This book examines third-party review sites (TPRS) and the intersection of the review economy and neoliberal public relations, in order to understand how users and organizations engage the 21st century global review economy.
The author applies communication and digital media theories to evaluate contemporary case studies that challenge TPRS and control over digital reputation. Chapters analyze famous cases such as the Texas photographer who sued her clients for negative reviews and activists using Yelp to protest the hunt of "Cecil the Lion," to illustrate the complicated yet important role of TPRS in the review economy. Theories such as neoliberal public relations, digital dialogic communication and cultural intermediaries help explain the impact of reviews and how to apply lessons learned from infamous cases.
This nuanced and up to date exploration of the contemporary review economy will offer insights and best practice for academic researchers and upper-level undergraduate students in public relations, digital media, or strategic communication programs.
Table of Contents
Introduction 1. Digital Labor on Third-Party Review Sites 2. Trust, Credibility, and the Power of Reviews 3. Yelp’s Super Reviewers 4. Scrubbing and Ethics 5. Lawsuits and Organizational Control 6. Advocacy and Third-Party Review Sites 7. Best Practices Conclusion
Alison N. Novak is an assistant professor at Rowan University in the Department of Public Relations & Advertising. Her work explores the intersections of digital media, public engagement, and policy. She is the co-author of Network Neutrality and Digital Dialogic Communication. Her work is featured on BBC Radio, Wired Magazine, and The Huff Post.