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A Discourse Analysis regarding the use of Public Relations in Social Media: A Case Study of Proctor and Gamble and their Kids Thank You Mom Campaign Series - Research Paper Example

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Table of Contents
Table of Contents 2
Executive Summary 5
1.0 Introduction 6
1.1 An overview of the Procter and Gamble Market 6
1.2 Changes that the industry has undergone in social media 6
1.3 Justification 7
1.4 Research Purpose 7
1.5 Research Questions 8
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A Discourse Analysis regarding the use of Public Relations in Social Media: A Case Study of Proctor and Gamble and their Kids Thank You Mom Campaign Series
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Download file to see previous pages 1.6 Background – Key Concepts and theories 8
1.6.1 Public Relations and Social Media 8
1.6.2 Social Change and public Relations 9
1.6.3 Processes of Social Change 10
1.6.4 ICT and Public Relations 11
2.0 Literature Review 12
2.1 Related Studies 12
3.0 Research Methodology 14
3.1 Discourse Analysis Method 14
3.2 Sampling and Selection Criteria 15
3.3 Analytical Techniques 15
3.3.1 Surface Descriptors and Structure 16
3.3.2 Social Actors 16
3.3.3 Language and Rhetoric 16
3.3.4 Framing 17
3.3.5 Ideological Standpoints 17
3.4 Methodological Reflections 17
4.0 Results 18
4.1 Surface Descriptors and Structural Organization 18
4.2 Social Actors 19
4.3 Language and Rhetoric 19
4.3.1 Topicalization 19
4.3.2 Rhetorical Figures 20
4.3.3 Quoting Credible Sources 20
4.4 Framing 21
4.5 Ideological Standpoints 22
5.0 Conclusion 24
Executive Summary
The business world has been transformed significantly through advances in human and social communication through the establishment of Information and Communications Technology (ICT). As a result, there have been increasing uses of social media technologies that allow new forms of expressions that stimulate customer purchases of various products. Procter and Gamble (P&G) is one such company to have harnessed the benefits of social media through their “Kids” Thank You Mum Campaign series that was launched at the 2012 Olympics.
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The company faces significant competition from other large global diaper producers including Kimberly Clark and Uni-Charm. Within the baby wipes sector it faces competition from Johnsons & Johnsons and Kimberly Clark. From this it is clear to note that its largest market share comes from the baby care segment and provides justification for the development of their “Kids” advertisement with dedication to moms all over the world. 1.2 Changes that the industry has undergone in social media P&G launched its most applauded advertisement shortly before the start of the 2012 Olympics in London. Its advertisement labelled “Kids” were produced in series and launched simultaneously around the world as part of its global P&G Thank You Mom campaign series. It also premiered during the opening ceremony of the Olympics and the company sponsored 150 remarkable athletes through their brand. The advertisement was meant to honour the mothers of the various athletes who had made it to the Olympics. The advertisement featured children from various countries and depicted seven different Olympic Games events. In addition, the company changed the look of their products and branded then with the Olympic theme. Their advertisement received worldwide acclamation and their products features in most leading stores in various countries. 1.3 Justification Various studies in the field as well as publications by journalists have emphasized the fundamental role that social media has played in the field of public relations (Hunt, 2010). Considering the historical and socio-cultural context within which these studies originate, it is vital to classify these roles within context. Ways of thinking ...Download file to see next pagesRead More
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