Strategic Communication of Organizations (SCoO) – Exam 2 (week 7 to 11)
7. Corporate communication and digital media
7.1 Hypertextuality and social media: Implications of organizational Twitter use (Albu & Etter, 2016)
7.2 Communicating corporate brands through social media: Exploratory study (Vernuccio, 2014)
7.3 Is using social media ‘good’ for the PR profession? A critical reflection (Valentini, 2015)
8. Public affairs and governmental communication
8.1 Buffer/Bridge? Environmental & organizational determinants of PR activities (Meznar et al., 1995)
8.2 Mediatization in public bureaucracies: A typology (Thorbjornsrud, 2014)
8.3 Public sector organizations and reputation management: Five problems (Waeraas et al., 2012)
9. CSR communication
9.1 Maximizing business returns to CSR: The role of CSR communication (Du et al., 2010)
9.2 Researching CSR communication: Themes, opportunities, and challenges (Crane et al., 2016)
9.3 Strategic CSR: The struggle for legitimacy and reputation (Pollach, 2015)
9.4 Instrumental and/or deliberative? A typology of CSR communication tools (Seele & Lock, 2015)
10. Reflective communication management
10.1 Reflective communication management, future ways for PR research (Ruler & Vercic, 2005)
10.2 Two differing roles for PR in the corporate practice of social responsibility (Holmström, 1997)
10.3 Public relations, voice and recognition: a case study (Edwards, 2017)
11. Power and ethics in corporate communication
11.1 Power over/with/to relations: Reflecting PR, dominant coalition, activism (Berger, 2005)
11.2 Habermas’s discourse ethics and universalization as framework for org. comm. (Meisenbach, 2006)
11.3 Comm. or action? Strategies foster ethical org. conduct & relational outcomes (Kim et al., 2017)
7.1 Hypertextuality and social media: Implications of organizational Twitter use (Albu & Etter, 2016)
Abstract
Texts and conversations are central to the constitution of organizations. Through the use of social media
technologies, (non)organizational members have the capacity to author organizational texts that co-constitute
an organization as an entity with a specific identity in a situational space and time. This study focuses on how
organizations use the social media technology Twitter to interact with their constituents. The communication-
centered and socio-materiality perspectives illustrate how Twitter interactions (hashtags) become hypertexts
that simultaneously coproduce an organizational actor and act as a pastiche of the organization (i.e. a vehicle
of contestation for the specific identity they were designed to bring into existence). The findings provide an
understanding of hypertextuality as the process through which an organization is temporarily co-constituted
by both inter- and intra-organizational discursive-material interactions across spaces and times.
The communicative constitution of organization (CCO) perspective sees comm. as defining and creating
organizational and social collectivities; organizations are constituted in and through communication. Texts
authored by both non-organizational as organizational members contribute to the stabilization of organization.
This is intriguing considering the use of social media technologies.
Twitter is a highly relevant communication tool (developing new organizational practices, PR campaigns,
informing and engaging with various constituents). Twitter is a conduit for communication; underplaying ways
it enables or restricts the communicative processes that constitute organizations. Org. are not only constituted by
7. Corporate communication and digital media
7.1 Hypertextuality and social media: Implications of organizational Twitter use (Albu & Etter, 2016)
7.2 Communicating corporate brands through social media: Exploratory study (Vernuccio, 2014)
7.3 Is using social media ‘good’ for the PR profession? A critical reflection (Valentini, 2015)
8. Public affairs and governmental communication
8.1 Buffer/Bridge? Environmental & organizational determinants of PR activities (Meznar et al., 1995)
8.2 Mediatization in public bureaucracies: A typology (Thorbjornsrud, 2014)
8.3 Public sector organizations and reputation management: Five problems (Waeraas et al., 2012)
9. CSR communication
9.1 Maximizing business returns to CSR: The role of CSR communication (Du et al., 2010)
9.2 Researching CSR communication: Themes, opportunities, and challenges (Crane et al., 2016)
9.3 Strategic CSR: The struggle for legitimacy and reputation (Pollach, 2015)
9.4 Instrumental and/or deliberative? A typology of CSR communication tools (Seele & Lock, 2015)
10. Reflective communication management
10.1 Reflective communication management, future ways for PR research (Ruler & Vercic, 2005)
10.2 Two differing roles for PR in the corporate practice of social responsibility (Holmström, 1997)
10.3 Public relations, voice and recognition: a case study (Edwards, 2017)
11. Power and ethics in corporate communication
11.1 Power over/with/to relations: Reflecting PR, dominant coalition, activism (Berger, 2005)
11.2 Habermas’s discourse ethics and universalization as framework for org. comm. (Meisenbach, 2006)
11.3 Comm. or action? Strategies foster ethical org. conduct & relational outcomes (Kim et al., 2017)
7.1 Hypertextuality and social media: Implications of organizational Twitter use (Albu & Etter, 2016)
Abstract
Texts and conversations are central to the constitution of organizations. Through the use of social media
technologies, (non)organizational members have the capacity to author organizational texts that co-constitute
an organization as an entity with a specific identity in a situational space and time. This study focuses on how
organizations use the social media technology Twitter to interact with their constituents. The communication-
centered and socio-materiality perspectives illustrate how Twitter interactions (hashtags) become hypertexts
that simultaneously coproduce an organizational actor and act as a pastiche of the organization (i.e. a vehicle
of contestation for the specific identity they were designed to bring into existence). The findings provide an
understanding of hypertextuality as the process through which an organization is temporarily co-constituted
by both inter- and intra-organizational discursive-material interactions across spaces and times.
The communicative constitution of organization (CCO) perspective sees comm. as defining and creating
organizational and social collectivities; organizations are constituted in and through communication. Texts
authored by both non-organizational as organizational members contribute to the stabilization of organization.
This is intriguing considering the use of social media technologies.
Twitter is a highly relevant communication tool (developing new organizational practices, PR campaigns,
informing and engaging with various constituents). Twitter is a conduit for communication; underplaying ways
it enables or restricts the communicative processes that constitute organizations. Org. are not only constituted by
