| dc.description.abstract | The digital age has disreputably brought shifts in the business sector by bolstering networking
individuals’ activities. The theory of a Fifth Estate by William Dutton elaborates on how social
media has facilitated information sharing among networked individuals, which then becomes the
new powerhouse. Previous research has shown that individuals experience increased power over
organizations, however, it lacks organizational perceptions of this change.
This thesis strives to understand organizations’ perceptions of the change elaborated by the
theory of a Fifth Estate, and the power dynamic between organizations and individuals. This is
done by utilizing a qualitative method including 12 interviews with organizations operating in
Norway. Our findings show that the perception of the change varies according to different
variables, 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 | |
