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iDEA: Drexel E-repository and Archives > Drexel Theses and Dissertations > Paul F. Harron Graduate Program in Television Management theses > Civic engagement: a case study of the efforts of a major market public television and radio station to morph into a public media hub

Please use this identifier to cite or link to this item: http://hdl.handle.net/1860/3673

Title: Civic engagement: a case study of the efforts of a major market public television and radio station to morph into a public media hub
Authors: Vuono, Francesco
Keywords: Television management;Public television;Public radio;Mass media
Issue Date: 2011
Abstract: WHYY is a PBS-affiliate serving the Philadelphia-Delaware Valley. WHYY implemented a large scale rebranding strategy moving from a public television licensee to being known as a civic space. The concept of “civic space” can be defined as a location, literal or technological - where the community can go to communicate and become informed on matters of politics, culture and debate; while being offered opportunity for education and civic dialogue. With the rise of social media, WHYY needs a plan to utilize the social media technology and websites as a way to create a link with the community as is crucial in civic space. Social media sites, such as Facebook and Twitter, can offer unique opportunities to organize and inform the public. Sites like these can create multimedia outlets, dialogue, feedback and a sense of community interconnectivity. This thesis presents a plan for WHYY to incorporate these social network technologies to enhance their “civic space.” By enhancing the use of social and digital media, WHYY will have the opportunity to revitalize community relations, community communication and community involvement.
URI: http://hdl.handle.net/1860/3673
Appears in Collections:Drexel Theses and Dissertations
Paul F. Harron Graduate Program in Television Management theses

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