Regina Luttrell and Adrienne A. Wallace present an engaging introduction of social media’s integration with modern society. Recognizing categories of relational, societal, and self while analyzing the social media environment, this introductory mass communications textbook establishes a framework for understanding how technology, culture, democracy, economy, and audience fragmentation interact with each media industry differently and relate to media literacy. Armed with this knowledge, future professional communicators gain a better understanding of their audience and the level to which their strategies influence the public.
Social Media and Society empowers students as consumers and creators of social media and illustrates that, while the tools of communication have changed, the goals of social connection and influence have not. Features of this unique text include the following:
Regina Luttrell is associate dean of research and creative activities and assistant professor of public relations at the S.I. Newhouse School of Public Communications at Syracuse University. A contributor to PR Tactics and PR News as well as peer-reviewed journals, she is a noted speaker as well as a Knight Foundation Tow Journalism Fellow. She has authored several books, including Social Media: How to Engage, Share, and Connect (fourth edition, 2021); Public Relations Campaigns: An Integrated Approach; The PR Agency Handbook; and The Millennial Mindset: Unraveling Fact from Fiction.
Adrienne A. Wallace is assistant professor at Grand Valley State University, where she teaches courses in advertising and public relations. Adrienne has more than 22 years of professional experience in both the public and private sectors, including nonprofit, health, education, government, hospitality, politics, lobbying, and finance. She is a Kopenhaver Center Fellow, a frequent contributor to industry publications, and a conference speaker on all things related to digital/social media strategy, student-run firms, and experiential learning design.
Chapter 1: The Framework of Social Media
Chapter 2: Concerns About the Dark Side of Social Media
Chapter 3: Benefits of Social Media
Chapter 4: Mass Media to Niche Media
Chapter 5: Business and Strategic Communications
Chapter 6: Crisis Communications
Chapter 7: Sports Communication
Chapter 8: Political and Civic Communication
Chapter 9: Health Communication
Chapter 10: Entertainment Media
Chapter 11: Measuring Social Media
Chapter 12: A Holistic Approach: Keeping Up with Social Media
The authors note that the goal of the book is to, “engage students as consumers and creators of social media by providing a framework for understanding and connection among social media, mass communications, and the impact on society” (Luttrell & Wallace, 2021, p. vii). They have succeeded and I commend their efforts! I recommend this book without hesitation as a required or suggested reading in undergraduate courses such as survey of public relations, introduction to mass media, mass media and society, social media strategy, social media and society, and more. The book can be used in its entirety or adopted for its applicable sections or chapters, depending on curriculum and pedagogical needs.
”The textbook is an ideal fit for anyone teaching a course that centers on the impact of social media on industry practices and society, or as an excellent supplemental text for courses with a broader focus on the impact of different forms of mass communication on society and professional practice.”
Written in accessible language, this comprehensive text offers a real-world approach to strategic social media practice. The thorough introduction to social media’s impact on mass communication, relationships, the self, and society emphasizes how students can be both critical consumers and creators of social media content. New and seasoned professors will appreciate the relevant and timely critical analyses of established and new brands, connection of theory with action, and highlighted examples from popular culture and contemporary issues. I highly recommend this book.
Social Media and Society: An Introduction to the Mass Media Landscape advances our understanding of social media communication through its application to health care and the Covid-19 pandemic. This comprehensive introduction to social media will be a useful guide for students and social media managers.
Content and features unique to this book include: