Social Media Archives - Grady College

Bots, Misrepresentation and More: Navigating Ethical Dilemmas in Digital Communication

Juan Meng, Solyee Kim, Bryan Reber, Heidi Modarelli-Frank, and Karen Swim (Sept. 27, 2022). Bots, Misrepresentation and More: Navigating Ethical Dilemmas in Digital Communication, moderated by Michele E. Ewing. This webinar is organized and sponsored by the Public Relations Society of America’s Board of Ethics and Professional Standards and the Corporate Communication Section.

Abstract: The integration of social and digital media in public relations practice has presented an array of ethical dilemmas — a lack of transparency, unreported endorsements, use of bots, consumer privacy breaches, and misrepresentation of a brand or organization are just a few examples. This webinar shares insight about how public relations professionals can effectively navigate digital communication ethics. Key topics to be covered: 1) a research study among U.S. and Canada public relations professionals focused on the frequency and types of ethical challenges facing public relations professionals in today’s digital communication environment; 2) resources, training and how to integrate the values of the PRSA Code of Ethics to guide ethical decision-making processes and behavior for digital communication; and 3) personal experiences and guidance related to digital ethics from public relations scholars and practitioners.

How the Impact of Social-Media Influencer Disclosures Changes Over Time: Discounting Cues and Exposure Level Can Affect Consumer Attitudes and Purchase Intent

Nathaniel J. Evans, Delia Cristina Balaban, Brigitte Naderer, Meda Mucundorfeanu (forthcoming), “How the Impact of Social-Media Influencer Disclosures Changes Over Time: Discounting Cues and Exposure Level Can Affect Consumer Attitudes and Purchase Intent,” Journal of Advertising Research.

Abstract: Despite substantial research on disclosure-related effects in social media influencer (SMI) advertising, less is known about the impact of varied exposure levels on SMI advertising outcomes over time. Through a mixed-factorial online experiment, the current study explores how evaluative persuasion knowledge expressed through skepticism mediates the effects of disclosures and exposure level on brand attitude and purchase intention measured at an initial data collection point (t1) and a second 20 days later (t2). Of specific interest to managers using SMI advertising, this article finds that multiple exposures to promotional SMI content has negative short-term effects for the brand that appear to dissipate over time.

You are a disgrace and traitor to our country: Uncivil rhetoric against the ‘squad’ on Twitter.

Borah, P., Trude, B., Binford, M., Keib, K., and Himelboim, I. (2022). “You are a disgrace and traitor to our country: Uncivil rhetoric against the ‘squad’ on Twitter.” Internet Research. Online First.

Abstract: For many, the sole source for news content is social media, where passionate opinions are posted at an alarming speed. These opinions can cross the line from differing opinions shared in a public forum onto uncivil dialogue and even hate speech. Such online discourse threatens democratic values and creates a hostile environment. The purpose of this paper is to examine such incivility using the case of four congresswomen known as “The Squad”. Design/methodology/approach”: The authors conducted a content analysis examining 20,563 replies to tweets sent by the four congresswomen. The social media data analysis and library, Brandwatch, was used to aggregate tweets posted by the four representatives, as well as all the replies posted to these tweets. The replies were coded to understand the types of incivility against each of the four congresswomen, whether the topics of a tweet can predict the types of incivility received in response, and the impact of Trump’s tweet against the congresswomen. Findings: The study findings show the majority of replies contained uncivil language. The most common types of incivility are related to name-calling, stereotypes, threats to individual rights and vulgarity. Tweets about immigration and the Muslim ban, as well as tweets with negative tones received more replies. Following Donald Trump’s Twitter attack on the representatives, replies to the congresswomen’s tweets almost doubled. Mainly two types of incivility were observed to have increased significantly – the use of stereotypes and threats to individual rights. Originality/value: The study examines incivility on Twitter against four black, indigenous and people of color (BIPOC) congresswomen as an exploratory case to observe and understand the growing phenomenon of uncivil language which feeds a polarized society and threatens democratic values. “The Squad” is more than an isosteric case study. It captures key changes in American politics. In the context of democratic discourse, the attack by the former president on these congresswomen and the response on social media address key issues of gender, religion and race in the United States.