It Was Only Natural
This chapter describes the cross-disciplinary conceptual frameworks used to examine a popular American entertainment website that employs a virtual newsroom utilizing instant messaging as its primary means of communication. This computer-mediated communication reconfigures the standard place-based newsroom arrangements and significantly influences the group’s organizational dynamics and culture. Because of the distinctive content and unconventional organizational structure of this site, no single theoretical perspective can be applied to its organizational context and content. Therefore a combination of organization theory (Schein, 2004), and newsroom sociology theoretical frameworks articulates an emerging dynamic represented by such a medium’s evolution from hierarchical to networked organization. This chapter exemplifies the potential for new media researchers to adopt a cross-disciplinary approach to their analysis. As old models for understanding media cease to support the complex structures of new organizations we must look to other frameworks for additional guidance.