Experiment Testing Relationship Building & Dialogic Theory: Research Presentation

Megan Ward, Cait Haygood & Alyson Soward - all master's students at the University of Georgia -- present their paper "Tools of the Blogging Trade: A Study of How Dialogic Principles Help Organizations Structure Blogs to Build Relationships." The application of the dialogic theory and its principles is instrumental in relationship building between organizations and their publics. This experiment (N= 142) investigates the impact of dialogic features on product-focused blogs. Through the comparison of a high dialogic blog versus a low dialogic blog, it aims to identify how the presence or absence of blogs' dialogic attributes influences relationships with target audience members. Through the use of an exploratory dialogic features scale, data indicates that blog users consistently experience higher levels of dialogic potential when engaging with a high dialogic blog. Additionally, blogs that incorporate principles of the dialogic theory are more effective at establishing relationships with their publics and it has been proven that a difference exists in reaction to dialogic capacity based on gender. This research was conducted as a part of Dr. Kaye Sweetser's fall 2010 JRMC 8010 graduate Research Methods class at UGA's Grady College. Their full report is available at http://podcasting.gcsu.edu/4DCGI/Podcasting/UGA/Episodes/32643/24815.pdf .

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Education

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