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Die Praxis der Social-Media-Analyse
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Diese Open-Access-Publikation entfaltet die Konstruktion von Wissen mit Social-Media-Analysen in der deutschen Automobilindustrie. Dort herrscht Goldgrberstimmung trotz enormem Innovationsdruck: Big Data soll Licht in manches Dunkel bringen und offene Fragen beantworten. Im Ergebnis wird entlang der angewandten Praxis das Handeln und Denken eines deutschen Automobilherstellers rekonstruiert: Es fehlt an Deutungskompetenz sowie an der Bereitschaft, sich auf das Wissenspotential der Netzffentlichkeit einzulassen. Ausgerechnet das zukunftsorientierte Thema der Digitalisierung hat viel mit Vergangenheit zu tun.
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