Weblogs Gefahr Oder Potenzial F R Die Unternehmenskommunikation
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Weblogs Gefahr Oder Potenzial F R Die Unternehmenskommunikation
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Author : Dajana Langemann
language : de
Publisher: GRIN Verlag
Release Date : 2008-10-27
Weblogs Gefahr Oder Potenzial F R Die Unternehmenskommunikation written by Dajana Langemann and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-10-27 with Business & Economics categories.
Bachelorarbeit aus dem Jahr 2005 im Fachbereich BWL - Unternehmenskommunikation, Note: 1,7, Heinrich-Heine-Universität Düsseldorf, Sprache: Deutsch, Abstract: To Blog or not to blog? – das ist hier nicht nur die Frage, sondern vor allem der Untertitel der vorliegenden Arbeit. Obwohl Weblogs in ihrer Art seit Aufkommens des Internets ein nicht unbedingt neues Phänomen darstellen, werden sie erst seit geraumer Zeit von der Bevölkerung, den klassischen Medien und nicht zuletzt von Unternehmen wahrgenommen. Dies ist u.a. der Verdienst von Johnny Haeusler und seinem „Spreeblick-Blog“, das sich über die Geschäftspraktiken des Klingeltonanbieters „Jamba“ hergemacht hat [→ Kapitel III 2.1]. Das Interesse an Weblogs ist seit dem daraus entstandenen PR-Gau um Jamba enorm gestiegen. Die immer beliebtere Form der Publikation im Internet bedeutet auch für die Unternehmenskommunikation einen zunehmenden Wandel. Man könnte fast sagen, dass mit dem Aufkommen von Weblogs, dass immer kommerzieller geprägte Internet ein Revival als informelle und freie Kommunikations- und Nachrichtenplattform erlebt. Oder wie es Eigner beschreibt als „soziale Rückeroberung des Netzes“. Denn Weblogs haben sich zu einem Phänomen entwickelt, welches unterschiedliche Arten der Online-Kommunikation wie Diskussionsforen, Linksammlungen, Portale, Suchmaschinen und virtuelle Tagebücher zu einer sehr speziellen Mischung verbindet. Außerdem ist es damit längst zu einem Instrument der Meinungsbildung avanciert, da die Grenzen zwischen Medienprodukten, Autoren und Usern sowie zwischen Schreibern und Lesern zunehmend verwischen. In deutscher Literatur sind Weblogs ein bisher eher selten erforschtes und von vielen Unternehmen oft unterschätztes Instrument der Online-Kommunikation. Bisher konnten sie sich in nur wenigen deutschen Unternehmen - wenn dann vorwiegend in IT-Firmen - überhaupt in die Kommunikationskonzepte integrieren. In den USA haben sich Unternehmens-Weblogs, bereits behaupten können. Man kann in diesem Zusammenhang davon ausgehen, dass Deutschland gegenüber den USA wohl um ca. fünf Jahre zurückliegt.
Politische Kommunikation In Weblogs Eine Ffentlichkeitstheoretische Betrachtung
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Author : Karsten Linde
language : de
Publisher: GRIN Verlag
Release Date : 2007-08-25
Politische Kommunikation In Weblogs Eine Ffentlichkeitstheoretische Betrachtung written by Karsten Linde and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-08-25 with categories.
Bachelorarbeit aus dem Jahr 2006 im Fachbereich Medien / Kommunikation - Multimedia, Internet, neue Technologien, Note: 1,7, Ernst-Moritz-Arndt-Universit t Greifswald (Institut f r Kommunikationswissenschaft), 70 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Die Arbeit beschreibt das neue Online-Format Weblogs, mit dem die Hoffnung einer direkten Anteilnahme jedes Einzelnen am ffentlichkeitssystem verbunden ist. Dabei bieten die normative und die systemtheoretische ffentlichkeitstheorie die Hilfsmittel, mit denen sich verschiedene Teilaspekte dieses neuen Genres der computervermittelten Kommunikation betrachten lassen. Ausgehend von einer grunds tzlichen Beschreibung des recht komplexen Begriffs der ffentlichkeit stellt die Arbeit beide Theorieans tze vor und operationalisiert wichtige Begrifflichkeiten, mit denen sich die ffentlichkeit der Weblogs ad quat beschreiben l sst. Weblogs selbst werden aus diesem Grund eben-falls n her beschrieben und in die Online-Kommunikation eingeordnet. Nach der Ana-lyse, die sich entlang eines systemtheoretischen Rasters entwickelt, kann festgestellt werden, dass Weblogs durchaus das Potential f r wichtige Impulse in Richtung politi-scher ffentlichkeit besitzen, dass sie aber innerhalb der bestehenden ffentlichkeits-Konstellation an der Dominanz bisheriger "Meinungsmacher" nichts wesentliches ver- ndern k nnen.
Integrated Communication
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Author : Esther Thorson
language : en
Publisher: Psychology Press
Release Date : 2013-06-17
Integrated Communication written by Esther Thorson and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-17 with Business & Economics categories.
Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.
Social Media Influencers In Strategic Communication
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Author : Nils S. Borchers
language : en
Publisher: Routledge
Release Date : 2021-12-21
Social Media Influencers In Strategic Communication written by Nils S. Borchers and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-12-21 with Language Arts & Disciplines categories.
This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. The contributors tackle strategic influencer communication from multidisciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods. Influencers cross traditional boundaries in many ways and oscillate between intimacy and publicity, authenticity and commercialization, ingratiation and critical distance. From a strategic communication perspective, this variability makes influencers hard to capture: organizations can cooperate with influencers to achieve both marketing and PR objectives. Influencers can act as cooperation partners, integrating commercial content into organic narratives, or as independent critics. Influencers also combine different roles that have traditionally been occupied by separate actors such as intermediary, content distributor, creative content producer, community manager, testimonial, strategic counsellor, and event host. The combination of these roles in just one actor opens new opportunities for strategic communication and can produce appreciated synergy effects. It is therefore hardly surprising that influencer collaborations have become a firmly established instrument in the toolbox of strategic communicators. The chapters in this book were originally published in the International Journal of Advertising and the International Journal of Strategic Communication.
