Die externe Unternehmenskommunikation über das Medium Corporate Blog stellt einen relevanten, aber zu Teilen noch recht unerforschten Bereich der Social Media Kommunikation dar. Um eine gelingende Unternehmenskommunikation über Corporate Blogs zu fördern und eine Reflexionsbasis für die Kommunikationsverantwortlichen bereitzustellen, wird in der Arbeit die Forschungsfrage gestellt: „Wie gestaltet sich der Managementprozess externer Unternehmenskommunikation über Corporate Blogs, aus der Sicht der beteiligten Unternehmensakteure?“. Das Forschungsziel liegt in einer qualitativen, facettenreichen Rekonstruktion des Managementprozesses, aus Sicht der beteiligten Unternehmensakteure. Die Beschreibung der sozialen Praxis soll es ermöglichen, den Prozess in seiner Funktionsweise und seinen interdependenten Beziehungen zwischen Struktur und Handlung zu verstehen. Im Rahmen von 22 Fallstudien konnte der Prozess rekonstruiert und durch die Ausführungen der Unternehmensakteure erklärt werden. Die Ergebnisse zeigen, dass die Prozessphasen variabel und situationsspezifisch ablaufen und gestaltet werden müssen. Insbesondere die Gestaltung der Faktoren Aufmerksamkeit, Veröffentlichungsintervall und die Kommunikationskultur des Unternehmens sind elementar, um den Prozess zum Gelingen zu führen.

Social media has become a safe place where users can discuss taboo topics, like mental health, with the purpose of creating awareness and de-stigmatization. However, online discussions on mental health have caused psy discourse to seep into the popular vernacular. This study aims to analyze how psychiatric terms (specifically bipolar, narcissist, sociopath, OCD and trauma) are used by TikTok users, the meanings they attribute to them and the contexts in which they occur. I aim to look at how recontextualization has affected the meaning, comparing it to the clinical sense. I also look at the social implications that these online interactions have and how social media communication practices work. A corpus was created from transcriptions of 150 TikTok videos that were analyzed with AntConc, looking for collocates and patterns in context. These videos were classified into three general categories: educational, evaluative and humorous. The results were then compared to the definitions found in the DSM-V (American Psychiatric Association, 2013) to find changes in meaning. The interpretation of the results is informed by Critical Discourse Analysis and tied to concepts like representation, identity and affiliation. Results show that almost half of the users apply these terms in a clinical sense while the other half do not. The context in which they are used varies among each of the terms. Although all of them are stigmatized concepts, each tends to show different levels of recontextualization and transformation of sense. Some are used in positive contexts like educating the public on the condition and sharing their own experiences to create visibility. However, others still carry connotations of stigmatization and negativity. The findings reflect the complexity of social media communication. Posts on social media act as tools to construct our identity, affiliate to certain groups, broadcast and learn new (mis)information. This study informs us on how recontextualization and social media users play a role in the transformation of meanings. It complements previous research on psychiatric terms use in social media, providing information about the interactions occurring on TikTok and contributing to document change on language use.