In the German-speaking countries, organizational communication has no distinct tradition as a separate field within communication studies, where it is often subsumed under the field of public relations (see Theis-Berglmair's contribution in this forum). Consequently, and apart from rare exceptions, among German-speaking scholars (e.g., Theis-Berglmair, 2003; Weder, 2010), organizational communication is primarily understood as "communication in organizations," that is, as internal communication (e.g., Buchholz & Knorre, 2010; Mast & Huck, 2008; Schick, 2010), by following the "container metaphor" with regard to the relationship between organization and communication (Putnam, Phillips, & Chapman, 1996, p. 125). A consequence of this rather narrow focus is that German-speaking research on organizational communication is somewhat disconnected from international debates in the field, which over the last decades have shifted from the container metaphor to a more holistic understanding of organization as communication, that is, to the idea that organizations essentially consist of Forum 304 Management Communication Quarterly 27(2) interconnected communicative practices (see Ashcraft, Kuhn, & Cooren, 2009; Taylor & van Every, 2000). Recently, however, a group of young German-speaking scholars has emerged, whose members are particularly interested in the idea of the organization as communication. These scholars not only have their academic home in communication studies but also come from neighboring disciplines such as management studies or organizational sociology. Their heterogeneous research activities have found a forum where ideas can be exchanged in the interdisciplinary young scholars' network "Organization as Communication" (OaC; http://www.orgcom.org), funded by the German Research Foundation (DFG). The network, launched in 2010, has organized several workshops over the past two years that were dedicated to the "communication constitutes organizations" (CCO) perspective (Ashcraft et al., 2009; Cooren, Kuhn, Cornelissen, & Clark, 2011). The idea that organizations are essentially constructed in and through language use fell on fertile soil in German academia. Its impact was amplified by the fact that the CCO perspective shares a basis in social-constructionist epistemology with various research strains prevalent in Germanspeaking management studies and organizational sociology, notably,
The relationship between neo‐institutional theory and strategic communication can be analyzed on three levels. First, institutionalization processes occur in the field of strategic communication. This perspective helps to understand how practices, routines, and structures of strategic communication develop, change, or evolve in different organizational settings. Second, the role of strategic communication in creating, maintaining, and changing institutions sheds light on the crucial role of communication. Third, the use of strategic communication within institutional theory explains how institutional mechanisms work. This entry describes how institutional theory evolved in relationship to strategic communication. It introduces the analytical framework of institutional theory including regulative, normative, and cultural‐cognitive dimensions, concepts of the organizational and communicative fields as well as institutional logics. Institutionalization is a process occurring in the field of strategic communication. But strategic communication is an important ingredient of institutional change. To conclude, the recently established field of communicative institutionalism is introduced.
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