‘Thanks, but it is more about interacting with fans for us’: Twitter Communication between BBC’s Sherlock and NBC’s Hannibal Fans and Producers

Abstract

This paper looked at online communication between producers of BBC’s show Sherlock and NBC’s show Hannibal with their fans. The main aim was to investigate engagement of producers with fans on social media and the use of accounts on social media, e.g. whether TV shows interact with fans through the use of the official network, a production company affiliated accounts or people involved with the show use their own accounts to communicate with fans. Kent and Taylor’s five features of dialogic public relations (Mutuality, Propinquity, Empathy, Risk and Commitment) were used to analyse communication. The results show that two shows share many similarities but the main differences in approach to communication come from the business structure of two broadcasters, public versus commercial. Both shows also showed evidence of dialogic PR techniques, but BBC’s Sherlock also utilised elements of publicity.