A systematic analysis of research applying ‘principles of dialogic communication’ to organizational websites, blogs, and social media: Implications for theory and practice

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.

Cite this

John G. Wirtz, Thais M. Zimbres (2018). A systematic analysis of research applying ‘principles of dialogic communication’ to organizational websites, blogs, and social media: Implications for theory and practice. Journal of Public Relations Research. https://doi.org/10.1080/1062726x.2018.1455146

@article{g2018a,
  title  = {A systematic analysis of research applying ‘principles of dialogic communication’ to organizational websites, blogs, and social media: Implications for theory and practice},
  author = {Wirtz, John G. and Zimbres, Thais M.},
  year   = {2018},
  journal = {Journal of Public Relations Research},
  doi    = {10.1080/1062726x.2018.1455146}
}

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