A revised digital media–arena framework guiding strategic communication in digital environments
Mark Badham,
Vilma Luoma-aho,
Chiara Valentini
Abstract:PurposeThis 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/approachGrounded in key public relations, corporate communication and strategic communication research, this study first e… Show more
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