Abstract

This study examines how television executive producers are utilizing the social media platform of Twitter as a public relations tool. Utilizing a qualitative textual analysis, this study examines 10 executive producers' use of Twitter over a three-week period. The results of the textual analysis indicated executive producers primarily used Twitter as a public relations tool in five different themes: clarification, compliment, gratitude, promotion, and engagement. Future research should utilize additional qualitative research through in-depth interviews with industry professionals such as television executive producers or public relations firms that work directly with the television industry and those who specifically work with television executive producers.

Degree

MA

College and Department

Fine Arts and Communications; Communications

Rights

http://lib.byu.edu/about/copyright/

Date Submitted

2015-05-01

Document Type

Thesis

Handle

http://hdl.lib.byu.edu/1877/etd7717

Keywords

Twitter, public relations, television, social media, strategic communications, stakeholder

Included in

Communication Commons

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