了解战略传播实践中的紧张关系:音乐产业的战略即实践研究

IF 3.1 Q1 COMMUNICATION
Jessica Edlom, Per Skålén
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引用次数: 0

摘要

目的在本研究中,我们运用了 "战略即实践"(SAP)框架来分析战略传播实践。本文基于对一家唱片公司的人种学研究,以及对音乐行业不同参与者的定性访谈。研究结果活跃消费者的投入需要灵活性,而战略正式化和不断调整计划以及鼓励消费者以预期方式行动的尝试需要灵活性,这两者之间存在紧张关系。研究结果揭示了五种战略传播实践--会议、办公室工作、收集和分析消费者参与及相关数据、合作和讲故事--从业者用来进行战略传播和驾驭紧张关系。研究表明,SAP 方法可以解释即兴和突发,也可以解释规划和正式化。研究还显示了 SAP 如何与新兴和敏捷战略传播框架产生共鸣。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Understanding tensions in strategic communication practices: a strategy-as-practice study of the music industry

Purpose

In this study, we applied the strategy-as-practice (SAP) framework to analyse strategic communication practices. SAP implies approaching strategy as something that organisational members do and is useful for understanding the tensions between emergence and formalisation and between planning and improvisation that characterise the everyday communication work of communication practitioners.

Design/methodology/approach

The paper is based on an ethnographic study of a record company and on qualitative interviews with various actors from the music industry.

Findings

Tensions exist between the emergence of inputs from active consumers that require flexibility and attempts to strategically formalise and continuously adapt plans and encourage consumers to act in anticipated ways. The findings revealed five strategic communication practices—meetings, working in the office, gathering and analysing consumer engagement and related data, collaboration and storytelling—that practitioners used to conduct strategic communication and navigate the tensions.

Originality/value

The study contributes to understanding the role of strategic communication practices in contemporary organisations and how practitioners manage the tensions within them. The study shows that an SAP approach can account for improvisation and emergence, as well as planning and formalisation. It also shows how SAP resonates with emergent and agile strategic communication frameworks.

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来源期刊
CiteScore
5.40
自引率
6.50%
发文量
29
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