دانلود رایگان مقاله انتقاد از مدار فرهنگ: چگونه فرهنگ مشارکتی ارتباطات متقابل فرهنگی را تغییر داده است

abstract

This paper explores the influence of digital communication − and in particular social media − on cross-cultural communication, based on the Circuit of Culture model. Scholarly literature supports thenotionthat socialmediahas changed the speed at which we communicate, as well as removed traditional (geographical) boundaries around cross-cultural campaigns. Since the introduction of digital media, the role of the public relations practitioner has become more strategic in order to maintain relevance with even more diverse − and dispersed − audiences. Large scale campaigns, like the Human Rights Campaign to support Lesbian, Gay, Bisexual, and Transgender (LGBT) rights, have seen messages spread far beyond the country of origin, and with that, demonstrate the ability to affect advocacy campaigns in other countries. The authors argue that instead of acting as cultural intermediaries, public relations practitioners must become cultural curators, with the skills to create meaning from audiences, who are now content creators in their own rights, and encourage a true participatory environment that sees cultural values shared as part of an organic exchange process.

5. Findings and discussion

5.1. To what extent did the Facebook LGBT campaign gain momentum across different countries and cultures? Based on the Radian6 analysis, a total of 16,005 social media posts were shared on Twitter and Facebook using #SCOTUS and #LGBT during the campaign period from 29 March to 29 May 2015 (see Fig. 3). This did not include mainstream news posts. The majority of the posts measured in Radian6 were on Twitter with a total of 14,359 posts. Facebook recorded a total of 1178 related posts during this time. Additional key terms used in relation to the campaign included marriage, equality, Americans, marriage equality and ruling. As previously mentioned, total posts for the ‘LGBT’ keyword at the time were 236,6011 (Fig. 2) and during the same period the term ‘marriage equality’ saw more than half a million posts trend (Fig. 4) on the subject, thereby highlighting a high level of engagement.