Organizational Communication and Invisibility Strategies and Reducing/Targeting Social Media Visibility
This article begins with discussions about organizational communication, especially in the context of social media. Research in this field tends to emphasize “visibility” as the only desire of organizations in online environments. However, “strategies of invisibility” are also paths adopted by organ...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad del Rosario; Universidad de los Andes de Venezuela; Universidad Complutense de Madrid
2021-01-01
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| Series: | Disertaciones |
| Subjects: | |
| Online Access: | https://revistas.urosario.edu.co/index.php/disertaciones/article/view/9058 |
| _version_ | 1818880249368150016 |
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| author | Diego Wander Santos da Silva Rudimar Baldissera |
| author_facet | Diego Wander Santos da Silva Rudimar Baldissera |
| author_sort | Diego Wander Santos da Silva |
| collection | DOAJ |
| description | This article begins with discussions about organizational communication, especially in the context of social media. Research in this field tends to emphasize “visibility” as the only desire of organizations in online environments. However, “strategies of invisibility” are also paths adopted by organizations in situations of risk or in the face of the apparent advance of guidelines that contradict the way they expect to be recognized. Our aim is to understand the strategies of organizations in situations requiring invisibility and reducing/targeting visibility on social media. The discussions refer to symbolic interactionism, which is the epistemic foundation of this research. On an empirical level, we conducted in-depth interviews with 17 professionals working in digital communication agencies. The results form a map of strategies for invisibility and reducing/targeting visibility, which indicates the professionalization and several consequences of these processes and resources. Our understanding is that such strategies need discussion in the light of notions of public interest, conformity, and ethics, as the prospect of concealment may represent the non-visibility of issues relevant to society that are losing emphasis, given the refinement of these processes and resources. |
| first_indexed | 2024-12-19T14:42:58Z |
| format | Article |
| id | doaj.art-46dbf9714eec495883b43df8fc2e48d7 |
| institution | Directory Open Access Journal |
| issn | 1856-9536 |
| language | English |
| last_indexed | 2024-12-19T14:42:58Z |
| publishDate | 2021-01-01 |
| publisher | Universidad del Rosario; Universidad de los Andes de Venezuela; Universidad Complutense de Madrid |
| record_format | Article |
| series | Disertaciones |
| spelling | doaj.art-46dbf9714eec495883b43df8fc2e48d72022-12-21T20:17:01ZengUniversidad del Rosario; Universidad de los Andes de Venezuela; Universidad Complutense de MadridDisertaciones1856-95362021-01-0114110.12804/revistas.urosario.edu.co/disertaciones/a.9058Organizational Communication and Invisibility Strategies and Reducing/Targeting Social Media VisibilityDiego Wander Santos da Silva0Rudimar Baldissera1Universidade Federal do Rio Grande do Sul (UFRGS) e Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)Universidade Federal do Rio Grande do Sul (UFRGS)This article begins with discussions about organizational communication, especially in the context of social media. Research in this field tends to emphasize “visibility” as the only desire of organizations in online environments. However, “strategies of invisibility” are also paths adopted by organizations in situations of risk or in the face of the apparent advance of guidelines that contradict the way they expect to be recognized. Our aim is to understand the strategies of organizations in situations requiring invisibility and reducing/targeting visibility on social media. The discussions refer to symbolic interactionism, which is the epistemic foundation of this research. On an empirical level, we conducted in-depth interviews with 17 professionals working in digital communication agencies. The results form a map of strategies for invisibility and reducing/targeting visibility, which indicates the professionalization and several consequences of these processes and resources. Our understanding is that such strategies need discussion in the light of notions of public interest, conformity, and ethics, as the prospect of concealment may represent the non-visibility of issues relevant to society that are losing emphasis, given the refinement of these processes and resources.https://revistas.urosario.edu.co/index.php/disertaciones/article/view/9058Organizational CommunicationStrategiesInvisibilitySocial MediaDigital Communicacion Agencies |
| spellingShingle | Diego Wander Santos da Silva Rudimar Baldissera Organizational Communication and Invisibility Strategies and Reducing/Targeting Social Media Visibility Disertaciones Organizational Communication Strategies Invisibility Social Media Digital Communicacion Agencies |
| title | Organizational Communication and Invisibility Strategies and Reducing/Targeting Social Media Visibility |
| title_full | Organizational Communication and Invisibility Strategies and Reducing/Targeting Social Media Visibility |
| title_fullStr | Organizational Communication and Invisibility Strategies and Reducing/Targeting Social Media Visibility |
| title_full_unstemmed | Organizational Communication and Invisibility Strategies and Reducing/Targeting Social Media Visibility |
| title_short | Organizational Communication and Invisibility Strategies and Reducing/Targeting Social Media Visibility |
| title_sort | organizational communication and invisibility strategies and reducing targeting social media visibility |
| topic | Organizational Communication Strategies Invisibility Social Media Digital Communicacion Agencies |
| url | https://revistas.urosario.edu.co/index.php/disertaciones/article/view/9058 |
| work_keys_str_mv | AT diegowandersantosdasilva organizationalcommunicationandinvisibilitystrategiesandreducingtargetingsocialmediavisibility AT rudimarbaldissera organizationalcommunicationandinvisibilitystrategiesandreducingtargetingsocialmediavisibility |