A revised digital media–arena framework guiding strategic communication in digital environments
Badham, M., Luoma-aho, V., & Valentini, C. (2023). A revised digital media–arena framework guiding strategic communication in digital environments. Journal of Communication Management, Early online. https://doi.org/10.1108/jcom-03-2023-0031
Julkaistu sarjassa
Journal of Communication ManagementPäivämäärä
2023Oppiaine
Hyvinvoinnin tutkimuksen yhteisöDigitaalinen liiketoiminta ja talous (painoala)Viestinnän johtaminenDigital marketing and CommunicationSchool of WellbeingDigital Business and Economy (focus area)Corporate CommunicationDigital marketing and CommunicationTekijänoikeudet
© Emerald Publishing Limited
Purpose
This paper refines the Digital Media–Arena (DMA) framework to address the diversity of stakeholders contributing to the production, (re)appropriation and (re)distribution of organisational messages in digital environments. It also presents a case analysis for the purpose of demonstrating the applicability of the revised conceptual framework to a critical situation.
Design/methodology/approach
Grounded in key public relations, corporate communication and strategic communication research, this study first extends the DMA framework by introducing six new forms of media-arenas. Next, the study takes a public sector perspective to analyse the revised framework against a critical situation involving the Finnish prime minister in summer 2022.
Findings
The application of the revised DMA framework to analyse the critical situation shows the importance of mapping and understanding diverse discourses across multi-arenas and their communication role in a rapidly unfolding scandal surrounding the prime minister of Finland. Findings also reveal the diversity of stakeholder voices forming their own versions of organisational messages and sometimes converging organisational messages within and across DMAs.
Practical implications
The DMA framework can offer practical suggestions to guide communicators to make strategic choices in what, where, how and with whom they can communicate.
Originality/value
The revised DMA framework contributes expanding the field's knowledge of the strategic communicative use of the digital environment in typically highly volatile and multi-vocal situations by offering instrumental understanding of the conflicting challenge between subjugating and liberating organisational messages across the digital spectrum.
...
Julkaisija
EmeraldISSN Hae Julkaisufoorumista
1363-254XAsiasanat
arenas digital media-arenas (DMA) digital communication Finland organisational message participatory communication political figure scandal strategic communication management theoretical framework voice diversity skandaalit ulkoinen viestintä maineenhallinta poliitikot digitaalinen media viestintästrategiat yhteisöviestintä
Julkaisu tutkimustietojärjestelmässä
https://converis.jyu.fi/converis/portal/detail/Publication/194531073
Metadata
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