ABSTRACT
This chapter talks about mediated relationships, and since it is not a term that is commonly used in public relations scholarship, it is important to elucidate what we mean by "mediated relationships". In explaining the idea of mediated discourse analysis, Scollon identified five concepts that are central: the mediated action, the site of enactment, the mediational means, the social practice and the nexus of that practice. Social media and technology-mediated communication have a significant impact on relationships. Essentially, the impression management model comprises two key players: the person who engages in the impression management behaviors (the "actor") and the people who interact with the person in that setting. Conventional thinking proposes that computer- mediated communication (CMC) limits the potential for relationship- building and identity management because media, such as instant messaging and email, appear to lack the "richness" of other channels, such as face-to-face communication.
