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On the global market place where demands for transparency and
knowledge sharing are rising and where ROI from traditional
communication channels and innovation devices are declining, New
Media technologies like Facebook, Twitter, Wikipedia and mobile
apps have become vital tools for organizations. Both internally and
externally.
With the emergence of these technologies, (close to) anyone can
today contribute, distribute, and publish their ideas, attitudes
and aspirations. The internet and our mobile devices have become
our day’s bonfire, where 'reality' is told, shared,
negotiated and disputed. Some call it democracy, others anarchy.
Either way, being able to understand, utilize and capitalize on
these New Media technologies is essential for the future systems
manager, management consultant, innovator and communications
executive. Taking an interdisciplinary approach, this course will
introduce and discuss theories and empirical studies aiming at a
better understanding of the new communication platforms and their
significance in regards to organizational communication,
innovation, branding and strategy.
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Expected literature
Academic articles:
Bar, F with Simard, C (2006) ‘From Hierarchies to Network Firms’,
pp. 350-363, in Lievrouw, L. A. and Livingstone, S. (eds), The
Handbook of New Media, London: Sage.
Burns, A. (2008) “The Future Is User-Led: The Path towards
Widespread Produsage”, Fibreculture Journal
Bennett, W. L., & Segerberg, A. (2012). "The logic of
connective action: Digital media and the personalization of
contentious politics", Information, Communication
& Society, 15(5), 739-768.
Deuze, M. (2006) ‘Participation, Remediation, Bricolage:
Considering Principal Components of a Digital Culture’, The
Information Society, 22: 63- 75
Gulbrandsen and Just, (2013), “Collaboratively constructed
contradictory accounts : online organizational communication”,
Media, Culture & Society, 35(5): 565-585.
Kozinets, R. V. (2002), “The Field Behind the Screen: Using
Netnography for Marketing Research in Online Communities,” Journal
of Marketing Research, 39 (February), 61-72,
Robertson, S., Vatrapu, R., and Medina, R. (2010), “Off the Wall
Political Discourse, Facebook Use in the 2008 U.S. Presidential
Election”, Information polity, 15,
Scolari, C. A. (2008) “Online brands: Branding, possible worlds,
and interactive grammars”, Semiotica, 169–1/4: 169–188
Sicilia, M., Palazón, M. (2008),"Brand communities on the
internet: A case study of Coca-Cola's Spanish virtual
community", Corporate Communications: An International
Journal, Vol. 13 (3): 255 – 270.
Berger, J., & Milkman, K. L. (2012). What Makes Online Content
Viral? Journal of Marketing
Research, 49(2), 192-205.
Wirtz, B. W., Schilke, O., and Ullrich, S. (2010) “Strategic
Development of Business Models - Implications of the Web 2.0 for
Creating Value on the Internet”, Long Range Planning, 43: 272-290
Hagiu, A., & Wright, J. (2013). Do You Really Want to Be an
eBay?. Harvard business review, 91(3), 102-108.
Füller, J., Bartl, M., Ernst, H., & Mühlbacher, H. (2006).
Community based innovation: How to integrate members of virtual
communities into new product development. Electronic Commerce
Research, 6(1), 57-73.
Background reading:
Siapera, E. (2012). Understanding new media, London: Sage
Brynjolfsson, E. & McAfee, A. (2014). The 2nd
Machine Age, New York: W.W. Norton & Company
Further readings will be provided by the teacher.
The reading list is subject to changes.
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