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Journalism & Communication
Pages 4 (1004 words)
Dialogic Theory- Reference list Student inserts his/her name Institution’s name References Heath, R. (2000). A rhetorical perspective on the value of public relations: crossroads and pathways toward concurrence. Journal of Public Relations Research, 69-91.
New Jersey: Lawrence Erlbaum. McAllister-Spooner, S. M. (2009). Fulfilling the dialogic promise: A ten-year reflective survey on dialogic Internet principles. Public Relations Review, 320-322. This article begins with a discussion of the framework of dialogic communication using the world-wide-web provided by Kent and Taylor. The literature suggests that various studies have been conducted in order to analyze the use of dialogic communication in various websites. It goes on to state that even non-profit firms have applied this concept to their websites. However, the author critiques this by stating that dialogic tools were indeed very poorly applied in the development of these websites. The websites mentioned in this article provide only a basic level platform for interaction with users. They are user-friendly and useful in providing information but they fail to capitalize on the Internet’s ability to develop and sustain relationships between the corporation and the community. The research findings are also suggestive of the fact that forces pertaining to the corporation and its departments are inhibiting the utilization of the Internet’s interactive potential. The article relates to dialogic communication as it critiques the use of this concept by stating that its practical application is weak when it comes to the way some websites are designed. ...
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