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

IF 3.1 Q1 COMMUNICATION Journal of Communication Management Pub Date : 2023-11-14 DOI:10.1108/jcom-03-2023-0031
Mark Badham, Vilma Luoma-aho, Chiara Valentini
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Abstract

Purpose This 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/approach Grounded 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. Findings The 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 implications The DMA framework can offer practical suggestions to guide communicators to make strategic choices in what, where, how and with whom they can communicate. Originality/value The 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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修订后的数字媒体舞台框架,指导数字环境下的战略传播
本文改进了数字媒体竞技场(DMA)框架,以解决在数字环境中对组织信息的生产、(再)占用和(再)分发做出贡献的利益相关者的多样性。它还提出了一个案例分析,目的是证明订正的概念框架对危急情况的适用性。本研究以重要的公共关系、企业传播和战略传播研究为基础,通过引入六种新形式的媒体舞台,首次扩展了DMA框架。接下来,该研究从公共部门的角度来分析修订后的框架,以应对芬兰总理在2022年夏季面临的危急情况。应用修订后的DMA框架分析危急情况显示了绘制和理解跨多个领域的不同话语及其在迅速展开的芬兰总理丑闻中的沟通作用的重要性。研究结果还揭示了利益相关者声音的多样性,形成了他们自己版本的组织信息,有时会在dma内部和跨dma融合组织信息。DMA框架可以提供实用的建议,指导沟通者在沟通的内容、地点、方式和对象等方面做出战略性选择。原创性/价值修订后的DMA框架通过提供对跨数字频谱的征服和解放组织信息之间的冲突挑战的工具理解,有助于扩展数字环境在典型的高度波动和多声音情况下的战略沟通使用领域的知识。
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来源期刊
CiteScore
5.40
自引率
6.50%
发文量
29
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