Going rogue alt-accounts as a way to express organizational dissent

Tyytymättömyys organisaatiossa (organizational dissent) sekä pilliin puhaltaminen (whistleblowing) ovat olleet paljon tutkittuja aiheita viestinnän tutkimuksessa viime vuosikymmeninä. Teknologian kehitys on kuitenkin mahdollistanut uuden kanavan, jolla tätä tyytymättömyyttä voidaan ilmaista: organis...

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Main Author: Vuori, Iiro
Other Authors: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2018
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/60901
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author Vuori, Iiro
author2 Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_facet Vuori, Iiro Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä Vuori, Iiro Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_sort Vuori, Iiro
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description Tyytymättömyys organisaatiossa (organizational dissent) sekä pilliin puhaltaminen (whistleblowing) ovat olleet paljon tutkittuja aiheita viestinnän tutkimuksessa viime vuosikymmeninä. Teknologian kehitys on kuitenkin mahdollistanut uuden kanavan, jolla tätä tyytymättömyyttä voidaan ilmaista: organisaation vaihtoehtotilit Twitterissä. Vaihtoehtotili (alt-account) pyrkii tarjoamaan seuraajilleen välähdyksiä siitä, mitä organisaation sisällä tapahtuu. Tämä tutkielma keskittyy analysoimaan, kuinka tyytymättömyyttä organisaatioon ilmaistaan tätä kautta. Tutkimuksen kohteena on yksi seuratuimmista vaihtoehtotileistä: valkoisen talon henkilökunnan alt-tili Rogue POTUS Staff. Tarkoitus on lisäksi selvittää, millaisia uhkia tilit muodostavat organisaatioille. Havaittiin, että kun pilliin puhaltamista tapahtuu vaihtoehtotilin kautta, on tviittien sisältö useimmiten tunnelataukseltaan neutraaleja. Nämä tviitit myös vaikuttavat vievän tilin viestin perille tehokkaimmin. Tässä case-tutkimuksessa kuitenkin havaittiin lisäksi selkeä muutos tviittien sisällöissä, jossa negatiivisia sävyjä sisältäneiden tviittien osuus kasvoi, kun tili ei saanut asiaansa ajettua riittävän tehokkaasti. Aihe mahdollistaa runsaasti erilaisia jatkotutkimusmahdollisuuksia erilaisia lähestymistapoja hyödyntäen. Organizational dissent and whistleblowing as a way to express it have been researched in the field of organizational communications for decades. However, the development of social media has provided a new channel for dissent to become public: alternative Twitter accounts of an organization. An “alt-account” provides the public with information on what is happening within the organization. In this thesis the tweets of one of the most followed alt-accounts that of White House (Rogue POTUS Staff) are examined and analyzed to see the ways organizational dissent is expressed this way. It was discovered that when whistleblowing via an alt-account, neutral and tone free tweets are most common and seem to have the biggest effect on the followers of the account. However, in the case examined, a clear story was discovered, where the tweets of the account got more and more tonally charged as time passed, and the accounts attempts to cause change within the organization were ineffective. The topic provides excellent chances for further research using many different possible approaches.
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spellingShingle Vuori, Iiro Going rogue : alt-accounts as a way to express organizational dissent organizational dissent whistleblowing Twitter alt-account rogue account Viestinnän johtaminen Corporate Communication 2043
title Going rogue : alt-accounts as a way to express organizational dissent
title_full Going rogue : alt-accounts as a way to express organizational dissent
title_fullStr Going rogue : alt-accounts as a way to express organizational dissent Going rogue : alt-accounts as a way to express organizational dissent
title_full_unstemmed Going rogue : alt-accounts as a way to express organizational dissent Going rogue : alt-accounts as a way to express organizational dissent
title_short Going rogue
title_sort going rogue alt accounts as a way to express organizational dissent
title_sub alt-accounts as a way to express organizational dissent
title_txtP Going rogue : alt-accounts as a way to express organizational dissent
topic organizational dissent whistleblowing Twitter alt-account rogue account Viestinnän johtaminen Corporate Communication 2043
topic_facet 2043 Corporate Communication Twitter Viestinnän johtaminen alt-account organizational dissent rogue account whistleblowing
url https://jyx.jyu.fi/handle/123456789/60901 http://www.urn.fi/URN:NBN:fi:jyu-201901041068
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