Organizations In Social Media Environments: Strategy, Communication, And Mediatization

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Fabio Frá Fernandes
Fabio Frá Fernandes

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GJHSS Volume 23 Issue H9

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Our text explores the mediatization phenomenon in smaller organizations in geographically remote towns. Through a theoretical-practical study of an applied nature and with an exploratory-descriptive objective, we aim to highlight how the current media ecosystem is used and appropriated while also describing the communicative strategies employed by a group of thirteen organizations situated in the northwest region of the Brazilian state of Rio Grande do Sul. For our methodology, we utilized participant observation, employing techniques to analyze the social media presence of each organization over thirty days. Additionally, we conducted a strategic communication audit targeting specific audiences and indepth interviews with professionals responsible for their communication. The outcome of our efforts is a comprehensive mapping that delves into and describes the mediatization phenomenon within these organizations, which, in our perspective, is in the process of establishment.

Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

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Not applicable for this article.

Fabio Frá Fernandes. 2026. \u201cOrganizations In Social Media Environments: Strategy, Communication, And Mediatization\u201d. Global Journal of Human-Social Science - H: Interdisciplinary GJHSS-H Volume 23 (GJHSS Volume 23 Issue H9): .

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Social media strategy, communication, and mediatization in organizations. Academic research on digital communication and media ecology.
Issue Cover
GJHSS Volume 23 Issue H9
Pg. 19- 26
Journal Specifications

Crossref Journal DOI 10.17406/GJHSS

Print ISSN 0975-587X

e-ISSN 2249-460X

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GJHSS-H Classification: FOR Code: 2001
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v1.2

Issue date

January 27, 2024

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English

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Our text explores the mediatization phenomenon in smaller organizations in geographically remote towns. Through a theoretical-practical study of an applied nature and with an exploratory-descriptive objective, we aim to highlight how the current media ecosystem is used and appropriated while also describing the communicative strategies employed by a group of thirteen organizations situated in the northwest region of the Brazilian state of Rio Grande do Sul. For our methodology, we utilized participant observation, employing techniques to analyze the social media presence of each organization over thirty days. Additionally, we conducted a strategic communication audit targeting specific audiences and indepth interviews with professionals responsible for their communication. The outcome of our efforts is a comprehensive mapping that delves into and describes the mediatization phenomenon within these organizations, which, in our perspective, is in the process of establishment.

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Organizations In Social Media Environments: Strategy, Communication, And Mediatization

Fabio Frá Fernandes
Fabio Frá Fernandes

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