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TV shows and dialogue on Social Media

Brocker, Viola LU (2015) SKPM08 20151
Department of Strategic Communication
Abstract
Engaging with stakeholders became more important for companies and
brands throughout the years, especially through the rise of Social Media.
TV shows do not only need to survive and convince offline through their
compelling narrative – they need to transform their passive spectators into
active participants in order to increase their reach, their economic success
and to strengthen their fanbase. Dialogue is the most appreciated Public
Relations tool in literature. This thesis analyses two case studies of the TV
shows Suits and The Big Bang Theory, investigating through qualitative
and quantitative content analysis what kind of dialogue can emerge
between a TV show and its audience on Facebook. The concepts of
Martin Buber are... (More)
Engaging with stakeholders became more important for companies and
brands throughout the years, especially through the rise of Social Media.
TV shows do not only need to survive and convince offline through their
compelling narrative – they need to transform their passive spectators into
active participants in order to increase their reach, their economic success
and to strengthen their fanbase. Dialogue is the most appreciated Public
Relations tool in literature. This thesis analyses two case studies of the TV
shows Suits and The Big Bang Theory, investigating through qualitative
and quantitative content analysis what kind of dialogue can emerge
between a TV show and its audience on Facebook. The concepts of
Martin Buber are used as a source for dialogue. Both cases showed
different, contrasting approaches in their communication – technical
dialogue has been used by Suits while The Big Bang Theory is marked by
monologue. As both TV shows are successful, this proves that dialogue is
capable of enhancing loyalty and deepening relationships but that it is not
the holy grail and one fits all solution. (Less)
Please use this url to cite or link to this publication:
author
Brocker, Viola LU
supervisor
organization
course
SKPM08 20151
year
type
H2 - Master's Degree (Two Years)
subject
language
English
id
5464888
date added to LUP
2015-08-24 15:13:45
date last changed
2015-08-24 15:13:45
@misc{5464888,
  abstract     = {Engaging with stakeholders became more important for companies and
brands throughout the years, especially through the rise of Social Media.
TV shows do not only need to survive and convince offline through their
compelling narrative – they need to transform their passive spectators into
active participants in order to increase their reach, their economic success
and to strengthen their fanbase. Dialogue is the most appreciated Public
Relations tool in literature. This thesis analyses two case studies of the TV
shows Suits and The Big Bang Theory, investigating through qualitative
and quantitative content analysis what kind of dialogue can emerge
between a TV show and its audience on Facebook. The concepts of
Martin Buber are used as a source for dialogue. Both cases showed
different, contrasting approaches in their communication – technical
dialogue has been used by Suits while The Big Bang Theory is marked by
monologue. As both TV shows are successful, this proves that dialogue is
capable of enhancing loyalty and deepening relationships but that it is not
the holy grail and one fits all solution.},
  author       = {Brocker, Viola},
  language     = {eng},
  note         = {Student Paper},
  title        = {TV shows and dialogue on Social Media},
  year         = {2015},
}