Greimas' narrative scheme as applied to the five digitalization narratives in PR research
| Phases | Manipulation | Competence | Performance | Sanction |
|---|---|---|---|---|
| Narratives | ||||
| Call for engagement with … | Acquisition of expertise in … | Implementation and application of … | Prospects vs risks extrapolated as … | |
| Digitalization as cybernetics | … digital feedback potential vs loss of control | … harmonizing ideals of responsivity and control | … agile mindset and methods | … increased flexibility vs acceleration and overcomplexity |
| Digitalization as connectivity | … digital exchange and collaboration potential | … network thinking in information curation and management | … standardized information and knowledge sharing | … increased collaboration vs participation frustration and fatigue |
| Digitalization as empowerment | … digital emancipatory potential | … dialogic principles and infrastructural design | … political stance in terms of pro-public dialogue and activism | … defending social empowerment vs individualization and polarization |
| Digitalization as transhumanism | … digital potential to transcend man-machine-dualism | … functional integration of nonhuman agency | … workflows delegated to and enhanced by digital agents | … optimization vs displacement by nonhuman agency |
| Digitalization as disruption | … digital potential as business game changer | … venturesome, transformative digital mindset | … data-driven processes and infrastructure | … facilitation of business transformation vs henchman to surveillance capitalism |
| Phases | Manipulation | Competence | Performance | Sanction |
|---|---|---|---|---|
| Narratives | ||||
| Call for engagement with … | Acquisition of expertise in … | Implementation and application of … | Prospects vs risks extrapolated as … | |
| Digitalization as cybernetics | … digital feedback potential vs loss of control | … harmonizing ideals of responsivity and control | … agile mindset and methods | … increased flexibility vs acceleration and overcomplexity |
| Digitalization as connectivity | … digital exchange and collaboration potential | … network thinking in information curation and management | … standardized information and knowledge sharing | … increased collaboration vs participation frustration and fatigue |
| Digitalization as empowerment | … digital emancipatory potential | … dialogic principles and infrastructural design | … political stance in terms of pro-public dialogue and activism | … defending social empowerment vs individualization and polarization |
| Digitalization as transhumanism | … digital potential to transcend man-machine-dualism | … functional integration of nonhuman agency | … workflows delegated to and enhanced by digital agents | … optimization vs displacement by nonhuman agency |
| Digitalization as disruption | … digital potential as business game changer | … venturesome, transformative digital mindset | … data-driven processes and infrastructure | … facilitation of business transformation vs henchman to surveillance capitalism |
Source(s): Created by the authors
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