Although robust theories of radio, television, cinema, journalism, and other areas of mass media already exist, the social media sphere has received relatively little original theorizing. Modeled after Berger and Calabrese’s (1975) seminal “axioms of human communication” article, this essay takes stock of the existing research on social media, and uses the same approach to theorizing about social media, advancing 7 axioms and 21 theorems, and exploring how the propositions chronicled can be used to build social media theory and improve public relations practice.

中文翻译：

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媒介传播及其他方面的探索：走向社交媒体理论

尽管广播、电视、电影、新闻和其他大众媒体领域的稳健理论已经存在，但社交媒体领域的原创理论相对较少。本文以 Berger 和 Calabrese (1975) 开创性的“人类交流公理”文章为模型，盘点了现有的社交媒体研究，并使用相同的方法对社交媒体进行了理论化，提出了 7 条公理和 21 条定理，并探索如何记录的命题可用于构建社交媒体理论和改善公共关系实践。