Being Dialogic: Introduction

Being Dialogic is about content perceived and practiced with a view to the archetypal force of human connection and the riches hidden in one of its manifestations: the World Wide Web.

Weaving the paradigms of dialogic PR theory, Semantic Web technologies and relationship marketing into the frameworks of the web content lifecycle, it is an invitation to see how successful content on the Web is a practice of being dialogic within algorithmically mediated marketing communication.

In Part I (Cyberia and Its Communication riches) I explore the ways marketing changes from a practice of manipulating the marketing mix towards a practice for knowledge management. In more detail, part I will provide perspectives and the theoretical rationale behind a cybemarketscape in which marketing communications on the Web are to be conceived and strategized with an understanding of a) managing knowledge rather than manipulating the marketing mix, b. Textual phenomenon, c. metadata matter.

Part II (You say Digital, I say Dialogue) aims to get closer to the concept of dialogic communication and put in a marketing context. Part II will walk you into a world where the dialogic potential of the Web is first recognized and further seen as also a potential which the Web of data holds. We will talk about the Web as a public sphere, the cities and ethos that emerge next to the informational highways it blazes, and also about Dialogue as a differentiating factor and Content –  as semantic capital, as digital object.

Part III (The Semantic Web and Its Contents) is about the potential and the practices of managing content with semantic web technologies. Part III is where the Semantic Web meet marketing communications, first in a theoretical walk and then in an empirical talk about schema.org.

Throughout the book you will read (and hopefully use) findings from my research and professional practice related to writing on the Web in a digital marketing communication setting.

Walking the talk of using dialogic orientation and data, in this book you will also find a weave of concepts presented as a graph and  available as Linked Data on this web address: [to be added]

Get the book on Amazon at Being Dialogic.

Read Maria Keet’s Review of the book:  Supercharging marketing communications with knowledge graphs