public relations and social media in the post- … 8a_puchan mcwhirter.pdf · • jowett, g.s, and...
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PUBLIC RELATIONS AND SOCIAL MEDIA IN THE POST-TRUTH ERAUSING CONCEPT AND CRITIQUES OF PROPAGANDA TO ASSESS POST-TRUTH SOCIAL
MEDIA ENVIRONMENTS AND DATA ETHICS
DR. ANDREW MCWHIRTER
DR. HEIKE PUCHAN
GLASGOW CALEDONIAN UNIVERSITY
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AIM
• To explore the relevance of concepts of propaganda for public relations and social media in the post-truth era
• To highlight the importance of data ethics
• To use a case-study approach to demonstrate how social media discourse is changing communication practices of propaganda and public relations
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DEFINING PROPAGANDA
• Propaganda, from New Latin, propagare to Propagate
• From religious doctrines seeking to spread … to theera of ‘spreadable media’ (Jenkins, 2013) in digital space
• The core of propaganda is faith and faith is nevermoretested than with fake news (kernels of truth/believability) or post-truths (emotional investment)
• Although twinned with ‘P’olitics today one should never forget these innate characteristics
• Even if Bernays (1928) infused politics and commerce as one when he wrote on and practiced propaganda
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Propaganda is understood by some as the “deliberate, systematic attempt to shape Perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent of the propagandist” (Jowett & O’Donnell, 2015: 7)
Recent development in thinking that propaganda is a form of strategic communication whichis employed by corporations, politicians, terrorist groups alike (see e.g. Wilbur, 2017)
DEFINING PROPAGANDA
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SOCIAL MEDIA RESEARCH ETHICS
• Increasingly of mainstream academic interest since Association of Internet Researchers Ethical Decision Making Report (2012 – ten year update to 2002 report)
• Same historical research ethics apply but can be more pronounced or need to be reconfigured for digital space
• Data ethics is the hot topic for commerce and academia moving to 2020
• Did a US retail store really know a 16-year old girl was pregnant before her parents did? And did London café users really promise to give away their first-born children for free wi-fi?
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METHODS
Case Study: technology, commerce, media and consumer discoursesaround Disney’s Beauty and the Beast (2017)
Niche search engines: Boardreader, BuzzSumo, Tweetdeck, Delve
Open Data Analytics software COSMOS (Burnap, et al. 2014)
Part ‘big data’ API trawling according to the Three Vs definition (citedIn Staff et al. 2016:4)
Not data scientists so qualitative content analysis deployed!
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Amit Agarwal, founder of Digital inspiration (2004-) and India’s ‘first professional blogger’.
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CASE STUDY: TRACING PROPAGANDA VIA BEAUTY AND THE BEAST (2017)
https://www.youtube.com/watch?v=lVDQpwNIBCoNews Views 16 March 2017
MACHINE LEARNING
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MORAL PANIC
CASE STUDY: TRACING PROPAGANDA VIA BEAUTY AND THE BEAST (2017)
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ONE MONTH ON COSMOS SOFTWARE 24HR (19-20 APRIL ) DATA ANALYSIS REVEALS DISCOURSE CONTINUES ON TWITTER WITH ‘GAY’ AND ‘BANNED’ KEY WORDS STILL DOMINATING DISCUSSIONS
MEMECULTURE
CASE STUDY: TRACING PROPAGANDA VIA BEAUTY AND THE BEAST (2017)
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COSMOS SHOWS KEY TWEET AND RE-TWEET SOURCES… TWEETDECK LINK TO ORIGINAL SOURCE
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…AND POSITIVE AND NEGATIVE SENTIMENT SCORES (SENTISTRENGTH)…
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… AND GENDER BREAKDOWN – OR HOW DIFFICULT IT IS TO ASCERTAIN THIS VIA TWITTER PROFILES, POSTS AND AVATARS?
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COMBINED WITH QUALITATIVE CONTENT SEARCHES USING DELVE AND TWITTER SEARCH KEYS IT IS CLEAR THAT COUNTER DISCOURSES ARE ABUNDANT IN THE INTERIM PERIOD
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COMBINED WITH QUALITATIVE CONTENT SEARCHES USING DELVE AND TWITTER SEARCH KEYS IT IS CLEAR THAT COUNTER DISCOURSES ARE ABUNDANT IN THE INTERIM PERIOD
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… AND IN PARTICULAR REMIX AND MEME CULTURES
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CONCLUSIONS• Data ethics and social media research methods must be considered at the outset of
any online research and also continually as that research develops.
• Considerations here have been given to harm (mainly reputational), ToS, the subject/author frame, and ownership of the reproduced/researched content
• Multiple free tools were used from more bespoke search engines to big data gathering software
• Here we can see three layers of propaganda: commerce, moral panic discourses, and finally consumer and user counter-propaganda.
• It is in the final forms that social media excels via humour and meme culture and perhaps for the first time could suggest something other than a purely negative representation of propaganda in action
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BIBLIOGRAPHY• Beaulieu, Anne and Estalella, Adolfo (2012) 'Rethinking research ethics for mediated settings' in Information,
Communication & Society Vol. 15, No. 1, pp.23-42.• Bernays, Edward [2005] (1928) Propaganda. New York: IG Publishing. • Burnap, P., Rana, O., Williams, M., Housley, W., Edwards, A., Morgan, J, Sloan, L. and Conejero, J. (2014) ‘COSMOS:
Towards an Integrated and Scalable Service for Analyzing Social Media on Demand’, International Journal of Parallel, Emergent and Distributed Systems.
• Clark, Karin et al (2015) Guidelines for the ethical use of data in human research, The University of Melbourne• Dijck, José van (2013) The culture of connectivity: a critical history of social media. Oxford: Oxford University Press.• Jenkins, Henry, Joshua E. Greene, and Sam Ford (2013) Spreadable Media: Creating Value and Meaning in a Networked
culture. New York: New York University Press.• Hasselbalch, Gry and Tranberg, Pernille (2016) Data Ethics: The New Competitive Advantage. PubliShare.• Kaplan, A. M., & Haenlein, M. (2010). ‘Users of the world, unite! The Challenges and opportunities of social media’.
Business Horizons, 59-69.• Jowett, G.S, and O’Donnell, V. (2015) Propaganda and Persuasion, 5th ed. Los Angeles: Sage.• L’Etang, Jacquie (2006) ‘Public Relations and Propaganda: Conceptual Issues, Methodological Problems and Public
Relations Discourse’ in L’Etang, Jacquie and Pieczka, Magda (eds) Public Relations: Critical Debates and Contemporary Practice. London: Lawrence Erlbaum, pp 23-40.
• Markham, Annette and Buchanan, Elizabeth (2012) Ethical Decision-Making and Internet Research: Recommendations from the AoIR Ethics Working Committee (Version 2.0).
• Staff, et al. (2016) ‘Using social media for social research: An introduction’ by GSR Social Science in Government’s social media research group May 2016.
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• Townsend, Leanne and Wallace, Claire (2016) Social Media Research: A Guide to Ethics. ESRC Project at the University of Aberdeen.
• Weaver, Kay et al (2006) ‘From Propaganda to Discourse (and back again): Truth, Power, the Public Interest and Public Relations’ in L’Etang, Jacquie and Pieczka, Magda (eds) Public Relations: Critical Debates and Contemporary Practice. London: Lawrence Erlbaum, pp7-21.
• Wilbur, Douglas (2017) ‘Propaganda’s Place in Strategic Communication: The case Of ISIL’s Dabiq magazine’, International Journal of Strategic Communication, Vol. 11, pp.1-15.