Original scientific paper

INFLUENCE OF MULTICAUSAL APPEARANCE OF NEW MEDIA AND SOCIAL NETWORKS ON EMPIRICAL EVALUATION OF MEDIA COMMUNICATION

Mario Plenković ; Department of Communication Studies, Faculty of Graphic Arts, University of Zagreb, Zagreb, Croatia
Darja Kupinić Guščić ; Croatian Communication Association, Zagreb, Croatia
Slobodan Hadžić ; Croatian Communication Association, Zagreb, Croatia
Mladen Kučiš ; Croatian Communication Association, Zagreb, Croatia

Abstract

In this study authors are analyzing methodological, theoretical and practical results of media communication evaluation in the new digital and multimedia convergent environment. Communicology empirical analyses is being performed considering the impact of visual communication (existing visual elements and multimedia content) on empirical evaluation of contemporary media communication in theory and practice of public relations. Holistic theoretical explication is performed in context of new communicological interdisciplinary understandings affecting the structure of the media public (public opinion). Multicausal appearance of new media and social networks authors are observing from the stand point of media communication empirical evaluation in context of development of the new single communicological discipline public relations. The study analyzes paradigmatic theoretical and methodological cognitions for multicausal research and evaluation of new media, social networks and visual communications. In methodological part of the study authors are quoting basic methodological disputes and restrictions, deciding upon deficiency of unique methodological instruments, in spite of evident needs the business community shows for establishing integrated methodological model for empirical evaluation of media communication. In research part authors conclude deficiency in evaluating visual communication elements, while visual in multimedia communication is becoming increasingly important.
Media communication and public relations evaluation is in the focus of interest for modern business community, academic circles and professional institutions studying and evaluating effective professional public relations.

Keywords

communication; new media; social networks; media communication evaluation; public relations; methodology of measuring communication

Hrčak ID:

110931

URI

https://hrcak.srce.hr/110931

Publication date:

30.9.2013.

Article data in other languages: croatian

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