Academic journal articles, books, chapters and refereed conference proceedings/abstracts
James, M. (2017). Autoethnography: the story of “doing a MOOC” or knowing “the beast” from within. In Bennett, R. & Kent, M. (Eds.). Massive Open Online Courses and Higher Education: Where to Next? Surrey: Ashgate. Read full text
Van Langenhove, L. & James, M. (2017). The practice of Science Diplomacy studied from the Positioning Theory angle. 3rd INTERNATIONAL CONFERENCE ON PUBLIC POLICY, SINGAPORE 28th June to Friday 30th June 2017. Paper presented at panel T05P06: Challenges in Global Policy Making: the ‘Practice Turn’ in the New Diplomacy. This paper is written as part of the EL-CSID project that has received funding from the European Union’s Horizon 2020 research and innovation program under grant agreement No 693799. The paper reflects only the authors’ view, and the Research Executive Agency is not responsible for any use that may be made of the information it contains. Link to pdf paper: http://www.ippapublicpolicy.org//file/paper/594cef63f1c8b.pdf Link to panel: http://www.ippapublicpolicy.org/conference/icpp-3-singapore-2017/panel-list/7/panel/challenges-in-global-policy-making-the-practice-turn-in-the-new-diplomacy/100
James, M. (in press). Melanie James: Thought leader in social media concepts. In J. Lipshultz (ed.). Social Media Communication: Concepts, Practices, Data, Law and Ethics. (2nd edition). London: Routledge.
Sengul, K. and James, M. (2016). Power and the Passion: A PR positioning analysis of electricity privatisation in the 2015 NSW state election. Global Media Australia. Full text http://www.hca.westernsydney.edu.au/gmjau/?p=2957
Green community engagement – do organisations actually listen? BLEDCOM 2016 23rd International Public Relations Research Symposium, Bled, Slovenia http://www.bledcom.com/knowledge, 01 Jul 2016 – 03 Jul 2016. Editors: Verčič D, Tkalac A, Sriramesh K. http://www.bledcom.com/sites/default/files/BledCom-2016-Book-of-Abstracts.pdf. University of Ljubljana Faculty of Social Sciences, Kardeljeva ploščad 5 1000 Ljubljana Slovenia. 27-27. 01 Jul 2016 (Conference) Publisher URL
Henkel, L., James, M. & Croce, N. (2016). Would You Like Popcorn with That Download? A Uses and Gratifications Study Into the Motivations of Legal and Illegal Film Consumption, Quarterly Review of Film and Video, 33:1, 46-63, DOI:10.1080/10509208.2015.1086256 Read
Fitch, K., James, M. & Motion, J. (2016) Talking back: Reflecting on feminism, public relations and research, Public Relations Review, Available online 10 June 2015, ISSN 0363-8111, http://dx.doi.org/10.1016/j.pubrev.2015.05.006
James, M. (2015) Situating a new voice in public relations: The application of positioning theory to research and practice. Media International Australia, Incorporating Culture & Policy, 154 (Mar), 34-41.Full text (opens in new tab)
Balnaves, Mark, Melanie James and Janet Fulton. (2015) ANZCA Conference July. pdf Situational theory of the digital persona: Public relations for non-human internet agents (454 KB)
James, M. (2014). Positioning Theory and Strategic Communications: A new approach to public relations research and practice. London: Routledge. London. http://www.routledge.com/books/details/9780415532631/ Read author’s uncorrected proof – Read the final draft of the book here (pdf)
James, M. (2014). Melanie James: Thought leader in social media concepts. In J. Lipshultz (ed.). Social Media Communication: Concepts, Practices, Data, Law and Ethics. London: Routledge. http://www.routledge.com/books/details/9781138776456/
Wise, D. & James, M. (2013). Positioning a price on carbon: Applying a proposed hybrid method of positioning discourse analysis for public relations. Public Relations Inquiry. doi: 10.1177/2046147X13494966 vol. 2 no. 3 327-353 http://0-pri.sagepub.com.library.newcastle.edu.au/content/2/3/327.abstract
Robson, P. & James, M. (2013). Not everyone’s aboard the online public relations train:
The use (and non-use) of social media by public relations practitioners. PRism 9(1):
James, M. (2012). Autoethnography: The story of applying a conceptual framework for intentional positioning to public relations practice. Public Relations Review 38 (4), 555–564 .http://dx.doi.org/10.1016/j.pubrev.2012.05.004 or draft full text available
James, M. & Robson, P. (2012). ‘Strategy and tactics in public relations’, in J. Chia & G. Synott (eds). (2nd ed.). Introduction to Public Relations: From Theory to Practice. Oxford University: Melbourne. Read full text
Wise, D. & James, M. (2012). “The HPV school vaccination program: A discourse analysis of information provided to parents about the product and the program”. Public Communication Review. 2 (1).
James, M. (2011). A provisional conceptual framework for intentional positioning in public relations. Journal of Public Relations Research. 23:1, 93-118. Full text available
James, M. (2011). “Ready, aim, fire: The perceived role of key messages in public relations campaigns” PRism. 8 (1).
Robson, P. & James, M. (2011). “Trialling PR2.0: an exploratory study of the non-capital city practitioner’s social media use.” Asia Pacific Public Relations Journal, 11.