Autonomous Driving
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Author : Markus Maurer
language : en
Publisher: Springer
Release Date : 2016-05-21
Autonomous Driving written by Markus Maurer and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05-21 with Technology & Engineering categories.
This book takes a look at fully automated, autonomous vehicles and discusses many open questions: How can autonomous vehicles be integrated into the current transportation system with diverse users and human drivers? Where do automated vehicles fall under current legal frameworks? What risks are associated with automation and how will society respond to these risks? How will the marketplace react to automated vehicles and what changes may be necessary for companies? Experts from Germany and the United States define key societal, engineering, and mobility issues related to the automation of vehicles. They discuss the decisions programmers of automated vehicles must make to enable vehicles to perceive their environment, interact with other road users, and choose actions that may have ethical consequences. The authors further identify expectations and concerns that will form the basis for individual and societal acceptance of autonomous driving. While the safety benefits of such vehicles are tremendous, the authors demonstrate that these benefits will only be achieved if vehicles have an appropriate safety concept at the heart of their design. Realizing the potential of automated vehicles to reorganize traffic and transform mobility of people and goods requires similar care in the design of vehicles and networks. By covering all of these topics, the book aims to provide a current, comprehensive, and scientifically sound treatment of the emerging field of “autonomous driving".
Communicating Science
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Author : Toss Gascoigne
language : en
Publisher: ANU Press
Release Date : 2020-09-14
Communicating Science written by Toss Gascoigne and has been published by ANU Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-09-14 with Science categories.
Modern science communication has emerged in the twentieth century as a field of study, a body of practice and a profession—and it is a practice with deep historical roots. We have seen the birth of interactive science centres, the first university actions in teaching and conducting research, and a sharp growth in employment of science communicators. This collection charts the emergence of modern science communication across the world. This is the first volume to map investment around the globe in science centres, university courses and research, publications and conferences as well as tell the national stories of science communication. How did it all begin? How has development varied from one country to another? What motivated governments, institutions and people to see science communication as an answer to questions of the social place of science? Communicating Science describes the pathways followed by 39 different countries. All continents and many cultures are represented. For some countries, this is the first time that their science communication story has been told.
A Companion To New Media Dynamics
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Author : John Hartley
language : en
Publisher: John Wiley & Sons
Release Date : 2015-06-02
A Companion To New Media Dynamics written by John Hartley and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-06-02 with Social Science categories.
A Companion to New Media Dynamics presents a state-of-the-art collection of multidisciplinary readings that examine the origins, evolution, and cultural underpinnings of the media of the digital age in terms of dynamic change Presents a state-of-the-art collection of original readings relating to new media in terms of dynamic change Features interdisciplinary contributions encompassing the sciences, social sciences, humanities and creative arts Addresses a wide range of issues from the ownership and regulation of new media to their form and cultural uses Provides readers with a glimpse of new media dynamics at three levels of scale: the 'macro' or system level; the 'meso' or institutional level; and 'micro' or agency level
Advertising Communications And Promotion Management
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Author : John R. Rossiter
language : en
Publisher:
Release Date : 1998
Advertising Communications And Promotion Management written by John R. Rossiter and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Advertising categories.
This edition of this bestselling advertising and promotion management text contains a wealth of radically new material, although it is still based on the highly-regarded Rossiter and Percy framework. It is primarily aimed at students at the MBA level who are taking courses in advertising management or marketing communications, rather than undergraduates taking descriptive courses in advertising. Although much of the coverage is radically new, the text is based upon the highly-regarded Rossiter-Percy framework for advertising communications and promotion management introduced in the first edition in 1987. The new name for the revision reflects the integration of mainstream advertising with corporate communications, direct response advertising, and promotions. A completely new section, Part 5, covers integrated communications strategy. Part 6 on Media Strategy has been expanded to incorporate both traditional advertising media and the new media. A broader perspective has been taken throughout the new edition, with more emphasis on corporate communications and business products and services in addition to the traditional focus on consumer packaged goods.
The 21st Century Media R Evolution
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Author : Jim Macnamara
language : en
Publisher: Peter Lang
Release Date : 2010
The 21st Century Media R Evolution written by Jim Macnamara and has been published by Peter Lang this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Education categories.
The emergence of 'new media' and social media is widely discussed in contemporary society. However, media and public communication are mostly analyzed within particular theoretical frameworks and within specific disciplinary fields. Such approaches have created polarized views on media and communication, and fail to create an understanding of the interdependencies between these fields. This book expertly synthesizes competing theories and disciplinary viewpoints, integrates scholarly and cutting edge research, and examines international data from fast-growing markets including China, to provide a comprehensive, holistic view of the twenty-first century (r)evolution in media and public communication. The book identifies how the changes are located in practices rather than technologies and that these practices are emergent in highly significant ways. Engaging and accessible, the book is essential reading for media scholars and communication professionals, and a valuable text for courses in media studies, journalism, advertising, public relations, and organisational and political communication.
Internet Celebrity
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Author : Crystal Abidin
language : en
Publisher: Emerald Group Publishing
Release Date : 2018-07-16
Internet Celebrity written by Crystal Abidin and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-07-16 with Social Science categories.
This book presents a framework for thinking about different forms of internet celebrity that have emerged in the last decade. Through cross-cultural case studies, the book offers a brief history of internet celebrity; analysis on recent developments in the industry; and commentary on emergent trends.