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The Ambiguity of Strategic Communication: Voicing the Employee
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media. Uppsala University.
2018 (English)Conference paper, Published paper (Other academic)
Abstract [en]

Moving beyond the managerial perspective, in this paper a qualitative approach is assumed by focusing on employee voices in order to elaborate on the ambiguity of strategic communication. Insights into how strategic communication is “done” from bottom-up was generated in a study of how university employees work with social media. 25 interviews in two Swedish universities revealed that conventional norms and activities associated with strategic communication were present, but also how the employees variously interpreted these in their daily work. The findings further showed that the employees perceived their relations to central communicators and managers as limited or non-existent. These conditions leave a gap for local initiatives, which resulted in non-coordinated university communication, but also insecurities among the employees. Ambiguity is unavoidable to organizational processes, but in extended ethnographical fieldwork we may move closer to lay bare the mechanisms and the employees ́ role in strategic communication.

Place, publisher, year, edition, pages
Uppsala, 2018.
Keywords [en]
Strategic communication, ethnography, employees, university, sociala media
National Category
Communication Studies
Research subject
Media and Communication Studies
Identifiers
URN: urn:nbn:se:uu:diva-365207OAI: oai:DiVA.org:uu-365207DiVA, id: diva2:1262353
Conference
7th European Communication Conference ECC ECREA, Oct 31- Nov 3, 2018, Lugano, Schweiz
Available from: 2018-11-11 Created: 2018-11-11 Last updated: 2019-08-15

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https://ecrea.eu/Newsletter/5978822

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Lövgren, Daniel

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
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  • nn-NO
  • nn-NB
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  • Other locale
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Output format
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  • text
  • asciidoc
  • rtf