Society for New Communications Research Publishes 'The Articulation of Power in Social Media' By Jiyan Wei and Nina Shariff

Research Paper Examines the Growing Influence of Social Media Producers and Users in Both the Online and Offline Worlds

San Diego, CA (PRWEB) June 22, 2007 -- The Society for New Communications Research (www.sncr.org/) has published a new research paper (http://www.newcommreview.com/?p=750) examining the power and influence of social media in its June edition of New Communications Review. Co-authored by Jiyan Wei, product manager at Vocus, Inc. (http://www.vocus.com) and Nina Shariff (http://www.v-fluence.com/home/about-us/v-fluence-team/nina-shariff.html), vice president at v-Fluence Interactive Public Relations (http://www.v-fluence.com), 'The Articulation of Power in Social Media' presents research on the growing influence of social media in both the online and offline worlds.

Drawing from primary research conducted during the Summer of 2006, which focused on a number of in-depth interviews with independent content producers and members of the popular online Flash-sharing site Newgrounds (http://www.newgrounds.com), the paper provides evidence that the lines are blurring between the production and consumption of media in online communities. It also suggests that media consumers are empowered in social forms of media and can assert influence in the shaping of online communities.

The piece answers key questions for today's public relations and marketing professionals:

1. What are the new dynamics that exist in today's online landscape?

2. How can they effectively be applied to and optimized for business communications?

"In recent years, there has been a revival of that early optimism in the Internet's potential to democratize society, in large part, based on the increasing prominence of social media," said Jiyan Wei, product manager at Vocus, Inc. "The paper offers a perspective on the societal impact of social media as well as how it is merging with traditional media."

According to Nina Shariff, "This paper provides key insights about social media trends that have implications not only for the public relations profession, but for media theorists, academics and others seeking a presence within Web 2.0 environment."

About the Authors:

Jiyan Wei is a member of the Vendor Council and advisory board of the Society of New Communications Research and product manager with Vocus, Inc. where he assists with the development of new media strategies and provides oversight for PRWeb. Jiyan obtained his Bachelor of Arts degree in 2000 from Georgetown University and a Masters of Science in media and communications at the London School of Economics (LSE) in 2006. He is an active member of the Social Media Club, Advertising, Marketing, and PR Society of the LSE (AMP) and currently maintains a blog, Ether Breather (www.etherbreather.com), focused on culture, media, and technology.

As vice president and head of v-Fluence's Chicago-based team, Nina Shariff leads the technology practice and focuses on product development and business growth. Nina has more than seven years experience in journalism covering the PR and Web content beats and has worked as a freelance writer and contractor for several Web site development, search engine marketing and online monitoring projects. She graduated with honors from the University of San Diego with a B.A. in Business Administration and a minor in Philosophy.

About the Society for New Communications Research:

The Society for New Communications Research is a global nonprofit 501(c)(3) think tank dedicated to the advanced study of new communications tools, technologies and emerging modes of communication, and their effect on traditional media, professional communications, business, culture and society.

The Society's Fellows include more than 40 futurists, scholars, business leaders, professional communicators, members of the media and technologists from around the globe. In addition, the Society's members include a Vendor Council with representatives from more than a dozen leading technology companies and Organizational Affiliates comprising membership associations, research organizations and other leading think tanks.

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