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THE IMAGE OF GERMAN CORPORATIONS ON WIKIPEDIATHEORETICAL GROUNDWORK, EMPIRICAL ANALYSIS AND COURSES OF ACTION
Jeannette Gusko | MASTER THESIS | UNIVERSITY OF LEIPZIG
Digital Communication Awards 201130.09.2011
*conflict of interest
„It‘s the COI*, stupid!“
Jeannette Gusko | The Image of German Corporations on Wikipedia
Holistic research design
Comparative online content analysis of Wikipedia articles and corporate websites of 110 companies listed in German indices DAX (30), MDAX (50) and TecDAX (30)
Online questionnaire of 30 PR managers about Wikipedia engagement
Aims and research questions: Identify image consistence/differences in social
media and company-operated contexts Formulate courses of action for online image on
Wikipedia
3
Jeannette Gusko | The Image of German Corporations on Wikipedia
Analytical framework4
Wikipedia Corporate website Online journalism Communities and Weblogs
Transparency of communication
low (authors mostly unknown, motivation and qualification mostly unknown)
high(originator known, contact possible)
high(editorial team known, contact possible)
medium (authors known, partly pseudonyms, may be contacted)
Aims of communication information, definition self-representation, information
information, explanation, investigation
self-expression, networking, information, investigation
Style of communication informative, (quasi-) neutral,bottom-up
informative, persuasive, quasi-subjective,top-down
informative, investigative,top-down
subjective, informative, interactive, persuasive, bottom-up
Access for recipients free and free of charge free and free of charge partly free, paid premium and archive content
mostly free and free of charge
Recipient‘s role user / reader, author user / reader user/ reader user/ reader, commentator, multiplier
Power of companies (PoC) and recipients (PoR) on image building
PoC < PoR PoC > PoR PoC > PoR PoC = PoR
Communicated corporate image
condensed actual image of authors (amateurs and experts)
planned image of the company
actual image of journalists
actual image of authors (mainly amateurs)
Jeannette Gusko | The Image of German Corporations on Wikipedia
Ranking positions of Wikipedia articles in Google, n = 110
among top 5 not among top 5
Jeannette Gusko | The Image of German Corporations on Wikipedia
Empirical results
Two thirds of corporate Wikipedia articles are ranked among the top 5 search results on Google
Wikipedia is no „real-time“ medium
Last edits of Wikipedia articles by index, n = 110
Empirical results
Jeannette Gusko | The Image of German Corporations on Wikipedia
Number of authors of Wikipedia articles by index, n = 110
Empirical resultsDAX companies and high-risk brands attract higher diversity of Wikipedia authors
Jeannette Gusko | The Image of German Corporations on Wikipedia
products
performance
history/tradition
employees
finance
innovation
CSR
scandal/lawsuits
competitioncompany (basic)
Wikipedia
Corporate Website
Topics of Wikipedia articles and Corporate Websites, n = 110
Empirical results
WP focuses on history, scandal/lawsuits & finance
Jeannette Gusko | The Image of German Corporations on Wikipedia
Conclusion
Institutionalization of Wikipedia <> Conflict of
Interest
active image comunication on Wikipedia is risky
self-declaration and transparency
engagement with the community
aim for neutral coverage, counteract
misinformation
optimizing preceding image communicationJeannette Gusko | The Image of German Corporations on Wikipedia
Thank you.
Jeannette Gusko | The Image of German Corporations on Wikipedia
Jeannette GuskoM.A. Communication ManagementResearch Assistant Ostfalia University of Applied Sciencesj.gusko@ostfalia.de+49 177 267 83 28@JeanneRaffut
Literature
Gusko, J. (2011): The Image of German Corporations on Wikipedia. Theoretical groundwork, empirical analysis and courses of action
Zerfass, A./ Gusko, J. (2011): Enzyklopädie der Images, pr Magazin, 06/11.
Zerfass, A./Sandhu, S. (2008): Interaktive Kommunikation, Social Web und Open Innovation: Herausforderungen und Wirkungen im Unternehmenskontext, in: Zerfass, A. /Welker , A./Schmidt , J.(Eds.): Kommunikation, Partizipation und Wirkungen im Social Web. Band 2: Strategien und Anwendungen: Perspektiven für Wirtschaft, Politik, Publizistik, Neue Schriften zur Online-Forschung 3, Halem Verlag, Köln.
Jeannette Gusko | The Image of German Corporations on Wikipedia
Empirical results
positive
neutral
negative
Jeannette Gusko | Ostfalia University | The Image of German Corporations on Wikipedia
Topic scandal/ law suits in Wikipedia articles by index, n = 110
Overall tonalities of Wikipedia articles are mainly neutral
Empirical results
Jeannette Gusko | Ostfalia University | The Image of German Corporations on Wikipedia
DAX articles are by far the most read
Page impressions of Wikipedia articles by index, n = 110
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