Abstract
The purpose of this study was to analyze peer-reviewed research that applied principles of dialogic communication to organizational websites, blogs, and social media. We identified 79 relevant studies and found that 83% reported the results of a content analysis. Only 25% of studies presented a theoretical implication; 75% discussed practical implications. Future research must distinguish between analyzing structural features of web-based organizational communication and studying dialogue. Differences in power and access to resources between organizations and publics should be incorporated into studies seeking to advance a dialogic theory of public relations.
Original language | English (US) |
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Pages (from-to) | 5-34 |
Number of pages | 30 |
Journal | Journal of Public Relations Research |
Volume | 30 |
Issue number | 1-2 |
DOIs | |
State | Published - Mar 4 2018 |
Keywords
- Dialogic theory
- principles of dialogic communication
- relationship management
- research synthesis
- web-based organizational communication
ASJC Scopus subject areas
- Sociology and Political Science
- Public Administration