![]() He identified the ways in which audience members decoded messages, via: (1) the dominant code (intended meaning) (2) a negotiated code (introducing a more localized understanding) or (3) a contrarian code, (an oppositional understanding from its intended meaning). He theorized that production and reception of mediated messages were related because, upon consumption, audiences give meaning to the messages. Hall (1999 ) studied this phenomenon in the early days of mediated communication with television audiences. ![]() The characteristics of audience members are of particular importance because they shape, in varying degrees, the way in which audience members make meaning from or perceive the message. However, one factor that remains consistent is the perception of the audience. ![]() Predicting the effectiveness of online apologies has many confounding factors – severity of the transgression, the reputation of the apologizer and so on. Developing effective communication strategies to benefit the reputation and economic health of an organization is a key reason to study and generate greater understanding of audience perceptions of online apologies. In addition, a company's reputation is more influential in purchasing decisions than product attributes and strategic communication tools, including apologies, can help shape reputations and create tangible economic value for organizations ( Fombrun and Low, 2011 Harrison-Walker, 2019). Therefore, inquiry into the effectiveness of apologies on social media platforms, specifically the audience's perception of sincerity and willingness to forgive, is necessary to help strategic communication research remain relevant and to guide professionals as they counsel clients. (1991) suggest, scholars must continue to explore if and how existing frameworks, “born from different media environments and technologies,” fit social media (p. For example, the perceptions of sincerity and forgiveness, two factors related to positive relational outcomes ( Choi and Chung, 2012 Darby and Schlenker, 1982 Harrison-Walker, 2019 Schmitt et al., 2004 Tomlinson et al., 2004), may be perceived differently via social media. In this changed media environment, communication professionals cannot rely solely on previous media research as a framework to guide them in how to apologize via social media for optimal relational outcomes. In contrast to the one-to-many media environment, users' ability to communicate with each other on social media platforms shifts power ( Ki and Nekmat, 2014 Sheth and Solomon, 2014) and influence ( Kang, 2014 Muntinga et al., 2011) to the users. Even when they choose not to, members of the public or media will often post the public figures' apologies on a social media platform. Nowadays, public figures are often advised to apologize via social media ( Matejic, 2015 Schultz et al., 2011 Ulmer et al., 2013 Utz et al., 2013). The video illustrates two of the top three issues cited by professionals as affecting their communication strategies and practices–crisis management and the rise of social media ( Meng and Berger, 2017 Wright and Hinson, 2017). In December of 2017, The New York Times compiled a 4-min YouTube video called “The Year in Apologies” highlighting public figures apologizing for their personal or organizational transgressions ( The New York Times, 2017). ![]() The full terms of this licence may be seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial & non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Copyright © 2020, Jean Kelso Sandlin and Monica L.
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