The Hidden Side of Transparency among Government Agency Bloggers

This paper shows and discusses blogs as social action in a corporate context by investigating and seeking to understand organizational bloggers’ motivations and discursive behaviors in the contextual and cultural diversity of a
blog-setting. Providing empirical findings on the possibilities and limitations that are embedded in an organizational blog in a government agency context, traced
through focus group interviews of the organizational bloggers, the paper shows that culturally bound limitations exist and are exposed when implementing an open-source social technology like the weblog. People, even within the same organization, have different goals in relation to the same technology, and the transparency of the blog and the blog comments is managed differently by the internal bloggers. Through the discussion of the different cultural discourses at work in the blog, diverging roles and dilemmas that the blogging employees meet when engaging in corporate blogging are exposed and discussed. The aim of the paper is to discuss the social implications of these different cultural discourses in a corporate blog and how corporate cultural tensions emerge because of the blog. The paper pinpoints the problematic of transparency through pointing out conflicting goals, roles and the resulting self-censorship by bloggers as they operate in an environment that is increasingly transparent, and shows examples of
how the group of bloggers with the shared narrative tradition is able to mobilize its members and create subgroups for appropriate blog behaviors and changing
behavior due to self-censorship, as well as identification with the key actors in the group.