Likes, comments, action! An examination of the Facebook audience engagement strategies used by strategic impact documentary
Bibliographic Data
| ID | 21135470 |
|---|---|
| Authors | Virginia H Balfour (0000-0001-6260-7316, Queensland University of Technology, corresponding author) |
| Year | 2020 |
| Volume | 176 |
| Issue | 1 |
| Pages | 34-51 |
| Publication date | 2020-08-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Media International Australia (JOURNAL) |
| Journal identifiers | ISSN: 1329-878X • E-ISSN: 2200-467X |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/1329878x19897416 |
| OpenAlex | W3007958034 |
| Language | EN |
| Citations received | 3 |
| References cited | 32 |
In the digital age, a new breed of strategic communications campaign has emerged which blurs boundaries between factual media, entertainment, marketing and advocacy. Strategic impact documentaries (SIDs) are social issue campaigns with a documentary text at their core. They invite the audience to join a cause as much as view a text, using both online and offline strategies to achieve their goals. The way audiences engage with media messages in this new ecosystem, and the implications for public deliberation of social issues, is not fully understood, however. In a mixed methods case study analysis, the Facebook audience engagement strategies used by SID were examined. The results highlight the temporal nature of social media audience engagement and the audience’s changing relationship with both the media text and its producers and provide insight into the way social issues are discussed and deliberated on by audiences in the online sphere
Advertising · Business · Deliberation · Entertainment · Media studies · Political science · Public engagement · Public relations · Public sphere · Social media · Sociology · Media Influence and Health · Media Studies and Communication · Radio, Podcasts, and Digital Media
Polarization of the vaccination debate on Facebook
Echo Chambers
Community structure in social and biological networks
Connect With Your Audience! The Relational Labor of Connection
The Narrative Paradigm
Storytelling for Social Change
The roles of brand community and community engagement in building brand trust on social media
Documentary Film
Toward a Theory of Entertainment Persuasion
The Law of Group Polarization
Strategic impact documentary
A Set of Measures of Centrality Based on Betweenness
Imagined communities
The role of transportation in the persuasiveness of public narratives
Sense of community
Being 'really real' on YouTube
Two Strategies for Qualitative Content Analysis
Network Structure of an Aids-Denialist Online Community
The Constant Comparative Method of Qualitative Analysis
| Citations per year | 1.5 |
|---|---|
| Citation span | 2024 - 2026 (3) |
| Highly cited | No |