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Bloggar - Organisationernas Heliga Graal? En kritisk diskussion kring organisationers möjlighet att uppnå dialogbaserad kommunikation genom bloggar

Wendel, Jesper and Sternvad, Frida (2009)
Department of Strategic Communication
Abstract
The purpose of this master’s thesis is to critically discuss blogs as a medium for dialogue based communication in a public relations context, and to empirically study how organizations and blogs perceive each other and how this affects the organization’s public relations practice.
The research was partly conducted through qualitative interviews with communications professionals representing six major Swedish brands. The research also included a qualitative content analysis of blogs, which wrote about the brands.
The theoretical framework includes theories about blogs, symmetrical two-way communication and dialogue. The research concluded the following: Organizations mainly use the blogosphere for research and surveillance and are mainly... (More)
The purpose of this master’s thesis is to critically discuss blogs as a medium for dialogue based communication in a public relations context, and to empirically study how organizations and blogs perceive each other and how this affects the organization’s public relations practice.
The research was partly conducted through qualitative interviews with communications professionals representing six major Swedish brands. The research also included a qualitative content analysis of blogs, which wrote about the brands.
The theoretical framework includes theories about blogs, symmetrical two-way communication and dialogue. The research concluded the following: Organizations mainly use the blogosphere for research and surveillance and are mainly interested in co-operation with influential blogs. “True” dialogue is not conducted and the communication organizations have with the blogosphere is best described as asymmetrical two-way communication. “True” dialogue between organizations and blogs is not possible with today’s attitudes and conditions. (Less)
Please use this url to cite or link to this publication:
author
Wendel, Jesper and Sternvad, Frida
supervisor
organization
year
type
H2 - Master's Degree (Two Years)
subject
keywords
the excellence theory, critical perspective, dialogue, blogs, organizations
language
Swedish
id
1465317
date added to LUP
2009-08-20 00:00:00
date last changed
2018-10-18 10:07:49
@misc{1465317,
  abstract     = {The purpose of this master’s thesis is to critically discuss blogs as a medium for dialogue based communication in a public relations context, and to empirically study how organizations and blogs perceive each other and how this affects the organization’s public relations practice.
The research was partly conducted through qualitative interviews with communications professionals representing six major Swedish brands. The research also included a qualitative content analysis of blogs, which wrote about the brands.
The theoretical framework includes theories about blogs, symmetrical two-way communication and dialogue. The research concluded the following: Organizations mainly use the blogosphere for research and surveillance and are mainly interested in co-operation with influential blogs. “True” dialogue is not conducted and the communication organizations have with the blogosphere is best described as asymmetrical two-way communication. “True” dialogue between organizations and blogs is not possible with today’s attitudes and conditions.},
  author       = {Wendel, Jesper and Sternvad, Frida},
  keyword      = {the excellence theory,critical perspective,dialogue,blogs,organizations},
  language     = {swe},
  note         = {Student Paper},
  title        = {Bloggar - Organisationernas Heliga Graal? En kritisk diskussion kring organisationers möjlighet att uppnå dialogbaserad kommunikation genom bloggar},
  year         = {2009},
}