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Purpose – This paper explores how the interactive dynamics of peer education models within independent youth media outlets facilitate and impede youth engagement in media activism and social change work, more broadly defined.Design/methodological approach – Ethnographic and participatory action research methods are used with the youth media hub, Youth Media Action (YMA), to examine the possibilities and challenges that peer media educators confront in cultivating a noncommercial space for the collective production of oppositional media. YMA specifically seeks to involve youth from marginalized communities.Findings – The results suggest that peer-to-peer education models do act as vehicles for political engagement as youth experience shared ownership, cultivate solidarity, and acquire community organizing skills through the collective production of oppositional media. At the same time, challenges can surface when peer educators juggle multiple roles and participating community youth groups espouse differing organizational values and pedagogical sensibilities.Research limitations/implications – This study offers a potential pathway for further research on how peer education and collective media making models influence youth citizenship and social change work.Originality/value – The focus on the organizational and social dynamics of peer education models is useful in understanding youth citizenship and digital access as a collective experience for youth living in disenfranchised communities that seek out these spaces for not only media making but also community building.

In Finland the use of public relations (PR) agencies and consultants in political decision making has increased in the last two decades. The development of the Finnish political realm has been similar to that of other Nordic countries where the PR industry has built a strong linkage to the political sphere. The present study analyses how Finnish PR consultants with a political background use and attempt to influence the news media as part of lobbying processes to advance their clients' causes. The chapter is based on 11 interviews with PR consultants that were conducted during November 2018. The main findings indicate that Finnish PR consultants consider the news media and journalists as an important part of lobbying. The media and journalists are considered supportive or alternative forums for advocacy and political debate. PR consultants use the media strategically to establish relationships and networks with journalists, and to advocate long-term political decision making and agendas. Overall, the study indicates that Finnish PR consultants want to be active political interpreters, who together with their clients engage in shaping the political agenda and discourses. This is done by taking advantage of previous political experience and networks, constructing the political agenda for media communication, organising a network of media representatives to influence and finally by framing political messages to the media.

School library media specialists (SLMSs) often struggle with assuming leadership roles. Discrepancies existed in perceptions of SLMSs of their leadership preparedness, their opportunities to exert leadership, and their assumption of leadership roles. The purpose of this quantitative study was to explore the perceptions of SLMSs regarding their instructional leadership and to examine the extent to which they practiced instructional leadership. The study was designed to determine whether there were differences between SLMSs perceptions of the importance of their leadership roles and their opportunities to practice those roles. The results of the study indicated that SLMSs perceived all of the leadership roles to be more important than they were able to carry out in practice and that supportive administrators were the most essential factor in providing SLMSs the opportunity to practice and expand their roles as instructional leaders.

The aim of this chapter is to explore employee behaviors and expectations of the role of social media when searching for jobs, to offer recruiters and companies valuable insights to design and manage appropriate web-based employer branding and recruitment strategies.

The research strategy is based on semi-structured in-depth interviews involving 34 central informants: talented Gen Yers and social media recruitment experts and mangers. The project focuses on the Italian context, an exemplary country with the highest social media penetration rate.

The results demonstrate the “bounded” popularity of social media as a recruitment tool among Gen Yers who implement up to five active and passive behaviors, albeit not all widespread, according to varying patterns and using different social media for different purposes: receiving, seeking, sharing, leading, and experiencing. Gen Yers, with aims that vary in line with various staffing phases, collect and share rumors and voices from both internal and controlled organizational sources but also, and above all, from external and organizational sources that companies do not control directly.

Social media seem to offer appealing and valuable opportunities to attract and engage talented young individuals, sustaining the quality, quantity, and fairness of employment relationships. Conversely, they also involve some organizational risks and costs. The chapter offers some managerial cautions and advocates a radical change in the prevalent HRM mindset for the improved management of transparency that social media solutions entail.

Results contribute in understanding how social media can better sustain employer branding and recruitment activities, especially considering the needs and expectations of talented young employees and professionals in the Italian context. Italy is an emblematic context, where the social media potential appears to be extremely interesting, considering its high rate of social media penetration.

This study uses the concept of standing, or legitimacy, to bridge the disciplinary divide between social movement and communication scholarship on activism. Here, the authors examine whether activist standing in 269 broadcast news stories sampled between 1970 and 2012 across five social movements – Women’s Rights, Gay Rights, Immigrant Rights, Occupy Wall Street, and Tea Party – is undermined by (1) the mix of visuals included in media coverage and (2) activists’ social statuses at the intersection of gender, race, and age. The authors find that broadcast media undercut the standing of activists in some social movements more than others. Occupy activists faced the most challenges to their standing because they were more likely to be shown as angry, young protestors wearing anti-government costumes and engaged in nonnormative protest behavior than activists associated with other movements. In contrast, Tea Party movement activists, who also made anti-government claims during the same relative time frame, were not cast in a similarly negative light. The authors also find that activist standing is diminished and enhanced at the intersection of gender, race, and age. For example, the social movements with the most racial diversity – the immigrant rights and Occupy movements – were also shown as the most deviant and deserving violent repression in coverage. The authors conclude the study with a discussion of the importance of interdisciplinary research and a call for additional research on the movement–media relationship.

