This book investigates whether Facebook and Twitter have become a genre of media for higher education institutions. Thomas Kenny has conducted a mixed-methods study using a combination of content analysis and interviews with social media employees to explore the purpose, form, and functionality of these web pages. Ultimately, Kenny argues that while institutional web pages on Facebook and Twitter do constitute a genre, each is a separate and distinct platform that works differently with varying goals, structure, and effectiveness associated with them. Scholars of communication, information studies, media studies, journalism, and higher education will find this book of particular interest.
Thomas Kenny is assistant professor, chairperson, and director of the TV Studio for the communications department at Molloy University.
Table of Contents
Chapter 1: Introduction: Definition of Genre
Chapter 2: Investigating Institutional Social Media Sites as a Genre
Chapter 3: Three Characteristics of Genre and Research Design
Chapter 4: Purpose of Facebook and Twitter Web Pages in Higher Education
Chapter 5: Form of Facebook and Twitter Web Pages in Higher Education
Chapter 6: Functionality of Facebook and Twitter: Higher Education Staff and Administration
Chapter 7: Conclusion: Facebook and Twitter as Genres
About the Author
“Thomas Kenny has advanced the discourse around social media in several ways. He connects past and present, taking traditional views of genre and testing them against university Facebook and Twitter accounts. Dr. Kenny also offers a roadmap that future researchers of social media can use in designing their own projects. This is an important book for a wide range of disciplines.”