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WEB 2.0: AN EXAMINATION OF ITS EFFECTS UPON
U.S. PUBLIC RELATIONS PRACTICES
by
Allison M. Johns
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTERS OF ARTS
(STRATEGIC PUBLIC RELATIONS)
December 2009
Copyright 2009 Allison M. Johns
Object Description
| Title | Web 2.0: An examination of its effects upon U.S. public relations practices |
| Author | Johns, Allison M. |
| Author email | allisomj@usc.edu; ali.m.johns@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2010-03-01 |
| Date submitted | 2009 |
| Restricted until | Unrestricted |
| Date published | 2009-12-02 |
| Advisor (committee chair) | Floto, Jennifer |
| Advisor (committee member) |
Swerling, Jerry Cashia, Philip C. |
| Abstract | This thesis is an examination of how Web 2.0 affects U.S. public relations practices. The author investigates the definition of Web 2.0 to fully comprehend the concept. Furthermore, the author studies the many roles, responsibilities and definitions of public relations to fully discover the scope and breadth of current public relations practices.; The research methodologies employed in this study include both primary source interviews to validate the author’s recommendations, as well as multiple secondary sources that provide both a practical and theoretical knowledge of Web 2.0 and public relations.; The main conclusion of this thesis examination is that Web 2.0 has, through the creation of completely new media technologies, fostered a new two-way interactive communication model that is fundamentally shifting virtually all aspects of organizational and individual communication, thus bringing enormous change to the methods used by public relations, marketing and advertising professionals to communicate with their target audience. |
| Keyword | Web 2.0; new media; permission marketing; public relations; social media; business communications; marketing; advertising |
| Geographic subject (country) | USA |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m2782 |
| Rights | Johns, Allison M. |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Johns-2564 |
| Archival file | uscthesesreloadpub_Volume40/etd-Johns-2564.pdf |
Description
| Title | Page 1 |
| Full text | WEB 2.0: AN EXAMINATION OF ITS EFFECTS UPON U.S. PUBLIC RELATIONS PRACTICES by Allison M. Johns A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTERS OF ARTS (STRATEGIC PUBLIC RELATIONS) December 2009 Copyright 2009 Allison M. Johns |
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