{"title":"作为组织自我的地方电视台:通过Instagram宣传企业形象","authors":"C. Greer, Douglas A. Ferguson","doi":"10.1080/14241277.2017.1383255","DOIUrl":null,"url":null,"abstract":"ABSTRACT Television stations are increasingly using social media platforms for a variety of reasons. This study examined more than 4,300 visuals posted to the Instagram sites of 383 local TV stations in the United States. The analysis found that news and promotion were the top themes of the posts. Using Goffman’s (1959) presentation of self as a theoretical foundation, this study found that visuals coded as frontstage received more likes and comments than backstage visuals. Small market stations featured more promotion visuals than large and medium markets. Large market stations featured more lifestyle, community, and news posts than the other market sizes.","PeriodicalId":45531,"journal":{"name":"JMM-International Journal on Media Management","volume":null,"pages":null},"PeriodicalIF":0.8000,"publicationDate":"2017-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"15","resultStr":"{\"title\":\"The local TV station as an organizational self: Promoting corporate image via Instagram\",\"authors\":\"C. Greer, Douglas A. Ferguson\",\"doi\":\"10.1080/14241277.2017.1383255\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"ABSTRACT Television stations are increasingly using social media platforms for a variety of reasons. This study examined more than 4,300 visuals posted to the Instagram sites of 383 local TV stations in the United States. The analysis found that news and promotion were the top themes of the posts. Using Goffman’s (1959) presentation of self as a theoretical foundation, this study found that visuals coded as frontstage received more likes and comments than backstage visuals. Small market stations featured more promotion visuals than large and medium markets. Large market stations featured more lifestyle, community, and news posts than the other market sizes.\",\"PeriodicalId\":45531,\"journal\":{\"name\":\"JMM-International Journal on Media Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.8000,\"publicationDate\":\"2017-10-02\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"15\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"JMM-International Journal on Media Management\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/14241277.2017.1383255\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"JMM-International Journal on Media Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/14241277.2017.1383255","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"COMMUNICATION","Score":null,"Total":0}
The local TV station as an organizational self: Promoting corporate image via Instagram
ABSTRACT Television stations are increasingly using social media platforms for a variety of reasons. This study examined more than 4,300 visuals posted to the Instagram sites of 383 local TV stations in the United States. The analysis found that news and promotion were the top themes of the posts. Using Goffman’s (1959) presentation of self as a theoretical foundation, this study found that visuals coded as frontstage received more likes and comments than backstage visuals. Small market stations featured more promotion visuals than large and medium markets. Large market stations featured more lifestyle, community, and news posts than the other market sizes.
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