"推倒这堵墙"。融合传播理论和组织理论的战略传播理论

IF 3.1 Q1 COMMUNICATION
Olaf Hoffjann
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引用次数: 0

摘要

目的 近年来,战略传播一词已经深入人心。该术语的出现与人们希望为重叠的传播过程找到一个更恰当的描述有关,因为现有的研究方法难以满足人们的期望。迄今为止,以传播为重点的研究方法,尤其是以组织为重点的研究方法一直占据主导地位,这些方法对另一种视角兴趣不大。设计/方法/途径传播与组织理论整合框架是在尼克拉斯-卢曼(Niklas Luhmann)的 "社会系统理论"(TSS)基础上发展起来的,可以归结为 "传播构成组织"(CCO)观点。这一视角似乎是合适的,因为其传播理论整合了发件人和收件人的视角,其扩展的组织理论可用于详细描述战略传播的组织结构。研究结果该传播理论框架指出,战略传播的功能之一是将复杂性简化为单一的后续选项。从发信人的角度来看,战略传播可以被定义为出于自身利益的考虑,试图鼓励人们接受所提出的后续方案。本文首次提出了一个综合框架,将具体的战略沟通活动与导致其出现的(非)正式组织结构融为一体。一方面,这有助于对传播理论的所有相关方面(如音调、清晰度与模糊性以及技术传播媒介)进行更有区别的描述。另一方面,组织理论框架提供了一种系统化的方法,可用来比较描述各种正式和非正式的结构。最重要的是,这种包容性的综合框架是将各种具体的战略传播活动与组织的正式和非正式规则联系起来进行研究的先决条件,从而将这些活动(主要)理解为组织决策的结果。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
“Tear down this wall”. A theory of strategic communication that integrates both communication and organizational theory

Purpose

The term strategic communication has become firmly established in recent years. The emergence of the term was associated with the hope of finding a more fitting description for overlapping communication processes, since existing approaches can hardly fulfill these expectations. To date, the research has been dominated by communication-focused and, in particular, organization-focused approaches that show little interest in the alternative perspective. An integrating perspective can overcome the wall that exists between the communication level and the organizational level.

Design/methodology/approach

The integrating communication and organizational theory framework is developed on the basis of Niklas Luhmann’s “Theory of Social Systems” (TSS), which can be attributed to the “Communication Constitutes Organization” (CCO) perspective. This perspective seems appropriate because its communication theory integrates the sender and addressee perspectives, and its extended organization theory can be used to describe in detail the organizational structures of strategic communication.

Findings

The communication theoretical framework states that one of the functions of strategic communication is to reduce complexity to a single follow-up option. From the sender’s perspective, strategic communication can be defined as an attempt to encourage acceptance of a follow-up option proposed out of self-interest. The organizational theory framework that both builds on this and is linked to it first shows the diversity of strategic organizational communications before explaining their formal and informal structures.

Originality/value

This paper is the first to offer a comprehensive framework that integrates concrete strategic communication activities as well as the (in)formal organizational structures that lead to their emergence. On the one hand, this enables a more differentiated description of all relevant aspects of communication theory (e.g. tonality, clarity vs. ambiguity and technical dissemination medium). On the other, the organizational theoretical framework offers a systematization that can be used to describe various formal and informal structures comparatively. Above all, this kind of inclusive, integrating framework is the prerequisite for research that relates the diverse concrete strategic communication activities to an organization’s formal and informal rules and thus understands them as (primarily) the result of organizational decisions.

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来源期刊
CiteScore
5.40
自引率
6.50%
发文量
29
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