Does research on digital public relations indicate a paradigm shift? An analysis and critique of recent trends
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AbstractAbstract This study analyzes 141 articles published between 2008 and 2014 in order to determine whether public relations (PR) research has undergone a paradigm shift resulted from the rise of social media. Compared with digital {PR} research before 2008, we find that 1) social media have become a major research topic while remaining a secondary concern of many {PR} practitioners; 2) digital {PR} studies are gradually shifting from description to theorization; 3) the examined studies witnessed a general trend of methodological diversification but this trend needs to continue in order for scholars to better describe, predict, and explain how digital {PR} should be organized and practiced; and 4) digital {PR} research frameworks are dominated by the organizational perspective, whereas increasing attention has been paid to organizations in the nonprofit sector. Compared to digital {PR} research before 2008, our findings suggest that the development of digital technology in recent years has brought about changes in {PR} research such that the research paradigm is presently shifting and acts as a competing paradigm but has not yet shifted completely.
All Author(s) ListHuang Yi-Hui Christine, Wu Fang, Huang Qing
LanguagesEnglish-United Kingdom
KeywordsDigital public relations, Social media, Research trends, Paradigm shift

Last updated on 2019-19-10 at 03:28