A1 Journal article (refereed)
A revised digital media–arena framework guiding strategic communication in digital environments (2023)
Badham, M., Luoma-aho, V., & Valentini, C. (2023). A revised digital media–arena framework guiding strategic communication in digital environments. Journal of Communication Management, Early online. https://doi.org/10.1108/jcom-03-2023-0031
JYU authors or editors
Publication details
All authors or editors: Badham, Mark; Luoma-aho, Vilma; Valentini, Chiara
Journal or series: Journal of Communication Management
ISSN: 1363-254X
eISSN: 1478-0852
Publication year: 2023
Publication date: 14/11/2023
Volume: Early online
Publisher: Emerald
Publication country: United Kingdom
Publication language: English
DOI: https://doi.org/10.1108/jcom-03-2023-0031
Publication open access: Not open
Publication channel open access:
Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/93556
Abstract
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.
Keywords: organisational communication and public relations; external communication; reputation management; communication strategies; politicians; scandals; digital media
Free keywords: arenas; digital media-arenas (DMA); digital communication; Finland; organisational message; participatory communication; political figure; scandal; strategic communication management; theoretical framework; voice diversity
Contributing organizations
Ministry reporting: Yes
Reporting Year: 2023
JUFO rating: 1
