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A Gameful Change: How Gamification Can Be Used as a Communication Tool in Change Management.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.ORCID iD: 0000-0001-8880-1088
2018 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Nowadays organizations have to relate and adapt to a more digital reality, however, approximately 70% of all digital transformation projects fail. 

This study explores how gamification, from a communication perspective, can be used in organizations to support change processes linked to digitalization and IT-systems use. Gamification is constructed by applying game elements to non-game contexts, in order to create motivational affordance that signals gamefulness. 

To understand how gamification can be used in a change process, change communication, sensemaking, and human psychology theories are combined in an interdisciplinary theoretical framework. 

A qualitative approach has been used and the empirical data was gathered through semi- structured interviews with gamification experts and representatives from two case organizations. 

The results show that gamification can be used as a communication tool in a change process by involving the employee in an ongoing dialogue based on interaction, that helps them understand, accept and contribute to the intended transformation. By having an enabling and enhancing effect, gamification makes the employee’s use of digital tools more enjoyable and stimulating, and thereby supports a sociotechnical change process. 

The conclusion implies that gamification can be used to engage and motivate employees in a new way, that makes their roles and responsibilities more fun and interesting. Something that is becoming increasingly important to organizations in the struggle to attract and retain young professionals. Gamification can help organizations adapt to a more digitalized way of operation that includes the employees in an ongoing interaction, adapted to their needs and drivers.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Change communication, gamification, gamefulness, digital transformation
National Category
Communication Studies
Research subject
Media and Communication Studies
Identifiers
URN: urn:nbn:se:uu:diva-371903OAI: oai:DiVA.org:uu-371903DiVA, id: diva2:1274773
Conference
International Communication Association (ICA) 68th Annual Conference,24-28 May, 2018 Prague, Czech Republic
Available from: 2019-01-03 Created: 2019-01-03 Last updated: 2019-09-25Bibliographically approved

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https://convention2.allacademic.com/one/ica/ica18/

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Monstad, Therese

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association
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Language
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Output format
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