Journal of Communication Management

Topić-Rutherford, Martina; Vasquez, Rosalynn A.A.; Eng, Nicholas; Merle, Patrick

doi: 10.1108/jcom-11-2024-0223pmid: N/A

This study examines the social and cultural capital of mass communication practitioners using Bourdieu’s theory of practice and the theory of elites. It focuses specifically on US Hispanic and non-Hispanic practitioners to understand their experiences in the workplace and social and cultural capital as it relates to job satisfaction and career adaptability.Design/methodology/approachA total of 349 respondents completed a survey online through the Connect platform. 39.3% reported being of Hispanic origin. Measures included acculturation, familism, career adaptability, human capital (including job rank), social capital (including social networks and social trust), cultural capital (current and when growing up) and job satisfaction. Independent samples t-tests, chi-squares and multiple regression analyses were conducted.FindingsT-tests revealed significant differences between Hispanic and non-Hispanic practitioners in acculturation, career adaptability, social network, offline cultural capital, online cultural capital and cultural capital growing up. Multiple regression analysis revealed different predictors of job satisfaction for Hispanic and non-Hispanic respondents. For Hispanic respondents, familism and social trust positively predicted job satisfaction, while for non-Hispanic respondents, significant predictors for job satisfaction included career adaptability, offline cultural capital and social trust. For White practitioners, multiple regression showed that job satisfaction is predicted by career adaptability and social trust.Practical implicationsResults signal that personal background and the ability of practitioners to fit into existing organizational structures often play a pivotal role in their work satisfaction. Acculturation and social and cultural capital are relevant concepts that affect practitioners. Therefore, the study sheds light on how people are affected by their background and capital, which can increase understanding among practitioners and help organizations craft better inclusivity and recruitment policies.Originality/valueTo the best of author's knowledge, this work represents the first study on American mass communication practitioners using Bourdieu’s theory of practice, and theory of elites, which also focuses on studying social and cultural capital, job satisfaction and career adaptability.

Duarte, Alexandre; Dias, Patrícia

doi: 10.1108/jcom-10-2024-0204pmid: N/A

The rapid advancement of artificial intelligence (AI) is reshaping organizational landscapes, prompting chief executive officers (CEOs) to navigate its integration for enhanced productivity and strategic advantage. As the adoption of any new technology within organizations is closely interconnected with strategic communication, leadership discourse and change management, this study aims to obtain a deeper understanding of the processes and implications of AI adoption by organizations through the perspectives of CEOs.Design/methodology/approachThis exploratory study follows a qualitative approach, based on in-depth interviews with a purposive panel of 17 CEOs from diverse sectors in Portugal.FindingsA diverse array of specific AI tools is employed, ranging from native AI-based platforms like ChatGPT to AI-integrated solutions such as Canva and Adobe. While initially leveraged for streamlining routine tasks, AI’s scope has expanded to encompass strategic functions like data analysis, market research and content production. CEOs highlight increased productivity as a primary benefit, but concerns about AI’s impact on critical thinking, privacy and ethical considerations loom. Some CEOs stress the need for workforce reskilling and upskilling to navigate AI-driven transformations, while others emphasize the importance of global regulations to address ethical dilemmas.Practical implicationsThis research offers contributions to both academia and practice. From an academic perspective, it enriches the literature on AI adoption by incorporating the underexplored dimension of leadership, particularly the CEO’s role and by integrating theoretical frameworks such as the technology acceptance model, diffusion of innovation and technology-organization-environment. This multidimensional approach provides a more holistic understanding of the drivers, barriers and ethical challenges associated with AI adoption in organizational contexts. For practitioners, especially CEOs and organizational leaders, the findings provide actionable insights into leveraging AI effectively while navigating its risks. It emphasizes the importance of adopting a strategic vision, fostering a culture of continuous learning and prioritizing ethical stewardship.Originality/valueThis study affords an in-depth look at the perspectives of those making decisions about how AI is being adopted in Portuguese organizations. While underscoring the pivotal role of CEOs in shaping effective, sustainable and ethically sound AI strategies for organizational success in the evolving digital landscape, it also increases awareness about challenges and risks.

