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Online Organizational Communication: The Communications Department Version 2.0 in Tech Companies

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Media and Metamedia Management

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 503))

Abstract

In the last decade of the 20th Century, communications departments opted to create an active online presence in order to deliver information to their audiences. After a phase of relatively homogeneous strategies and parallel paths, those companies with online communications departments have chosen innovation and unique tactics adapted to their specific situation as a strategic element. As this real-world evolution was taking place, academic literature tracked its progress and analyzed this transformation of online communications departments featuring, until the present day, a panorama of relative creativity tending towards multimedia content and hypertextuality but with smaller steps being taken towards interactivity with the end user (Dader et al. 2014; Sánchez Duarte and Rodríguez Esperanza 2013). This paper aims to describe this progress and the current status of online organization communication, in addition to painting a picture of the most recent tendencies and innovation proposed by the most innovative tech companies in Spain.

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Acknowledgments

This paper is part of the research project “Innovation and the development of online media in Spain. The make-up of journalistic interactivity on multiple platforms: news, conversation and services” (reference number CSO2012-38467-C03) funded by the Ministry of the Economy and Competitiveness.

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Authors and Affiliations

  1. University of Santiago de Compostela (USC), Santiago de Compostela, Spain

    Berta García Orosa

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  1. Berta García Orosa
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Correspondence to Berta García Orosa .

Editor information

Editors and Affiliations

  1. Faculty of Communication Sciences, University of Santiago de Compostela, Santiago de Compostela, Spain

    Francisco Campos Freire

  2. Faculty of Social and Communication Sci., Universidad de Vigo Faculty of Social and Communication Sci., Pontevedra, Spain

    Xosé Rúas Araújo

  3. Faculty of Science Communication, University of A Coruña Faculty of Science Communication, A Coruña, Spain

    Valentín Alejandro Martínez Fernández

  4. Faculty of Communication Sciences, University of Santiago de Compostela, Santiago de Compostela, Spain

    Xosé López García

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García Orosa, B. (2017). Online Organizational Communication: The Communications Department Version 2.0 in Tech Companies. In: Freire, F., Rúas Araújo, X., Martínez Fernández, V., García, X. (eds) Media and Metamedia Management. Advances in Intelligent Systems and Computing, vol 503. Springer, Cham. https://doi.org/10.1007/978-3-319-46068-0_29

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  • DOI: https://doi.org/10.1007/978-3-319-46068-0_29

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-46066-6

  • Online ISBN: 978-3-319-46068-0

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