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Making sense of internal social media and participatory communication: exploring the employee perspective in a change process in a public sector organization

Making sense of internal social media and participatory communication: exploring the employee... This article explores how employees in a public sector organization (PSO) make sense of the introduction of a social intranet and new employee communication roles. The aim is to understand employee sensemaking and how sensemaking influences the change process within the organization.Design/methodology/approachThe article is based on a case study in a Danish PSO with 30,000 employees. The empirical material includes strategic documents, online observations and seven focus groups with employees conducted before, during and after the introduction of a new social intranet.FindingsThe employees found that making sense of the purpose with the social intranet is difficult. A managerial approach to change communication could easily result in employees' frustrations and concerns being dismissed as signs of resistance to change. From a communication perspective, the findings reveal that the employees engaged in seven different sensemaking enactments.Research limitations/implicationsChange cannot be understood simply as something that employees are for or against. Instead, a change process should be perceived as a set of communication processes or sensemaking enactments happening in interactions between employees that can act in favor of, against or neutrally toward change.Practical implicationsManagers and communication professionals can interact with the seven sensemaking enactments, and some tentative initiatives are suggested in the article.Originality/valueThe article explores the employee perspective in a change process in a PSO and identifies seven employee sensemaking enactments highlighting that change happens in communication processes. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

Making sense of internal social media and participatory communication: exploring the employee perspective in a change process in a public sector organization

Madsen, Vibeke Thøis
Journal of Communication Management , Volume 26 (4): 16 – Nov 28, 2022
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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1363-254X
DOI
10.1108/jcom-01-2022-0002
Publisher site
See Article on Publisher Site

Abstract

This article explores how employees in a public sector organization (PSO) make sense of the introduction of a social intranet and new employee communication roles. The aim is to understand employee sensemaking and how sensemaking influences the change process within the organization.Design/methodology/approachThe article is based on a case study in a Danish PSO with 30,000 employees. The empirical material includes strategic documents, online observations and seven focus groups with employees conducted before, during and after the introduction of a new social intranet.FindingsThe employees found that making sense of the purpose with the social intranet is difficult. A managerial approach to change communication could easily result in employees' frustrations and concerns being dismissed as signs of resistance to change. From a communication perspective, the findings reveal that the employees engaged in seven different sensemaking enactments.Research limitations/implicationsChange cannot be understood simply as something that employees are for or against. Instead, a change process should be perceived as a set of communication processes or sensemaking enactments happening in interactions between employees that can act in favor of, against or neutrally toward change.Practical implicationsManagers and communication professionals can interact with the seven sensemaking enactments, and some tentative initiatives are suggested in the article.Originality/valueThe article explores the employee perspective in a change process in a PSO and identifies seven employee sensemaking enactments highlighting that change happens in communication processes.

Journal

Journal of Communication Management – Emerald Publishing

Published: Nov 28, 2022

Keywords: Internal social media; Change communication; Sensemaking; Social intranet; Employee perspective

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