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This chapter focuses on the importance of social media for pop culture fans. A web survey for fans of the Twilight Saga is implemented, using the concepts of cognitive, affective, and evaluative social identity and personal, product, and situational involvement. The purpose is to examine to what degree social identity and involvement can explain pop culture fans’ future intention to travel, make recommendations to others, and use social media. Findings show that pop culture fans use social media to a large extent and that these means are important for making decisions about traveling and event participation. Moreover, the chapter shows that involvement dimensions are more important than social identity dimensions to explain future intention to travel, to recommend to others, and to use social media.

Plato and contemporary thinkers including American philosopher Martha Nussbaum have emphasized the need for political consciousness among the youth. Cultivating Humanity: A Classical Defence of Reform in Liberal Education by Nussbaum expressed that

It would be catastrophic to become a nation of technically competent people who have lost the ability to think critically, to examine themselves, and to respect the humanity and diversity of others.

It would be catastrophic to become a nation of technically competent people who have lost the ability to think critically, to examine themselves, and to respect the humanity and diversity of others.

Ideologically, it has been proven that advancement in technology can shift social ethos if we use it intelligently and then technology can lead to activism.

Digital activism can be defined as the use of electronic communication devices, for example, social media, Twitter, Facebook, YouTube, e-mail, e-blogging, micro-blogging and podcast for different forms of activism. It enables citizens to express ideology and spread information to a large audience regarding human rights. In this context, researchers have explored the level of digital activism among pupil teachers and found very little awareness regarding the same. Findings also reveal that the level of digital activism does not have any significant effect on attitude toward human rights and peace. Although findings reveal that attitude toward peace and human rights is positively correlated with each other. Therefore, on the basis of the findings, an intervention program for digital activism has been suggested at the end of this chapter that can foster digital activism among them.

The study here probes how tourists interpret their unique experiences while traveling in Macau, Las Vegas, and Monaco – well-known “Gambling Meccas.” The study applies one form of brand netnography to collect and analyze information about traveling experience in these three cities. One positive travel blog and one negative are selected and discussed each for Macau, Las Vegas, and Monaco. The study examines the validity of balance theory – a motivational theory of attitude change (Heider, 1958). Balance theory conceptualizes the consistency motive as a drive toward psychological balance (Hokky, S., & Deni, K. (2004). Social balance theory: Revisiting Heider's balance theory for many agents. Departmental Technical Report (Unpublished). The study probes how iconic symbols of brands influence visitors' experience. The findings inform marketing strategic suggestions for Macau, Las Vegas, and Monaco on how to build an effective destination brand and how to improve visitors' traveling experience.

This chapter provides an interpretive account of how a large student cohort deals with a major inquiry-based learning (IBL) assessment task in a first-year Marketing Principles subject in undergraduate business studies. It offers a practical example of IBL in action in a discipline that has hitherto received little attention in the IBL literature, namely business, specifically marketing. The chapter positions IBL within the various contemporary pedagogies. The context of Hutchings and O’Rourke’s (2006) study of IBL in action is extended for first-year cohorts, technology-enhanced teaching and the marketing discipline. Further, Hutchings and O’Rourke’s four-part method for describing IBL in action is followed: (1) the enabling factors for the students’ work are described; (2) the process for which they decided on the task is discussed; (3) the method of work is considered, namely ongoing collaboration in a wiki and (4) the outcomes produced are discussed. The chapter reflects on the effects of the IBL task on student learning from both students’ and instructors’ points of view. Material from the students’ work and feedback after completion of the IBL task is used to illustrate the process and inform the interpretive account. The main lessons to be learnt for educators are summarised.

Purpose – The purpose of this study is to analyze how campaigns, movements, new media outlets, and professional journalism organizations interact to produce political discourse in an information environment characterized by new actors and increasingly fragmented audiences.

Design – To do so, this chapter offers a rare inside look at contemporary strategic campaign communications from the perspective of staffers. Twenty-one open-ended and semi-structured interviews were conducted with former staffers, consultants, and vendors to the 2008 Obama campaign.

Findings – During the primaries the Obama campaign worked to create and cultivate ties with activists in the mediated “netroots” movement, what Todd Gitlin has referred to as the “movement wing of the Democratic Party.” The campaign sought to influence the debate among the principals and participants in this movement, given that they play an increasingly central role in the Democratic Party networks that help shape the outcome of contested primaries. During the general election, when the campaign and its movement allies shared the goal of defeating the Republicans, sites in the netroots functioned as important conduits of strategic and often anonymous campaign communications to new specialized journalistic outlets and the professional, general interest press. It is argued that campaigns and movements have extended established and developed new communication tactics to pursue their goals in a networked information environment.

Implications – This chapter's contribution lies in showing how much of what scholars assume to be the communicative content of amateurs is often the result of coordination among organized, and often hybrid, political actors.

Final research papers are still the preferred method for end-of-term assessment in higher education. However, there is a recent push for a greater increase in digital literacy skills in today’s students. Determining the best way to utilize technology, while keeping an eye dedicated toward the pedagogical purpose, is the ultimate focus of this chapter. The authors of this chapter have endeavored to exhibit how tools such as wikis, blogs, and podcasting were best used in higher education situations to promote learning and expand student digital literacy by providing an alternative to the classic final paper option while fully engaging learners with a multimodal approach to learning. The research discussed has demonstrated that learner-generated knowledge requires a higher order of understanding, and as such, leads to higher levels of learning and longer retention of material. Cooperation and collaboration are now key components of the higher education experience; many of these technical alternatives are designed with built-in collaborative elements.

Youth political engagement is often ignored and downplayed by adults, who often embrace a youth deficit model. The youth deficit model downplays the voices and unique experiences of youth in favor of adult-led and adult-centered experiences. Like other historical deficit models, the youth deficit model also provides permission to adults to speak for or about youth, even when not asked to speak for them. We refer to this powerful construction of youth interests by adults as mediation. Fortunately, online advocacy could offer an unmediated route to political engagement for youth as digital natives. Using a unique dataset, we investigate whether online protest spaces offer an unmediated experience for youth to learn about and engage in political protest. However, we find that youth engagement, and especially unmediated youth engagement, is rare among advocacy digital spaces, though it varies by movement, SMO-affiliation, and age groups. Based on our findings, we argue that, rather than youth being primarily responsible for any alleged disengagement, the lack of online spaces offering opportunities for youth to take ownership of their own engagement likely discourages youth from participating in traditional political advocacy and renders the level of youth engagement an admirable accomplishment of young people.

The purpose of the chapter is to overview the sociological literature related to social media and digital technologies in sport, with particular attention to media representations, content production, and audience responses. The chapter examines how social media and digital technologies reproduce and challenge hegemonic representation strategies, while maintaining existing cultural norms in the industry. Further, the chapter evaluates how athletes and fans create digital communities to bring visibility to marginalized groups. Finally, the chapter considers the potential of digital media for social justice and advocacy.

The chapter synthesizes existing literature in sociology of sport, sport communication, and media studies to provide an assessment of the implications of social media and digital technologies for sport.

Scholarship on social media and digital technologies in sport has primarily focused on descriptive analyses. Sociological approaches provide a theoretical grounding for examining issues of power, inequality, and social justice in relation to media ideologies, production, and consumption.

The chapter identifies future areas of study, including a more robust engagement with theory and an expansion of methodological approaches.

The chapter provides an overview of the literature on social media and digital technologies in sport of nearly 80 scholarly publications. The chapter moves beyond focusing on patterns in content to consider how structures, journalistic practices, cultural norms, and audience interactions collectively shape ideologies about gender, race, sexuality, religion, and disability in the sport media industry.