Elon Journal - Spring 2012 - Michael Margiotta
Channel: Elon School of Communications
Date: 2012-09-15

Influence of Social Media on the Management of Music Star Image

Management of music star image has become more complicated in the digital realm due to a rise in consumer-generated social media. As a new element in the promotion mix, social media enables management to develop artist-fan relationships by engaging fans using a variety of media formats. Social media also provides management with the tools to shape internet-based discussions and publicity. Using Richard Dyer's model of star image as a framework, this study discussed the management of promotion and publicity of music star images via social media. Faculty mentor: Prof. Janna Anderson