The growth of individuals investing in the stock of publicly traded companies in the late 1990s coincided with the development of new media outlets for equivocal financial data. Discussion board participants enact an assortment of messages, experience a number of texts simultaneously and therefore are always immersed within a multiplicity of discourses. One such cyberspace was examined to investigate participants’ sensemaking related to their financial holdings. Through the use of Weick’s double interact, discussion board participants make sense of and organize equivocal messages. For business communication practitioners, these sensemaking processes call for the creation of dialogic texts that engage readers on multiple levels. Limitations and future possibilities for research are surveyed.
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