Der Beitrag untersucht Besonderheiten der Nutzung von Weblogs in unterschiedlichen Anwendungszusammenhängen. Nach einer theoretischen Einführung in den Bereich des informellen Lernens und der technischen Unterstützung mit Hilfe von Social Software werden in drei Fallstudien die Implikationen, Potenziale, aber auch Probleme der Verwendung von Weblogs in Arbeits- und Lehrzusammenhängen sowie zu privaten Zwecken aufgezeigt.

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部落格作為近年來最重要的溝通媒體之一，全球共有超過7000萬個部落格，這些部落格成為重要的訊息來源，企業應將其納入品牌經營、行銷規劃的一環。本文有鑑於此，因此希望能針對台灣企業部落格的經營現狀，進行探索性研究，做為未來相關研究的依據，並作為企業未來經營部落格的參考，提供實務上的貢獻。 本研究採用內容分析法進行研究，研究對象除了由於由BSP( blog service provider)業者提供空間和技術架設的部落格，也包括擁有獨立網址，利用架設部落格軟體自行架設之企業及個人部落格。以便利抽樣的方式抽取100筆企業部落格資料，60筆個人部落格資料進行研究。研究發現目前的台灣企業部落格大多沒有品牌知名度。研究也發現，現階段廠商尚未以企業部落格作為品牌溝通的途徑，部落格主要的應用方式是作為線上產品展示，而沒有太多品牌及行銷方面的溝通與應用，台灣企業部落格在創造品牌知名度和聯想度上的成效仍有改善的空間 因此本研究提出企業可以更投入部落格的內容經營與管理，創造部落格豐富的內涵，並充分利用部落格有其獨特的特性和功能，像是引用、文章回應、RSS訂閱、部落格串連功能，並與訪客積極互動，創造部落格的影響力。由於部落格本身就是企業品牌的傳達工具，其低成本、容易操作的特性讓企業可以利用部落格建立獨特的價值和特色，不但更容易吸引潛在顧客，也創造出與同業的差異化特色。

Magistro darbo objektas - lietuviški tinklaraščiai. Darbo tikslas - remiantis visuomenėje egzistuojančiais stereotipais, ištirti vyrų ir moterų įvaizdžius lietuviškuose tinklaraščiuose. Darbo uždaviniai: išnagrinėti tinklaraščių sampratą, svarbą socialiniame kontekste ir nustatyti jų klasifikavimus; išanalizuoti socializacijos įtaką stereotipų formavimuisi ir nustatyti visuomenėje egzistuojančius vyrų ir moterų įvaizdžius; nustatyti vyrų ir moterų stereotipus, egzistuojančius nelietuviškuose tinklaraščiuose; atlikti vyrų ir moterų įvaizdžių lietuviškuose tinklaraščiuose tyrimą; Išanalizavus mokslinę literatūrą, išnagrinėta tinklaraščių samprata. Asmeninį dienoraštį, kuris yra kompleksiškai prižiūrimas, dažnai pildomas naujais autoriui aktualiais įrašais ir yra prieinamas visiems suinterasuotiems interneto vartotojams, nepriklausomai nuo jų lyties ar kitų savybių, laikytas reikšminga komunikacijos priemone dėl galimybės atsiriboti nuo oficialaus statuso realybėje, pamiršti tradicinėje visuomenėje turimas pareigas ir įvaizdžius. Darbe taip pat išskirta skirtingų lyčių raiškai nagrinėti tinkama tinklaraščių tipologija. Darbe aptarta socializacijos įtaka socialinės lyties formavimuisi, išskirti dažniausiai visuomenėje egzistuojantys vyrų ir moterų stereotipai. Darbe nustatyta, jog visuomenėje vis dar vyrauja požiūris, jog moters veikla yra susijusi su privačiu gyvenimu – namais, ji turi rūpintis vaikais, tuo pat metu būti seksuali ir susitvarkiusi, tuo tarpu vyrui priskiriama... [toliau žr. visą tekstą] / In the master’s thesis is considered Lithuanians blogs and the link between them and different social gender stereotypes evaluation. Individuals’ identification with certain gender group inevitably form a provisions, which is a set of events schematized understanding, image, emotional evaluation, in other words these provisions are called stereotypes. In this case, expression of femininity and masculinity through identification of the gender stereotypes help to understand, how communicates men and women in the blogs. The problem justifying the relevance of the work. Lithuanian scientist does not consider this topic. Thus, this work is the first to investigate the expression of masculinity and femininity in the Lithuanian blogs. The main purpose of this work – based on existing stereotypes in society, to examine images of men and women in the Lithuanian blogs. The aim of the work to achieve was formulates the following tasks: to explore the concept of blogging, importance of social context and the potential of blogs based on the classification of terms, analyze the impact of socialization and the formation of make and female stereotypes which are existing in society, analyze foreign-based research to determine men’s and women’s stereotypes at foreign blogs, carry out a study to determine the men’s and women’s images in the Lithuanian blogs. Master thesis research methods were used mixed. Preparation of the theoretical work was used in the scientific literature analysis methods... [to full text]

