Digital corporate communication and hostile hijacking of organizational crises

Johansson, Sofia; Nothhaft, Howard; Fjällhed, Alicia

doi:10.4337/9781802201963.00025

Cited by 1 publication

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“…Typically, the organisational message is embedded within a hashtag created by the organisation for public relations purposes, and this message is reconverted by one or more stakeholders into an antagonistic message. Accordingly, an organisation has a very low level of control over hijacked messages (Luoma-aho et al, 2018;Johansson et al, 2023). The organisation can expect predominantly negative engagement with stakeholders in these DMA.…”

Section: Introductionmentioning

confidence: 99%

A revised digital media–arena framework guiding strategic communication in digital environments

Badham,

Luoma-aho,

Valentini

2023

JCOM

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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 extends the DMA framework by introducing six new forms of media-arenas. Next, the study takes a public sector perspective to analyse the revised framework against a critical situation involving the Finnish prime minister in summer 2022.FindingsThe application of the revised DMA framework to analyse the critical situation shows the importance of mapping and understanding diverse discourses across multi-arenas and their communication role in a rapidly unfolding scandal surrounding the prime minister of Finland. Findings also reveal the diversity of stakeholder voices forming their own versions of organisational messages and sometimes converging organisational messages within and across DMAs.Practical implicationsThe DMA framework can offer practical suggestions to guide communicators to make strategic choices in what, where, how and with whom they can communicate.Originality/valueThe revised DMA framework contributes expanding the field's knowledge of the strategic communicative use of the digital environment in typically highly volatile and multi-vocal situations by offering instrumental understanding of the conflicting challenge between subjugating and liberating organisational messages across the digital spectrum.

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Section: Introductionmentioning

confidence: 99%