From ivory towers to online bazaars? The internet, social media and competing discourses in the newspaper industry

In line with the development of new media, newspaper companies are facing drastic changes in their competitive environment. Managing change requires both new capabilities and new ways of thinking. Organizational learning could be seen in terms of increasing shared organizational knowledge through changing social practices, which in turn consist of discourses. In this article we investigate the Internet and social-media-related discourse among newspaper journalists, in order to enhance understanding of how social reality is constituted and made sense of in this environment. We identify four types of discourse: Ivory-tower-creating and Shielding, which seem to impede learning, and Accelerating and Connecting, which encourage adaptation to learning and change within newspaper companies.