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Weblogs - Gefahr oder Potenzial für die Unternehmenskommunikation? by Langemann, Dajana

Weblogs - Gefahr oder Potenzial für die Unternehmenskommunikation?

by Dajana Langemann
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Book cover type: Paperback
  • ISBN13: 9783640196548
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 76
  • Original Price: USD 60.5
  • Language: German
  • Edition: N/A
  • Item Weight: 109 grams
  • BISAC Subject(s): Communication Studies

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. Au erdem 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 d

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