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Does research on digital public relations indicate a paradigm shift? An analysis and critique of recent trends

机译：关于数字公共关系的研究是否表明范式转变？对最新趋势的分析和评论

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摘要

This study analyzes 141 articles published between 2008 and 2014 in order to determine whether public relations (PR) research has undergone a paradigm shift resulted from the rise of social media. Compared with digital PR research before 2008, we find that 1) social media have become a major research topic while remaining a secondary concern of many PR practitioners; 2) digital PR studies are gradually shifting from description to theorization; 3) the examined studies witnessed a general trend of methodological diversification but this trend needs to continue in order for scholars to better describe, predict, and explain how digital PR should be organized and practiced; and 4) digital PR research frameworks are dominated by the organizational perspective, whereas increasing attention has been paid to organizations in the nonprofit sector. Compared to digital PR research before 2008, our findings suggest that the development of digital technology in recent years has brought about changes in PR research such that the research paradigm is presently shifting and acts as a competing paradigm but has not yet shifted completely. (C) 2016 Elsevier Ltd. All rights reserved.
机译：本研究分析了2008年至2014年之间发表的141篇文章，以确定公共关系（PR）研究是否经历了社交媒体兴起导致的范式转变。与2008年之前的数字公关研究相比，我们发现：1）社交媒体已成为主要研究主题，同时仍是许多公关从业者的次要关注点； 2）数字公关研究正在从描述转向理论化； 3）检验的研究见证了方法多元化的总体趋势，但是这种趋势需要继续，以便学者更好地描述，预测和解释数字公关应如何组织和实践； （4）数字公关研究框架以组织视角为主导，而非营利部门的组织则受到越来越多的关注。与2008年之前的数字公关研究相比，我们的发现表明，近年来数字技术的发展带来了公关研究的变化，以致研究范式目前正在转变并充当竞争范式，但尚未完全转变。 （C）2016 Elsevier Ltd.保留所有权利。

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