Digital Media and Youth: Unparalleled Opportunity and Unprecedented Responsibility

Part of the Volume on Digital Media, Youth, and Credibility This chapter argues that understanding credibility is particularly complex -- and consequential -- in the digital media environment, especially for youth audiences, who have both advantages and disadvantages due to their relationship with contemporary technologies and their life experience. The chapter explains what is, and what is not, new about credibility in the context of digital media, and discusses the major thrusts of current credibility concerns for scholars, educators, and youth

Towards the Final Frontier: Using Strategic Communication Activities to Engage the Latent Public as a Key Stakeholder in a Corporate Mission

Private corporations that do not normally interact with, nor regularly communicate with, the public often do not perceive the public as a relevant or active stakeholder. The public may not view themselves as a stakeholder, particularly when they are unaware of, have no direct dealings with, or do not have any problems associated with such a corporation. The current study, utilizing a national survey of the United States public (N = 424) found that through directed strategic communication activities of a private spaceflight corporation, utilizing social and new media tools, a latent public can perceive a corporation and its mission in a positive manner, and transition it towards a status of an aware public and possible active public. Positive perceptions were found regarding corporate credibility, brand awareness, public engagement, communicating a corporate mission, educating the public, and influencing public opinion

Exploring Source Credibility when Communicating about Agricultural Science on Twitter

Universities must strategically communicate agricultural science to effectively reach millennials skeptical of agricultural innovations and constantly assessing the credibility of online information. Universities are trusted information sources and must maintain credibility on social media platforms such as Twitter, used by millennials to receive and share information. Source credibility seeks to understand message source and recipient characteristics that influence recipients’ perceptions of a source’s expertise and trustworthiness. The purpose of this study was to explore differences in engagement when specific factors affecting source credibility were emphasized when communicating with millennials about agricultural science on Twitter. The purpose was accomplished by describing the level of engagement and the differences in engagement observed between perceived gender, race, and age of university scientists. Over seven months, researchers wrote press releases about published journal articles authored by two or more diverse, university-affiliated scientists. They published multiple tweets about each release, with the only difference being the scientists’ headshots. Scientists were categorized as perceived male versus female, White versus Non-White, and older versus younger. Descriptive analysis of engagement metrics from 32 tweets found those with females performed better than those with males. Non-White scientist tweets performed better with the exception of engagement rate. Tweets featuring younger scientists received more engagement than older. The exploratory results implied tweets featuring young, Non-White females may elicit higher engagement. Future studies should examine if engagement metrics are correlated with source credibility dimensions. Strategically featuring diverse scientists in research communication may be utilized to build engagement in universities’ social media

Erosion Of Credibility: A Mixed Methods Evaluation of Twitter News Headlines from The New York Times, Washington Post, Wall Street Journal, Los Angeles Times, And USA Today

To entice and commodify social media news consumers, contemporary news organizations have increasingly relied on data analytics to boost audience engagement. Clicks, likes, and shares are the metrics that now guide the editorial process and shape decisions about content and coverage. As such, news headlines are regularly manipulated to attract the attention of those who quickly scroll through social media networks on computers and smartphones. However, few studies have examined the typologies of news content most likely to be manipulated in social media news headlines or the impact of news headline manipulation on news source credibility. For this research, source credibility theory has been updated for a practical application of today’s social media news landscape and used as a lens to examine the phenomenon, its impact on audience engagement, and association with traditional standards of journalism and credibility. A mixed methods content analysis was conducted of news headlines published on Twitter compared to headlines and content published on the websites of five traditional newspapers: the New York Times, Washington Post, Wall Street Journal, Los Angeles Times, and USA Today. The results indicated that the typologies of news most likely to be manipulated for Twitter publication (opinion, politics, health/medical), were also the least credible. Conversely, typologies of news that were least likely to be manipulated for Twitter publication (international, consumer, disaster), were rated the most credible

The Influencer Effect: Exploring the Persuasive Communication Tactics of Social Media Influencers in the Health and Wellness Industry

With the emergence of social media platforms such as Instagram and TikTok, social media influencers (SMIs) have been a growing source of information in the health and wellness industry. Through their creative, informative, and appealing content, SMIs have the innate ability to reach and attain a large following on social media platforms. The purpose of this study is to ascertain an understanding of the persuasive tactics employed by SMIs in the creation and dissemination of information in the health and wellness industry. Using the theoretical framework of Aristotle’s Rhetorical Appeals and Fisher’s Narrative Paradigm, this qualitative study seeks to examine the key persuasive tactics used by SMIs in the health and wellness industry. Using content analysis, the social media content of SMIs was collected and analyzed to find emerging themes related to the rhetorical appeals and narration. In addition, a comparative analysis of the persuasive tactics used by SMIs and subject-matter experts (SMEs) was conducted. Findings showed that SMIs rely heavily on the appeals that allowed them to present themselves as credible, relatable, and similar to their followers; SMEs rely strongly on the logos appeal using technical language, memes, and textual graphics to educate the audience. Through this study, using the findings of the content and comparative analysis, a list of best practices of key persuasive tactics has been established to enable SMEs to be more effective in encouraging online users to adopt health information

Employing Patriotism and Nationalism in Destination Crisis Communication Strategy for the Pandemic

This research primarily aims to investigate the implementation of patriotism and nationalism crisis communication strategies when destination marketers wish to attract domestic tourists to resume their travel consumption following the COVID-19 pandemic. The focal point of the investigation is to explain the mechanisms occurring in potential domestic tourists after communication via this strategy. The research objectives were set to test the causal relationships among destination reputation, trust, intentions to conduct secondary crisis communication, and visit intentions. Data were gathered from 546 potential Thai tourists via a survey questionnaire, with Phuket, Thailand, selected as the crisis scenario. Findings were analyzed via structural equation modeling and suggest that only trust positively impacts intentions to conduct secondary crisis communication. In contrast, visit intentions were positively affected by multiple influential factors (i.e., destination reputation, trust, and intentions to conduct secondary crisis communication). The findings yield suggestions on how to design and enhance the patriotism and nationalism messages to ensure a high level of visit intentions and intentions to conduct secondary crisis communication, for concerned practitioners who are responsible for destination marketing in the post-pandemic time when domestic tourists have become one of the primary and crucial target customers.&nbsp

Effectiveness of Corporate Social Media Activities to Increase Relational Outcomes

This study applies social media analytics to investigate the impact of different corporate social media activities on user word of mouth and attitudinal loyalty. We conduct a multilevel analysis of approximately 5 million tweets regarding the main Twitter accounts of 28 large global companies. We empirically identify different social media activities in terms of social media management strategies (using social media management tools or the web-frontend client), account types (broadcasting or receiving information), and communicative approaches (conversational or disseminative). We find positive effects of social media management tools, broadcasting accounts, and conversational communication on public perception