A Thematic Insight To A Dialogic Approach Of NBA Organizations Twitter Content

Abstract

This study focuses on how, if at all, NBA organizations are creating dialogue with their publics through the use of the social networking site Twitter. With the use of Kent and Taylor's dialogic approach to public relations, three NBA organizations Twitter accounts were observed using a thematic analysis to develop themes within their tweets and replies. I explore themes among the organizations Twitter content that are related to the five tenets of dialogism created by Kent and Taylor. By understanding how the NBA organizations are communicating with their publics we can understand if they are creating a sustainable organization-public relationship that is mutually beneficial to both parties.