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Exploring Strategic Communication Challenges in the Era of the Voice Assistant

Huang, Xiaoyu LU (2020) SKOM12 20201
Department of Strategic Communication
Abstract
Using machine learning and artificial intelligence technologies, voice assistant (VA) has become a new social phenomenon and a market game changer in multiple industries. This thesis focuses on the strategic communication challenges brought about by the VA. The researcher applies the theoretical framework of the communication value circle (CVC) and the gatekeeping theory (GK), adopting the applied thematic analysis (ATA) as the overarching method. After selecting and examining 18 industry reports and transcripts of 19 interviewees who are experienced with VA, challenges are identified. The results point out five key challenges and reveal VA’s game changer position in the field of strategic communication, both theoretically and empirically.... (More)
Using machine learning and artificial intelligence technologies, voice assistant (VA) has become a new social phenomenon and a market game changer in multiple industries. This thesis focuses on the strategic communication challenges brought about by the VA. The researcher applies the theoretical framework of the communication value circle (CVC) and the gatekeeping theory (GK), adopting the applied thematic analysis (ATA) as the overarching method. After selecting and examining 18 industry reports and transcripts of 19 interviewees who are experienced with VA, challenges are identified. The results point out five key challenges and reveal VA’s game changer position in the field of strategic communication, both theoretically and empirically. The challenges are: ‘VA gatekeepers in the consumer journey’, ‘the management of VA-merged communication’, ‘new stakeholder relationships and negative associations’, ‘VA-triggered change and crisis’ and ‘new roles and skills of strategic communicators’. This study also places technology-based communicators under the spotlight of organizational communication theory. It enriches the CVC framework by offering new application means and contributes to GK theory with a case study of algorithm-based gatekeepers. In addition, this study also proves the effectiveness of the ATA approach in abstracting a holistic picture of complex, technology-driven strategic communication issues. As well as three future research suggestions, the author also presents an expanded model for easy application by communication managers. (Less)
Please use this url to cite or link to this publication:
author
Huang, Xiaoyu LU
supervisor
organization
course
SKOM12 20201
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Voice Assistant, Virtual Assistant, Strategic Communication, Applied Thematic Analysis, Document Analysis, Communication Value Circle, Gatekeeping Theory, Game Changer
language
English
id
9028217
date added to LUP
2021-02-01 09:14:42
date last changed
2021-02-01 09:14:42
@misc{9028217,
  abstract     = {{Using machine learning and artificial intelligence technologies, voice assistant (VA) has become a new social phenomenon and a market game changer in multiple industries. This thesis focuses on the strategic communication challenges brought about by the VA. The researcher applies the theoretical framework of the communication value circle (CVC) and the gatekeeping theory (GK), adopting the applied thematic analysis (ATA) as the overarching method. After selecting and examining 18 industry reports and transcripts of 19 interviewees who are experienced with VA, challenges are identified. The results point out five key challenges and reveal VA’s game changer position in the field of strategic communication, both theoretically and empirically. The challenges are: ‘VA gatekeepers in the consumer journey’, ‘the management of VA-merged communication’, ‘new stakeholder relationships and negative associations’, ‘VA-triggered change and crisis’ and ‘new roles and skills of strategic communicators’. This study also places technology-based communicators under the spotlight of organizational communication theory. It enriches the CVC framework by offering new application means and contributes to GK theory with a case study of algorithm-based gatekeepers. In addition, this study also proves the effectiveness of the ATA approach in abstracting a holistic picture of complex, technology-driven strategic communication issues. As well as three future research suggestions, the author also presents an expanded model for easy application by communication managers.}},
  author       = {{Huang, Xiaoyu}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Exploring Strategic Communication Challenges in the Era of the Voice Assistant}},
  year         = {{2020}},
}