Digital Public Relations Through the Lens of Affordances: A Conceptual Expansion of the Dialogic Principles

Alvin Zhou, Sifan Xu

Research output: Contribution to journalArticlepeer-review

12 Scopus citations

Abstract

Connecting the affordance framework in computer-mediated communication to public relations theories, this essay proposes an affordance perspective on dialogic communication and digital public relations in general. We argue that 1) the enactment of organization-public dialogue on digital platforms requires certain combinations of media affordances; 2) the lens of affordances facilitates a non-dichotomous examination of the “dialogic communication vs. digital media” debate; 3) the fifth dialogic principle “ease of interface” should be conceptually expanded to “favorable affordances,” which asserts that public relations practice should evaluate digital media platforms’ various action possibilities and consider their inherent potentials for organization-public relationship building; and 4) research on digital public relations should incorporate affordance theory to achieve cross-platform theorization.

Original languageEnglish (US)
Pages (from-to)445-463
Number of pages19
JournalJournal of Public Relations Research
Volume33
Issue number6
DOIs
StatePublished - 2021

Bibliographical note

Publisher Copyright:
© 2022 Taylor & Francis Group, LLC.

Keywords

  • Affordances
  • Dialogic communication
  • Dialogic principles
  • Dialogue
  • Digital public relations
  • Social media

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