Abstract
This empirical study aimed to better understand the interrelationship of strategic communication (SC) and intentional positioning. Positioning theory using James’ positioning framework was used to analyze a sample of texts in which communication strategies were employed to intentionally position an entity. are underpinned by the operating local moral orders that determine the entity’s rights and duties to undertake specific actions, to express views, or to even exist. Working systematically through the four analytical domains of the Framework effectively facilitated the identification of communication practices and processes of representation that were strategically applied in intentional positioning efforts. It was found that SC was used in each submission to construct particular versions of social reality in attempts to position themselves and others, and that moral orders in operation impacted on such attempts. It was evident submission authors enacted strategic communication as a positioning strategy, but also strove to use such positioning as a ‘springboard’ to
launch further communication that could substantially contribute to the
survival and sustained success of an entity.
launch further communication that could substantially contribute to the
survival and sustained success of an entity.
| Original language | English |
|---|---|
| Title of host publication | 2022 Positioning Theory Conference |
| Publication status | Published - 2024 |
| Event | 2022 Positioning Theory Conference - University at Buffalo, the State University of New York, Buffalo, United States Duration: 24 Jul 2022 → 28 Jul 2022 https://web.archive.org/web/20211027075311/https://www.buffalo.edu/clari/positioning-theory/about.html (Conference website) https://ed.buffalo.edu/black-history-ed/news.host.html/content/shared/university/news/news-center-releases/2022/06/018.detail.html (Conference info) |
Conference
| Conference | 2022 Positioning Theory Conference |
|---|---|
| Abbreviated title | Positioning Theory Explorations to a Deeper Understanding |
| Country/Territory | United States |
| City | Buffalo |
| Period | 24/07/22 → 28/07/22 |
| Other | In 2022, we are delighted to welcome scholars and researchers at all career stages to a full three-day conference, focused on the contributions of positioning theory to research, as developed by Rom Harré and others. The conference will take place at the University at Buffalo (UB), State University of New York (SUNY), in Buffalo, New York from July 24 to July 27, 2022. The conference, internationally recognized for its encouragement of in-depth research and discussions on using positioning theory in all social science disciplines, provides a space for early-career to senior academics, graduate and higher degree students, community researchers and practitioners in a range of disciplines from across the world to share and learn from each other together. |
| Internet address |