James, M. (2011). The strategic construction of intended meaning in Australian public relations campaigns through the use of key messaging and positioning techniques. Doctoral thesis. University of Newcastle. Full text available
James, M. (2010). The Use of Intentional Positioning Techniques in Government Agencies’ Communication Campaigns. In the Proceedings of Bledcom – 17th International Public Relations Research Symposium, BledCom, Bled, Slovenia, 2-3 July 2010 / editors Dejan Verčič, Krishnamurthy, Sriramesh. – Ljubljana : Pristop, 2010.
Fursdon, R. & James, M. (2010). Why are PR agencies blogging? An exploratory study of the blogging practices of public relations agencies. Media, Democracy and Change: Refereed Proceedings of the Australian and New Zealand Communication Association Conference 2010, Canberra.
James, M. (2010). The Rise and Fall of the Campaign Message. Round Table Discussion: The Australian Election 2010. Political Communication Report. http://www.politicalcommunication.org/newsletter_20_3.html
James, M. (2009). ‘Strategy and tactics in public relations’, in J. Chia & G. Synott (eds) Introduction to Public Relations: From Theory to Practice. Oxford University: Melbourne. Contents page
James, M. (2009). Getting to the heart of public relations: The concept of strategic intent. Asia Pacific Public Relations Journal, 10, 109-122.
James, M. (2008). ’Driving learning through blogging: Students’ Perceptions of a reading journal blog assessment task’, PRism, 5 1-12.
James M. (2007/8) ’A review of the impact of new media on public relations: Challenges for terrain, practice and education’, Asia Pacific Public Relations Journal, 8 137-148.
Inaugural Positioning Theory Symposium, Bruges, Belgium. 6-9 July 2015.
Invited Plenary Panel
“Feminist intelligence, a critical challenge for public relations”
C. Kay Weaver (University of Waikato, New Zealand) “I need feminism because…”: Feminism and its ‘public relations’ makeovers.
Melanie James (University of Newcastle, Australia) “Excuse me sir, is this spot taken?” Positioning, PR and feminism.
Kate Fitch (Murdoch University, Australia) ‘Is “feminism” a dirty word in PR?’.
Judy Motion (University of New South Wales, Australia) Advice for women and the promise of success: A delinquent feminist critique.
Refereed conference papers
Sengul, K. and James, M. (2016). Power and the Passion: A PR positioning analysis of electricity privatisation in the 2015 NSW state election. Paper presented at the Australian and New Zealand Communication Association Conference 2016, University of Newcastle, Newcastle, Australia, July 6-8, 2016.
Wulandari, M.P. (University of Brawijaya -Indonesia) & James, M. (2014). “The Indonesia – Australia Relationship Disaster. An Example of Lack of Cultural Intelligence in Public Relations”. Barcelona PR Meeting 3: Configuring Intelligences for 21C Public Relations, Barcelona, 26 and 27 June 2014 Link to abstracts.
James, M. (2014) “An examination of moral intelligence in public relations positioning using Foucault’s technologies of the self”. Barcelona PR Meeting 3: Configuring Intelligences for 21C Public Relations, Barcelona, 26 and 27 June 2014 Link to abstracts.
James, M. (2013) “The public relations positioning framework: a way of articulating strategic practice”. Barcelona PR Meeting 3 – Representing PR: Images, identities and innovations, Barcelona, Spain. 3 July 2013.
Balnaves, M., Cassin, A, & James, M. (2013). The Social Mood Reader – mapping citizen engagement in public relations using the semantic web and supercomputing. Paper published in the refereed proceedings of the International Communication Association 63rd Annual Conference: Challenging Communication Research, 17-21 June 2013, London, UK.
Wise, D. & James, M. (2011) “Positioning a price on carbon: an analysis of the political discourses surrounding the introduction of an Australian carbon price/tax”. 3rd New Zealand Discourse Conference, NZDC3 – 5-7 December 2011.
James, M. (2009). The construction of intended meanings: furthering understanding of the purpose of public relations. In T. Flew (Ed.) Communication, Creativity and Global Citizenship: Refereed Proceedings of the Australian and New Zealand Communications Association Annual Conference, Brisbane, July 8-10. ISBN 987-1-74107-275-4.
James, M. (2008). ’The reading journal blog assessment task: Public relations students? perceptions’, Power and Place: Refereed Proceedings of the Australian and New Zealand Communication Association Conference 2008, Wellington, NZ (2008).
Commentary and Opinion
James, M. (2014). Opinion: Listening to your inner feminist a smart strategy, The Newcastle Herald , 16 July 2014.
James, M. (2013). Stretching the Friendship: Australia, Indonesia and the ‘good friend’ narrative. The Conversation. 11 November 2013.
James, M. (2013). Opinion: Political posturing in positions of power, The Newcastle Herald , 2 July 2013.
Robson, P. & James, M. (2011). “Trialling PR2.0: an exploratory study of the non-capital city practitioner’s social media use.” Public Relations Institute of Australia Academic Forum, Sydney, 23-10-2011.
James, M. (2011). “Public Relations: processes and techniques to strategically manage the construction of meaning”. Barcelona PR Meeting – Public Relations: Competing Identities, Barcelona, Spain. 29 June 2011