Meinungsbildung in der Nische: Blogging als neue Herausforderung für das Issues Management: Ergebnisse einer Delphi-Studie unter Kommunikationsexperte
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Diplomarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Multimedia, Internet, neue Technologien, Note: 1, Universität Wien (Institut für Publizistik- und Kommunikationswissenschaft), Sprache: Deutsch, Abstract: Im Zentrum der wissenschaftlichen Auseinandersetzung steht die Frage nach der aktuellen und künftigen Bedeutung von Weblogs für das Issues Management. Durch das Schlagwort "Web 2.0" und die rasante Verbreitung von Social Software haben sich die Rahmenbedingungen für Unternehmen im Internet grundlegend geändert. Über Anwendungen wie Weblogs kann jeder Internetnutzer einfach und schnell Texte, Bilder, Videos und Meinungen sowie auch Kritik publizieren und einem breiten Publikum zugänglich machen. Für die Unternehmenskommunikation ergeben sich dadurch neue Herausforderungen, aber auch Chancen. Diese Arbeit stellt den Einfluss von Bloggern als "neue Meinungsmacher" in den Mittelpunkt und liefert qualitative Ergebnisse dazu, wie unternehmensrelevante Themen frühzeitig in Blogs identifiziert werden können und welche Ma nahmen und Strate-gien im Umgang mit Bloggern sinnvoll sind. Den theoretischen Hintergrund bildet das Konzept des Issues Management. Dabei handelt es sich um ein systematisches Verfahren zur Beobachtung von und Reaktion auf unternehmensrelevante Umweltbereiche mit dem Ziel, Schaden von einem Unternehmen abzuwenden und/oder Nutzen für es zu vermehren. Durch die Meinungsbildung in der Blogosphäre werden Issues früher und länger bedeutend. Für die empirische Untersuchung wurde die qualitative Delphi-Methode gewählt. Sie ist eine Spezialform der Expertenbefragung und ermöglicht durch wiederholte Befragungsdurchgänge die Bildung eines Gruppenkonsenses. Insgesamt nahmen 48 Kommunikationsexperten aus Deutschland, Österreich und der Schweiz an zwei Online-Befragungswellen teil. Die Ergebnisse der Studie unterstreichen die Notwendigkeit der kontinuierlichen Beobachtung und Bewertung von Weblog-Issues und des Beziehungsaufbaus zu relevanten B
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