A3 Kirjan tai muun kokoomateoksen osa
Conquering the Liminal Space : Strategic Social Media Influencer Communication in the Finnish Public Sector During the COVID-19 Pandemic (2023)
Reinikainen, H., Laaksonen, S.-M., Pöyry, E., & Luoma-aho, V. (2023). Conquering the Liminal Space : Strategic Social Media Influencer Communication in the Finnish Public Sector During the COVID-19 Pandemic. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 161-175). Routledge. https://doi.org/10.4324/9781003177791-15
JYU-tekijät tai -toimittajat
Julkaisun tiedot
Julkaisun kaikki tekijät tai toimittajat: Reinikainen, Hanna; Laaksonen, Salla-Maaria; Pöyry, Essi; Luoma-aho, Vilma
Emojulkaisu: Social Media for Progressive Public Relations
Emojulkaisun toimittajat: Niininen, Outi
ISBN: 978-1-032-01233-9
eISBN: 978-1-003-17779-1
Julkaisuvuosi: 2023
Ilmestymispäivä: 23.09.2022
Artikkelin sivunumerot: 161-175
Kirjan kokonaissivumäärä: 270
Kustantaja: Routledge
Kustannuspaikka: London
Julkaisumaa: Britannia
Julkaisun kieli: englanti
DOI: https://doi.org/10.4324/9781003177791-15
Julkaisun avoin saatavuus: Ei avoin
Julkaisukanavan avoin saatavuus:
Julkaisu on rinnakkaistallennettu (JYX): https://jyx.jyu.fi/handle/123456789/86008
Tiivistelmä
Public sector organisations have traditionally used mass media and their own communication channels to communicate urgent matters to citizens. However, the COVID-19 pandemic has forced these organisations to look for new communication approaches. In Finland, several public-sector organisations collaborated with social media influencers (SMIs) to maximise their efforts in communicating about the measures needed to constrain the spread of the virus. Using a multiple-case study design, this chapter scrutinises four public-sector organisations and their collaboration with SMIs during the pandemic in 2020. We found that public organisations turned to SMIs through influencer marketing and influencer public relations to approach citizens in a personalised and emotional way to create a sense of community. This finding suggests expanding the previous categorisations of public communication campaigns and examining not only the purposes of the campaigns (behaviour change—policy change) but also their main appeal to citizens (information-centric—emotion-centric). While the campaigns appeared as efforts towards controlling the risks of the prevailing pandemic, they also appeared to entail possible risks.
YSO-asiasanat: julkinen sektori; organisaatiot; yhteisöviestintä; tiedotus; somevaikuttajat; sosiaalinen media; vaikuttaminen; vaikuttavuus; COVID-19; pandemiat
Liittyvät organisaatiot
OKM-raportointi: Kyllä
Raportointivuosi: 2023
Alustava JUFO-taso: 3
Emojulkaisu, jossa JYU-tekijöitä:
