LAUSR

Abstract Social software creates opportunities for internal communication. Public relations literature suggests it affords more two-way internal communication that can meet the ideal of symmetry as promoted in the excellence theory (Grunig, 1992). This study involved in-depth interviews with internal communication professionals at 54 companies. Our findings indicate that these professionals tend to view social software positively, often stimulating its use among employees. Additionally, we found that they appropriate social software in such ways as to maintain and even strengthen their gatekeeping role identity. More specifically, our data reveal that traditional gatekeeping, which characterizes mass media systems based on the centralized production and distribution of information, is complemented with networked forms of gatekeeping in decentralized digital media environments. Furthermore, our data suggest that an underlying management ideology hampers the symmetric potential of social software.