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- W3202468508 abstract "The association between the concept of dialogue and the expansion of digital media in public relations started as a theoretical ‘promise’ and was later followed by a feeling of disappointment. This article argues that the dialogic promise of new media was in great measure a consequence of a well-established belief according to which the field was rapidly moving from a ‘functional’ to a ‘cocreational’ approach, whereas in fact both cocreational and functional imperatives persist and coexist in complex manners that need to be disentangled. This idea is explored through a critical analysis of highly cited literature about dialogue and digital technology in public relations. Implications for future theory-building, research and practice are discussed." @default.
- W3202468508 created "2021-10-11" @default.
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- W3202468508 date "2021-09-22" @default.
- W3202468508 modified "2023-10-16" @default.
- W3202468508 title "Dealing with disappointment: How can a ‘coexisting imperatives’ view help us understand the unfulfilled dialogical promise of digital media" @default.
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- W3202468508 doi "https://doi.org/10.1177/2046147x211045630" @default.
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