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Commandment 2

Mediatised: Media All Around Us

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Communication Excellence

Abstract

Let’s be honest. Successful communication is difficult to achieve, especially when mass media are involved. Today media are almost always involved in the communication process. When the Canadian philosopher Marshall McLuhan described the world as a global village due to media causing its implosion there was no Internet, and the Internet changed everything. McLuhan’s basic idea was that societies change when they start using new technologies, including media technology.

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Notes

  1. 1.

    McLuhan and Fiore (1968).

  2. 2.

    Zerfass et al. (2016b), pp. 54–57.

  3. 3.

    See for an overview Hjarvard (2008).

  4. 4.

    Deuze (2012).

  5. 5.

    Galtung and Ruge, (1965); Harcup and O’Neill (2001).

  6. 6.

    Altheide and Snow (1979).

  7. 7.

    Arweck (2016a).

  8. 8.

    Arweck (2016b).

  9. 9.

    Arweck (2016a).

  10. 10.

    News Aktuell and Faktenkontor (2013). For this study, 452 journalists, 711 professionals working in communication departments and 307 practitioners working in public relations agencies in Germany were surveyed online.

  11. 11.

    News Aktuell (2016). The study is based on a convenient sample of 1,223 journalists across Germany.

  12. 12.

    News Aktuell and Faktenkontor (2013).

  13. 13.

    News Aktuell (2016).

  14. 14.

    Zerfass et al. (2016b), p. 60. Longitudinal analysis 2007–2016 based on 13,709 responses from communication professionals in 43 countries. Q: How important are the following methods in addressing stakeholders, gatekeepers and audiences today? Scale 1 (not important) – 5 (very important). Percentages: frequency based on scale points 4–5. * No data collected in these years; figure shows extrapolated values.

  15. 15.

    For example, see Ihlen and Pallas (2014).

  16. 16.

    For example, see Walther (1992).

  17. 17.

    Zerfass et al. (2016a).

  18. 18.

    Verhoeven (2016).

  19. 19.

    Capriotti (2009).

  20. 20.

    Mizuno et al. (2012).

  21. 21.

    Entman (1993).

  22. 22.

    Verhoeven (2016).

  23. 23.

    Boumans (2016).

  24. 24.

    Van Der Meer (2016).

  25. 25.

    Meijer and Kleinnijenhuis (2006a, 2006b).

  26. 26.

    Dyck et al. (2008).

  27. 27.

    Verhoeven (2016).

  28. 28.

    Van Ruler (2005); Bentele et al. (1997).

  29. 29.

    Verhoeven (2016).

  30. 30.

    Neijens and Smit (2006).

  31. 31.

    Zerfass et al. 2016a).

  32. 32.

    Macnamara et al. (2016); Verčič and Tkalac Verčič (2016).

  33. 33.

    Verčič and Tkalac Verčič (2016); Zerfass et al. (2016a).

  34. 34.

    Verčič and Tkalac Verčič (2016).

  35. 35.

    Macnamara (2014), p. 747.

  36. 36.

    Dvorkin (2012).

  37. 37.

    Verčič and Tkalac Verčič (2016).

  38. 38.

    Zerfass et al. (2015), pp. 16–25.

  39. 39.

    Griffin et al. (2015).

  40. 40.

    Griffin et al. (2015).

  41. 41.

    Walther (2011).

  42. 42.

    Walther (1996).

  43. 43.

    Zerfass et al. 2016b), pp. 84–89.

  44. 44.

    Zerfass et al. 2016b), pp. 68–75.

  45. 45.

    McQuail (2005).

  46. 46.

    Freberg et al. (2011), p. 90.

  47. 47.

    Zerfass et al. (2016b), p. 73. nmin = 2,489 communication professionals across Europe. Q: In your opinion, how important are the following factors for identifying social media influencers which are truly relevant for an organisation? Scale 1 (not important) – 5 (very important). Percentages: frequencies based on scale points 4–5.

  48. 48.

    Van Der Meer (2016).

  49. 49.

    Verhoeven (2012).

  50. 50.

    Zerfass et al. (2011), pp. 90–105.

  51. 51.

    McLuhan and Fiore (1968).

  52. 52.

    Deuze (2012).

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Author information

Authors and Affiliations

  1. Leeds Beckett University, Leeds, United Kingdom

    Ralph Tench

  2. University of Ljubljana, Ljubljana, Slovenia

    Dejan Verčič

  3. University of Leipzig, Leipzig, Germany

    Ansgar Zerfass

  4. Universidad Rey Juan Carlos, Madrid, Spain

    Ángeles Moreno

  5. University of Amsterdam, Amsterdam, The Netherlands

    Piet Verhoeven

Authors
  1. Ralph Tench
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  2. Dejan Verčič
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  3. Ansgar Zerfass
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  4. Ángeles Moreno
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  5. Piet Verhoeven
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Tench, R., Verčič, D., Zerfass, A., Moreno, Á., Verhoeven, P. (2017). Commandment 2. In: Communication Excellence. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-48860-8_2

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