科研成果详情

Rapid changes in the media landscape due to the emergence of social media and mobile technology have challenged public relations scholars to advance theory and research on media relations—a function of public relations traditionally considered to exist between public relations practitioners and journalists. In the new media ecosystem, media relations should be approached participatively, recognizing the alternative voices and influence agents that now join the news media in shaping public opinion and policy, which may include a variety of individuals, groups, and organizations. Agenda-building is an apt concept to serve as the foundation for a strategically focused research paradigm for media relations in the digital age, as it suggests that a broader array of voices should be considered in the salience formation, transfer, and exchange processes of communication.