7 Tweeting
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Christine Domke
Abstract
In this chapter top-managers’ “tweeting” practice is investigated as a current challenge for organizational and management communication. The empirical analysis of selected tweets conducted by Siemens’ CEO Joe Kaeser shows the emergence of the role set of the “microblogging manager” within the triangle of a critical audience, the managers’ self-presentation and their occupational position as decision-makers in companies. Research conducted so far has mainly focused on the (organizational or personal) intentions or styles of Twittering, but has left out the constitutive role of the audience and its assessment of CEOs’ tweets. Future research will have to take the interactional aspect of Tweeting into account. The chapter starts with theoretical reflections on digital management communication from a combined sociological and pragma-linguistic perspective, elaborates the basic structure of Twitter, discusses current findings, presents results of the analysis of CEOs’ tweets and discusses their implications for further research activities.
Abstract
In this chapter top-managers’ “tweeting” practice is investigated as a current challenge for organizational and management communication. The empirical analysis of selected tweets conducted by Siemens’ CEO Joe Kaeser shows the emergence of the role set of the “microblogging manager” within the triangle of a critical audience, the managers’ self-presentation and their occupational position as decision-makers in companies. Research conducted so far has mainly focused on the (organizational or personal) intentions or styles of Twittering, but has left out the constitutive role of the audience and its assessment of CEOs’ tweets. Future research will have to take the interactional aspect of Tweeting into account. The chapter starts with theoretical reflections on digital management communication from a combined sociological and pragma-linguistic perspective, elaborates the basic structure of Twitter, discusses current findings, presents results of the analysis of CEOs’ tweets and discusses their implications for further research activities.
Kapitel in diesem Buch
- Frontmatter I
- Preface to the Handbooks of Applied Linguistics Series V
- Contents VII
- Introducing 1
-
Part I: Practices of management communication
- 1 Speaking 27
- 2 Writing 47
- 3 Deciding 69
- 4 Creating by communicating 87
- 5 Networking 105
- 6 Controlling and resisting 123
- 7 Tweeting 143
- 8 Documenting 161
- 9 Posting 177
-
II. Forms of management communication
- 10 Strategizing 195
- 11 Leading 213
- 12 Planning and designing 231
- 13 Routinizing 247
- 14 Branding 263
- 15 Managing communication 279
- 16 Mentoring 295
- 17 Counseling 313
- 18 Developing organizations 335
- 19 Accounting 355
-
Part III: Contexts of management communication
- 20 Managing communication in multilingual workplaces 373
- 21 Exploring and analyzing linguistic environments 389
- 22 Managing high reliability organizations 409
- 23 Building communities 427
- 24 Managing CSR Communication 443
- 25 Rating social and environmental performances 459
- 26 Managing in hospitals 477
- 27 Crowdsourcing 493
- 28 Managing and being managed by emotions 511
- 29 Changing through communication 529
- About the contributors 549
- Index 559
Kapitel in diesem Buch
- Frontmatter I
- Preface to the Handbooks of Applied Linguistics Series V
- Contents VII
- Introducing 1
-
Part I: Practices of management communication
- 1 Speaking 27
- 2 Writing 47
- 3 Deciding 69
- 4 Creating by communicating 87
- 5 Networking 105
- 6 Controlling and resisting 123
- 7 Tweeting 143
- 8 Documenting 161
- 9 Posting 177
-
II. Forms of management communication
- 10 Strategizing 195
- 11 Leading 213
- 12 Planning and designing 231
- 13 Routinizing 247
- 14 Branding 263
- 15 Managing communication 279
- 16 Mentoring 295
- 17 Counseling 313
- 18 Developing organizations 335
- 19 Accounting 355
-
Part III: Contexts of management communication
- 20 Managing communication in multilingual workplaces 373
- 21 Exploring and analyzing linguistic environments 389
- 22 Managing high reliability organizations 409
- 23 Building communities 427
- 24 Managing CSR Communication 443
- 25 Rating social and environmental performances 459
- 26 Managing in hospitals 477
- 27 Crowdsourcing 493
- 28 Managing and being managed by emotions 511
- 29 Changing through communication 529
- About the contributors 549
- Index 559
