Personalisierte Ökonomie

Presentation of CEOs in the media: A framing analysis

“…Conceived as a frame analysis, the present study offers an approach for analysing and connecting all of the reference points for personalization (medial, strategic, receptive). This study applied the approach to research on media personalization, following the call in public relations literature for a more intensive analysis of personalization in the context of medialization (Imhof, 2010). Future studies can apply this framing approach as a bridging concept for the analysis of personalization in public relations or the personalization of stakeholders’ perceptions.…”

“…The terms associated with this development include infotainment, tabloidization, and personalization (Bentele and Fähnrich, 2010). The trend towards this person-focused mediation of journalistic content has intensified since the 1990s and with the establishment of cable news (Eisenegger and Schranz, 2013; Imhof, 2010). In both television and print, the personalization phenomenon has become increasingly popular because of the emergence of new formats such as interviews, portraits, storytelling, and celebrity reports (Bentele and Fähnrich, 2010).…”

“…Even if personalization in the economic sphere has played a minor role to this point, it has gained importance in recent years. Imhof (2010) provided an explanation for the long-lasting disinterest in personalization research in the field of public relations, claiming that the person as a social unit is hardly regarded in public relations research because the very core of the field’s definition is about dealing with the public (Grunig and Hunt, 1984). Others have argued that personalization has not yet been defined or differentiated sufficiently (Adam and Maier, 2010; Bentele and Fähnrich, 2010).…”

The positioning of CEOs as advocates and activists for societal change: reflecting media, receptive and strategic cornerstones

“…Consequently, companies treat personalization as a communication strategy to reduce complexity and provide the company with a recognizable face. Given this increased media and organizational personalization, the public will start to pay attention to person-orientated communication (Imhof, 2010). Conversely, both organizations and the media engage in personalization because they assume a substantial person orientation of the audience (Eisenegger, 2010).…”

Faces of companies: Personalization of corporate coverage in crisis and non-crisis periods

“…Following the assumption that the reputation and image of the CEO or other leaders can influence the perceptions and evaluations of the company among different stakeholder groups (Pollach and Kerbler, 2011), personalization may have a positive influence on stakeholder perceptions in general (Brettschneider and Vollbracht, 2011). In crisis situations, the management of the crisis might especially appear more robust if a leader is present and involved in external crisis communication (Denner et al, 2019), particularly in situations where the integrity of an organization or its reputation is at risk (Eisenegger, 2010; Eisenegger and Konieczny-Wössner, 2010; Imhof, 2010; Lucero et al, 2009). Research supports that idea; crisis communication managers hope to gain beneficial effects through individualized statements (i.e.…”