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Marketing and communication technology: Paradoxes and dialogics

Marketing and communication technology: Paradoxes and dialogics Marketing and Communication Technology: Paradoxes and Dialogics Lars Thøger Christensen In the prevailing discourse of marketing management, communication technology is largely seen as a tool to accomplish specific ends, a tool that facilitates real dialogues between organizations and their different audiences and helps organizations become more open, flexible and responsive vis-a-vis external demands. In contrasts to this view, this paper illustrates the complex nature of communication technology in the process of reorganizing organizations to meet new market conditions, arguing more specifically that dialogues with external constituencies may be regarded as auto-communicative, that interactivity between the organization and its surroundings takes place within a communication space delineated from above', that organizational responsiveness is largely pre-specified, and that organizational openness, as a consequance, co-exists with tendencies to closure. Without rejecting rational interpretations all together, the paper points at alternative rationalities and suggests a research agenda that takes into consideration the paradoxes and dialogics associated with the use of new technologies, like the internet, in the marketing communication process. INTRODUCTION Contemporary opinion, both of the public and of the experts, remains for the most part caught up in an antithesis which makes of technique either a pure instrument of man (wrongly used, http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Consumption Markets and Culture Taylor & Francis

Marketing and communication technology: Paradoxes and dialogics

Christensen, Lars Thøger
Consumption Markets and Culture , Volume 4 (1): 21 – Jan 1, 2000
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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1477-223X
eISSN
1025-3866
DOI
10.1080/10253866.2000.9670346
Publisher site
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Abstract

Marketing and Communication Technology: Paradoxes and Dialogics Lars Thøger Christensen In the prevailing discourse of marketing management, communication technology is largely seen as a tool to accomplish specific ends, a tool that facilitates real dialogues between organizations and their different audiences and helps organizations become more open, flexible and responsive vis-a-vis external demands. In contrasts to this view, this paper illustrates the complex nature of communication technology in the process of reorganizing organizations to meet new market conditions, arguing more specifically that dialogues with external constituencies may be regarded as auto-communicative, that interactivity between the organization and its surroundings takes place within a communication space delineated from above', that organizational responsiveness is largely pre-specified, and that organizational openness, as a consequance, co-exists with tendencies to closure. Without rejecting rational interpretations all together, the paper points at alternative rationalities and suggests a research agenda that takes into consideration the paradoxes and dialogics associated with the use of new technologies, like the internet, in the marketing communication process. INTRODUCTION Contemporary opinion, both of the public and of the experts, remains for the most part caught up in an antithesis which makes of technique either a pure instrument of man (wrongly used,

Journal

Consumption Markets and Culture – Taylor & Francis

Published: Jan 1, 2000

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