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Explaining the measurement and evaluation stasis : A thought experiment and a note on functional stupidity

Nothhaft, Howard LU and Stensson, Hanna (2019) In Journal of Communication Management
Abstract

Purpose: The purpose of this paper is to explain the “evaluation deadlock” or “stasis” diagnosed by many authors. The explanation relies on a thought experiment. Design/methodology/approach: The paper is conceptual and builds on a thought experiment inspired by qualitative research such as interviews with communication consultants in Sweden. It makes use of principal–agent theory and Akerlof’s theory of lemon markets. Findings: A plausible explanation for the evaluation stasis requires consideration of practitioners’ self-interest as businesspeople. The deadlock is explained by an anomaly in practitioner populations and passive or active but covert resistance. If the long-time neglect of measurement and evaluation has led to expectation... (More)

Purpose: The purpose of this paper is to explain the “evaluation deadlock” or “stasis” diagnosed by many authors. The explanation relies on a thought experiment. Design/methodology/approach: The paper is conceptual and builds on a thought experiment inspired by qualitative research such as interviews with communication consultants in Sweden. It makes use of principal–agent theory and Akerlof’s theory of lemon markets. Findings: A plausible explanation for the evaluation stasis requires consideration of practitioners’ self-interest as businesspeople. The deadlock is explained by an anomaly in practitioner populations and passive or active but covert resistance. If the long-time neglect of measurement and evaluation has led to expectation inflation and overpromising, even well-performing actors might shy away from rigorous measurement and evaluation practices in their own mandates, since they fear being measured against promotional, not realistic standards. At the same time, on the level of industry discourse, these practitioners would still advocate for measurement and evaluation in principle, so as to avoid the suspicion of underperformance. Research limitations/implications: The paper suggests an explanation for further empirical investigation. It does not attempt to demonstrate anything else than that the suggestion is plausible and that it warrants further investigation. Practical implications: The scientific community engaged in the measurement and evaluation debate appears puzzled by the discrepancy between practitioners’ words and actions. The authors hope that the paper contributes to a more realistic and thus more constructive dialogue between practitioners and academics in the measurement and evaluation debate. Originality/value: Inspired by Alvesson and Spicer’s concept of functional stupidity, the paper argues that attempts to explain the evaluation stasis have been marked by circumspection and narrowness. At present, explanations for the evaluation stasis tend to focus on lack of knowledge or inadequate systems or frameworks. The paper offers a more comprehensive explanation.

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Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
epub
subject
keywords
Communication practitioner, Evaluation, Measurement, Public relations
in
Journal of Communication Management
publisher
Emerald Group Publishing Limited
external identifiers
  • scopus:85070400304
ISSN
1363-254X
DOI
10.1108/JCOM-12-2018-0135
language
English
LU publication?
yes
id
6b155aaa-48dd-4052-8b67-d31c44565ed3
date added to LUP
2019-08-27 10:02:38
date last changed
2019-10-15 07:12:10
@article{6b155aaa-48dd-4052-8b67-d31c44565ed3,
  abstract     = {<p>Purpose: The purpose of this paper is to explain the “evaluation deadlock” or “stasis” diagnosed by many authors. The explanation relies on a thought experiment. Design/methodology/approach: The paper is conceptual and builds on a thought experiment inspired by qualitative research such as interviews with communication consultants in Sweden. It makes use of principal–agent theory and Akerlof’s theory of lemon markets. Findings: A plausible explanation for the evaluation stasis requires consideration of practitioners’ self-interest as businesspeople. The deadlock is explained by an anomaly in practitioner populations and passive or active but covert resistance. If the long-time neglect of measurement and evaluation has led to expectation inflation and overpromising, even well-performing actors might shy away from rigorous measurement and evaluation practices in their own mandates, since they fear being measured against promotional, not realistic standards. At the same time, on the level of industry discourse, these practitioners would still advocate for measurement and evaluation in principle, so as to avoid the suspicion of underperformance. Research limitations/implications: The paper suggests an explanation for further empirical investigation. It does not attempt to demonstrate anything else than that the suggestion is plausible and that it warrants further investigation. Practical implications: The scientific community engaged in the measurement and evaluation debate appears puzzled by the discrepancy between practitioners’ words and actions. The authors hope that the paper contributes to a more realistic and thus more constructive dialogue between practitioners and academics in the measurement and evaluation debate. Originality/value: Inspired by Alvesson and Spicer’s concept of functional stupidity, the paper argues that attempts to explain the evaluation stasis have been marked by circumspection and narrowness. At present, explanations for the evaluation stasis tend to focus on lack of knowledge or inadequate systems or frameworks. The paper offers a more comprehensive explanation.</p>},
  author       = {Nothhaft, Howard and Stensson, Hanna},
  issn         = {1363-254X},
  keyword      = {Communication practitioner,Evaluation,Measurement,Public relations},
  language     = {eng},
  month        = {08},
  publisher    = {Emerald Group Publishing Limited},
  series       = {Journal of Communication Management},
  title        = {Explaining the measurement and evaluation stasis : A thought experiment and a note on functional stupidity},
  url          = {http://dx.doi.org/10.1108/JCOM-12-2018-0135},
  year         = {2019},
}