'Nothing, late and analogue': How organizations utilized their websites to respond to issues covered by Swedish mainstream online news

Michael Karlsson
2009 Observatorio (OBS*) Journal   unpublished
The Internet has the potential to change how organizations communicate with the public, both by allowing them to bypass news media by having their own websites and by offering interactive features and multimedia on their websites. Simultaneously, major news media remains an important factor, especially online, where more and more people visit them for information. Online news functions differently compared to traditional news with regards to, for instance, the much shorter news cycle, which
more » ... ws cycle, which implies that issues can surface and disappear quickly. This provides an intriguing setting where online media can report quickly on any issue and where organizations indicated as stakeholders in the issue can reply on their own websites. This study uses three cases, encompassing 14 organizations, to investigate if and how organizations reply on their websites when they have been identified as stakeholders in an issue. The results indicate that organizations are far from realizing the full potential of their websites.
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