Measuring Strategy by Tracing Political Media Relations Tactics – A Conceptualization

Global Media Journal: German Edition

卷:3

关键词: Political Communication;    Strategy;    Network Analysis;    Game Theory;    Media Relations;   

DOI  :  

来源: DOAJ

【 摘 要 】

Conceptualizing the strategic interplay of communication experts with politicaljournalists is like being in the middle of so far conflicting approaches. The mostly economic sciencebased literature on strategic communication management often implies a prescriptive and rationalapproach of decision making and behavior. From a social sciences perspective, however, theempirical transfer of mere economic rational choice models has been reasonably challenged.Although many rational choice theorists accept actor rationality to be limited rather than total andthe metaphor of a “game” between the two groups is frequently used, only tentative efforts of socialsciences to integrate rational choice models into the concept of strategy can be observed. Thisarticle seeks to make a case for network analysis to be applied in political media relations, as itenables the integration of approaches of strategy that have been kept separate so far. Doing sowould allow strategic interactions to act as infrastructure for a descriptive analysis andenvironment for testing cost-benefits with the help of game theory. In this way, it allows for both asystematic integration of different strategy concepts and a comparative evaluation of their validityand explanatory power for empirical ex-post analysis in different social contexts. Developed in theGerman context, a possible comparative approach will be exemplified by the Russian Federation inaccordance with the most different systems design.

【 授权许可】

Unknown