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    PresentationKarinneJohannes PresentationKarinneJohannes Presentation Transcript

    • Blogging, professional identity and sense of belonging Karine Johannes Université Catholique de Louvain, Belgium EUROBLOG 2007
      • 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
      • «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)
    • 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
    • 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? »
    • 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
    • Different types of employee blogs 1/2 Employee blogs Personal blogs Corporate blogs/ Collective blogs
    • Different types of employee blogs 2/2 Employee blogs Colleagues, other employees External audiences Public targeted
    • Employee blogs: Hybrid genres PUBLIC PRIVATE P ROFESSIONAL PERSONAL INTERNAL COMM. EXTERNAL COMM.
    • 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)
    • A narrative approach of blogging Blogs as « identity-relevant narratives »
    • 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»
    • 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)
    • 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…)
    • 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
    • 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 »
    • Exploratory study
      • 5 of the most active blogs
      • Observation and content analysis
      • September to December 2006
    •  
    •  
    • 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
    • Identification spaces Society Trajectory Company Work
    • 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.
    • Identification spaces
    •  
    • Representation System: Work objectives
      • Task- oriented representations of work
      • Blogging action as a search for a social recognition
    • Representation System: Company’s objectives
      • No reference to the company’s financial objectives
      • Publication of internal notes
    • Representation system: Authority legitimization
      • Authority based on an administrative and regulatory power
      • « The voice of God »
    • 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
    •  
    •  
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    • Collective adjustment behaviours : Attitude towards work
      • Strong attachment to the work
      • Sense of belonging to the company through the community
    • 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
      • Thank you for your attention