Search results
1 – 10 of 100
This chapter examines how established media – that is, print, TV and radio sources which pre-existed the popularisation of social media – use social media to disseminate content…
Abstract
This chapter examines how established media – that is, print, TV and radio sources which pre-existed the popularisation of social media – use social media to disseminate content. Specifically it examines the manner in which three UK media sources – BBC News, The Guardian and the Daily Mail – used Twitter during the 2014–2015 Ebola crisis. It asks five key questions concerning: the balance between factual reporting and opinion or comment; the degree to which it shifted attention to specific events within the context of the outbreak; whether the dialogical potential of social media was exploited; the degree to which social media acted as a signpost to more detailed information elsewhere, or existed as independent content; and the degree of media reflexivity. It concludes that established media used this new technology within their existing paradigms for reporting rather than exploiting some of its more innovative characteristics.
Details
Keywords
Holger Joerg Schmidt, Nicholas Ind, Francisco Guzmán and Eric Kennedy
This paper aims to shed light on the emerging position of companies taking stances on sociopolitical issues and the impact this has on consumers.
Abstract
Purpose
This paper aims to shed light on the emerging position of companies taking stances on sociopolitical issues and the impact this has on consumers.
Design/methodology/approach
The paper uses focus groups, interviews and consumer experiments in various countries, to provide insights as to why brands are taking sociopolitical stances.
Findings
Consumers expect brands to take a stance on sociopolitical issues. However, to be credible, a stance needs to be rooted in a long-term commitment that aligns with the brand’s strategy and values. Perceived authenticity is key.
Research limitations/implications
Future studies should aim at broader generalizability and should address various industries.
Practical implications
Differentiating a brand through a sociopolitical stance requires a strategic approach. Brand managers need to identify which issues they should support, how to engage with them and the risks and opportunities involved.
Originality/value
While the impact of brands adopting a sociopolitical stance has been discussed in the mainstream media, there has been a lack of empirical evidence to support the arguments. The results of the four studies discussed in the paper provide insights and demonstrate the brand-related opportunities and risks of taking a sociopolitical stance.
Details