The corporate blog as an emerging genre of computer-mediated communication : features, constraints, discourse situation

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dc.contributor.authorPuschmann, Corneliusspa
dc.date.accessioned2012-06-06T17:30:44Z
dc.date.available2012-06-06T17:30:44Z
dc.date.issued2010
dc.description1 online resource (139 p.) : col. ill., col. charts.spa
dc.descriptionLibro Electrónicospa
dc.description.abstractLa tecnología digital está impactando cada vez más en la manera de mantenerse informado, cómo nos comunicamos profesional y privadamente, y cómo iniciar y mantener relaciones con los demás. La función y el significado de nuevas formas de comunicación mediada por ordenador (CMC) debe ser negociada con las comunidades, instituciones y particulares. Estas son salas de chat y entornos virtuales adecuados para la comunicación empresarial. El correo electrónico es cada vez más un canal para la comunicación relacionada con el trabajo, formal y por lo tanto “para las personas mayores”, ya que los usuarios de internet especialmente los jóvenes acuden a sitios de redes sociales (SNS) Cornelio Puschmann examina las propiedades lingüísticas y retóricas del blog, otro género relativamente joven de la CMC, para determinar su función en la vida privada y profesional de comunicación. Analiza la función de los blogs sobre los autores y lectores, y se argumenta que los blogs corporativos, que, al igual que los blogs particulares, tienen una gran diversidad en cuanto a su forma, función y público objetivo, esencialmente imitan características clave de los blogs privados, todas las cualidades esenciales para las empresas que desee ejercer una impresión positiva en sus miembros y clientes. (Tomado de http://www.universoabierto.com/8095/el-blog-corporativo-como-un-genero-emergente-de-la-comunicacion/)spa
dc.description.abstractDigital technology is increasingly impacting how we keep informed, how we communicate professionally and privately, and how we initiate and maintain relationships with others. The function and meaning of new forms of computer-mediated communication (CMC) is not always clear to users on the onset and must be negotiated by communities, institutions and individuals alike. Are chatrooms and virtual environments suitable for business communication? Is email increasingly a channel for work-related, formal communication and thus "for old people", as especially young Internet users flock to Social Networking Sites (SNSs)? Cornelius Puschmann examines the linguistic and rhetorical properties of the weblog, another relatively young genre of CMC, to determine its function in private and professional (business) communication. He approaches the question of what functions blogs realize for authors and readers and argues that corporate blogs, which, like blogs by private individuals, are a highly diverse in terms of their form, function and intended audience, essentially mimic key characteristics of private blogs in order to appear open, non-persuasive and personal, all essential qualities for companies that wish to make a positive impression on their constituentsspa
dc.description.tableofcontentsContents 1 Introduction 11 1.1 \Wait, what's a corporate blog?" 11 1.2 Issues of definition 12 1.3 Methods, data and approach 15 1.4 Preliminary theoretical considerations . 17 1.5 Aims and scope 20 1.6 Structure of this thesis 21 2 Formal, technical and pragmatic aspects of blogging 23 2.1 Proposing a hierarchy of community, purpose and text 23 2.2 A classification of blogs following Herring . 25 2.2.1 Medium factors 26 M1: Synchronicity 27 M2: Message transmission 29 M3: Persistence of transcript 29 M4: Size of message buffer . 29 M5: Channels of communication 30 M6: Anonymous messaging . 30 M7: Private messaging 31 M8: Filtering . 31 M9: Quoting . 31 M10: Message format 32 2.2.2 Situation factors . 33 S1: Participation structure . 35 S2: Participant characteristics . 36 S3: Purpose 37 S4: Topic or theme 37 S5: Tone . 38 S6: Activity 39 2.3 Users and uses of private blogs . 40 2.3.1 Update others on activities and whereabouts . 44 2.3.2 Express opinions and in uence others . 47 2.3.3 Seek others' opinion and feedback . 48 2.3.4 Thinking by writing . 49 2.3.5 Release emotional tension 50 2.4 Blogs and the organization of time . 51 2.5 The blog as a virtual discourse situation 53 2.6 Canonical software features of blog publishing tools 546 Contents 2.7 Chronology in data and discourse 56 2.8 Blog macrostructure . 58 2.9 Blog microstructure . 60 2.10 Self-directed discourse and the deictic center 62 2.11 Audience design . 65 2.12 Audience scope 67 2.13 Ego blogging . 69 2.14 Topic blogging 69 2.15 Differences in function and intended audience . 72 2.16 Audience mismatch 74 2.17 Conversational maxims, relevance and politeness in blogs 74 3 The corporate blog as an emerging genre 79 3.1 Aspects of organizational communication . 79 3.2 Issues of corporate communications on the Internet 80 3.3 Origins of corporate blogging 82 3.4 Perceived advantages of corporate blogging 88 3.5 A typology of corporate blog subgenres 92 3.5.1 Product blogs . 93 3.5.2 Image blogs 97 3.5.3 Executive blogs 99 3.5.4 Employee blogs / blog hubs . 99 3.6 A comparison of private and corporate blogs 100 3.7 Pragmatic aspects of corporate blogs 106 3.8 Flogging 108 3.9 Linguistic aspects of corporate blogs 109 4 Corporate blogging case studies 115 4.1 One Louder (Microsoft) . 115 4.2 Jonathan's Blog (Sun Microsystems) 117 5 Discussion 123 A CBC/Corporati corpus statistics 127spa
dc.format.mimetypeapplication/pdfspa
dc.identifier.citationPuschmann, C. (2010). The corporate blog as an emerging genre of computer-mediated communication: Features, constraints, discourse situation. Göttingen: Universitätsverlag Göttingen.spa
dc.identifier.isbn978-3-941875-55-5
dc.identifier.urihttp://libros.metabiblioteca.org/handle/001/512
dc.language.isoengspa
dc.publisherGöttingen, Germany : Universitätsverlag Göttingen, 2010spa
dc.relationhttp://www.univerlag.uni-goettingen.de/content/list.php?details=isbn-978-3-941875-55-5spa
dc.relationhttp://books.google.com/books?id=wvUsDKAxKnsC&pg=PA140&dq=978-3-941875-55-5&ie=ISO-8859-1&cd=1&source=gbs_gdataspa
dc.rightsThis work is licensed under the Creative Commons License 3.0 “by-nd”, allowing you to download, distribute and print the document in a few copies for private or educational use, given that the document stays unchanged and the creator is mentioned. You are not allowed to sell copies of the free versionspa
dc.rights.accessrightsopenAccessspa
dc.rights.urihttp://creativecommons.org/licenses/by-nd/3.0/de/deed.despa
dc.sourcehttp://ynada.com/pubs/corpblog.pdfspa
dc.subjectBusiness communication -- Blogsspa
dc.subjectBusiness enterprises -- Blogsspa
dc.subjectBlogsspa
dc.subjectMulti-Userspa
dc.subjectCommunicationspa
dc.subjectMediaspa
dc.subjectCorporate Blogspa
dc.subjectInformation and interdisciplinary subjectsspa
dc.subjectReferencespa
dc.subjectInterdisciplinary studiesspa
dc.subjectCommunication studiesspa
dc.subjectMedia studiesspa
dc.subjectSociety and social sciencesspa
dc.subjectSociety and culture -- Generalspa
dc.subjectInternetspa
dc.subjectSocial Mediaspa
dc.titleThe corporate blog as an emerging genre of computer-mediated communication : features, constraints, discourse situationspa
dc.typeBookspa
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