-Racism Online
    Gender
    Gender and Performance
    Representation Online
    Gender and Uses of Social Media
    Gender, Harassment, and Misogyny Online
    Sexuality
    Summary and Conclusion
    Discussion Questions
    Exercises
    Notes
    Further Readings
    References


    Part III: Networks
    Chapter 9: Social Networks

    Network Analysis
    It's a Small World, After All!
    Properties of Ties
    Properties of Networks
    Properties of Nodes
    Emergence: How Networks Form
    Network Theory in Social Media
    Social Capital
    Types of Social Capital
    Online versus Offline Social Networks
    Social Networks in Practice
    Diffusion of Innovations
    Social Influence
    Summary and Conclusion
    Topics
    Discussion Questions
    Exercise
    Notes
    Further Readings
    References


    Chapter 10: Virtual Communities
    Traits of Community
    Theoretical Approaches to Community and Types of Online Community

    Imagined community
    Subcultures
    Audience Communities
    Communities of Practice
    Status and Roles in Online Communities
    Roles in Online Communities
    Group Boundaries
    Summary and Conclusion
    Topics
    Discussion Questions
    Exercise
    Notes
    Further Readings
    References


    Chapter 11: Social Media Marketing
    Information or Persuasion?

    Paid, Earned, and Owned Media
    The Purchase Funnel and the Decision Journey
    Decision Journey
    Advertising Messages and Channels
    Search Advertising
    Word of Mouth
    Crisis Management and Firestorms
    Social Media Campaigns and Offline Promotions
    Social Media Marketing and the Value Chain
    Summary and Conclusion
    Topics
    Discussion Questions
    Exercises
    Notes
    Further Readings
    References


    Part IV: Culture and Society
    Chapter 12: Cultural Representations and Practices
    Theories of Culture
    Cultural Styles and Practices

    Participatory Culture
    Fan Fiction
    Repetition, Mashups, Remixes, and Parody
    Language
    Cultural Transmission
    Circulation
    Cultural Content
    Narrative
    Transmedia Storytelling
    Celebrity
    Summary and Conclusion
    Topics
    Discussion Questions
    Exercises
    Notes
    Further Readings
    References


    Chapter 13: Political Life
    Power

    Public Sphere
    Citizenship and Civic Participation
    Social Movement Theory
    Social Issue Formation
    Social Movement Tactics
    Mobilization
    Coordination
    Slacktivism
    Hacktivism and Alternative Means of Communication
    Social Media Use and Amount of Participation
    Framing
    News Consumption and Civic Engagement

    Social versus Mainstream News Media
    Citizen Journalism
    Summary and Conclusion
    Topics
    Discussion Questions
    Exercises
    Notes
    Further Readings
    References


    Chapter 14: Economic and Legal Structures
    Shifts in Economic Structure

    Decreasing Costs of Production, Storage, and Dissemination
    Blurred Rights of Ownership
    Copyright
    Networked Consumers
    Platforms and the Chicken and Egg Problem
    Monopolies, Switching Costs, and Multi-homing
    Shifts in Economic Practice and Production
    User Innovation
    Sharing
    Business Models for Social Media
    Summary and Conclusion
    Topics
    Discussion Questions
    Exercise
    Notes
    Further Readings
    References

Teaching Resources

Ancillary Resource Center (ARC): at www.oup-arc.com is a convenient, instructor-focused single destination for resources to accompany your text. Accessed online through individual user accounts, the ARC provides instructors with access to up-to-date ancillaries at any time while guaranteeing the security of grade-significant resources. In addition, it allows OUP to keep instructors informed when new content becomes available. Available on the ARC:

 

ยท         Questions for each half of the text, with grading rubrics.

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