An Interactive Video Website as a Mode for Communication About Change: Exploring the Impact on Participation

• In Event: So Far, So Good, Part 1: Organizational Communication Research Escalator

Abstract

Globalization and technology advancements require a participative workforce in order for contemporary organizations to be competitive (Argenti, 2006; Kuhn, 2006: Stohl, 2005; Stohl & Cheney, 2001; Westenholz, 2006). Scholars and practice alike acknowledge that participation processes require enhanced communication between employees (Stohl & Cheney, 2001). In this paper, we explore the use of an interactive video website for communicating about change. The senior managers’ aim with this website is that it should encourage enhanced communication and in turn facilitate employees’ participation in a change process. This study emanates from the contentions that organizing occurs in conversation and that organization emerges in communication (Taylor, 1999; Weick, 1979). The work is informed by the communicative constitution of organization (CCO) approach and we apply mixed methods (observations, surveys, focus groups and interviews). The results disclose little communication and low overall employee participation. Reasons for why the initiative did not meet expectations are discussed.

Authors

• Therese Eva Maria Hedman Monstad, Uppsala University

• Stefan Hrastinski, KTH Royal Institute of Technology