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Curated Participation : – A Study of Everyday Photography in Organizational Communication Strategy

Cassinger, Cecilia LU and Thelander, Åsa LU (2017) Annual Conference of the International Communication Association, 2017
Abstract
Visuals are ubiquitous in strategic communication involving social media and there are high expectations on what visual social media can accomplish with regards to creating engagement among people. The research aim in this paper is to examine how employees experience curating images in social media as part of an organization’s strategic communication. The reasoning is based on an empirical study of curated participation at the photo-sharing platform Instagram to improve the reputation of a large public hospital. Drawing on Goffman’s (1959) dramaturgical theory of social life, the paper approaches the conditions of participation and employee engagement as a performance. It is argued that participation is shaped by the stage of the social... (More)
Visuals are ubiquitous in strategic communication involving social media and there are high expectations on what visual social media can accomplish with regards to creating engagement among people. The research aim in this paper is to examine how employees experience curating images in social media as part of an organization’s strategic communication. The reasoning is based on an empirical study of curated participation at the photo-sharing platform Instagram to improve the reputation of a large public hospital. Drawing on Goffman’s (1959) dramaturgical theory of social life, the paper approaches the conditions of participation and employee engagement as a performance. It is argued that participation is shaped by the stage of the social media site and by negotiations between participants and the imagined audience. The study sheds light on the social conventions that underpin the performance of participation at visual social media platforms and point to the implications for employee engagement. (Less)
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author
organization
publishing date
type
Contribution to conference
publication status
published
subject
keywords
visual studies, employee engagement, performance, participation, strategic communication
conference name
Annual Conference of the International Communication Association, 2017
language
English
LU publication?
yes
id
72607740-9fbb-4471-94cd-f7d200772452
date added to LUP
2017-05-25 20:26:13
date last changed
2017-05-31 09:22:48
@misc{72607740-9fbb-4471-94cd-f7d200772452,
  abstract     = {Visuals are ubiquitous in strategic communication involving social media and there are high expectations on what visual social media can accomplish with regards to creating engagement among people. The research aim in this paper is to examine how employees experience curating images in social media as part of an organization’s strategic communication. The reasoning is based on an empirical study of curated participation at the photo-sharing platform Instagram to improve the reputation of a large public hospital.  Drawing on Goffman’s (1959) dramaturgical theory of social life, the paper approaches the conditions of participation and employee engagement as a performance. It is argued that participation is shaped by the stage of the social media site and by negotiations between participants and the imagined audience. The study sheds light on the social conventions that underpin the performance of participation at visual social media platforms and point to the implications for employee engagement. },
  author       = {Cassinger, Cecilia and Thelander, Åsa},
  keyword      = {visual studies,employee engagement,performance,participation,strategic communication},
  language     = {eng},
  title        = {Curated Participation : – A Study of Everyday Photography in Organizational Communication Strategy},
  year         = {2017},
}