Nov
12
Corporate Blogging = Synthetic Transparency?
Students from Northeastern University describe corporate blogs as:
"Synthetic transparency involves using blogs to give the impression of openness, honesty, and transparency but without really doing so.
This notion is based on Norman Fairclough’s* idea of "synthetic personalization"** which he defines as:
… a compensatory tendency to give the impression of treating each of the people ‘handled’ en masse as an individual. Examples would be air travel (have a nice day!), restaurants (Welcome to Wimpy!) and the simulated conversation (for example, chat shows) and bonhomie which litter the media…"
From Debbie Weil via Fredrik Wacka. Note to Weblogs Work clients – don’t do that…
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