Academic journal articles, books, chapters and refereed conference proceedings/abstracts
Wise, D., James, M. & van Langenhove, L. (2020). Posturing, or Public-spirited? A case study applying Positioning Theory to open communication in Science Diplomacy. Refereed full conference paper accepted and presented in the Public Diplomacy Interest Group Stream of the 2020 International Communication Association 70th Annual Conference. Theme: “Open Communication”, Virtual Conference | 20-26 May 2020. Full text available from: https://www.researchgate.net/publication/341397111_Posturing_or_Public-spirited_A_case_study_applying_Positioning_Theory_to_open_communication_in_Science_Diplomacy
75 word description: This exploratory case study applies Positioning Theory to science diplomacy (SD), a form of public diplomacy. It uses positioning analysis of documents and the discourse devices deployed by SD actors in the public sphere. Findings contribute to a greater understanding of how strategic positioning efforts can further both open communication, with its focus on moral normativity and public-spiritedness, and to fostering ‘posturing’ to enhance the self-interest of SD actors.
James, M., Wise, D., & van Langenhove, L. (2019). Virtual strategic positioning to create social presence: reporting on the use of a telepresence robot. Papers on Social Representations, 28(1), 2-1. Full text available here (opens in new page).
James, M. (2018). Emergent Strategy. (approx. 4000 words). In R. Heath and W. Johansen (Eds.). The International Encyclopedia of Strategic Communication. John Wiley & Sons. doi:10.1002/9781119010722.iesc0067 Abstract: The field of strategic management plays out in a dichotomy of emergent and deliberate strategies. Emergent strategy differs from deliberate strategy in that it focuses on strategic learning and moves away from notions of direction and control (the latter being the focus of deliberate strategy). Strategic learning is centered on the organization’s ability to receive and interpret messages from the operational environment in a dynamic way, which enables the organization to adapt its actions and direction, if deemed appropriate. Developing and applying emergent strategy means that once the intent is known, the organization determines where and how to adapt to evolving real‐time situations. (It does not preclude having a specific goal but it does provide for the organization to take advantage of new opportunities by increasing the agility to adapt to changing circumstances.) This differs from deliberate strategy that focuses on how to realize a static strategic plan, which is the prescriptive approach to strategy making (strategizing).
James, M. (2018). Strategic Readiness. (approx. 2000 words). In R. Heath and W. Johansen (Eds.). The International Encyclopedia of Strategic Communication. John Wiley & Sons. doi:10.1002/9781119010722.iesc0178 Abstract: Strategic readiness refers to the alignment of an organization’s human capital, information capital, and organizational capital with its strategy (Kaplan & Norton, 2004) and reflects the strategy of organizational learning. The competitive advantages found in modern corporations, nonprofit organizations, and even governmental agencies are increasingly determined by the strategic readiness of their intangible assets. Some intangible assets (such as brands and intellectual property) are easier to leverage and have received considerable management attention during the past two decades. Others such as human, information, and organizational capital have received less attention and often lack strategic readiness. Strategic readiness has until quite recently been strongly associated with the idea of aligning tangible and intangible resources to organizational strategies and strategic plans.
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. (2017). 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.
Conference papers and invited presentations include:
2017 Invited Seminar presentation at United Nations University-CRIS, Bruges, Belgium. “Science diplomacy – What insights could ‘positioning theory’ offer?” October.
2017 Keynote speaker – Positioning Theory Conference July, Oxford University: “Positioning theory and emergent strategy”.
2017 Paper “Intentional positioning and building social presence: a communication intervention using a telepresence robot” accepted for presentation at the Annual International Communication Association Conference: Interventions: Communication Research and Practice, San Diego, USA. May. (Co-authors Wise, Adam and van Langenhove)
2016 Bledcom International Research Symposium, Slovenia, (with A. Cassin) – refereed paper, “Green community engagement – do organisations actually listen?”.
2016 Invited keynote panellist on academic publishing at the Barcelona International PR Meeting, June.
2016 Presented a refereed paper on the Reflective Communication Scrum Method (van Ruler) at the Barcelona International PR Meeting, June.
2016 Presented “Him, Robot! Virtual Positioning in telepresence mode” with J. Kenny at the Australia New Zealand Communication Association Conference, July, University of Newcastle. https://www.youtube.com/watch?v=v0xy4Lz3M-s&t=2s
2015 Invited Keynote speaker – Positioning Theory Conference July, United Nations University-CRIS, Bruges, Belgium: “Positioning theory and the centrality of power”.
2015 Presented paper “Positioning Malaysian Airlines post MH370 tragedy” (co-authored with C. Poh) at the National Academic Conference, Public Relations Institute of Australia, University of Tasmania, Hobart.
2014 Invited keynote panellist – “Feminist intelligences” Configuring Intelligences for 21C Public Relations, Barcelona, 26 and 27 June 2014.
2014 Presented a refereed paper on “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.
2013 Presented: Balnaves, M., Cassin, A, & James, M. “The Social Mood Reader – mapping citizen engagement in public relations using the semantic web and supercomputing” at 63rd Annual International Communication Association Conference: Challenging Communication Research, 17-21 June 2013, London, UK
2013 Presented a refereed paper on “The public relations positioning framework: a way of articulating strategic practice”. Barcelona PR Meeting 3 International Public Relations Conference– Representing PR: Images, identities and innovations, Barcelona, Spain. 3 July 2013.
2012 Presented a refereed paper on “Public relations positioning”. Barcelona PR Meeting #2 International Public Relations Conference, Barcelona, Spain. July.
2011 Presented a refereed paper on“Public Relations: processes and techniques to strategically manage the construction of meaning”. Barcelona PR Meeting – Public Relations: Competing Identities, Barcelona, Spain. 28-29 June.
2011 Robson, P. & James, M. Paper presented “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 October.
2010 Presented paper “The Use of Intentional Positioning Techniques in Government Agencies’ Communication Campaigns” at Bledcom – 17th International Public Relations Research Symposium, Lake Bled, Slovenia, 2-3 July.
2009 Presented paper “Positioning theory in Public Relations” at the National Academic Conference, Public Relations Institute of Australia, October, Murdoch University, Australia.
2009 Presented paper “The construction of intended meanings: furthering understanding of the purpose of public relations” at the Australia New Zealand Communication Association Conference, July, Queensland University of Technology, Australia.
2008 Presented paper “Do we need a theory to accommodate strategic intent?” at the National Academic Conference, Public Relations Institute of Australia, October, Queensland University of Technology, Australia.
2008 Presented paper “Driving learning through blogging: Students’ Perceptions of a reading journal blog assessment task” at the Australia New Zealand Communication Association Conference, July, Massey University, Wellington, New Zealand. – Awarded Best paper.
2007 Presented paper “The impact of new media on Public Relations” at the National Academic Conference, Public Relations Institute of Australia, University of Sydney.