Document Type

Article

Publication Date

11-2012

Publication Title

Public Relations Review

Volume

38

Issue

4

Publisher

Elsevier

Abstract

This study explored how colleges and universities are employing Twitter, a popular micro-blogging tool. Using Kent and Taylor's principles of dialogic communication, a content analysis was performed on individual tweets (n = 1130) from 113 colleges and universities. Tweets were coded for whether or not they met each principle of dialogical communication and why. It was found that institutions are not employing Twitter in a dialogic way and they are, instead, employing it primarily as an institutional news feed to a general audience. The implications of this finding are discussed.

Comments

This manuscript has been published in the journal Public Relations Review. Please find the published version here (note that a subscription is necessary to access this version):

http://www.sciencedirect.com/science/article/pii/S0363811112000811

Elsevier holds the copyright in this article.

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