Children use Internet for many reasons, such as playing on-line games, searching for information, downloading music and videos or doing homework. However, there is one interesting tendency that Internet has changed the boundary between the sender and the receiver. Children in this Internet age, they change their roles to become content providers. While they are blogging or uploading photos, they are processing “I media”. In the past, children invite their friends to their bedroom. They talk the secrets or playing games while they are in a parenting area. Today, ‘bedroom’ and ‘digital bedroom’ can be combined. Staying at home, and not going out, but by surfing the (world) of the web, both boys and girls of different ages are engaging in a kind of domestic or bedroom culture that take place in virtual space. In this study, children’s personal weblog may be seen as ‘heterotopias’, Michel Foucault (1986) proposed. This research concerned about children's use of blogs in their everyday life, attempted to learn children's digital bedroom culture through the analyses of all kinds of documents presented in children’s blogs, and to know how children gain identity through blogs.

<p>Purpose/Aim: The purpose of this study was to investigate future marketing channels from the perspective of professional marketers.</p><p>Material/Method: The study is based upon interviews with six professional marketers.</p><p>Main results: Traditional marketing is not being put aside but needs to be combined with new methods. There are several new and exciting ways to gain attention from the audience, all depending on the purpose of the campaign. Mobile technology is considered upcoming and target group defining is a key issue.</p>

Purpose/Aim: The purpose of this study was to investigate future marketing channels from the perspective of professional marketers. Material/Method: The study is based upon interviews with six professional marketers. Main results: Traditional marketing is not being put aside but needs to be combined with new methods. There are several new and exciting ways to gain attention from the audience, all depending on the purpose of the campaign. Mobile technology is considered upcoming and target group defining is a key issue.

Die Arbeit untersucht im Rahmen einer kulturanalytischen Medienlinguistik mit vier Einzelfallstudien exemplarisch das wissenschaftliche Bloggen deutschsprechender Soziolog_innen. Dafür sind zwei Leitfragen zentral: (1) Welche Konturen der Praktik innerwissenschaftlichen Bloggens lassen sich aktuell nachzeichnen? (2) Wie konkretisiert sich eristisches Handeln als wesentliches Strukturkennzeichen der Praxis interner Wissenschaftskommunikation im Rahmen dieser Praktik? Den Ausgangspunkt bilden theoretische, begriffliche und methodologische Klärungen. Mit einem konsequent medienlinguistischen Ansatz wird deshalb zunächst ein erkenntnistheoretischer Standpunkt herausgearbeitet. Für die empirische Analyse wird dann der Forschungsstand zu historischen und rezenten Entwicklungen in der Wissenschaftskommunikation sowie zu ihrer Konzeptualisierung gesichtet und diskutiert: Dabei kommt es zu einer grundlegenden Problematisierung und prozessbezogenen Rekonzeptualisierung des medienlinguistischen Kommunikationsformenbegriffs ebenso wie des Eristikbegriffs der Wissenschaftssprachenforschung. Die Ergebnisse der vier Einzelfallstudien erhellen das Bloggen der deutschsprachigen Soziologie in seinen infrastrukturellen, sozialisatorischen, ethnotheoretischen und nicht zuletzt sprachlich-kommunikativen Dimensionen umfangreich. Sie zeichnen das Bild einer im Interim befindlichen Praktik. Diese entwickelt sich im Spannungsfeld zwischen den Normen interner Wissenschaftskommunikation und der medialen Spezifik von Weblogs. Dies führt unweigerlich zu Konflikten. Die unterschiedlichen Strategien ihrer Bewältigung führen im Effekt zu je unterschiedlichen Verortungen des Bloggens im kommunikativen Haushalt der Wissenschaft. / This study examines a relatively recent phenomenon, the practice of scholarly blogging, with regards to its eristic dimension which is conceived as an overarching characteristic of all scholarly communication. In order to do so, the practice of scholarly blogging itself has to be explored first: What are the essential characteristics of scholarly blogging? What linguistic means are used to serve the eristic purposes in said practice? To answer these key questions, the scholarly blogging of German-speaking sociologists is examined in four case studies. Theoretical, conceptual, and methodological considerations situate this study in culture-analytical media linguistics: An according epistemological perspective is developed. In preparation of the empirical analyses, the stand of research regarding historical and recent developments as well as the common conceptualizations of scholarly communication are then examined and discussed. The notion of communication form, central to German media linguistics, is consequently scrutinized and re-conceptualized as process rather than structure, as well as the notion of eristics, central to German linguistics of scholarly communications. The findings of the four case studies shed light upon blogging of German-speaking sociologists in the following dimensions: regarding media infrastructure, processes of socialization, conflicting ethnotheories, and, most importantly, linguistic means for eristic purposes. The case studies show a practice currently evolving, in tension between the norms of scholarly communication and the specific mediality of the communication form weblog. Which inevitably prompts conflicts: The different strategies of coping with these conflicts effectively place blogs on different positions in the communicative household of academia.

