Social Media Communication Trends and Theories

Examines the social media mechanism and how it is transforming communication in an increasingly networked society

Social Media Communication: Trends and Theories explores how social media is transforming the way people think and behave. Providing students with an in-depth understanding of the mechanism underlying social media, this comprehensive textbook uses a multidisciplinary approach to examine social media use in a wide range of communication and business contexts. Each chapter is based on original research findings from the author as well as recent work in communication studies, neuroscience, information science, and psychology.

Divided into two parts, the text first describes the theoretical foundation of social media use, discussing the impact of social media on information processing, social networking, cognition, interpersonal and group communication, the media industry, and business marketing. The second half of the book focuses on research-based strategies for effectively using social media in communication and business such as the news industry, heath care, and social movements. Offering detailed yet accessible coverage of how digital media technology is changing human communication, this textbook:

• Helps readers make the best use of social media tools in communication and business practices
• Introduces more than a dozen theories in the areas of communication, psychology, and sociology to highlight the theoretical frameworks researchers use in social media studies
• Identifies a variety of trends involving social media usage, including the app economy and patient care
• Addresses the relation between social media and important contemporary topics such as cultural diversity, privacy, and social change
• Presents 14 imperative social media topics, each with the power to change the ways you see and use social media

Social Media Communication: Trends and Theories is the perfect textbook for undergraduate and graduate courses in communication, business, journalism, business, and information science and technology. It is also an invaluable resource for researchers, educators, journalists, entrepreneurs, and professionals working in media management, advertising, public relations, and business marketing.

Bu Zhong is Professor of Journalism and Communications, Donald P. Bellisario College of Communications, Pennsylvania State University, USA. His research centers on information processing mediated by digital media technology, particularly how judgment, decisions, and behavior may be altered by social media information. Before joining academia, Professor Zhong worked as a journalist for over a decade in Beijing, Washington D.C., and Atlanta. 

Preface x

Part I Theoretical Foundation of Social Media Use 1

1 Why Study Social Media? 3

Overview 3

The Power of Social Media 4

Social Media in a Time of Distrust 4

The “Us vs. Them” Mentality 5

Digitization and Digitalization 5

Adoption Models of Media Technologies 7

Theory Highlight: Construal Level Theory 9

Summary 10

Looking Ahead 10

Discussion 10

References 11

2 Media Technology and Human Civilization 12

Overview 12

Definition of Social Media 13

Definition of Technology 15

Four Eras of Human Civilization 16

Theory Highlight: Technology Determinism 21

Summary 23

Looking Ahead 23

Discussion 24

References 24

3 Social Media and Computer-Mediated Communication 26

Overview 26

Social Change 27

Computer-Mediated Communication 27

Verbal and Nonverbal Cues 29

Interpersonal Communication 30

Uncertainty Reduction Theory 31

Social Information Processing Theory 32

ICT and Communication 32

Popularity of Social Media 33

Group Communication 34

Information Seeking 35

Theory Highlight: Uses and Gratifications Theory 36

Summary 37

Looking Ahead 38

Discussion 38

References 38

4 Social Media, Judgment, and Decision Making 42

Overview 42

Media Technology and Brain Activity 43

Judgment and Decision-Making Research 44

Selective Exposure 45

JDM and Social Endorsement 47

The Power of Social Context 49

Social Media for Patient Support 50

Theory Highlight: Cognitive Dissonance Theory 51

Summary 52

Looking Ahead 52

Discussion 52

References 52

5 Social Media and Behavior 55

Overview 55

Social Media and News Consumption 56

Social Media and Health Behavior 58

The Culture of Sharing 60

Knowledge Collaboration 61

Theory Highlight: Social Cognitive Theory 62

Summary 62

Looking Ahead 63

Discussion 63

References 63

6 Social Media and Privacy Concern 66

Overview 66

Internet Privacy Concern 67

Scholarly Perspectives Toward IPC 67

Four Epochs 68

Social Media Surveillance 69

Generation Gap in IPC 70

Privacy Concern at the Workplace 71

Privacy Risks and Coping Strategies 72

Theory Highlight: Need for Cognition 73

Summary 74

Looking Ahead 75

Discussion 75

References 75

7 Social Media and Culture 78

Overview 78

Cultural Diversity 78

Five Dimensions of Cultural Differences 80

Cultural Evolution 82

Cultural Influence on Social Media Usage 83

Cultural Differences in Social Media Activities 84

Theory Highlight: Cultivation Theory 85

Summary 86

Looking Ahead 86

Discussion 87

References 87

8 Problematic Use of Social Media 90

Overview 90

Warm Feelings in Social Media Use 91

Mechanism of PUSM 92

Reward System and Self-Control 94

FOMO and Phubbing 95

Cyber Troops and Social Media Manipulation 96

Relief of PUSM 99

Theory Highlight: Third-Person Effect 101

Summary 102

Looking Ahead 102

Discussion 102

References 102

Part II Social Media for Social Change 107

9 Business Use of Social Media 109

Overview 109

Business Adoption of ICT 110

Business Use of Social Media and Benefits 111

Virtual Customer Environment 114

Work Performance 115

Social Capital 116

Information Benefits in Social Networks 117

Government Use of Social Media 118

Theory Highlight: Social Network Theory 119

Summary 121

Looking Ahead 121

Discussion 121

References 122

10 Social Media Reshape the News Industry 124

Overview 124

News Consumption Habit Change 126

The Power of News Media 127

News Decision Making 129

The Power of Facebook Algorithms 129

Fake News and Misinformation 132

Declining Trust in News Media 133

News Media and Social Media Giants 135

Theory Highlight: Agenda-Setting Theory 136

Summary 137

Looking Ahead 137

Discussion 137

References 137

11 Social Media and Healthcare 139

Overview 139

Health Information on Social Media 140

Patients’ Use of Social Media 141

Health Professionals’ Use of Social Media 142

Values of Social Media Support Groups 143

Health Information Support 144

Trust in Doctors 146

Theory Highlights: Health Belief Model and Crisis and Emergency Risk Communication Model 147

Summary 148

Looking Ahead 148

Discussion 149

References 149

12 The App Economy and Artificial Intelligence 152

Overview 152

1. The App Economy 152

Apps Promote Business 154

The App Intelligence 155

App Store Optimization 156

Trends of App Development 157

Trends of Mobile Commerce Apps 158

Discussion 158

References 159

Overview 160

2. Artificial Intelligence 160

AI Helps Social Media Penetration 160

AI-Powered Business Solutions 161

The Algorithm Experience 162

Social Media and AI 163

AI Empowers Marketers 164

Theory Highlight: Knowledge Gap Hypothesis 164

Summary 165

Looking Ahead 166

Discussion 166

References 166

13 Social Media and Social Movement 168

Overview 168

Social Media Speed Up Social Movements 169

New Path to Social Power 170

Mobilization and Coalition Building 171

Networked Publics 173

Social Media and Democracy 173

Theory Highlight: Diffusion of Innovation Theory 176

Summary 178

Looking Ahead 178

Discussion 178

References 178

14 The Future of Social Media 181

Overview 181

Young and Old Fish 181

Two Premises 182

The Model of Two-Stage Development 183

Digital Skills at the Workplace 185

Ethical Social Media Sites 186

Fake News on Social Media 187

Social Connectivity 188

Summary 189

Discussion 189

References 190

Index 191

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.