Online engagement as a multimodal discursive practice: The case of Dubai Cares’ Facebook page

IF 2.7 Q1 COMMUNICATION

Public Relations Inquiry Pub Date : 2020-12-08 DOI:10.1177/2046147X20979291

Mohamed Ben Moussa, Sanaa Benmessaoud

引用次数: 0

Abstract

The paper examines the role of social media platforms in public relations engagement, focusing on the case of a leading non-profit organization in the UAE, namely Dubai Cares. Drawing on multimodal critical discourse analysis (MCDA), the paper analyses the textual, paratextual, and visual modes of communication deployed by the organization, and investigates their role as (multimodal) discursive practices in constructing engagement and shaping power relations between the organizations and its publics. A key finding of the paper is that Dubai Cares’ online public relations efforts to promote its international recognition and legitimacy often come at the expense of addressing multiple power differentials between the organization and its stakeholders. The paper demonstrates how approaching engagement as a multimodal discourse, where power relations are at play, helps transcend the limitations of instrumental interpretations of the notion of engagement, thus obscuring its inherent discursive and social dimension.

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在线参与作为一种多模式的话语实践:以“迪拜关怀”Facebook页面为例

本文考察了社交媒体平台在公共关系参与中的作用，重点关注阿联酋领先的非营利组织迪拜关怀的案例。利用多模态批评话语分析(MCDA)，本文分析了组织部署的文本、准文本和视觉传播模式，并研究了它们作为(多模态)话语实践在构建参与和塑造组织与其公众之间的权力关系中的作用。本文的一个重要发现是，迪拜关怀组织为提高其国际认可度和合法性所做的在线公关努力，往往是以解决组织与其利益相关者之间的多重权力差异为代价的。本文展示了如何将参与作为一种多模态话语，其中权力关系发挥作用，有助于超越对参与概念的工具解释的局限性，从而模糊了其固有的话语和社会维度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Public Relations Inquiry COMMUNICATION-

CiteScore

4.10

自引率

11.10%

发文量

期刊介绍： Public Relations Inquiry is an international, peer-reviewed journal for conceptual, reflexive and critical discussion on public relations, supporting debates on new ways of thinking about public relations in social, cultural and political contexts, in order to improve understanding of its work and effects beyond the purely organisational realm. We interpret public relations in a broad sense, recognising the influence of public relations practices on the many forms of contemporary strategic, promotional communication initiated by organisations, institutions and individuals. The practice of public relations arises at points of societal and organisational change and transformation, affecting many aspects of political, economic, social and cultural life. Reflecting this, we aim to mobilize research that speaks to a scholars in diverse fields and welcome submissions from any area that speak to the purpose of the journal, including (but not only) public relations, organizational communication, media and journalism studies, cultural studies, anthropology, political communication, sociology, organizational studies, development communication, migration studies, visual communication, management and marketing, digital media and data studies. We actively seek contributions that can extend the range of perspectives used to understand public relations, its role in societal change and continuity, and its impact on cultural and political life. We particularly welcome multi-disciplinary debate about the communication practices that shape major human concerns, including: globalisation, politics, and public relations in international communication migration, refugees, displaced populations terrorism, public diplomacy public and corporate governance diversity and cultural impacts of PR the natural and built environments Communication, space and place The development and practices of major industries such as health, food, sport, tourism, technology.