Smau Bari 2012 Daniele Rutigliano -Incrementare le vendite online
Rutigliano
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Transcript of Rutigliano
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Vital Habits: Community Weblogs in Action
Lou RutiglianoPhD Student
UT-Austin School of Journalism
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Spectators or Participants?Walter Lippmann-Public Affairs Too Complex for Public-Experts Must Analyze it For Citizens
John Dewey-Passive Audience = Weak Democracy-Role of Press to Provide Public Forum
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Dewey’s Descendents: Community Weblogs
Seek Broad Public ParticipationEncourage Conversation and InteractionGive Audience Active RoleCitizen-Driven not Institution-Driven
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Four Factors to Monitor• Contributors• Interactivity• Relationship to Institutions• Level of Control
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Community Weblog EvaluationLecture Conversation
Contributors Few Many
Interactivity Low High
Institutions High Presence Low Presence
Control High Low
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Case Study: UnknownCity.com
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Event Coverage:Unofficial SXSW
-high member interest-little information available-informal-varied, unpredictable
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Results: 1) Self-Generated Coverage
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Results:2) Members Build on Posts
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Results:3) Offline & Online Interaction
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Results:4) Central Control Critical
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Conclusions-Untraditional content for an untraditional
medium-Overlap between online and offline worlds-Media as service rather than product-Centralization: a self-fulfilling prophecy