par Derinöz, Sabri 
Référence ECREA European Communication Conference (8th: 6-9 September 2021: Braga)
Publication Non publié, 2021-09-07
Référence ECREA European Communication Conference (8th: 6-9 September 2021: Braga)
Publication Non publié, 2021-09-07
Communication à un colloque
| Résumé : | European Public service media (PSM) are torn between different tensions such as the need to attract a large audience while having the mission to serve the population (Horsti & Hultén 2011). In the last years, corporate social responsibility (CSR) discourses emerged in European PSM (Tania Fernández-Lombao, Andrea Valencia-Bermúdez, and Francisco Campos-Freire 2017). The Belgian PSM, a key and influential actor in Belgian’s media landscape (Komorowski et al. 2018), is using “diversity”, which is often use in CSR discourses (Hou and Reber 2011), as a keyword of its current organizational change and its long-term vision. It develops a “diversity” policy not only because of obligations appearing in its management contract but also because it is pushed by the European Broadcasting Union (EBU) and other stakeholders. “Diversity” can be understood (and used) by PSM in various ways, from organization management to social cohesion, through marketing use (Horsti & Hultén 2011) or innovation (Mayer et al. 2018). Using the perspective of the constitutive role of communication in organizations (CCO), in which communication is making the organization (Schoeneborn et al. 2018), communication around “diversity” is seen as one of the “sites” where the economic and social tensions are negotiated and therefore where the PSM is constituted. In the CCO perspective, the organizational boundary is continuously (re-)established through communication and involves third parties, which “becomes particularly evident in the case of CSR, where practices of stakeholder involvement invite third parties to co-constitute these communicative boundaries” (Schoeneborn and Trittin 2013).This study intends to understand the interplay between different discourses of “diversity” and how the organization defines itself through this concept. This paper analyses Belgian PSM’s communication, understood as the polyphony of voice towards the audience(s) in its polyphony of organizational voices “that contribute to the attribution of collective actorhood of the organizational phenomena” (Trittin and Schoeneborn 2015). In order to catch and understand the variety of voices, a mixed methodology is used including discourse analysis through a variety of sources intended to communication (press releases, managerial discourses, social network and media content related to the topic, internal documents such as “diversity” policies etc.) as well as in-depth interviews with key staff members responsible of (any form of) communication: PR, managers, HR, diversity manager, media content producers, etc. It will help to understand how the organization is “showing” itself and how it is “seeing itself”. An analysis of “diversity” discourses holders that are interacting with the PSM will then be done in order to understand the third parties that might be co-constituting the organization. Results are expected to show that, while a communication strategy about “diversity” might be found (Maier and Ravazzani 2019), such big organization (+1000 employees) have a polysemic and complex use of “diversity” in its communication, which is representative of PSM’s current identity’s definition. A mapping of the negotiation of the PSM’s identity through “diversity” discourses is expected to be created, integrating the PSM in its polyphony of voices as well as influencing third parties. |
