The Importance Of The Internet

1765 Words 8 Pages
Register to read the introduction… They have focussed on the potential of the Internet in cultivating a public sphere where clear, equal, and open dialogue among citizens can flourish. The optimists claim that the Internet technology seems to match all the basic requirements of Habermas’s public sphere: it is a universal, anti-hierarchical, complex, and demanding mode of interaction. “Because it offers universal access, unforced communication, freedom of expression, an unrestricted agenda, participation outside of traditional political institutions and generates public opinion through processes of discussion, the Internet looks like the most ideal speech situation.”4 However, some qualifying comments should be made as the “Internet plays an active role in the current dramatic differentiation of the public sphere, in terms of topics debated, styles applied and persons involved”5 as well as the self- regulating …show more content…
Accompanying this revolution has been a growing demand for businesses to disclose more relevant information to an ever-wider group of stakeholders, on a more frequent and timely basis. To meet stakeholder demands for greater speed and volume of communications, businesses can make use of the Internet as a more effective way of communicating.
The Internet is also changing the rules of communication engagement as it affects the position of organizations and their publics in the communication flow structure. The public now has greater say on how the image of an organization should be judged and this presents special challenges to organizations. Being an active platform the Internet is ‘populated’ by people who are interested in issues and actively speak for or against such issues. It is therefore very difficult to suppress adverse opinions. In fact one of the major effects of the Internet is to speed up the formation of
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Yet it does enable collaborative content creation, instant publishing, and can channel the attention of the many onto the “same identical problems”, all of which pose both opportunities and risks for businesses.” Rather than asserting that the Internet itself acts as a public sphere, it is safer to suggest that certain websites and online media content perform public sphere functions. Nonetheless, the Internet is a very important medium for corporate communication. However, considering the speed of the Internet and the simultaneous ‘viral’ dissemination it allows, it becomes even more pertinent for business people and marketing professionals to harness the framing of messages for the benefits of their organizations.
Benkler, Y. (2006): The Wealth of Networks. New Haven, CT: Yale University Press.
Buchstein, Hubertus (1997): Bytes that Bite: The Internet and Deliberative Democracy. in: Constellations 4, no. 2, p. 250.
Coombs, W.T. (1998): The internet as a potential equaliser: new leverage for confronting social irresponsibility. in: Public Relations Review, 24(3), pp. 289-303.
Dholakia, R.R. & Kshetri (2004). Factors impacting the adoption of the internet among SMEs. in: Small Business Economics, 23, pp. 211-322.
Habermas, J. (1989): The Structural Transformation of the Public Sphere: An Inquiry into a Category of Bourgeois Society. Cambridge, MA: MIT

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