Professor Jim Macnamara

Macnamara, J.R. 2010, The 21st Century Media (R)evolution: Emergent Communication Practices, 1st, Peter Lang, New York, USA.
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This book synthesizes competing theories and disciplinary viewpoints and integrates existing as well as new research to provide a comprehensive, holistic view of the 21st century (r)evolution in media and public communication. The book identifies how major changes are located in practices rather than technologies and identifies 'emergent' practices that will significantly shape the future of the public sphere, journalism, advertising, public relations and companies and organisations.

Macnamara, J.R. 2006, Media and Male Identity, 1, Palgrave Macmillan, UK.
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A half-century of research has identified that mass media portrayals of women are influential in shaping their self-image and self-esteem, as well as men's and societies' views of women. Comparatively few studies have examined mass media portrayals of men and male identity, and gender studies have often assumed these to be unproblematic. But, in a post-industrial era of massive economic, technological and social change, research shows mass media are projecting and propagating new images of male identity from Atlas Syndrome workaholics and 'deadbeat dads' to 'metrosexuals' and men with "a feminine side" with potentially significant social implications.

Macnamara, J.R. 2012, Public Relations Theories, Practices, Critiques, First, Pearson Australia, Sydney.
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A transtheoretical exploration of public relations drawing on systems orientated management theory which is the dominant US paradigm as well as psychological, semiotic, sociocultural, and critical perspectives, along with international case studies and applications, providing a comprehensive text for advanced undergraduate and postgraduate students studying PR or related fields of public communication.

Broom, G.M. & Macnamara, J.R. 2009, 'Step Four: Evaluating the Program' in Glen M Broom (ed), Cutlip & Center's Effective Public Relations - Tenth Edition, Pearson Prentice Hall, United States, pp. 349-377.

Macnamara, J.R. 2008, 'Research for Planning and Evaluation' in Tymson, C; Lazar, P; Lazar, R (eds), The New Australian and New Zealand Public Relations Manual, Tymson Communications, Sydney, Australia, pp. 118-153.

Macnamara, J.R. & Crawford, R. 2013, 'Australia Day: A study of PR as cultural intermediaries', Continuum: Journal of Media and Cultural Studies, vol. 27, no. 2, pp. 294-310.
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An analysis of the creation and promotion of Australia Day which shows the use of public relations by governments and various interests to create and maintain Australia's national day over the past century, rather than organic or spontaneous expression of nationalism and national identity.

Macnamara, J.R. 2013, 'Beyond voice: Audience-making and the work and architecture of listening', Continuum, vol. 27, no. 1, pp. 160-175.
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An anlysis of organisational use of social media in the context of listening which identifies a lack of an architecture of listening and scant resources devoted to the work of listening in organisations, with most infrastructure and work devoted to speaking.

Crawford, R. & Macnamara, J.R. 2012, 'An 'outside-in' PR history: Identifying the role of PR in history, culture and sociology', Public Communication Review, vol. 2, no. 1, pp. 45-59.
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Historical, social and cultural understanding of public relations in Australia is limited because most histories of PR examine practices specifically labelled `public relations+ and almost all study PR from `inside out+ + that is, from the subjective perspective of PR practitioners. This article reports an alternative approach to PR history which applies historical analysis of major events, icons, and institutions in society to identify the methods of their construction politically, culturally and discursively. This article specifically reports historical and critical analysis of the creation and celebration of Australia+s national day, Australia Day from soon after the British flag was hoisted in Sydney on 26 January 1788 to the sophisticated pageantry of the nation+s bicentenary in 1988 and its entry to the new millennium in 2000. This research challenges a `blind spot+ in social science and humanities disciplines in relation to public relations by showing that the practices of PR are deeply embedded in the social and cultural construction of societies. This study confirms Taylor and Kent+s claim that +all nation building campaigns include large communication components that are essentially public relations campaigns+

Crawford, R. & Macnamara, J.R. 2012, 'Massaging the Media: Australia Day and the Emergence of Public Relations', Media International Australia incorporating Culture & Policy, vol. 144, no. August, pp. 27-36.
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The status of Australia Day has long generated mixed responses - from patriotic flag-waving, to apathy, to outright hostility. Proponents of 26 January consequently have engaged in various public relations activities in order to promote Australia Day and to establish its credentials as the national day. From the early nineteenth century through to the present, local media outlets have had a dynamic relationship with Australia Day. Yet while they have been active proponents of Australia Day, their support was not unconditional. The emergence of various bodies with the specific aim of promoting Australia Day would alter this relationship, with the media becoming a potential adversary. As such, media relations assumed a more central function in the promotion of Australia Day. By charting the growth and development of media relations that have accompanied Australia Day celebrations, this study not only documents the evolution of media relations practice, but also reveals the extended history of public relations in Australia and its presence in everyday Australian life.

Macnamara, J.R. 2012, 'Corporate and organisational diplomacy: An alternative paradigm to PR', Journal of Communication Management, vol. 16, no. 3, pp. 312-325.
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Purpose + A number of scholars including Benno Signitzer and Jacquie L'Etang have proposed public diplomacy as an alternative model to describe and/or inform the practices of public relations. However, international relations and political science scholars claim major differences between public diplomacy and PR, and few studies have sought to reconcile these claims and counter-claims. The purpose of this paper is to report a comparative analysis of key concepts and principles of public diplomacy. Design/methodology/approach + This article reports a comparative analysis of key concepts and principles of public diplomacy and the +new diplomacy+ as described by Shaun Riordan and public relations (PR) as defined in Excellence theory and other contemporary models of PR to identify commonalties as well as divergences, and discusses how these can inform PR theory and practice. Findings + This analysis shows similarities between these fields of practice, as well as six unique concepts and principles of public diplomacy and +new diplomacy+ that inform corporate diplomacy and organisational diplomacy as an alternative paradigm to +public relations+.

Macnamara, J.R. 2012, 'Democracy 2.0: Can social media engage youth and disengaged citizens in the public sphere', Australian Journal of Communication, vol. 39, no. 3, pp. 65-86.
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With the so-called 'Arab Spring' attributed at least in part to social media, communication scholars, sociologists, and political scientists concerned about a democratic deficit in many countries are looking optimistically to social media to reinvigorate the public sphere. However, research indicates that many claims in relation to social media are over-stated. This article reports critical analysis of five case studies of recent attempts by electoral management bodies in Australia and New Zealand to engage citizens in democratic participation that raises fundamental questions about the agonistic practices of social media and their relevance and role in representative and deliberative democracies.

Macnamara, J.R., Sakinofsky, P.C. & Beattie, J.A. 2012, 'E-electoral engagement: How governments are using social media to try to engage/re-engage voters', Australian Journal of Political Science, vol. 47, no. 4, pp. 623-639.
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Governments worldwide are increasingly attempting to use the internet to engage citizens. After an initial focus on delivery of information and services via what technologists call Web 1.0, strategies referred to as Ô++Government 2.0Ô++ and e-democracy have turned attention to using interactive Web 2.0-based Ô++social mediaÔ++ to engage citizens in consultation and participation to redress a concerning Ô++democratic deficitÔ++ and reinvigorate the public sphere. Even in countries with compulsory voting, such as Australia, electoral enrolment, voter turnout and formal voting are declining. While much focus has been given to expedient political use of social media during election campaigns, an understudied area is how disengaged citizens and youth can be encouraged to engage or re-engage in democratic participation on an ongoing basis. This article reports analysis of initiatives by national, state and territory electoral commissions in Australia and New Zealand to use social media to engage citizens in political participation.

Macnamara, J.R. 2012, 'Journalism and public relations: Unpacking myths and stereotypes', Australian Journalism Review, vol. 34, no. 1, pp. 35-52.
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An analysis of the influence of public relations on journalism and news media, reviewing 80 years of quantitative research and reporting an exploratory qualitative study of the ambiguous and sometimes vexed relationship between journalists and PR practitioners.

Macnamara, J.R. & Zerfass, A. 2012, 'Social media communication in organisations: The challenges of balancing openness, strategy and management', International Journal of Strategic Communication, vol. 6, no. 4, pp. 287-308.
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A comparative study of social media use by private and public sector organisations in three highly developed European countries and three highly developed Australasian countries examining the main social media used, objectives and governance including staff policies and guidelines, training and monitoring. The study found a lack of governance and a focus on 'control' and the pursuit of organisational objectives, rather than dialogue and engagement with publics and stakeholders.

Macnamara, J.R. 2012, 'The global shadow of functionalism and Excellence theory: An analysis of Australasian PR', Public Relations Inquiry, vol. 1, no. 3, pp. 367-402.
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A mixed method analysis of public relations scholarship and practice in Australasia (Australia, New Zealand and SE Asia) drawing on autoethnographic observations over an extended period, supported by empirical analysis of the content of contemporary PR texts and reference books which shows the continuing existence of a dominant paradigm grounded in US functionalism and organisation-centric models.

Macnamara, J.R. & Kenning, G. 2011, 'E-electioneering 2010: Trends in social media use in Australian political communication', Media International Australia, vol. 139, no. May, pp. 7-22.
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In the wake of the `turning point' 2004 US presidential election, the Obama campaign of 2008, the 2010 UK election and e-democracy movements globally, Australians went to the polls in 2010 in a media-hyped flurry of tweeting, YouTube videos, Facebook befriending and `liking', blogging and other social media activities. Following a study showing that the 2007 Australian election was not a `YouTube election', as claimed by many media and commentators, and that social media use in the campaign was mostly non-interactive promotional messaging, a study was undertaken during the 2010 federal election campaign to gain comparative data and updated insights. This article reports quantitative and qualitative content analysis of social media use by 206 federal political candidates and the two major political parties during the 2010 Australian election to identify trends in the volume of e-electioneering content and activity, as well as the main ways in which social media are being used in political communication.

Macnamara, J.R. 2011, 'Pre and post-election 2010 online: What happened to the conversation?', Communication, Politics, Culture, vol. 44, no. 2, pp. 18-36.
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Study of use of social media by Australian federal politicians in the 60 days immediately following the 2010 election.

Macnamara, J.R. 2010, ''Emergent' media and public communication: Understanding the changing mediascape', Public Communication Review, vol. 1, no. 2, pp. 1-16.
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An anlaysis of the emergence of new forms of media and how they are impacting public communication, emphasising changing practices as well as technologies.

Macnamara, J.R. 2010, 'Public communication practices in the Web 2.0-3.0 mediascape: The case for PRevolution', PRism OnLine PR Journal, vol. 7, no. 3, pp. 1-13.
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An analysis of the use of social media in public relations, particularly focussing on interactive applications in a Web 2.0 and emerging Web 3.0 environment.

Macnamara, J.R. 2010, 'Public relations and the social: How practitioners are using, or abusing, social media', Asia Pacific Public Relations Journal, vol. 11, pp. 1-13.
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An analysis of how public relations practitioners are using social media. Online journal article at http://www.pria.com.au/journal/categories?id=14

Macnamara, J.R. & Crawford, R. 2010, 'Reconceptualising public relations in Australia: A historical and social re-analysis', Asia Pacific Public Relations Journal, vol. 11, no. 2, pp. 17-34.
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An analysis of the history of public relations in Australia through a case study of the creation and promotion of Australia Day which shows PR deeply involved in the historical, social, and cultural fabric of society.

Macnamara, J.R. 2010, 'Remodelling media: The urgent search for new media business models', Media International Australia incorporating Culture & Policy, vol. 137, no. 11, pp. 20-35.
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A critical analysis of media business models to sustain media in the 21st century raning from new forms of advertising and subscription to charging for content behind 'paywalls'.

Macnamara, J.R. 2010, 'The quadrivium of online public consultation: Policy, culture, resources, technology', Australian Journal Of Political Science, vol. 45, no. 2, pp. 227-244.
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A report of qualitative research examining the objectives, methods used, and learnings of online public consultation trials conducted by the Australian federal government in 2008 and early 2009 as part of its commitment to e-democracy or what others call government 2.0.

Macnamara, J.R. 2009, 'Public relations in the interactive age: New practices, not just new media', Asia Pacific Public Relations Journal, vol. 10, pp. 1-16.
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An analysis of public relations practice through content analysis of 10 media spokesperson training programs, reporting evidence of a 'control paradigm' of communication, with focus on "control" and "managing" messages and the media, and lack of two-way interactive communication.