近年來部落格興起，迅速形成一股風潮。部落格互動性高、進入門檻低，為缺乏高額行銷、宣傳預算的商業／非商業行為者提供了成本極低的新興宣傳管道，許多資訊化程度較高的非營利組織已開始選擇部落格作為其宣傳、發佈訊息或溝通的工具。 / 本研究以現有非營利組織部落格傳播研究為基礎，往閱聽人端延伸，探討非營利組織部落格閱聽人的使用與回饋行為，試圖描繪非營利組織部落格的閱聽人輪廓，提供非營利組織作為宣傳策略的參考。 / 研究發現，非營利組織部落格瀏覽者從動機、使用到回饋，整個過程呈現出環環相扣的因果關係，同時，每一個環節都受到瀏覽者的個人特質、周圍環境及其本身對公益事務（特定議題）或部落格此媒體工具的認知、態度、關注程度、過去經驗及…等多重因子形成的脈絡所影響。此外，「使用」和「回饋」中間還存在一個相當重要的環節：瀏覽者在接收非營利組織部落格的資訊刺激後，會因人而異，產生大小程度不一反應──包含對真實的認知、對訊息的共鳴或感動，進而轉化為行動欲望──，當此正面反應愈強，該瀏覽者便愈傾向做出進一步的回饋行動。 / 閱聽人瀏覽非營利組織部落格是一個動態的系列過程，充滿著各種影響因素，難以量化評估其效果或成敗。但從閱聽人的反應來看，非營利組織應可放心發展「部落格」此一媒體工具，省去架設網站的高金錢與技術成本，改以低成本、技術門檻低的部落格，將組織宣傳的人力物力集中在致力於「豐富內容」上，而不用再浪費時間學習網頁技術或尋找技術人才。同時，非營利組織也要善加利用部落格串聯的動能，可與使命相近的其他組織聯合舉辦活動或互相張貼串聯標籤，並以設計精美的標籤來鼓勵瀏覽者張貼在個人部落格上，擴展組織的宣傳觸角。

