Strategic communication in participatory culture : From one- and two-way communication to participatory communication through social media
In contemporary literature in strategic communication, public relations, and corporate communication, co-creation of meaning is often claimed to be a core objective (e.g., Coombs & Heath, 2006). The aim of this chapter is to review the literature on social media and strategic communication and develop arguments for why we believe the new communication structure is challenging old concepts and
