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.
Handbook of Research on Computer Mediated Communication, 2008, p. 379-400
webkommunikation; formidling på internettet; Web site-mediated communication