A internet e as novas tecnologias de comunicação e informação vêm transformando as relações sociais e o modo de pensar e agir da sociedade contemporânea, particularmente no que diz respeito a espaços de encontro, partilha, interação, discussão de ideias e temas de interesse comum. A expressão do luto na internet tem sido observada com frequência no ciberespaço, especialmente em blogs e redes sociais. Assim, é relevante investigar as repercussões desta prática nos processos de enfretamento do luto. Objetivo: Compreender a experiência de mães enlutadas sobre a criação e manutenção de um blog temático relacionado à perda de um filho. Método: Trata-se de uma pesquisa qualitativa, a partir da etnografia virtual, com análise de blogs de autoria de mães, cuja temática principal é a perda de um filho. Participaram deste estudo seis mães e respectivos blogs seis de sua autoria. Os dados foram obtidos a partir de observação participante, entrevista semiestruturada e formulário de análise dos blogs. A análise comparativa dos dados permitiu conhecer a experiência das mães ao criar e manter um blog sobre a perda de um filho. Experiência esta composta por seis unidades temáticas: Entrando em contato com a perda, Criação do blog, Cultura do blog, Interações on e off line, Enfrentando o luto e Buscando significado na perda, que se interrelacionam ao longo da experiência. A articulação das temáticas, discutidas à luz de referenciais explicativos afins, contribui para a compreensão da experiência de Ocupar-se de blogar uma estratégia de enfrentamento do luto e restauração da vida de mães após a perda de um filho. Resultados: O ato de ocupar-se de blogar foi analisado como estratégia mediadora do enfrentamento do luto e restauração da vida de mães após a perda de um filho, em movimentos alternados. Ao enfrentar o luto, através da atividade de blogar, as mães tiveram a oportunidade de entrar em contato com a perda, desenvolver estratégias de enfrentamento do luto e buscar sentido e significado para a perda. Alternadamente ao movimento de enfrentamento do luto, foi possível, às mães, vivenciarem oportunidades de restauração/restabelecimento da vida. Assim, a experiência contribuiu ora para a vivência e ressignificação da perda, ora para a restauração da vida após a perda do filho, em movimentos alternados. Ao criar blogs sobre a perda de um filho, de acordo com cultura em rede, as mães produziram interações sociais, que contribuíram para o apoio e o suporte social, além de ressignificação da vida e das ocupações, apesar da perda. Considerações finais: A prática de ocupar-se de blogar sobre a perda de um filho constitui-se em espaços virtuais de expressão, escuta, apoio e suporte social para as mães, num contexto social em que a acolhida ao luto é restrita. Os resultados contribuem para instrumentalizar as equipes de saúde a implementarem, a partir do ciberespaço e de novas tecnologias de informação e comunicação, estratégias de cuidado ao enlutado que o auxiliem a restabelecer e reorganizar a vida, ressignificar suas relações com o falecido, consigo e com o mundo que o cerca. / Introduction: The internet and new communication and information technologies are transforming social interactions and the way of thinking and acting of contemporary society, particularly regarding meeting environments, sharing, interacting, discussing ideas and issues of common interest. The mourning expression on the Internet has been frequently observed in cyberspace, especially in blogs and social networks. Therefore, it is relevant to investigate the repercussions of this practice in the coping processes. Objective: To understand the experience of bereaved mothers about the creation and maintenance of a thematic blog related to loss of a child. Methods: This is a qualitative research, based on virtual ethnography, with analysis of blogs written by bereaved mothers, in which their main theme is the loss of their children. The study included six mothers and their six blogs. Data were gathered through participant observation, semi-structured interviews and an analysis sheet for each blog. The comparative analysis of the data allowed the comprehension of the experience of mothers in creating and maintaining a blog about the loss of a child. This experience consists of six thematic units: Getting in touch with the loss, Creating the blog, The culture of the blog, Interacting on and offline, Facing grief and Seeking meaning in loss, that are interrelated through the experience. The articulation of the thematic units, discussed in light of related theoretical framework, contributes to understanding the experience Getting busy by blogging a grief coping strategy and life restoration experience for mothers after the loss of a child. Results: The act of blogging was analyzed as either a grief coping strategy or a life restoration for mothers after the loss of a child, in an alternation movement. When facing grief through blogging activity, mothers had the opportunity to get in touch with loss, develop grief coping strategies and to search for meaning and significance to the loss. Alternating with the grief coping motion, it was possible, for mothers, to experience opportunities for restoration/restoration of life. So, the experience contributed to reframing the loss, and for restoring their own lives after the loss of their children. By creating blogs on the loss of a child, according to network culture, mothers created social interactions, which increased their social support, as well as gave them a redefinition of life and occupations, despite their loss. Final considerations: the act of blogging about the loss of a child creates a virtual space for expressing, listening, supporting and receiving social support for mothers in a social context in which the reception to mourning is limited. The results contribute to instrumentalize health professionals to implement care strategies, using cyberspace and new information and communication technologies, that assist grieving persons to restore and reorganize their lives, reframe their relationship with the deceased, with themselves and the world around them.