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What McDonald's is talking about: a computational analysis of the language of company web logs

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What McDonald's is talking about: a computational analysis of the language of company web logs

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This short presentation was held as part of the "Tag des wissenschaftlichen Nachwuchses" ("junior researchers' day") at the University of Duesseldorf on 22 June 2007.

This short presentation was held as part of the "Tag des wissenschaftlichen Nachwuchses" ("junior researchers' day") at the University of Duesseldorf on 22 June 2007.

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What McDonald's is talking about: a computational analysis of the language of company web logs

  1. 1. What McDonald's is talking about: a computational analysis of the language of company web logs Cornelius Puschmann [email_address] TdWN 2007 22 Juni 2007
  2. 2. Forschungsgegenstand
  3. 3. Blogs <ul><li>Persönliches Publizieren im WWW </li></ul><ul><li>traditionell als “Tagebücher im Netz” verstanden </li></ul><ul><li>geschätzte 100 Millionen Blogs in 2007 </li></ul><ul><li>große Vielfalt an Sprachen </li></ul><ul><li>Geschlechter und Altersgruppen ausgewogen repräsentiert </li></ul><ul><li>sehr breites Themenspektrum </li></ul>
  4. 4. Bloggende Institutionen: UN Dispatch
  5. 5. Was ist ein Unternehmensblog? <ul><li>Definition: </li></ul><ul><ul><li>A blog written and maintained by the employees of a company </li></ul></ul><ul><ul><li>that is used to further organizational goals. </li></ul></ul><ul><li>Unternehmensblogs werden eingesetzt in Bereichen wie </li></ul><ul><li>Marketing </li></ul><ul><li>Public Relations </li></ul><ul><li>Customer Relations Management (CRM) </li></ul><ul><li>Recruiting </li></ul><ul><li>Knowledge Management </li></ul><ul><li>... </li></ul>
  6. 6. Bloggende Unternehmen
  7. 7. Datenerhebung und -auswertung
  8. 8. Das Korpus <ul><li>128 englischsprachige Unternehmensblogs (Fortune 500) </li></ul><ul><li>21.000 Beiträge ( posts ) </li></ul><ul><li>4,8 Millionen Worte ( tokens ) </li></ul><ul><li>shallow parsing mit TreeTagger (Uni Stuttgart) </li></ul><ul><li>McDonald's Open for Discussion </li></ul><ul><li>50 Beiträge </li></ul><ul><li>circa 20.000 Worte </li></ul>
  9. 9. Open for Discussion: McDonald's CSR blog
  10. 10. Substantivfrequenzen (I)
  11. 11. Substantivfrequenzen (II) Post 1: Amazon, NGOs, suppliers, Greenpeace, McDonald's, areas, rainforest, Brazil, government, issue Post 2: fish, fisheries, CI, McDonald's, world, Department, years, biodiversity, supplies, criteria Post 3: packaging, materials, package, content, government, material, time, issues, fiber Post 4: McDonald's, restaurants, people, uk, job, restaurant, career, crew, managers Post 5: McDonald's, people, podcast, company, story, supply, podcasts, public, owner/operator Post 6: Environmental, Defense, business, initiatives, waste, conflict, restaurant, column, environmentalism
  12. 12. Beobachtungen
  13. 13. Fazit <ul><li>1. Unternehmensblogs realisieren sehr unterschiedliche kommunikativ-strategische Funktionen und stellen daher nicht einen einziges Genre da, sondern ein komplexes Genresystem. </li></ul><ul><li>2. Die systematische Untersuchung von (Unternehmens)blogs kann relevante Ergebnisse für verschiedene (Wissenschafts)bereiche liefern, z.B.: </li></ul><ul><ul><li>Linguistik (Merkmale eines Registers, Sprechervariation) </li></ul></ul><ul><ul><li>Public Relations / Unternehmenskommunikation (Wie lassen sich Blogs sinnvoll einsetzen?) </li></ul></ul><ul><ul><li>Soziologie (Alter, Geschlecht und “Vernetzung” von Bloggern) </li></ul></ul><ul><ul><li>Politikwissenschaften (Meinungsbildung, Themenwahl und Sprache politischer Blogs) </li></ul></ul><ul><ul><li>... </li></ul></ul>
  14. 14. Thank you for listening!
  15. 15. What McDonald's is talking about: a computational analysis of the language of company web logs Cornelius Puschmann [email_address] TdWN 2007 22 Juni 2007

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