ABSTRACT

The purpose of this study was to analyze peer-reviewed research that applied principles of dialogic communication to organizational websites, blogs, and social media. We identified 79 relevant studies and found that 83% reported the results of a content analysis. Only 25% of studies presented a theoretical implication; 75% discussed practical implications. Future research must distinguish between analyzing structural features of web-based organizational communication and studying dialogue. Differences in power and access to resources between organizations and publics should be incorporated into studies seeking to advance a dialogic theory of public relations.

中文翻译：

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对将“对话交流原理”应用于组织网站，博客和社交媒体的研究的系统分析：对理论和实践的启示

摘要

这项研究的目的是分析将对话性交流原理应用于组织网站，博客和社交媒体的同行评审研究。我们确定了79项相关研究，发现83％的人报告了内容分析的结果。只有25％的研究具有理论意义；75％讨论了实际含义。未来的研究必须区分分析基于Web的组织沟通的结构特征和研究对话。组织和公众之间在权力和获取资源上的差异应纳入旨在推进公共关系对话理论的研究中。