Strategy Sensemaking with Visual and Multimodal Communication
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School of Business |
Master's thesis
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Date
2017
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Mcode
Degree programme
Corporate Communication
Language
en
Pages
70
Series
Abstract
Objective of the study The objective of this study was to analyze the purpose of internal strategy communication in the strategy sensemaking process, including the role of visual and multimodal communication in internal strategy communication. Previous research did not sufficiently explore the role of internal strategy communication in the strategy sensemaking process, nor did it review practical knowledge about the use and role of visual and multimodal communication in internal strategy communication. This research project thus examined the hypothesis that a successful strategy communication process increases the level of strategy sensemaking in an organization. Another hypothesis of the study was that internal strategy communication benefits from the use of visual and multimodal communication and promotes strategy sensemaking by increasing interest in and encouraging employees’ motivation toward achieving strategic goals. Research methods This study was a qualitative research project deployed as a multi-method case study. Two sets of research data were collected for this study: interview data and internal strategy communication materials. Semi-structured individual and group interviews were completed during fall 2016. The internal strategy communication materials comprised a set of PowerPoint slides offered for the case study by the case company. Visual analysis was conducted on these materials, while the interviews were analyzed narratively. The results of the empirical study were reviewed through the lens of a theoretical framework consisting of theories of strategy work, change communication, and visual and multimodal communication. Findings of the study The results of the study demonstrate that a strategy must be transformed into daily actions and operations to be effective; moreover, the strategy must make sense. Internal strategy communication plays an essential role in ensuring that the strategy is transformed into daily tasks and actions. Likewise, successful internal strategy communication is critical to strategy sensemaking. This study also confirms that internal strategy communication benefits from the use of visual and multimodal communication techniques, such as PowerPoint, because they increase interest toward the topics, clarify the strategic message, and heighten understanding. Visual and multimodal forms of internal strategy communication consequently increase strategy sensemaking in an organization, and are therefore highly recommended.Description
Thesis advisor
Moisander, JohannaKeywords
change communication, strategy communicatio, sensemaking, visual and multimodal communication, strategy, PowerPoint, semiotic study, internal strategy communication