A3 Book section, Chapters in research books
Digital strategic communication through digital media-arenas (2022)

Badham, M., Luoma-aho, V., Valentini, C., & Lumimaa, L. (2022). Digital strategic communication through digital media-arenas. In J. Falkheimer, & M. Heide (Eds.), Research Handbook on Strategic Communication (pp. 416-430). Edward Elgar. https://doi.org/10.4337/9781800379893.00035

JYU authors or editors

Publication details

All authors or editors: Badham, Mark; Luoma-aho, Vilma; Valentini, Chiara; Lumimaa, Laura

Parent publication: Research Handbook on Strategic Communication

Parent publication editors: Falkheimer, Jesper; Heide, Mats

ISBN: 978-1-80037-988-6

eISBN: 978-1-80037-989-3

Publication year: 2022

Publication date: 13/12/2022

Pages range: 416-430

Number of pages in the book: 522

Publisher: Edward Elgar

Place of Publication: Cheltenham

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.4337/9781800379893.00035

Publication open access: Not open

Publication channel open access: 

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/85657

Abstract

Digital technologies have empowered an increasingly participatory communication environment that challenges the ability of organizations to maintain control over their messages. In this new environment, stakeholders not only receive these messages through organizational digital media, which this chapter argues are typically understood as transmission channels, they also are able to re-interpret and re-communicate these messages across multiple participatory, omni-directional digital arenas seemingly beyond organizational strategic control. This chapter examines the tension in strategic communication between a traditional message-controlling approach through digital media and a more nuanced message-facilitating approach in participatory digital arenas. It addresses this challenge by proposing a framework of Digital Media-Arenas (DMA) to assist strategic communicators in navigating the conflicting digital terrain where stakeholders reign. Drawing on the PESO (Paid, Earned, Shared and Owned) model, the framework incorporates newer forms of communication such as Advocated, Rented, Hijacked and Searched DMA. Implications of this framework are discussed.

Keywords: organisational communication and public relations; external communication; digital media; social media; communication strategies

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2022

JUFO rating: 2