Badham, Mark; Valentini, Chiara

doi: 10.1108/jcom-10-2024-0220pmid: N/A

Relationship management research within public relations literature highlights the value of organizations gaining stakeholders’ affection for them. However, what has not been explored much is a reciprocal focus on organizations’ affection for – or affective orientation toward – stakeholders. Accordingly, drawing on and extending brand love research within marketing literature, this study explores stakeholders’ (i.e. Gen Z) perceptions of an organization–stakeholder love (OSL) orientation toward them.Design/methodology/approachThis study is based on Finnish Gen Z participants’ (n = 290) responses to an online structured interview in which three dimensions of brand love (i.e. intimacy, passion and commitment) were explored.FindingsFindings indicate that Gen Z perceive an organization demonstrating an OSL orientation toward them when (1) brands/organizations use technology to nurture closer ties with them and (2) organizations take a stand on issues with which they too strongly identify.Practical implicationsResults of the study offer insight into how organizations may convey an affective orientation toward stakeholders in their communication strategies as well as their organizational culture, systems, policies and practices.Originality/valueThe study contributes to relationship management literature by providing some initial empirical evidence on the manifestations of love that young adults in Finland see occurring in contemporary brand–customer relationships, thus contributing to an emerging body of work adopting a stakeholder-centric approach to relationship management.

Laborde, Aurélie

doi: 10.1108/jcom-10-2024-0219pmid: N/A

This article explores collaborative action research and examines its relevance for the fields of organisational communication and public relations.Design/methodology/approachThis article focuses on participatory action research and, more specifically, on collaborative or partnership research and its relevance to the fields of organisational communication and public relations studies.FindingsDrawing on more than a decade of collaborative research experience, it proposes a theoretical framework for understanding how knowledge is co-constructed between researchers and practitioners along a continuum, from practical and situated knowledge to broader, generalisable insights. The article highlights the methodological, ethical, and political challenges of collaborative action research, and illustrates its potential through two empirical studies focused on emerging communication phenomena within organisations. It argues that collaborative action research enables not only the production of new knowledge but also the transformation of organisational practices and the strengthening of critical, socially engaged research within our disciplinary fields.Originality/valueThe aim of this article is to provide examples of collaborative research in organisational communication and to propose conceptual tools to support methodological discussions in this field.

Brockhaus, Jana; Zerfass, Ansgar; Rüth, Antonia

doi: 10.1108/jcom-10-2024-0216pmid: N/A

The study explores how top managers, middle managers and employees in large companies perceive corporate communications and the activities of communication departments in their organizations. This knowledge helps communication leaders to gain a realistic understanding of their playing field and to develop profiles that matter for their organization and internal clients.Design/methodology/approachAn online survey with 1,147 respondents from different hierarchical levels in for-profit companies with more than 1,000 employees was conducted in Germany, the world’s third largest economy.FindingsThe study reveals major knowledge gaps regarding the objectives and activities of communication departments among respondents on all levels. However, higher-ranked managers have a better understanding, and those with a stronger proximity to the functional unit evaluate communications more positively. The majority of respondents indicate that communicators should make it clearer what their tasks are and who benefits from them.Research limitations/implicationsInsights are limited to large organizations in the business world. Results might differ for non-profit, governmental, or state-owned organizations and for smaller companies without a dedicated communication department.Practical implicationsThe empirical study informs communication leaders about typical (mis-)perceptions of professional communication work among decision-makers and employees, challenging them to review the situation in their own organization.Originality/valueThis is the first comprehensive study that uses a multilevel approach to reveal internal perceptions of communication departments. It identifies gaps that demand more research, for example, on the reasons for different perceptions and on solutions such as strategies for positioning communication departments.

Belim, Célia; Baptista, Raphaël

doi: 10.1108/jcom-10-2024-0221pmid: N/A

This study aims to investigate the understanding, uses, gratifications and perceptions of artificial intelligence (AI) integration within strategic communication, focusing on insights from Portuguese communication professionals. With AI increasingly central to strategic communication and public relations, this research seeks to understand how communication experts view AI’s potential and limitations in their field.Design/methodology/approachThe study is based on qualitative research involving in-depth interviews with 46 professionals in the Portuguese communication industry.FindingsResults reveal that professionals generally had a reasonable understanding of AI, recognizing it mainly as a tool for automating tasks and synthesizing data. There is a growing awareness of AI platforms, particularly of ChatGPT. Most interviewees showed a favorable attitude towards AI’s potential to improve productivity and streamline repetitive tasks. However, they expressed concerns about job displacement and excessive reliance on AI. This cautious optimism underscores the importance of balancing AI adoption with ethical considerations, attention to content accuracy and preservation of human creativity.Originality/valueThis study provides insights into the perceptions of AI among Portuguese strategic communication professionals, an area with limited existing research. By highlighting both the opportunities and challenges of AI in strategic communication, the findings offer valuable recommendations for industry practices. These include the need for professional training to navigate AI-related challenges and an emphasis on ethical principles to guide AI use, advocating for a complementary approach that leverages AI’s capabilities while preserving human creativity.