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Seven Spheres of Social (New) Media: Theorizing Integrated Marketing Communication

Seven Spheres of Social (New) Media: Theorizing Integrated Marketing Communication

Author(s): Kelly A. McBride

Edition: 1

Copyright: 2026

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ISBN 9798385193776

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Social (new) media, which transcends the original denotation of social media, has become THE communication and business vehicle for the 21st Century. Since its earliest inception we have experienced a proliferation of applications that begs to ask, “what is new media and what are its underpinnings?” As the number of applications increase, unique taxonomies arose into individual specialties that while contained within distinct classifications, are also supported by comparable elements. This text posits the theory of seven spheres (or segments) that postulate a comprehensive conceptualization of new media. Chapters are scaffolded so that students build knowledge through understanding the concepts and applications within each sphere as well as their intersectionality and dependency. 

Kelly A. McBride

Dr. Kelly McBride is an Assistant Professor of Public Relations and Business Communication at Kutztown University of Pennsylvania where she instructs classes in public and media relations as well as business writing. She has over 20 years of experience in the field of communications including Communication Director for a Pennsylvania public school district, VP of Communications for Sovereign Bank, Press Secretary to former Lt. Governor Mark Singel (D-PA), and Director of Communications and Media with the PA Democratic Party where she trained with President Bill Clinton’s Press Secretary, Mike McCurry, and provided communication and media support for the 1996 Presidential election. Prior to joining KU, Dr. McBride taught at York College of PA where she was the co-developer of the college’s Integrated Marketing Communication undergrad and graduate degrees. She has also taught at both La Salle University in Philadelphia, and Virginia Tech. She holds a B.S. from Lock Haven University of Pennsylvania; a master’s degree from Alvernia University in Reading, PA; and a doctoral degree from Immaculata University in Malvern, PA. She has presented at both national and international conferences in the areas of social media, and public and media relations. She also provides professional media relations training to organizations and corporations.

Social (new) media, which transcends the original denotation of social media, has become THE communication and business vehicle for the 21st Century. Since its earliest inception we have experienced a proliferation of applications that begs to ask, “what is new media and what are its underpinnings?” As the number of applications increase, unique taxonomies arose into individual specialties that while contained within distinct classifications, are also supported by comparable elements. This text posits the theory of seven spheres (or segments) that postulate a comprehensive conceptualization of new media. Chapters are scaffolded so that students build knowledge through understanding the concepts and applications within each sphere as well as their intersectionality and dependency. 

Kelly A. McBride
Kelly A. McBride

Dr. Kelly McBride is an Assistant Professor of Public Relations and Business Communication at Kutztown University of Pennsylvania where she instructs classes in public and media relations as well as business writing. She has over 20 years of experience in the field of communications including Communication Director for a Pennsylvania public school district, VP of Communications for Sovereign Bank, Press Secretary to former Lt. Governor Mark Singel (D-PA), and Director of Communications and Media with the PA Democratic Party where she trained with President Bill Clinton’s Press Secretary, Mike McCurry, and provided communication and media support for the 1996 Presidential election. Prior to joining KU, Dr. McBride taught at York College of PA where she was the co-developer of the college’s Integrated Marketing Communication undergrad and graduate degrees. She has also taught at both La Salle University in Philadelphia, and Virginia Tech. She holds a B.S. from Lock Haven University of Pennsylvania; a master’s degree from Alvernia University in Reading, PA; and a doctoral degree from Immaculata University in Malvern, PA. She has presented at both national and international conferences in the areas of social media, and public and media relations. She also provides professional media relations training to organizations and corporations.