Florida State University Libraries 2016 Using Social Networks for Library Funding Advocacy: A Discourse Analysis of the Save the Miami-Dade Public Libraries Facebook Campaign Laura Irene Spears Follow this and additional works at the FSU Digital Library. For more information, please contact [email protected] FLORIDA STATE UNIVERSITY COLLEGE OF COMMUNICATION AND INFORMATION USING SOCIAL NETWORKS FOR LIBRARY FUNDING ADVOCACY: A DISCOURSE ANALYSIS OF THE SAVE THE MIAMI-DADE PUBLIC LIBRARIES FACEBOOK CAMPAIGN By LAURA I. SPEARS A Dissertation submitted to the School of Information in partial fulfillment of the requirements for the degree of Doctor of Philosophy 2016 Laura I. Spears defended this dissertation on April 4, 2016. The members of the supervisory committee were: Lorraine Mon Professor Directing Dissertation Stephen McDowell University Representative Charles R. McClure Committee Member Marcia A. Mardis Committee Member The Graduate School has verified and approved the above named committee members, and certifies that the dissertation has been approved in accordance with university requirements. ii This work is dedicated to my family – Mom, sisters, brothers, daughters – all of whom I love dearly and who have been by my side every step of the way. iii ACKNOWLEDGMENTS I would like to thank the members of my Doctoral Committee for their support and patience as they guided me through to completion. Dr. Lorri Mon has been a steady, sure hand all the way through. The FSU iSchool has been a wonderful place for scholarship and I am appreciative for the opportunity. I would also like to thank my colleagues, Jonathan Hollister, Jisue Lee, Jinxuan Ma, Lisandra R. Carmichael and Nicole Alemanne for their intimate and supportive talks. I thank Dr. Christie Koontz for encouraging me to do this bold move – she is both a professional and personal mentor and a friend who has always been the most amazing cheerleader, always counting on the best in everyone. And finally, a huge thank-you to Dr. Charles McClure who has supported me financially, intellectually, emotionally and most importantly, whimsically. iv TABLE OF CONTENTS List of Tables ................................................................................................................................................ vi List of Figures ............................................................................................................................................. viii Abstract ........................................................................................................................................................ ix CHAPTER ONE – INTRODUCTION ........................................................................................................... 1 CHAPTER TWO – LITERATURE REVIEW ............................................................................................... 12 CHAPTER THREE – METHODOLOGY AND RESEARCH DESIGN ........................................................ 41 CHAPTER FOUR – RESEARCH FINDINGS ............................................................................................ 66 CHAPTER FIVE – SUMMARY AND DISCUSSION ................................................................................ 100 APPENDICES ......................................................................................................................................... 131 A. DEFINITION OF TERMS ..................................................................................................................... 131 B. RECRUITMENT STATEMENT ............................................................................................................ 133 C. CONSENT FORM ............................................................................................................................... 134 D. FACEBOOK PARTICIPANT SURVEY ................................................................................................ 136 E. CONCEPT CATEGORIES CODEBOOK ............................................................................................. 142 F. PERMISSION FOR USE OF IMAGE MODELS FROM DR. KAIFENG YANG ................................... 149 G. PERMISSION FOR USE OF IMAGE MODELS FROM DRS. MOORE AND BENINGTON .............. 150 H. FSU ORIGINAL HUMAN SUBJECTS APPROVAL ............................................................................ 151 I. FSU HUMAN SUBJECTS FIRST RE-APPROVAL ............................................................................... 152 J. FSU HUMAN SUBJECTS APPROVAL, PROTOCOL, TITLE CHANGE ............................................. 153 K. FSU HUMAN SUBJECTS APPROVAL – PROTOCOL CHANGE ...................................................... 154 L. FSU HUMAN SUBJECTS APPROVAL - RE-APPROVAL ................................................................... 155 References .............................................................................................................................................. 156 Biographical Sketch ................................................................................................................................. 168 v LIST OF TABLES Table 1 Fundamental Differences Between State, Market and Civil Society ............................................ 34 Table 2 Research Question Execution ...................................................................................................... 48 Table 3 Facebook Post Sample (n=19 entries) .......................................................................................... 52 Table 4 Timeline of Events in 2013-2014 Miami Dade Budget Discourse ................................................ 53 Table 5 Facebook Paradata And Values Summary Findings By Discussion ............................................ 67 Table 6 Number of visits to the SMDPL Facebook Page .......................................................................... 68 Table 7 Participation (Likes or Comments) on the SMDPL Facebook Page ............................................. 68 Table 8 Ranked Public Library, Public Sector and Universal Values ........................................................ 69 Table 9 Values Ranked by Source ............................................................................................................ 71 Table 10 Perception of Sharing Effectiveness ........................................................................................... 74 Table 11 Miami Dade Countywide Diverse Interests Represented ........................................................... 75 Table 12 Facebook Information Sharing Produced Agreement ................................................................. 75 Table 13 Values Totals: Public Library Values by Discussion/Post ........................................................... 76 Table 14 Values Totals: Public Sector Values by Discussion/Post ........................................................... 77 Table 15 Values Totals: Universal Values by Discussion/Post .................................................................. 77 Table 16 Total Participants for All Document Sources .............................................................................. 78 Table 17 Summary of Values by Roles ...................................................................................................... 79 Table 18 Correlations of Participants to Public Library Values by Coding Similarity ................................. 80 Table 19 Participation by Role by Discussion ............................................................................................. 81 Table 20 Correlations of Participants to Public Sector Values by Coding Similarity ................................. 82 Table 21 Correlations of Participants to Universal Values by Coding Similarity ........................................ 83 Table 22 Survey Ranking of Dimension Accountability ............................................................................. 83 Table 23 Survey Responses about Policymaking ..................................................................................... 86 Table 24 Policymaking Dimensions by Direct Participant Roles ............................................................... 88 Table 25 Policymaking Dimensions by Indirect Participant Roles ............................................................. 89 Table 26 Participant Rank by Policymaking Code Count .......................................................................... 90 vi Table 27 Policymaking Dimensions in Posts and Discussions .................................................................. 90 Table 28 Policymaking Summary: Totals by Discussion ........................................................................... 92 Table 29 Agenda-setting Text Query – Top 10 Words .............................................................................. 93 Table 30 Problem Definition Text Query – Top 10 Words ......................................................................... 96 Table 31 Solution Creation Text Query – Top 10 Words ........................................................................... 98 Table 32 Concept Categories And Codebook ......................................................................................... 142 vii LIST OF FIGURES Figure 1 Moore’s strategic triangle, 2011 ..................................................................................................... 7 Figure 2 The logic of the public value creation ...........................................................................................