Social Media: Enduring Principles

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Oxford University Press, 2016 - Communication and technology - 302 pages
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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.
 

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Contents

Introduction
1
The Communication Model
7
Message Types
23
Measuring Social Media
43
User Interaction and CoCreation
63
Uses and Benefits of Social Media
83
Digital Inequality Age and Social Class
109
Race and Gender
131
Virtual Communities
169
Social Media Marketing
187
Cultural Representations and Practices
215
Political Life
235
Economic and Legal Structures
259
Glossary
283
Credits
295
Index
297

Social Networks
153

Common terms and phrases

About the author (2016)


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.

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