Am I Talking to a Person or a Corporation? How Brands Can Facilitate Conversations with Audiences and Why They Should
| dc.contributor.advisor | Taeho Lee Courtney Munther | en |
| dc.contributor.advisor | ||
| dc.contributor.advisor | ||
| dc.contributor.author | Mortensen, Meghan | |
| dc.date.accessioned | 2022-09-28T22:34:26Z | |
| dc.date.available | 2022-09-28T22:34:26Z | |
| dc.date.issued | 2022-03 | |
| dc.description | 56 pages | en |
| dc.description.abstract | Drawing on the dialogic communication framework, this paper examines how two Disney parks accounts dialogically communicated with their audiences through Twitter, and how that communication style is related to the audiences’ interaction with the accounts. I primarily wanted to examine the effect the use of dialogic communication tools had on interaction levels and on the discourse in the reply section of each tweet. @DisneyParks utilized more dialogic communication strategies than @WaltDisneyWorld, but the use of dialogic communication resulted in less interaction from audiences across both accounts. Significantly, neither account responded to any audience comments, operating these communication channels as formal communication venues from a corporation without dialogic engagement that would reach a more personal level with audiences. Based on these findings, I proposed suggestions for Disney’s communication strategy on social media to enhance audience interaction and place more emphasis on building relationships with interested audiences. | en |
| dc.identifier.uri | https://hdl.handle.net/1794/27524 | |
| dc.language.iso | en | en |
| dc.publisher | University of Oregon | en |
| dc.rights | Creative Commons BY-NC-ND 4.0-US | en |
| dc.subject | Public Relations | en |
| dc.subject | Marketing | en |
| dc.subject | Dialogic Communication | en |
| dc.subject | Dialogic | en |
| dc.subject | Communication | en |
| dc.subject | Social | en |
| dc.subject | Media | en |
| dc.subject | Disney | en |
| dc.subject | Relationships | en |
| dc.title | Am I Talking to a Person or a Corporation? How Brands Can Facilitate Conversations with Audiences and Why They Should | en |
| dc.type | Thesis / Dissertation | en |