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PresentationKarinneJohannes

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  • 1. Blogging, professional identity and sense of belonging Karine Johannes Université Catholique de Louvain, Belgium EUROBLOG 2007
  • 2.
    • The employee blogging phenomenon: facts and figures
    • A Narrative approach to organisations and identities : Employee blogging as production of (counter )-narratives
    • Case study: STIB’s drivers bloggers
  • 3.
    • «The rise of the blogosphere has the potential to empower employees in ways not unlike the rise of labor unions in the late 19th and early 20th centuries. »
    • ( Nielsen Buzzmetrics and Edelman - White Papers- Talking from the Inside Out: The Rise of Employee Bloggers)
  • 4. Why do employees blog?
    • Employees are not focused on their task 100% of the time
    • Employees want to have a say
    • Employees have found themselves in powerful positions to advocate either for or against their companies (…) and have found that people are listening to what they have to say
    • A growing number of employees are posting official and unofficial blogs about their work
    Sources: Shel Holtz, « The impact of new technologies on internal communication » Nielsen Buzzmetrics and Edelman - White Papers- Talking from the Inside Out: The Rise of Employee Bloggers
  • 5. Why do employees blog?
    • Top 5 reasons:
    • Publish contents and ideas (52%)
    • Build a community (47%)
    • Promote thought leadership (44%)
    • Get information quickly to customers (36%)
    • Get feedback from customers (23%)
    Source: Backbone Media 2005 Survey « Corporate blogging:Is it worth the Hype? »
  • 6. 4 basic types of blogs in the organizational context
    • Personal blogs: Most frequently set up and run independently; the most potent type
    • Topic or industry blogs: Focus on developments and trends in a given industry
    • Publication-based blogs: outgrowths of established media outlets.
    • Corporate blogs: A hybrid of personal blogs, feature the insights, assessments, commentaries, and other discourses devoted to a single company .
    Source: Peter M. Smudde, Blogging, Ethics and Public Relations: A Proactive and Dialogic Approach. Public Relations Quarterly
  • 7. Different types of employee blogs 1/2 Employee blogs Personal blogs Corporate blogs/ Collective blogs
  • 8. Different types of employee blogs 2/2 Employee blogs Colleagues, other employees External audiences Public targeted
  • 9. Employee blogs: Hybrid genres PUBLIC PRIVATE P ROFESSIONAL PERSONAL INTERNAL COMM. EXTERNAL COMM.
  • 10. A narrative approach of blogging
    • Theoretical background
    • Organisations can be seen as discursive and as socialisation spaces (A.D. Brown; R. Sainsaulieu, C.Dubar)
    • Individual and collective identities can be approached narratively (P. Ricoeur , D. Ezzy)
    • « The Internet is less some kind of futuristic cyberspace and more a discontinuous narrative space (…) To enter it, one (…) becomes a thing of worlds alone » (Steven G. Jones)
  • 11. A narrative approach of blogging Blogs as « identity-relevant narratives »
  • 12. A narrative approach of blogging Employees engage in a range of oppositional strategies to create physical, emotional and symbolic spaces for themselves in organizations (A.D. Brown, Crozier and Friedberg, Loureau and Lapassade) Blogs as «counter-narratives»
  • 13. Case Study: The STIB and its drivers bloggers
    • Société des Transports Intercommunaux Bruxellois (Public transport company of Brussels)
    • 6000 employees
    • About 20 bloggers (mainly drivers blogs)
  • 14. The STIB Internal communication channels
    • Intranet
    • Internal magazine
    • Bulletin boards
    • Direct mailing
    • Internal television news
    • Lack of communication towards the drivers (8 hours per day in their vehicles, few social
    • interactions…)
  • 15. Social context of blogs appearance
    • 2001-2003: Important restructuring of the company (new management structure, new culture)
    • 2004: Social crisis: successive general strikes, mainly among the drivers (aggressions, understaffed services, work pressure…)
    Drivers began to express their opinions in their blogs beside the « official statements » in the mainstream media
  • 16. Why do the STIB drivers blog?
    • «  To tell not only the negative aspects of my profession but also the positive aspects…and it will be done without any pressure »
    • « To share everyday’s life with the colleagues and the others (…) Because I cannot easily express myself orally »
    • « Just the daily life of a tram driver, of a simple human being »
  • 17. Exploratory study
    • 5 of the most active blogs
    • Observation and content analysis
    • September to December 2006
  • 18.  
  • 19.  
  • 20. Sainsaulieu’s Grid of work identity Attitude towards work Relational behaviour Collective adjustment behaviour Company’s objectives Work objectives Representation system Authority legitimization Society Personal trajectory Company Work Identification spaces
  • 21. Identification spaces Society Trajectory Company Work
  • 22. Identification spaces
    • Company and work: The driver position and the STIB as legitimization of the blogs
    • Personal trajectory: The company and the work as constituents of the self
    • Society: The society is described through the lens of the vehicles.
  • 23. Identification spaces
  • 24.  
  • 25. Representation System: Work objectives
    • Task- oriented representations of work
    • Blogging action as a search for a social recognition
  • 26. Representation System: Company’s objectives
    • No reference to the company’s financial objectives
    • Publication of internal notes
  • 27. Representation system: Authority legitimization
    • Authority based on an administrative and regulatory power
    • « The voice of God »
  • 28. Collective adjustment behaviours: Relationships with co-workers
    • Creation of a virtual community , for lack of real-life interactions
    • The driver profession and the STIB as shared elements and shared interests
    • Content features: Private vocabulary,messages to colleagues by blog posts, sense of a « readership », shared «enemies »
    • Technical features: Private forum, blogrolls
  • 29.  
  • 30.  
  • 31.  
  • 32.  
  • 33. Collective adjustment behaviours : Attitude towards work
    • Strong attachment to the work
    • Sense of belonging to the company through the community
  • 34. The main challenges for Communication management
    • Virtual communities across the organizational structures and boundaries
    • Informal messages, critics and comments on internal matters...
    • ...and public access
    • Counter-narratives for organisational identity and image
  • 35.
    • Thank you for your attention