Brad Schultz, University of Mississippi, USA
Mary Lou Sheffer, Texas Tech University

This study focused on the implementation of new media technology from a journalist perspective by applying a theoretical model of change management to blogging. A convenience sample of journalist-bloggers was conducted at the local media level (newspaper, radio, and television). Data indicated negative and pessimistic views on the part of journalist respondents in terms of the value of blogging, its practice, its contribution to their professional development, and its contribution to the success of the media outlet. These attitudes suggested a high level of resistance that could have consequences for blogging implementation and success. Implications in terms of the effectiveness of implementation and proactive managerial strategies were discussed.

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