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Dialogue through wikis: a pilot exploration of dialogic public relations and wiki websites
Abstract Wikis, a form of website increasingly popuWikis, a form of website increasingly popular since the growth of Wikipedia, are breaking new ground. Little scholarly research has investigated wikis and the potential for public relations. This study investigates how two health wikis (wikihealth.com and health content on wikipedia.com) facilitate dialogic principles. The pilot study found that both wiki sites exhibited the principles of dialogic public relations. Additionally, correlations were found between dialogic content, website value, and commitment to future usage.ite value, and commitment to future usage.
Added by wikilit team Added on initial load  +
Collected data time dimension Cross-sectional  +
Comments Partial ownership may encourage repeat visits to the wiki sites and an increased investments in the organisations.
Conclusion The findings from this study lend support The findings from this study lend support to the need for future research and for practitioners to begin to explore further uses for wiki technology. As a pilot study, this study begins to develop theory and a deeper understanding of how wiki sites uphold dialogic principles and encourage dialogue. Further, this study contributes to our understanding of what develops commitment to a website and to making a website valuable to participants. Organisations that rely on or value dialogue with external publics may find this type of site particular valuable. Though this type of site is risky as it allows participants to have partial ownership of the site and to assist in creative content, partial ownership may encourage repeat visits to the site and an increased investment in the organisation. As with any study, this pilot study does have limitations. This study is limited in terms of the scope by investigating only health wikis and investigating only two wiki sites. Further, the generalisability of the findings is limited by the small non-random volunteer sample. Future research needs to examine other types of external wikis and needs to gather a larger and more diverse sample. The participants in this study were well educated and heavy Internet users. Though not generalisable, these findings are useful as they enable practitioners to rethink their use of wikis as an internal-only tool and provide a foundation upon which to build future studies of new Internet technologies in public relations. Finally, the dialogic scale shows great possibility for future refinement. This research project was broad and collected data on online health-seeking behaviours. This limited the number of questions that could be asked about each sub-point of dialogic public relations. In the future, a more detailed scale could be developed that allows exploration of the influence and interaction of each of the sub-points.and interaction of each of the sub-points.
Data source Survey responses  +
Google scholar url http://scholar.google.com/scholar?ie=UTF-8&q=%22Dialogue%2Bthrough%2Bwikis%3A%2Ba%2Bpilot%2Bexploration%2Bof%2Bdialogic%2Bpublic%2Brelations%2Band%2Bwiki%2Bwebsites%22  +
Has author Corey A. Hickerson + , Sharlene R. Thompson +
Has domain Health +
Has topic Contributor engagement + , Deliberative collaboration + , Commercial aspects + , Health information source +
Peer reviewed Yes  +
Publication type Journal article  +
Published in PRism Online PR Journal +
Research design Statistical analysis  +
Research questions In an effort to investigate the potential In an effort to investigate the potential of wiki sites for practitioners, this pilot study examines two health wiki sites (wikihealth.com and health content on wikipedia.com). The wiki sites are examined in terms of their ability to uphold dialogic public relations principles as defined by Kent and Taylor (2002). If the sites do uphold Kent and Taylor’s principles then it would suggest that practitioners ought to give more consideration to wikis as a tool, and that researchers should continue to investigate the use of this new technology in public relations.f this new technology in public relations.
Revid 10,733  +
Theories Kent and Taylor (2002) further explicate dKent and Taylor (2002) further explicate dialogic communication by proposing five principles of a dialogic public relations theory. Wikis may be an untapped resource for organisations to dialogue with external publics. There is potential for both research and theory building in this area as well as for practitioners to engage with this new type of dialogic public relations. The findings from this study lend support to the need for future research and for practitioners to begin to explore further uses for wiki technology. As a pilot study, this study begins to develop theory and a deeper understanding of how wiki sites uphold dialogic principles and encourage dialogue.ialogic principles and encourage dialogue.
Theory type Analysis  +
Title Dialogue through wikis: a pilot exploration of dialogic public relations and wiki websites
Unit of analysis User  +
Url http://www.prismjournal.org/fileadmin/Praxis/Files/Journal_Files/Hickerson_Thompson.pdf  +
Volume 6  +
Wikipedia coverage Case  +
Wikipedia data extraction N/A  +
Wikipedia language Not specified  +
Wikipedia page type N/A  +
Year 2009  +
Creation dateThis property is a special property in this wiki. 15 March 2012 20:25:41  +
Categories Contributor engagement  + , Deliberative collaboration  + , Commercial aspects  + , Health information source  + , Health  + , Publications  +
Modification dateThis property is a special property in this wiki. 30 January 2014 20:23:16  +
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