Strategic Communication and Emergence: A Dual Narrative Framework

Peter Winkler; Michael Etter

doi:10.1080/1553118X.2018.1452241

Strategic Communication and Emergence: A Dual Narrative Framework

Peter Winkler^*, Michael Etter

^*Corresponding author for this work

King's Business School

Research output: Contribution to journal › Article › peer-review

34 Citations (Scopus)

Abstract

The idea that strategic communication is not only planned, but also emergent, has gained increasing attention in the field of strategic communication research. However, embracing the idea of emergence comes with several definitional, methodological, and programmatic challenges. This article responds to these challenges by proposing a dual narrative framework of strategic communication. The framework introduces an approach that explains both practice (strategizing process) and product (strategized communication) of strategic communication as narratively constituted and draws a distinction between preceding and proceeding forms of emergence. Preceding forms of emergence address the impact of strategic fashions and peripheral forms of strategizing on strategic communication. Proceeding forms of emergence address strategy attribution and strategy reframing that accompany strategic communication. The article contributes to a meaningful integration of the idea of emergence without tautologizing the concept of strategic communication.

Original language	English
Pages (from-to)	382-398
Number of pages	17
Journal	International Journal of Strategic Communication
Volume	12
Issue number	4
DOIs	https://doi.org/10.1080/1553118X.2018.1452241
Publication status	Published - 8 Aug 2018

Access to Document

10.1080/1553118X.2018.1452241

Cite this

@article{5156ba2934a14107b630e9999d09be46,

title = "Strategic Communication and Emergence: A Dual Narrative Framework",

abstract = "The idea that strategic communication is not only planned, but also emergent, has gained increasing attention in the field of strategic communication research. However, embracing the idea of emergence comes with several definitional, methodological, and programmatic challenges. This article responds to these challenges by proposing a dual narrative framework of strategic communication. The framework introduces an approach that explains both practice (strategizing process) and product (strategized communication) of strategic communication as narratively constituted and draws a distinction between preceding and proceeding forms of emergence. Preceding forms of emergence address the impact of strategic fashions and peripheral forms of strategizing on strategic communication. Proceeding forms of emergence address strategy attribution and strategy reframing that accompany strategic communication. The article contributes to a meaningful integration of the idea of emergence without tautologizing the concept of strategic communication.",

author = "Peter Winkler and Michael Etter",

year = "2018",

month = aug,

day = "8",

doi = "10.1080/1553118X.2018.1452241",

language = "English",

volume = "12",

pages = "382--398",

journal = "International Journal of Strategic Communication",

issn = "1553-118X",

publisher = "Routledge",

number = "4",

}

TY - JOUR

T1 - Strategic Communication and Emergence

T2 - A Dual Narrative Framework

AU - Winkler, Peter

AU - Etter, Michael

PY - 2018/8/8

Y1 - 2018/8/8

N2 - The idea that strategic communication is not only planned, but also emergent, has gained increasing attention in the field of strategic communication research. However, embracing the idea of emergence comes with several definitional, methodological, and programmatic challenges. This article responds to these challenges by proposing a dual narrative framework of strategic communication. The framework introduces an approach that explains both practice (strategizing process) and product (strategized communication) of strategic communication as narratively constituted and draws a distinction between preceding and proceeding forms of emergence. Preceding forms of emergence address the impact of strategic fashions and peripheral forms of strategizing on strategic communication. Proceeding forms of emergence address strategy attribution and strategy reframing that accompany strategic communication. The article contributes to a meaningful integration of the idea of emergence without tautologizing the concept of strategic communication.

AB - The idea that strategic communication is not only planned, but also emergent, has gained increasing attention in the field of strategic communication research. However, embracing the idea of emergence comes with several definitional, methodological, and programmatic challenges. This article responds to these challenges by proposing a dual narrative framework of strategic communication. The framework introduces an approach that explains both practice (strategizing process) and product (strategized communication) of strategic communication as narratively constituted and draws a distinction between preceding and proceeding forms of emergence. Preceding forms of emergence address the impact of strategic fashions and peripheral forms of strategizing on strategic communication. Proceeding forms of emergence address strategy attribution and strategy reframing that accompany strategic communication. The article contributes to a meaningful integration of the idea of emergence without tautologizing the concept of strategic communication.

UR - http://www.scopus.com/inward/record.url?scp=85051533879&partnerID=8YFLogxK

U2 - 10.1080/1553118X.2018.1452241

DO - 10.1080/1553118X.2018.1452241

M3 - Article

AN - SCOPUS:85051533879

SN - 1553-118X

VL - 12

SP - 382

EP - 398

JO - International Journal of Strategic Communication

JF - International Journal of Strategic Communication

IS - 4

ER -

Strategic Communication and Emergence: A Dual Narrative Framework

Abstract

Access to Document

Other files and links

Fingerprint

Cite this