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WebCom: A Model for Understanding Web Site Communication

WebCom: A Model for Understanding Web Site Communication
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Author(s): Mikkel Godsk (The University of Aarhus, Denmark)and Anja Bechmann Petersen (The University of Aarhus, Denmark)
Copyright: 2008
Pages: 22
Source title: Handbook of Research on Computer Mediated Communication
Source Author(s)/Editor(s): Sigrid Kelsey (Louisiana State University, USA)and Kirk St.Amant (East Carolina University, USA)
DOI: 10.4018/978-1-59904-863-5.ch029

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Abstract

This chapter presents a model (WebCom) for understanding and analyzing Web site-mediated communication, also referred to as Web site communication. The model combines three theoretical approaches— communication, medium, and activity theory—into one generic model that benefits from each of the approaches’ strengths. Furthermore, it is discussed and shortly demonstrated how WebCom can be used for analytical and design purposes with YouTube as an example. The chapter concludes that WebCom is able to serve as a theoretically-based model for understanding complex Web site communication situations in their entirety, and that such thoroughly approach is required for successful computer mediated communication (CMC) when communicating across cultures and contexts.

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