Participatory communication on internal social media – a dream or reality? Findings from two exploratory studies of coworkers as communicators
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 13 August 2018
Issue publication date: 9 October 2018
Abstract
Purpose
The purpose of this paper is to explore whether internal social media (ISM) introduces a new kind of participatory communication within organizations that is capable of influencing and moving the organization.
Design/methodology/approach
The paper is based on two exploratory studies: a multiple case study in ten Danish organizations, and a single case study in a Danish bank.
Findings
The paper finds that different types of communication on ISM develop in different types of organizations. Participatory communication capable of changing the organization only develops when coworkers perceive that they have a license to critique. The paper, therefore, proposes to distinguish between three different types of communication arenas created by ISM: a quiet arena, a knowledge-sharing arena and a participatory communication arena.
Research limitations/implications
The research is exploratory and based on two Danish case studies and the perceptions of coworkers and social media coordinators. A deeper, summative analysis of ISM across more and various organizations in multiple countries has to confirm the findings.
Originality/value
The paper conceptualizes ISM as an interactive and dynamic communication arena, and proposes that the participatory communication on ISM is a co-constructed process among coworkers, middle managers and top managers.
Keywords
Acknowledgements
The author wishes to thank Professor Christa Thomsen of Aarhus University for thoughtful and constructive feedback on an early draft of the paper.
Citation
Madsen, V.T. (2018), "Participatory communication on internal social media – a dream or reality? Findings from two exploratory studies of coworkers as communicators", Corporate Communications: An International Journal, Vol. 23 No. 4, pp. 614-628. https://doi.org/10.1108/CCIJ-04-2018-0039
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited