[ecrea] CFP Workshop: Corporate Communication, New Media & Legitimacy

>
> Call for abstracts – Workshop with Max McCombs, Craig Carroll & Joep 
Cornelissen
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> Corporate communication, new media and legitimacy
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> 15. April 2013, Copenhagen Business School, Denmark
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>
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> Over the last decades organizations have increasingly been faced with 
attacks on their reputation and have been forced to deal communicatively 
with legitimacy threats. For example have new media, such as stakeholder 
media (media produced and controlled by stakeholders with the purpose of 
affecting public opinion or opinions of other actors toward issues or 
organizations) and social media, empowered a broad range of stakeholders 
to openly question an organization’s legitimacy - and therewith changed 
the interplay between publics, organizations and media.
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> It is often argued, that new media erode the classic 
gatekeeping-function of traditional media, allowing corporations but 
also civil society, such as protest actors, to directly influence 
constructions of organizations´ legitimacy or reputation. Also, the 
boundaries of organizations seem to become blurred, with new media 
further fragmenting the social construction of organizational identity.
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> Although new media have intensively been discussed with regard to 
their potential dangers for organizations, their potentials for public 
opinion building or corporate communication, little research is done 
studying the effects of new media on organizations and traditional 
media. Furthermore research is needed on how organizations maintain 
their legitimacy through strategic framing and the disclosure of CSR 
information, and its influence on discourses in traditional media and 
new media. Theoretical concepts and methods such as social and semantic 
network analysis to empirically investigate and describe the potential 
changes are evolving but not yet institutionalized. The workshop 
discusses different theoretical and methodological approaches for 
studying the interplay and influence of new media and stakeholder media, 
corporate communication and traditional media on three (interlinked) levels.
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> Macro-Level: How are (ethical) issues framed by the different actors 
and with which effects? How does the interplay between news media, 
organizations and publics change in the network society due to new 
media? How are the new communicative dynamics changing constitutions of 
corporate governance and corporate social responsibility?
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> Meso-Level: How do organizations react to the communicative threats 
on their legitimacy? To what extend do organizations institutionalize 
social media in their corporate communication and react to these new 
communicative challenges? How do organizations change practices of 
agenda building and strategic communication? And how does the eroding of 
organizational boundaries influence the construction of organizational 
identity and image beyond traditional media?
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> Micro-Level: How do individuals make sense of and respond to 
corporate communication or protest communication via social media, and 
how do they, via their secondary communication (forwarding, sharing, 
commenting) or secondary reactions trigger communicative dynamics of 
legitimation or delegitimization? How does the public discourse shaped 
in new media (and traditional media) influence the individual perception 
of organizations (external and internal stakeholders) and with what effects?
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> We welcome conceptual and empirical papers addressing related 
questions, with various theoretical and methodological approaches.
>
> Submission: Extended abstracts (500-800 words) should be submitted to 
(me.ikl /at/ cbs.dk) no later than 5 March 2013. Notification of acceptance 
will be made by 10 March 2013. Short papers will be due at 11 April and 
will be made available to the participants.
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> Organizers/Contact: Michael Etter, Copenhagen Business School 
((me.ikl /at/ cbs.dk))
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>
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> Attendees:
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> Craig Carroll – University New York
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> MaxMcCombs – University of Texas
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> Joep Cornelissen – Free University of Amsterdam
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> Dennis Schoeneborn – University of Zürich
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> Øyvind Ihlen – University of Oslo
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> Friederike Schultz – Copenhagen Business School/Free University of 
Amsterdam
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>
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> This workshop is partly sponsored by the Sustainability Platform of 
Copenhagen Business School 
http://www.cbs.dk/en/cbs-focus/business-in-society-bis-platforms/sustainability
>
>



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