Just reading through Ansger Zerfaß (t d f)’s book: “Die neuen Meinungsmacher (t d f). Weblogs als Herausforderung für Kampagnen, Marketing, PR und Medien.”. I can highly recommend this book especially for the folks in pr and communication.
He employs a heuristic model to explain the deployment of wegblogs for corporations and organisations in general. He draws on lots of distributed efforts to define this issues (Burg, Efimova, Röll, Siemens) over the last years and tries to ground his pattern on communications theory (persuasion, arguing, information). It definetely has a lot of heuristic value, although, and he admits that, lots of weblogs do not fit and represent idiosyncratic forms.
Although there are points of disagreement:
at some point he stresses weblogs as prototypes of dialogical communication.
I disagree on that. While there are certainly some weblogs around that are dialogical, the entire debate about weblogs should focus more on the mutlilogical aspects of it. Or better on the networks phenomenon. Being part of a net doesn’t make it necessary to engange in direct dialogs or multilogs. A network supports different kinds of communication acts. There is always a surplus of communication it’s completely sufficient to be part occasionally and only for a small group of people. The stream of data/content and communications depends on the net not it’s actors, at least most of the time.
check out:
http://www.globalprblogweek.com/2005/09/23/fischer-managing-blog-relations
http://zuckerwatte.twoday.net/20050513/
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