Let’s relook at the typical message transmission model we’re taught in Communication 101. This depicts the media/ PR/ public relationship with the media in the middle, as a go-between for the public relations industry and the public.
It works by disseminating a message from a company (Let’s call this factor A) which is filtered through the media (we’ll call the media factor B, and let’s not forget it has the ability to alter or completely ignore factor A’s message). If the message passes successfully from factor A through factor B, it will reach factor C, the intended audience, which is expected to act on or respond to the information they receive. So in the long run, the public hears the message that the company intended them to, based on how effectively the media transmits it.
There’s no doubt that social media innovations are greatly altering this model, rendering the media not as an invalid aspect but rather a platform through which both parties have their say – a party posting a message on Facebook can be responded to within seconds by its intended audience of Facebook users. In this case, the social network is acting as a two-way message conductor – media communication is no longer a one-way flow with a delayed response (if any).
Things get interesting when we add politics to the mix. Everyone wants a say in how the country is run, and the internet gives them a space to air their views for all and sundry to see and comment on. Read my article about the recent ‘State of the Nation Drinking Game’ which lead to a spike in the amount of trending topics on Twitter relating to the speech, encouraging further commentary from ‘the little people’ – local government is said to have followed all comments made with the official #SONA2011 hashtag, as they feel this ‘represents a considerable part of the constituency’.
Interesting- thanks to social media, government is listening. What are your views? Please share them below…
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Politics move into the online realm
February 14, 2011 — Leigh AndrewsLet’s relook at the typical message transmission model we’re taught in Communication 101. This depicts the media/ PR/ public relationship with the media in the middle, as a go-between for the public relations industry and the public.
There’s no doubt that social media innovations are greatly altering this model, rendering the media not as an invalid aspect but rather a platform through which both parties have their say – a party posting a message on Facebook can be responded to within seconds by its intended audience of Facebook users. In this case, the social network is acting as a two-way message conductor – media communication is no longer a one-way flow with a delayed response (if any).
Things get interesting when we add politics to the mix. Everyone wants a say in how the country is run, and the internet gives them a space to air their views for all and sundry to see and comment on. Read my article about the recent ‘State of the Nation Drinking Game’ which lead to a spike in the amount of trending topics on Twitter relating to the speech, encouraging further commentary from ‘the little people’ – local government is said to have followed all comments made with the official #SONA2011 hashtag, as they feel this ‘represents a considerable part of the constituency’.
Interesting- thanks to social media, government is listening. What are your views? Please share them below…
Like this: