Social Media and Genre Studies

This book investigates whether Facebook and Twitter have become a genre, particularly for higher education institutions. The author examines the purpose, form, and functionality of higher education’s institutional web pages on these platforms through a combination of content analysis and interviews.

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This book investigates whether Facebook and Twitter have become a genre of media for higher education institutions. Thomas Kenny has conducted a mixed-methods study using a combination of content analysis and interviews with social media employees to explore the purpose, form, and functionality of these web pages. Ultimately, Kenny argues that while institutional web pages on Facebook and Twitter do constitute a genre, each is a separate and distinct platform that works differently with varying goals, structure, and effectiveness associated with them. Scholars of communication, information studies, media studies, journalism, and higher education will find this book of particular interest.