“Context determines what we are willing to accept as knowledge” (Gregg, 1984).
Social knowledge is the result of the reciprocal relationship between rhetoric and the community in which it occurs. The blog and the micro-blog promulgate social knowledge by looping the rhetoric of the thought community, i.e. the organization, back to the community by providing the members of the community a forum to speak to one another.
A continuously strengthened common paradigm, one of the three dimensions of social capital, as defined for my research, will be reflected in the ongoing rhetorical activity, which, in turn, will strengthen the common paradigm. A contextual filter, based on the organizational culture and the existing common language and understanding of processes renders the rhetoric used in the blog and micro-blog comprehensible and meaningful. The blog, mainly controlled by the organization’s leadership and the micro-blog, predominantly controlled by the employees, have the potential to aide in the formation of a common social knowledge that results in the building of community reinforcing the formation of cognitive social capital by increasing the common paradigm within the organization.
Each short message, each act of writing and reading, increases an individual’s understanding of what counts as knowledge and the rhetorical requirements to disseminate knowledge successfully in the context of the organization. Newcomers to the organization are able to peruse conversations between employees on the micro-blog much faster than when relying on f2f encounters.
The process of learning what information counts as acceptable data is made visible, searchable, archivable.
Community can potentially be built faster, leading to more efficient exchange of knowledge and, thus, more efficient work processes and, most importantly, to an increased ability to innovate.
The blog and the micro-blog perpetuate a framework of knowing.