Logo image
Back
Social Networking Sites (SNSs) as strategic and Dialogic communication tools in the Australian Tertiary Sector: a textual analysis
Conference presentation

Social Networking Sites (SNSs) as strategic and Dialogic communication tools in the Australian Tertiary Sector: a textual analysis

Natnaree Yodphayung and Umi M Khattab
2012 University Research Conference Program Book, p.22
USC Research Conference, 2012 (Sunshine Coast, Australia, 09-Jul-2012–13-Jul-2012)
University of the Sunshine Coast
2012
url
https://www.usc.edu.au/View
Webpage

Abstract

Communication and Media Studies social networking sites (SNSs) communication tool
Social networking sites (SNSs) as platforms for dialogues and cultural interactions are growing in importance, drawing increasing concern on their ethical use and impact. Interest in SNSs as strategic communication tools among tertiary institutions is on the rise as universities compete to draw students. Not enough is known about how SNSs are being utilized in the tertiary sector in Australia. Methodologically drawing from Grunig (1992), McAllister and Taylor (2007), Kent and Taylor (2002), this study examines the SNSs of five non-randomly selected universities in Australia to determine types, content and activity patterns, voices, and the extent to which SNSs enable dialogical forums whilst offering the opportunity to cost-effectively and strategically market-communicate higher education. University websites across Australia were examined and delimited based on their active use of SNSs and a sample of institutions selected purposively to reflect factors such as tier 1 and 2, city and regional as well as multi/transnational campus characteristics. Using textual analysis, two time frames were sampled, that is, Januarymid February 2012 and September-mid October 2011 and altogether 95 days were analysed. Data were collected from seven SNSs such as Facebook, Twitter, Google+, Youtube, Flickr, Tumblr and Foursquare in May 2012-the period of virtual fieldwork. Findings indicate that all five universities mostly deployed Facebook, Twitter and Youtube as tactics to communicate with stakeholders, with Facebook scoring the highest 'likes'. Generally, level of participation in Facebook varied and did not necessarily correlate with the age, rank or location of a university. Further, the voices online mostly belonged to international students and institutions tended to use SNSs largely as promotional tools. While SNSs enabled dialogue and symmetry as contended by Grunig (1992), Kent and Taylor (2002), this study argues, using Curtin University Sarawak as a case that SNSs may not necessarily contribute towards the pursuit of scholarly reputation.

Details

Metrics

414 Record Views
Logo image