A1 Journal article (refereed)
Narrative Start-up Identity Construction as Strategic Communication (2022)

Ala-Kortesmaa, S., Laapotti, T., & Mikkola, L. (2022). Narrative Start-up Identity Construction as Strategic Communication. International Journal of Strategic Communication, 16(2), 222-238. https://doi.org/10.1080/1553118x.2022.2027772

JYU authors or editors

Publication details

All authors or editors: Ala-Kortesmaa, Sanna; Laapotti, Tomi; Mikkola, Leena

Journal or series: International Journal of Strategic Communication

ISSN: 1553-118X

eISSN: 1553-1198

Publication year: 2022

Publication date: 15/03/2022

Volume: 16

Issue number: 2

Pages range: 222-238

Publisher: Routledge

Publication country: United States

Publication language: English

DOI: https://doi.org/10.1080/1553118x.2022.2027772

Publication open access: Openly available

Publication channel open access: Partially open access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/80466

Abstract

In this qualitative case study, positioning itself within the social constructionist approach, we aimed to investigate and interpret identity narration and organizational identity in strategic external and internal communication at the health technology startup company Naava Group Oy. By analyzing three different datasets (Twitter, blog posts, and interviews), we examined how organizational identity was emerged and which way it was strategic in storytelling and narratives. The results indicate that the startup's strategic social media identity storytelling seemed strategically crafted, as various voices were detected to narrate the same stories that repeated the same narrative content. The study also interestingly reveals that the four identities emerging from narrative storytelling were interpermeable and strongly connected to the narratives’ content. The social media narratives and identities varied slightly during the 8-year period that the datasets, in total, covered. However, the identities communicated on social media were more coherent than the internal identities expressed by employees. The findings suggest that, in strong startup identity creation, the cohesiveness of the identity storytelling, the voices that narrate the identity construction, and the content and temporal dimensions of the narrated stories are strategic key factors.

Keywords: startup companies; corporate communications; organisational communication and public relations; external communication; internal communication; network communication; social media; corporate image; identity (mental objects); narrativity

Free keywords: identity narration; strategic communication

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2022

JUFO rating: 1