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A Relational Approach to How Media Engage With Their Audiences in Social Media

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  • Mark Badham

    (Corporate Communication, Jyväskylä University School of Business & Economics, Finland)

  • Markus Mykkänen

    (Department of Language and Communication Studies, University of Jyväskylä, Finland)

Abstract

People are increasingly turning to social media for their news and for sharing and discussing news with others. Simultaneously, media organizations are becoming platform-dependent and posting short forms of their news on their social media sites in the hope that audiences will not only consume this news but also comment on and share it. This article joins other media and journalism studies exploring this phenomenon through a relational approach to media audiences to better understand how media organizations, particularly newspapers, are cultivating relationships with audiences via social media. Drawing on public relations theory about organization–public relationships, the article examines how news organizations nurture relationships with audiences via social media, such as through engagement and dialogic communication strategies. This article empirically examines organization–public relationships strategies (disclosure, access, information dissemination, and engagement) of nine newspapers with the largest reach in Australia, the US, and the UK. A content analysis is conducted of these newspapers’ posts (total 1807) published in March 2021 on their Twitter and Facebook sites to identify and examine these strategies. Findings show that their social media accounts are predominantly used for news dissemination rather than audience engagement. The implications are that although media professionals are frequently distributing news content among their audiences via their social media sites, they are not adequately engaging with them.

Suggested Citation

  • Mark Badham & Markus Mykkänen, 2022. "A Relational Approach to How Media Engage With Their Audiences in Social Media," Media and Communication, Cogitatio Press, vol. 10(1), pages 54-65.
    • Handle: RePEc:cog:meanco:v:10:y:2022:i:1:p:54-65
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    References listed on IDEAS

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    1. David Deephouse & Pursey Heugens, 2009. "Linking Social Issues to Organizational Impact: The Role of Infomediaries and the Infomediary Process," Journal of Business Ethics, Springer, vol. 86(4), pages 541-553, June.
    2. Seth C. Lewis & Logan Molyneux, 2018. "A Decade of Research on Social Media and Journalism: Assumptions, Blind Spots, and a Way Forward," Media and Communication, Cogitatio Press, vol. 6(4), pages 11-23.
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    Cited by:

    1. Salla-Maaria Laaksonen & Mikko Villi, 2022. "Editorial: New Forms of Media Work and Its Organizational and Institutional Conditions," Media and Communication, Cogitatio Press, vol. 10(1), pages 1-4.

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