Newsgroups,activist publics,and corporate apologia: The case of Intel and its Pentium chip |
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| Institution: | 1. Department of Communication, Western Michigan University, Kalamazoo, MI 49008-5090, USA;1. University of Toronto, Mechanical and Industrial Engineering, 5 King''s College Road, Toronto, ON M5S 3G8, Canada;2. University of Toronto, School of Environment, Rm 1016V, 33 Willcocks St., Toronto, ON M5S 3E8, Canada;1. Roehampton Business School, University of Roehampton, UK;2. Faculty of Finance, University of Economics, The University of Danang, Viet Nam;3. Department of Economics and Finance, La Trobe University, Australia;4. Faculty of Management studies and Commerce, University of Jaffna, Sri Lanka;1. Department of Psychology, Arizona State University, Tempe, AZ, USA;2. Interdisciplinary Graduate Program in Neuroscience, Arizona State University, Tempe, AZ, USA;1. Institute of Mental Health, Faculty of Health and Public Services, Semmelweis University, Pf. 91, H-1450 Budapest, Hungary;2. Hungarian Academy of Sciences Centre for Social Sciences, Hungary;3. Faculty of Health, University of Debrecen, Sóstói u. 2-4, H-4400 Nyíregyháza, Hungary;4. Faculty of Social Sciences, Eötvös Loránd University, Pázmány Péter sétány 1/a, H-1117 Budapest, Hungary;5. Institute of Sociology, Academia Sinica, 128 Academia Rd., Sec. 2, Taipei 115, Taiwan |
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| Abstract: | Historically, the study of an organization’s publics has been primarily a research tool to profile the different stakeholders with whom organizations regularly come into contact. Using the case of the flawed Intel Pentium chip, this study applied Grunig’s theory of publics to the phenomenon of Internet newsgroups arguing that technology facilitates the rapid movement of publics from the theoretical construct stage to the active stage. This creates an environment in which these publics become communities of individuals who behave in ways that have a tangible effect on companies. Consequently, organizations are urged to maintain a presence on the Internet to monitor potentially damaging rumors as well as to provide a vehicle for feedback during crisis management.Keith Michael Hearit is an assistant professor in the Department of Communication at Western Michigan University. |
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