Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Conference contribution/Paper › peer-review
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Conference contribution/Paper › peer-review
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TY - GEN
T1 - Social media as a driver for new rhetorical practices in organisations
AU - Baptista, João
AU - Galliers, Robert D.
PY - 2012/1/7
Y1 - 2012/1/7
N2 - Social media adoption within organisations enables wider employee participation in corporate communication and rhetoric. We study the impact of social media on rhetorical practices inside organisations, namely how social media reshapes senior management communication. We study the online communication environments of eight organisations and identify two contrasting approaches in dealing with social media adoption: the closed and open model. In the closed model, organisations maintain central control and their communication platforms remain mainly one-way. In the open model, organisations develop and foster two-way interaction. The study finds that in the "open model", governance and culture of the organisation changes in order to address the shift in control and tension between top-down and bottom-up communication. Our key contribution is in rethinking rhetorical practices in the context of modern open and fluid online communication environments in organisations - rhetorical diffusion - and characterising the changes in governance and culture that enable this transition - internal ambidexterity.1
AB - Social media adoption within organisations enables wider employee participation in corporate communication and rhetoric. We study the impact of social media on rhetorical practices inside organisations, namely how social media reshapes senior management communication. We study the online communication environments of eight organisations and identify two contrasting approaches in dealing with social media adoption: the closed and open model. In the closed model, organisations maintain central control and their communication platforms remain mainly one-way. In the open model, organisations develop and foster two-way interaction. The study finds that in the "open model", governance and culture of the organisation changes in order to address the shift in control and tension between top-down and bottom-up communication. Our key contribution is in rethinking rhetorical practices in the context of modern open and fluid online communication environments in organisations - rhetorical diffusion - and characterising the changes in governance and culture that enable this transition - internal ambidexterity.1
U2 - 10.1109/HICSS.2012.537
DO - 10.1109/HICSS.2012.537
M3 - Conference contribution/Paper
AN - SCOPUS:84857985267
SN - 9780769545257
T3 - Proceedings of the Annual Hawaii International Conference on System Sciences
SP - 3540
EP - 3549
BT - Proceedings of the 45th Annual Hawaii International Conference on System Sciences, HICSS-45
PB - IEEE Computer Society Press
CY - Maui, HI, USA
T2 - 2012 45th Hawaii International Conference on System Sciences, HICSS 2012
Y2 - 4 January 2012 through 7 January 2012
ER -