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Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide.

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Print Price: $99.99

Format:
Paperback
320 pp.
152 mm x 231 mm

ISBN-13:
9780199328437

Copyright Year:
2016

Imprint: OUP US


Social Media

Enduring Principles

Ashlee Humphreys

Integrating the role of media in society with foundational research and theory, Social Media aims to open a well-structured, well-grounded conversation about media transition and its effects. Offering a comprehensive overview of topics, it covers not only cultural issues like online identity and community, but also tackles more analytical topics like social media measurement, network analysis, and social media economics at an introductory level.

Readership : Sophomores or juniors taking Social Media, New Media, Digital Media, or Digital Marketing courses.

Reviews

  • "If a professor is seeking a social media text that is both readable and understandable, yet able to be scholarly and thorough, this book will absolutely meet those needs."
    --Donna L. Halper, Lesley University

  • "This book presents an up-to-date account of social media, what they are, and how society uses them on a micro- and macro-level. It connects social theories well with relevant research and it gives real life examples to make these theories and concepts more accessible."
    --Bianca C. Reisdorf, University of Cincinnati

  • "Social media courses for undergraduates have their first great textbook. All subsequent publications will have to consult Humphreys' model."
    --Scott Weiss, St. Francis College

  • "This is a clear and compelling textbook, grounded firmly in the best traditions of communication and media studies. It will serve undergraduate students very well as they learn to think more critically about social media."
    --Mark Glantz, St. Norbert College


  • "This text features excellent discussions of social media in theoretical context."
    --Steven M. Schneider, SUNY Polytechnic Institute

Introduction
1. Introduction
- Perspectives of this Book
- Organization of the Book
- Uses of this Book
PART I: MESSAGES
2. The Communication Model
- What is Social Media
- Models of Communication
- Historical Discourses of Digital Technology
- New Concepts in Social Media
3. Message Types
- Affordances
- Attributes of Social Media
- A Brief History of Computer-Mediated Communication
4. Measuring Social Media
- Attention Economy
- Measuring Attention
- Methods for Studying Social Media
- Privacy
PART II: PEOPLE
5. User Interaction and Co-creation
- Co-creation as a Concept
- Ethical Issues in Co-creation
6. Uses and Benefits of Social Media
- Uses and Gratifications Theory
- Self
- Interpersonal Relationships
7. Digital Inequality, Age, and Social Class Literacy and Capital
- Social Class
- Age
- Region
8. Race and Gender
- Identity and Performance
- Race
- Gender
- Gender and Uses of Social Media
PART III: NETWORKS
9. Social Networks
- Network Analysis
- Network Theory in Social Media
- Social Networks in Practice
10. Virtual Communities
- Traits of Community
- Theoretical Approaches to Community and Types of Online Community
- Status and Roles in Online Communities
11. Social Media Marketing
- Information or Persuasion?
- The Purchase Funnel and the Decision Journey
- Advertising Messages and Channels
- Social Media Marketing and the Value Chain
PART IV: Culture and Society
12. Cultural Representations and Practices
- Theories of Culture
- Cultural Styles and Practices
- Cultural Transmission
- Cultural Content
13. Political Life
- Power
- Social Movement Theory
- Framing
- News Consumption and Civic Engagement
14. Economic and Legal Structures
- Shifts in Economic Structure
- Shifts in Economic Practice and Production

Companion Site
Instructor Resources:
- Questions for each half of the text, with grading rubrics
Student Resources:
- Links to Harvard cases, along with summaries
- Links found in the text
- Key terms flashcards

Ashlee Humphreys is an associate professor at the Medill School of Journalism, Northwestern University. Professor Humphreys is a sociologist who examines core topics in communication, consumer behavior, and marketing. Her research investigates the role of legal and cultural institutions in shaping media institutions and markets, the influence of language on judgements, and the process of co-creation. Her work has been published in the Journal of Consumer Research, Journal of Marketing, and Sociology Compass.

Mass Communication in Canada - Mike Gasher, David Skinner and Rowland Lorimer
Interplay - Ronald B. Adler, Lawrence B. Rosenfeld, Russell F. Proctor and Constance Winder
New Media - Terry Flew and Richard Smith
Communication and New Media - Martin Hirst, John Harrison and Patricia Mazepa
Mediated Society - John D. Jackson, Greg M. Nielsen and Yon Hsu

Special Features

  • Emphasis on academic research - rather than current examples that quickly become outdated - ensures this text will provide students with enduring concepts and modes of inquiry.
  • Social sciences approach synthesizes previous research in communication, marketing, psychology, sociology, and anthropology to give students a comprehensive overview of this topic.
  • Designed to engage, the text includes questions, examples, and further reading to provoke thoughtful, guided discussion and analysis.