The corporate blog as an emerging genre of computer ... - Oapen

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List of Figures 1.1 The GM Fastlane weblog . . . . . . . . . . . . . . . . . . . . . . 11 1.2 Live Journal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 2.1 Discourse Model A . . . . . . . . . . . . . . . . . . . . . . . . . . 24 2.2 Discourse Model B . . . . . . . . . . . . . . . . . . . . . . . . . . 26 2.3 A Twitter user page . . . . . . . . . . . . . . . . . . . . . . . . . 28 2.4 Video content embedded in a blog . . . . . . . . . . . . . . . . . 30 2.5 Quoted elements in a filter blog on legal issues . . . . . . . . . . 32 2.6 Blog entries in Google Reader . . . . . . . . . . . . . . . . . . . . 33 2.7 Source code of an RSS feed . . . . . . . . . . . . . . . . . . . . . 34 2.8 A video blog (vlog) . . . . . . . . . . . . . . . . . . . . . . . . . . 36 2.9 Comments under a blog entry . . . . . . . . . . . . . . . . . . . . 37 2.10 The Microsoft Community Blogs hub . . . . . . . . . . . . . . . . 38 2.11 Technorati’s most blogged-about topics . . . . . . . . . . . . . . 41 2.12 Reasons given for blogging in Lenhart and Fox (2006) . . . . . . 43 2.13 Motivation to blog given in White and Winn (2009) . . . . . . . 43 2.14 A german-language travelog on life in Japan . . . . . . . . . . . . 46 2.15 YouTube channels . . . . . . . . . . . . . . . . . . . . . . . . . . 54 2.16 Creating a blog post with Wordpress . . . . . . . . . . . . . . . . 56 2.17 MySQL data table of blog posts . . . . . . . . . . . . . . . . . . . 57 2.18 Archive of posts in a personal blog . . . . . . . . . . . . . . . . . 59 2.19 F-score over time in the Thomson Holidays Blog . . . . . . . . . 61 2.20 F-score over time in One Louder . . . . . . . . . . . . . . . . . . 61 3.1 A simplified model of corporate communication following Horton (1995) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 3.2 Quantitative relation of personal, professional and corporate blogging according to White and Winn (2009) . . . . . . . . . . . . . 82 3.3 Early Microsoft corporate blog . . . . . . . . . . . . . . . . . . . 84 3.4 Functions of corporate blogs following Zerfaß (2005) . . . . . . . 90 3.5 Weblog traffic statistics in Wordpress . . . . . . . . . . . . . . . . 92 3.6 A typology of corporate weblogs based on function and authorship 94 3.7 The Nike Basketball website and blog . . . . . . . . . . . . . . . 95 3.8 Wells Fargo’s The Student LoanDown blog . . . . . . . . . . . . 96 3.9 McDonald’s Open for Discussion CSR blog . . . . . . . . . . . . 98 3.10 Employee blog One Louder . . . . . . . . . . . . . . . . . . . . . 100 3.11 Private ego blog NC . . . . . . . . . . . . . . . . . . . . . . . . . 101 3.12 Private topic blog Ponderstorm . . . . . . . . . . . . . . . . . . . 103 9
10 List of Figures 3.13 Corporate image blog Marriot on the Move . . . . . . . . . . . . 105 3.14 Word cloud of issues covered in Marriot on the Move . . . . . . . 106 3.15 The Secret Diary of Steve Jobs flog . . . . . . . . . . . . . . . . . 109 3.16 Business and non-business lexis in the Business English Corpus (Nelson, 2006, p. 226) . . . . . . . . . . . . . . . . . . . . . . . . 110 4.1 The weblog of Sun Microsystems CEO Jonathan Schwartz . . . . 118
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Page 16 and 17: Methods, data and approach 15 proli
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116 Corporate blogging case studies
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124 Discussion material. The topic
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126 Discussion
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128 CBC/Corporati corpus statistics
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130 CBC/Corporati corpus statistics
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132 Bibliography Francesca Bargiela
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134 Bibliography Alexandra Georgako
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136 Bibliography Philipp Lenssen. M
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138 Bibliography Jonathan Schler, M
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Digital technology is increasingly
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The corporate blog as an emerging genre of computer ... - Oapen

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