- Title
- The Social Mood Reader - mapping citizen engagement in public relations using the semantic web and supercomputing
- Creator
- Balnaves, Mark; Cassin, Andrea; James, Melanie
- Relation
- International Communication Association 63rd Annual Conference: Challenging Communication Research. Proceedings of the International Communication Association 63rd Annual Conference (London 17-21 June, 2013)
- Relation
- https://www.icahdq.org/conf/2013/program.asp
- Publisher
- International Communication Association (ICA)
- Resource Type
- conference paper
- Date
- 2013
- Description
- An overview is presented of the use of sophisticated semantic web tools to calculate citizen mood and the kinds of organizational structure emerging in local government jurisdictions that allow for actual decision-making. These local government initiatives are directly relevant to modern public relations' interest in deliberative engagement and the deployment of tools that are co-creational in character. Understanding deliberative democracy and deliberative engagement, or more generically community engagement, is intimately tied to understanding how open spaces work in human communication. The Social Mood Reader, meets criteria for genuine open spaces. However, the key issue for public relations will continue to be the tensions between deliberative democratic principles and the organizational-advocacy focus in both the practice and mindset of public relations practitioners. It is clear that cognate areas like deliberative democracy are providing clues to the future of theory and practice. Traditional 'functional' perspectives are going to have to adapt to more open structures in society just as co-creational approaches in public relations are going to have to adapt to the same structures. It is concluded that Hallahan's proposed sponsored interactive model may offer a way forward.
- Subject
- Social Mood Reader; public relations; semantic web; supercomputing; community engagement
- Identifier
- http://hdl.handle.net/1959.13/1304071
- Identifier
- uon:20785
- Language
- eng
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