In recent times the relationship between social stratification and internet use has become more complex. In order to understand the new configuration of the digital divide, this paper examines the relationship between socioeconomic background and digital engagement among youths.

This study explores digital inequalities among Italian teenagers from a holistic perspective. It draws on primary data obtained with a triangulation of methods: a survey on a representative sample of 2,025 high school students and 56 semi-structured interviews with teenagers from different social classes.

The statistical models indicate that cultural capital and parents’ occupational status do not associate with broader social media use but are positively related with online information-seeking. The interpretative analysis suggests that teenagers from the upper-middle class make sense of the internet “vertically,” in affiliation with parental socialization, and are more concerned with capital enhancing activities. Instead, teenagers from less advantageous social contexts appropriate the internet “horizontally,” jointly with peers, and are mostly interested in social-networking and UGC production.

School track, along with parents’ socioeconomic status and cultural capital, influences teenagers’ internet use. Further studies could explore whether school tracking contributes to digital inequalities.

The study extends Annette Lareau’s theory of parenting styles and social reproduction, but also obtains innovative results related to digital inequalities among youth. Contrary to expectations, teenagers from less advantageous social backgrounds enrolled in vocational schools have better chances to actively participate in social media than teens from the upper-middle class in academic-oriented high schools.

Purpose – The chapter provides the reader with an overview of the impact technology has on literacy education and makes a case for utilizing the technological pedagogical content knowledge (TPACK) framework for incorporating instructional technology in the reading clinic. The focus then shifts to how instructional technologies can be utilized to enhance literacy learning during a one-on-one tutoring program.

Methodology/approach – The author describes the changing nature of literacy instruction and the need for 21st century skills for teacher candidates and the students they serve. Pedagogical possibilities and instructional expectations are shared through discussion of the technology activities used by teaching candidates participating in school-based reading clinics.

Practical implications – In addition to descriptions of how teacher candidates utilized technology within their reading clinic instruction, the author notes affordances and challenges of integrating technology in one-on-one instructional settings. Instructional uses of eReaders, laptops, and iPads for literacy learning are noted in the chapter for possible replication in other reading clinic programs. Future directions for additional research are included.

Social implications – The chapter suggests how the university reading clinic can provide opportunities for teacher candidates to work collaboratively with students to incorporate technology into literacy learning activities. Working with technology in a tutoring environment serves as a foundation for incorporating digital literacy instruction in teacher candidates’ future classrooms and ensuring that students have the 21st century skills necessary for college and employment.

Participatory research approaches often involve visual methods. However, when it comes to data analysis, the opportunities and challenges of participatory visual methods remain underexplored. A focus on the process of data collection, rather than the data itself, may lead to the omission of a formal analysis stage. In action-orientated research, analysis is often discussion-based and undocumented. As a result, the intended ‘meaning’ behind visual data may not be explicitly communicated to audiences. This chapter explores the ethical considerations of sharing raw visual data. It considers the significance of inter-textual meanings in the digital age, where pathways to accessing that data are highly individualised, and consequently constructed meanings may radically diverge from intended meanings. It also suggests how participatory research facilitators can minimise radical divergence between intention and interpretation.

In 2001, the rape of “baby Tshepang” triggered a media frenzy in the small community of Louisvale, located in the Northern Cape of South Africa. The purpose of this chapter is to explore how gender discrimination and colonial discourse framed the way the rape of Tshepang was reported in print media.

From the newspaper archives of the Cape Town National Library, the University of Cape Town Library as well as newspaper articles found online, this chapter offers a reading of articles printed between 2001 and 2004. Patterns of troping were identified from the articles examined, and a number of themes were selected to be further examined using a gender perspective. Work already done by African feminist scholars on the grammar of rape was applied to deconstruct the ways in which the media presented this specific case. This chapter works with Sara Ahmed’s (2004) thoughts on shame, Linda Alcoff’s (1991) writing on Othering, Helen Moffett (2003a, 2003b, 2003c, 2006) and Jane Bennett’s (1997) work on gender and rape, as well as Achille Mbembe’s (2001) notion of facticity within colonial discourse.

This chapter argues that the ways in which the media understood this event were through well-worn stereotypes of Africa and women. An overarching theme of shame dominated how journalists represented the event. The label “A Town of Shame” stuck onto Louisvale through the mobilization of colonial and gender discourse. Quickly the town was known for its “barbaric” and “savage” existence; a town with no future and a disgrace to the country. Essentialist thinking about women was used to condemn and blame the mother of Tshepang, concretizing the myth that rape is always the fault of women.

Through relying on palatable stereotypes that create a self and Other, we move further away from engaging in the difficult questions of understanding rape. When rape becomes a spectacle, detached from the greater global socioeconomic realities, we deny our responsibilities of difficult and multilayered engagement.