The evolution of power in communication: Organizational perceptions about the digital era
Master thesis
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https://hdl.handle.net/11250/3143927Utgivelsesdato
2024Metadata
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Sammendrag
The digital age has disreputably brought shifts in the business sector by bolstering networkingindividuals’ activities. The theory of a Fifth Estate by William Dutton elaborates on how socialmedia has facilitated information sharing among networked individuals, which then becomes thenew powerhouse. Previous research has shown that individuals experience increased power overorganizations, however, it lacks organizational perceptions of this change.
This thesis strives to understand organizations’ perceptions of the change elaborated by thetheory of a Fifth Estate, and the power dynamic between organizations and individuals. This isdone by utilizing a qualitative method including 12 interviews with organizations operating inNorway. Our findings show that the perception of the change varies according to differentvariables, while the sum of organizations mainly find the change as beneficial for their growth.
Keywords: Power shift, The theory of a Fifth Estate, Electronic WOM, Social media