Navigating moral minefields in a VUCA world: the contribution of moral foundations theory to strategic communication research and practice

IF 3.1 Q1 COMMUNICATION Journal of Communication Management Pub Date : 2023-06-15 DOI:10.1108/jcom-12-2022-0139
Timo Lenk
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Abstract

PurposeIn today's volatile, uncertain, complex, and ambiguous world, organizations deal with fragmented publics in contested public spheres. At the core, public opinion is not so much divided by issues per se but by deeply rooted moral concerns. Hence, while normative perspectives on morality prevail in strategic communication research, understanding the moral motives of stakeholders and publics from a descriptive standpoint becomes vital. In this light, the present conceptual paper discusses the implications of moral foundations theory (MFT), as an influential evolutionary-anthropological approach to morality, for strategic communication research and practice.Design/methodology/approachAdopting micro-, meso- and macro-perspectives, MFT's potential contribution to strategic communication research is explored regarding three foci: (1) moral framing, (2) narratives and (3) public discourse dynamics.FindingsThe paper concludes that frames and more complex narratives in strategic communication allude to MFT's five foundations – care, fairness, loyalty, authority and purity – in diverse ways and are given different readings by stakeholders and publics. Building on MFT, novel empirical tools are available to access and understand the complex web of moral meaning infused in public discourses.Originality/valueFor the first time, MFT is discussed systematically and in detail in the context of strategic communication research. The theory contributes to deepening the understanding of the conditions, e.g. for issues management and strategic mobilization. On broader view, this paper adds to the discussion on evolutionary perspectives in strategic communication research.
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在VUCA世界中导航道德雷区:道德基础理论对战略传播研究和实践的贡献
在当今动荡、不确定、复杂和模棱两可的世界中,组织在有争议的公共领域中与支离破碎的公众打交道。从本质上讲,公众舆论与其说是被问题本身所分裂,不如说是被根深蒂固的道德关切所分裂。因此,尽管道德的规范性观点在战略传播研究中盛行,但从描述性的角度理解利益相关者和公众的道德动机变得至关重要。在此基础上,本文探讨了道德基础理论(MFT)作为一种有影响力的进化人类学道德研究方法对战略传播研究和实践的影响。设计/方法/方法采用微观、中观和宏观视角,从三个方面探讨了MFT对战略传播研究的潜在贡献:(1)道德框架,(2)叙事和(3)公共话语动力学。本文的结论是,战略沟通中的框架和更复杂的叙述以不同的方式暗示了MFT的五个基础——关怀、公平、忠诚、权威和纯洁,并被利益相关者和公众给予不同的解读。在MFT的基础上,可以使用新的经验工具来获取和理解公共话语中注入的道德意义的复杂网络。原创性/价值第一次在战略传播研究的背景下系统而详细地讨论了MFT。该理论有助于加深对问题管理和战略动员等条件的理解。从更广泛的角度来看,本文增加了对战略传播研究的进化视角的讨论。
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来源期刊
CiteScore
5.40
自引率
6.50%
发文量
29
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