Abstract
This study integrates two theoretically driven methods—network analysis and fantasy theme analysis—to present a message-focused operationalization for the communication dimension of social capital. The results find empirical support for scholars’ theorizing that public relations-facilitated messages cultivate shared meaning and foster social capital. The relationship between shared meaning and social capital was especially evident in network subgroups (cliques). This article contributes to social capital theory building by focusing on the meaning making process that strengthens social capital in networks. Public relations practitioners’ communicative roles in social capital cultivation are made evident with a message-focused measurement.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 170-192 |
| Number of pages | 23 |
| Journal | Journal of Public Relations Research |
| Volume | 28 |
| Issue number | 3-4 |
| DOIs | |
| State | Published - Jul 3 2016 |
| Externally published | Yes |
Keywords
- Fantasy theme analysis
- network analysis
- networks
- shared meaning
- social capital