The organization (re)invented by its blogs

This article discusses how interactions in organizational blogs participate in the emergence of the organization itself. Based on the principles of The Montreal School of organizational communication, the paper reflects on how the recursive relationship between texts and conversations in blogs, according to their affordances, mobilizes the organization and contributes to its continuing creation. In order to conduct this argument, the concept of social media, uses of organizational blogs and the main contributions of The Montreal School are analyzed. Finally, this article demonstrates how blogs contribute to the definition of the organization. Beyond their promotional potential, the blog’ role as co-creator of the organization is highlighted.