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Providing, promoting and co-opting: Corporate media work in a mediatized society
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
JMG, Göteborgs universitet.
2011 (English)In: Journal of Communication Management, ISSN 1363-254X, E-ISSN 1478-0852, Vol. 15, no 2, 165-178 p.Article in journal (Refereed) Published
Abstract [en]

Purpose – The purpose of this paper is to outline a conceptual framework for the institutionalpreconditions for media work and how organizations establish these conditions.Design/methodology/approach – The work concurs with the stream of scholars who use socialtheory as their starting-point to understand and make sense of public relations as a societalphenomenon. Based on earlier empirical analysis and theoretical arguments this paper supports thenotion of corporate media work as being much more complex and extensive than was earlierrecognized. Vital to this is mediatization, a concept describing how media are transformed from beinga mediator between institutions to becoming an institution in themselves.Findings – The paper outlines three different ideal types of strategies of corporate media work:providing, promoting, and co-opting, resting on different aims and functions.Originality/value – Organizational media work redefines, reshapes and structures the economic,political and social positions of organizations. Therefore scholars will be helped by a more developedframework to categorize and understand corporate media work in a mediatized society.

Place, publisher, year, edition, pages
2011. Vol. 15, no 2, 165-178 p.
Keyword [en]
Media, PR, Corporate Communications, Institutional work
National Category
Media and Communications
URN: urn:nbn:se:uu:diva-158767OAI: oai:DiVA.org:uu-158767DiVA: diva2:440979
Available from: 2011-09-14 Created: 2011-09-14 Last updated: 2013-12-10Bibliographically approved

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