Providing, promoting and co‐opting: Corporate media work in a mediatized society

Josef Pallas (Department of Business Studies, Uppsala University, Uppsala, Sweden)
Magnus Fredriksson (Department of Journalism, Media and Communication, University of Gothenburg, Gothenburg, Sweden)

Journal of Communication Management

ISSN: 1363-254X

Publication date: 10 May 2011



The purpose of this paper is to outline a conceptual framework for the institutional preconditions for media work and how organizations establish these conditions.


The work concurs with the stream of scholars who use social theory as their starting‐point to understand and make sense of public relations as a societal phenomenon. Based on earlier empirical analysis and theoretical arguments this paper supports the notion of corporate media work as being much more complex and extensive than was earlier recognized. Vital to this is mediatization, a concept describing how media are transformed from being a mediator between institutions to becoming an institution in themselves.


The paper outlines three different ideal types of strategies of corporate media work: providing, promoting, and co‐opting, resting on different aims and functions.


Organizational media work redefines, reshapes and structures the economic, political and social positions of organizations. Therefore scholars will be helped by a more developed framework to categorize and understand corporate media work in a mediatized society.



Pallas, J. and Fredriksson, M. (2011), "Providing, promoting and co‐opting: Corporate media work in a mediatized society", Journal of Communication Management, Vol. 15 No. 2, pp. 165-178.

Download as .RIS



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.