Social Media and Genre Studies: An Investigation of Facebook and Twitter Higher Education Web Pages

This book investigates whether Facebook and Twitter have become a genre of media for higher education institutions, arguing that each platform is a separate and distinct medium with varying goals, structures, and effectiveness. It is of interest to scholars of communication, information studies, media studies, journalism, and higher education.

Format: Hardback
Length: 214 pages
Publication date: 15 May 2023
Publisher: Lexington Books

This comprehensive book delves into the intriguing question of whether Facebook and Twitter have emerged as distinct media genres within higher education institutions. In his extensive research, Thomas Kenny employs a mixed-methods approach, combining content analysis and in-depth interviews with social media professionals. Through this meticulous exploration, Kenny aims to unravel the purpose, structure, and functionality of these web pages. What emerges is a compelling argument that while institutional web pages on Facebook and Twitter indeed constitute a genre, they are separate and distinct platforms with their own unique characteristics, goals, and effectiveness.

This book holds immense value for scholars and researchers in the fields of communication, information studies, media studies, journalism, and higher education. It provides valuable insights into the evolving landscape of social media and its impact on education. By examining the purpose, form, and functionality of these web pages, Kenny offers a deep understanding of how institutions are leveraging these platforms to engage with students, promote learning, and enhance their reputation.

The book is organized into several chapters, each dedicated to exploring different aspects of Facebook and Twitter as media genres in higher education. Kenny begins by providing a historical background and contextualizing the rise of social media in the academic sphere. He then delves into the purpose of institutional web pages on these platforms, examining how they are used to communicate with students, disseminate information, and foster community engagement.

The next chapter explores the structure and design of these web pages, highlighting the key elements that contribute to their effectiveness. Kenny discusses the importance of visual appeal, user-friendly interfaces, and clear messaging in capturing the attention of students and promoting engagement. He also examines the role of content creation, including the use of multimedia, infographics, and interactive features, in enhancing the educational experience and fostering deeper learning.

In the subsequent chapters, Kenny examines the functionality of Facebook and Twitter as media genres in higher education. He explores the ways in which these platforms are used for academic purposes, such as course announcements, assignments, and discussions, as well as for professional development, networking, and collaboration. Kenny also discusses the challenges and opportunities associated with social media in higher education, including issues related to privacy, cyberbullying, and the need for effective moderation and management.

Throughout the book, Kenny employs a rigorous and analytical approach, drawing on a wealth of research and evidence to support his arguments. He incorporates insights from communication scholars, information studies experts, media studies scholars, and higher education practitioners to provide a comprehensive and interdisciplinary perspective.

In conclusion, this book is a must-read for anyone interested in the intersection of social media and higher education. It offers valuable insights into the emerging genre of institutional web pages on Facebook and Twitter, shedding light on their purpose, structure, and functionality. By examining the ways in which these platforms are being used by higher education institutions, Kenny provides a roadmap for practitioners and policymakers to effectively leverage social media for educational purposes. This book will undoubtedly contribute to the ongoing discourse on the role of social media in shaping the future of education.

Weight: 472g
Dimension: 159 x 237 x 23 (mm)
ISBN-13: 9781666907353