Digital public relations through the lens of affordances: A conceptual update of the "ease of interface" dialogic principle
Connecting the affordance framework in computer-mediated communication to public relations theories, this conceptual paper proposes an affordance perspective on dialogic communication and digital public relations in general. We argue that the enactment of dialogue on digital platforms requires certain combinations of media affordances, and that affordance theory provides a more systematic, holistic, and theoretical framework to investigate digital public relations practice. Additionally, we question the relevance of the fifth dialogic principle --- ``ease of interface'' --- in the Web 2.0 and Web 3.0 era, and propose ``favorable affordances'' as a conceptual update to re-imagine dialogic principles on social media, answering the call of Sommerfeldt & Yang (2018). We recommend using affordance theory to rephrase heated discussions on the tension between digital media and dialogic communication, to improve the relevance of dialogic theory for the digital age, and to re-examine relevant concepts in digital public relations.