1. Introduction Perspective of this book Organization of the book Uses of this book Part 1. Messages 2. The communication model What is social media? Models of communication Historical discourses of digital technology New concepts in social media 3. Message types Affordances Attributes of social media A brief history of computer-mediated communication Forms and genres of social media 4. Measuring social media Attention economy Measuring attention Methods for studying social media Privacy Part 2. People 5. User interaction and co-creation Co-creation as a concept Ethical issues in co-creation 6. Uses and benefits of social media Uses and gratifications theory Self Interpersonal relationships 7. Digital inequality, age, and social class Literacy and capital Social class Age Region 8. Race and gender Identity and performance Race Gender Gender and uses of social media
Network theory in social media
Social networks in practice
Theoretical approaches to community and types of online community
Status and roles in online communities
11. Social media marketing
Information or persuasion?
The purchase funnel and the decision journey
Advertising messages and channels
Social media marketing and the value chain
Part 4. Culture and society
12. Cultural representations and practices
Cultural styles and practices
News consumption and civic engagement
14. Economic and legal structures
Shifts in economic structure
Shifts in economic practice and production.
