Document (#32767)

Author

Reiß, M.
Steffens, D.

Title

Neue Medien im Dienste des Change Managements : Empirische Modellierung des Blending konventioneller und web-basierter Kommunikationsmedien

Source

Information - Wissenschaft und Praxis. 59(2008) H.4, S.215-220

Year

2008

Abstract

Dass sich Kommunikation über einen Me­dienmix vollzieht, stellt schon seit sehr langer Zeit den Regelfall dar. In letzter Zeit wird verstärkt für Mischungen aus gegensätzlichen Medien plädiert, allen voran aus konventionellen und elektro­nischen Medien. Der Beitrag behandelt die Frage, nach welchen Mustern derar­tige hybride Kommunikationsmixe kon­struiert sind und wie deren Effektivität und Effizienz zu beurteilen sind. Die Beantwortung dieser Fragen erfolgt auf der Basis einer Expertenbefragung zum Einsatz von Web-2.0-Medien in Verände­rungsprozessen.

Area

Informationswirtschaft

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