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PR 2.0 - The New PR: A case study on the use of PR by pirates and anti-pirates.
Örebro University, School of Humanities, Education and Social Sciences.
2009 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesisAlternative title
PR 2.0 - The New PR : An explorative case study on the use of PR by pirates and anti-pirates. (English)
Abstract [en]

Recent development of the internet encompasses elements such as social networks, blogs and wikis. With the help of these elements, popularly gathered under the umbrella term web 2.0, the pirates supporting file sharing have made the file sharing debate a national concern in Sweden.

This thesis studies the pirates’ and anti-pirates’ use of PR by qualitative case studies of organizations representing the two different sides in the debate. The use of PR by the different organizations is compared, the differences and similarities are considered and characteristics of the new PR are brought to attention.

The study finds that PR is taking a new direction and that these new ways to use PR are important to achieve success in influencing opinion. The two sides use PR in very different ways where the anti-pirates use more traditional ways of PR while the pirates make use of new PR methods virtually exclusively.

Place, publisher, year, edition, pages
2009. , 87 p.
Series
Örebro Studies in Media and Communication, ISSN 1651-4785
Keyword [en]
web 2.0, social media, social web, online pr, public relations, pr, piracy, file sharing, piracy party, piratpartiet, piratbyrån, ifpi, bsa, antipiratbyrån, stim
National Category
Media and Communications Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-9102ISRN: ORU-HUS/MKV-AS-2009/0006--SEOAI: oai:DiVA.org:oru-9102DiVA: diva2:287034
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-03-17 Created: 2010-01-16 Last updated: 2010-08-10Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf