Answer to Question #219208 in English for Mow'ntelo

Question

Discuss the paradigmatic shifts evident in strategic communication

Answer 1

Globalization, the digital network revolution, and the empowerment of a slew of new stakeholders have resulted in a blurring of communication genres like marketing and corporate communications, and are changing the communications professional's position in business and society. The modernist ideals that result in linear, top-down, consensus-seeking decision-making must be reassessed to make room for developing values like activism, discussion, communal values, and dissent, which allow for co-creation and a diversity of opinions. The demand on organizations to become more global and information-intensive, as well as the increasing ambiguity and complexity of the organizational environment, has complicated the process of transformation. The ‘collaborative turn' has been characterized by globalization and interactive technologies such as Web 2.0, which have altered traditional media and created a communication environment of connectivity, convergence, and cooperation. This shifting terrain of communication has sparked postmodern thought in the subject of strategic communication, emphasizing the communication agent's purposeful speech on behalf of the communicative entity in the public realm. Management's voice guides communication, which is in line with the organization's aims. Communication professionals are viewed as organizational management tools, and they are accepted as members of the organization's dominant coalition (decision makers). The emphasis is on tactics for wielding power and influence over the workplace.