How Organizations Communicate Expertise through Their Blog Ecosystems

This thesis examines how organizations communicate expertise through informational blog ecosystems in digital communication. These ecosystems are understood as interconnected knowledge environments shaped by recurring publication, categories, subcategories, hyperlinks, and topic organization. The study focuses on how organizations explain specialist subjects, organize related knowledge, and adapt its presentation to readers. Using Krisp AI as a case, it adopts a qualitative, interpretive, and multimodal research design, combining an examination of the blog’s broader organization with close readings of thirteen purposively selected articles. The analysis considers discursive framing, conceptual distinctions, procedural guidance, evaluations, audience adaptation, tables, templates, screenshots, and product positioning. The findings show that expertise is communicated differently across genres and knowledge problems, through practices such as explaining technical processes, comparing alternatives, providing professional resources, and contextualizing specialist knowledge. At the broader level, the blog connects these practices within a knowledge domain centred on AI-mediated meetings, audio communication, and workplace productivity. The thesis argues that the communication of organizational expertise depends on the interaction between knowledge organization and communicative practice, linking the structure of the blog with the discursive and multimodal resources of individual articles.