Macnamara, J.R. 2008, 'Internet media and the public sphere: The 2007 Australian e-electioneering experience', Media International Australia incorporating Culture & Policy, vol. 129, no. November, pp. 7-19.
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Internet media have come under increasing examination since the early 1990s within a number of theoretical frameworks, including their use and potential influence in the public sphere of political discourse. Increasing use of internet media was identified in the 2000 and 2004 US presidential elections, with the latter being described as 'a critical turning point'. However, the development of what,some call 'new media' or 'social media' based on Web 2.0 internet technology has overtaken many Endings of previous research. Some of the most popular Web 2.0-based media currently in use were developed after 2004. These technological changes, coinciding with declining television viewing and newspaper readership, suggest that new forms of internet media need ongoing critical review. This paper analyses findings join a study of internet media use in the 2007 Australian federal election and explores their implications in relation to the public sphere.

Macnamara, J.R. 2005, 'Media Content Analysis: Its Uses, Benefits and Best Practice Methodology', Asia Pacific Public Relations Journal, vol. 6, no. 1, pp. 1-34.
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Macnamara, J.R. 2004, 'The crucial role of research in multicultural and cross-cultural communication', Journal of Communication Management, vol. 8, no. 3, pp. 322-334.
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This paper examines cultural considerations specifically in the field of public relations and corporate communication in the Asia Pacific region which is comprised of a diverse range of cultures and has been identified as the largest market in the world. Thus, it is increasingly a focal point of global communication campaigns

Macnamara, J.R. 2000, 'The 'Ad Value' of PR', Asia Pacific Public Relations Journal, vol. 2, no. 1, pp. 99-104.

Macnamara, J.R. 1999, 'Research in Public Relations: A review of the use of evaluation and formative research', Asia Pacific Public Relations Journal, vol. 1, no. 2, pp. 107-134.

Macnamara, J.R. 2012, 'Review of C. Smith, Presidential Campaign Communication: The Quest for the White House', Discourse and Communication, vol. 6, no. 2, pp. 241-243.
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Book review

Macnamara, J.R. 2011, 'Daya Kishan Thussu, International Communication: A Reader. Abingdon: Routledge. 2010', Discourse and Communication, vol. 5, no. 1, pp. 91-93.
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Macnamara, J.R. 2008, 'Two-tier evaluation can help corporate', PRism OnLine PR Journal, vol. 4, no. 2, pp. 1-7.

Macnamara, J.R. 2010, '2011', Public Communication Review, vol. 1, no. 2.
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Scholarly journal with a transdisciplinary focus on all forms of public communication including advertising, public relations, political communication, organisational communication and media communication, including their increasing convergence.

Macnamara, J.R. 2006, 'Editorial Advisory Committee', Asia Pacific Public Relations Journal.
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Journal publishing refereed scholarly articles on public relations and related fields of communication.

Macnamara, J.R. 2010, 'Four gaps in public relations scholarship and practice: The need for new approaches', Australian New Zealand Communications Association Annual Conference, Canberra, ACT, Australia, July 2010 in Media Democracy and Change: Refereed Proceedings of the Australian and New Zealand Communications Association Annual Conference, ed McCallum, K (ed.), Australian and New Zealand Communication Association (ANZCA), Canberra, pp. 1-18.
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Contemporary scholarship recognises the importance of diversity and open ongoing construction and reconstruction of knowledge to remain current and relevant. However, content analysis of fourteen contemporary public relations prescribed texts and reference books supports claims of a Western, and particularly a North American, dominant paradigm and identifies four problematic gaps in contemporary public relations scholarship. This article argues that these require significant shifts in epistemology as they are limiting the efficacy of practice in the Second Media Age of interactive social media and social networks, the social relevance of the practice, the education of future generations of practitioners, and potentially stifling theory-building. Addressing these four gaps will offer increased potential for public relations to expand its remit, influence, and reputation within organisations and society+albeit in a reconfigured form responsive to the social, cultural and political environments in which it operates.

