{"title":"Mapping social networks: A qualitative approach to networked public relations scholarship","authors":"Jeannette I. Iannacone","doi":"10.1016/j.pubrev.2024.102477","DOIUrl":null,"url":null,"abstract":"<div><p>Social network analysis (SNA) has developed as a salient area of research within public relations, particularly for examining the structure, dynamics, and outcomes of interactions among social actors. Yet, SNA is both theory and method, the latter of which needs to be further explored in networked public relations research, especially given the predominance of the quantitative paradigm. Network research is not required to use quantitative methods as it should not be seen as prescriptive of one approach. This paper thereby proposes the integration of a qualitative approach to SNA by introducing a visual mapping approach for networked public relations scholarship, detailing a four-step process to design, conduct, and analysis. It further presents how an advancement of this methodological lens and technique connects to various parts of the wider public relations field.</p></div>","PeriodicalId":48263,"journal":{"name":"Public Relations Review","volume":null,"pages":null},"PeriodicalIF":4.1000,"publicationDate":"2024-06-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Public Relations Review","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0363811124000560","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Social network analysis (SNA) has developed as a salient area of research within public relations, particularly for examining the structure, dynamics, and outcomes of interactions among social actors. Yet, SNA is both theory and method, the latter of which needs to be further explored in networked public relations research, especially given the predominance of the quantitative paradigm. Network research is not required to use quantitative methods as it should not be seen as prescriptive of one approach. This paper thereby proposes the integration of a qualitative approach to SNA by introducing a visual mapping approach for networked public relations scholarship, detailing a four-step process to design, conduct, and analysis. It further presents how an advancement of this methodological lens and technique connects to various parts of the wider public relations field.
社会网络分析(SNA)已经发展成为公共关系研究的一个重要领域,尤其是在研究社会行动者之然而,SNA 既是理论也是方法,后者需要在网络公共关系研究中进一步探索,尤其是在定量模网络研究不需要使用定量方法,因为它不应该被视为一种方法的规定。因此,本文提出了将定性方法与 SNA 相结合的建议,为网络公共关系学术研究引入了一种可视化制图方法,并详细介绍了设计、实施和分析的四个步骤。本文进一步介绍了这一方法论的进步是如何与公共关系领域的各个部分相联系的。
期刊介绍:
The Public Relations Review is the oldest journal devoted to articles that examine public relations in depth, and commentaries by specialists in the field. Most of the articles are based on empirical research undertaken by professionals and academics in the field. In addition to research articles and commentaries, The Review publishes invited research in brief, and book reviews in the fields of public relations, mass communications, organizational communications, public opinion formations, social science research and evaluation, marketing, management and public policy formation.