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How Employees Can Leverage Web 2.0 in New Ways to Reflect on Employment and Employers
Abstract
How and why businesses can and should exploit Web 2.0 communication technologies for competitive advantage has recently become the focus of scholarly attention. Yet at the same time, one key organizational actor in the business equation–the employee as an individual and collective actor with distinct interests from that of the employer, has been given scant attention. Using media accounts, questionnaire and interview data, this chapter seeks to map out early trends in employee interests in Web 2.0. The findings point towards three distinct, yet interconnected employee uses for Web 2.0–collaborative practices that extend employee abilities to exchange a wide-range of ‘insider information,’ express conflict, and ‘take action’ against employers. Due to the nature and size of cyberspace, however, more research is required to gauge the popularity and effect of these emergent trends.
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