Macnamara, J.R. 2009, 'Australian federal government online public consultation trials: Local learnings in e-democracy', Australian New Zealand Communications Association Annual Conference, Brisbane, July 2009 in Communication, Creativity and Global Citizenship: Refereed Proceedings of the Australian and New Zealand Communication Association Conference 2009, ed Flew, T., Queensland University of Technology, Brisbane, pp. 1006-1023.
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After its landslide victory in the 2007 Australian Federal election which was widely described as +the YouTube election+, the Rudd Labor government launched a series of trial public consultation blogs in 2008 as part of a commitment to e-democracy through the use of interactive Web 2.0 communication applications. At the same time, Barack Obama swept into power in the United States aided by Web 2.0 media including text messaging, blogs, YouTube, Twitter, and social networks such as Facebook which gained unprecedented levels of online political engagement. While e-democracy and e-government have been emerging concepts in many countries over more than a decade, these two experiences provide new information on the successes and challenges of online citizenship. This paper reports key findings of research into the Australian government+s 2008 and early 2009 e-democracy efforts and compares these with US e-democracy initiatives including the Barack Obama presidential campaign and recent international research findings.

Macnamara, J.R. 2008, 'E-Electioneering: Use of new media in the 2007 Australian federal election', Australian New Zealand Communications Association Annual Conference, Wellington, New Zealand, July 2008 in Power and Place: Refereed Proceedings of the Australian and New Zealand Communication Association Conference 2008, ed E. Tilley, Massey University, New Zealand, pp. 1-21.
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Like the 2007-2008 US presidential primaries, the 2007 Australian federal election was described as 'the YouTube election' and an 'internet election' (Media Monitors, 2008). This followed studies of use of what are termed 'new media' for political communication in a number of campaigns including the 2000 US presidential election (Bentivegna, 2002, p. 50) and the 2004 US presidential election which was described as 'a critical turning point' (Xenos and Moy, 2007, p. 704). However, the development of web 2.01 internet media, expanding broadband, and other changes have overtaken many findings of previous research. Some of the most popular new media currently in use were 'invented' post-2004. The rapid rate of technological and social change makes new media research particularly time-bound and indicates that ongoing empirical studies and analysis are needed. This paper contributes to understanding of how new media are used in political communication and how they influence the public sphere (Habermas, 1989, 2006), particularly looking at public interaction and participation (Carpentier, 2007) which have been identified as key features of web 2.0 media and as requirements of an active public sphere, based on findings of a study conducted by the Australian Centre for Public Communication at the University of Technology Sydney during the 2007 Australian federal election.

Macnamara, J.R. 2011, 'Filling the gap at the centre of social media strategy and management: Qualitative insights from Australasia', Boston, May 2011 in 61st Annual International Communication Association conference, Public Relations Division Panel Session, ed Zerfass, Ansgar, International Communication Association, Boston.

Macnamara, J.R. 2010, 'Trends in social media use in Australian political communication', Double Vision: Biennial International Australian Studies Association (InASA) conference, Sydney, November 2010 in Double Vision: Biennial International Australian Studies Association (InASA) conference, ed Vromen, A. (ed.), Australian Studies Association (InASA), Sydney, pp. 1-28.
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A quantitative and qualitative analysis of the use of social media by Australian politicians and major political parties during the 2010 federal election.

Macnamara, J.R. 2009, 'Media as practice 2.0: Towards a historical and integrated reconceptualisation of media', Sydney, November 2009 in Australian Media Traditions 6th Biennial Conference: Internationalising Media History: From Australia to the World, ed O'Donnell, P. & Dunn, A., University of Sydney, Sydney.
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This paper argues that focusing on 'media as practice', as proposed by Nick Couldry (2004) reconceptualises media in a historical context and escapes the narrow framework of mass media theory which focuses on particular technologies of production and distribution, and accumulation and maintenance of mass audiences. Whereas other approaches to studying media focussed on political economy, media effects, texts, or audiences tend to narrowly examine either media production, distribution or consumption, a media as practice approach examines media as complex interrelated and integrated practices of production, distribution and consumption and affords understanding of media today which include citizen media and social media in which 'prosumers' or 'produsers' engage alongside traditional content producers and distributors.