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Kommunikative Herausforderung Glaubwürdigkeit: Social Media in Der Unternehmenskommunikation

Kommunikative Herausforderung Glaubwürdigkeit: Social Media in Der Unternehmenskommunikation

          
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About the Book

Masterarbeit aus dem Jahr 2011 im Fachbereich Medien / Kommunikation - Multimedia, Internet, neue Technologien, Rheinische Friedrich-Wilhelms-Universität Bonn, Sprache: Deutsch, Abstract: Social Media gehören schon längst für viele Menschen zum täglichen Medien-Mix und sie etablieren sich zunehmend. Diese Entwicklung wird auch durch die Technologieentwicklung im PC-, Laptop-, Tablet-PC- und Mobile-Media-Segment und die parallelen Entwicklungen von zahlreichen Angeboten und Applikationen im Internet vorangetrieben. Unsere vernetzte Gesellschaft lebt in einer Welt, in der ein ständiger Zugriff auf die vielfältigen Informationen möglich ist: Webseiten, Bücher, Videos, Zeitungsartikel, Fotos und Meinungen anderer Menschen. All diese Inhalte können jederzeit abgerufen, über Social Media geteilt und besprochen werden. Unsere Welt ist reicher an Informationen und transparenter geworden - zumindest wird dies von vielen so empfunden. Trotz (oder gerade wegen?) dieser Transparenz wächst der Glaubwürdigkeitsverlust der Politik und der Wirtschaft gegenüber. Enttarnte Inszenierungen und Taktiken führen zu einer wachsameren Grundhaltung in der Bevölkerung. Das Bedürfnis sich vor dem Treffen von Entscheidungen und dem Bilden von Meinungen absichern zu wollen, wächst. Hierfür werden zunehmend auch Informationen aus Social Media herangezogen. Mit diesem Prozess sieht sich die Unternehmenskommunikation konfrontiert. Auch Unternehmen sind Thema in sozialen Medien und immer öfter treten sie dort selbst aktiv in Erscheinung. Glaubwürdigkeit als wesentlicher Erfolgsfaktor ihrer Arbeit muss auch in der Kommunikation über Social Media bewahrt bleiben. Der Kommunikationsprozess wird den Unternehmen jedoch regelrecht von den NutzerInnen aus der Hand genommen. Unternehmen sehen sich nicht länger passiven Rezipienten gegenüber, sondern Konsumenten, die zugleich zu Produzenten von Informationen und somit zu Meinungsbildnern werden. Social Media führen durch ihre bisher nicht gekannte Interaktiv


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Product Details
  • ISBN-13: 9783656119982
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Spine Width: 10 mm
  • Width: 148 mm
  • ISBN-10: 3656119988
  • Publisher Date: 05 Feb 2012
  • Height: 210 mm
  • No of Pages: 170
  • Series Title: German
  • Weight: 231 gr


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