• Illia Manzan Laura Géraldine

• Giorgi Nicole

With digitisation, companies face new challenges and opportunities related to new forms of organisation, communication and content creation. This course provides students with the conceptual tools to think about how a company can prepare to respond to this new communication landscape.

The seminar will address the following three macro themes:

1. Emerging forms of organisation, audiences and social media: How is digitalisation enabling new forms of organisation (e.g. #boycotts)? How does this affect misinformation for businesses?
2. The formation of legitimacy and reputation in digital sphere: how do audiences converge to (il)legitimate an orgnaization?  Memes and other humoristic content  can influence (il)legitimacy of an object?
3. Digitalization and its influence on business and society: What is the role of  Artificial Intelligent agents in today's corporate communication landscale? How do AI limit (or boost) activism?

Prerequisite: ability to read and understand english texts.

The aim of the seminar is to provide students with the theoretical and conceptual tools to analyse the opportunities (as well as the threats) that digitisation brings to organisations. Students will examine different theoretical approaches to critically consider the strategic value of e-communication.

Specific objectives of this course are:

• Understand how to critically read an academic article
• Understand how to apply theories and concepts to current events
• Understand how to use theories and concepts to develop a scientific study
• Understand how to create an idea with the concepts and theories used in an article
• Understand how to develop a research proposal.

Work and presentation

Seminar with continuous evaluation: after the registration period, you can no longer cancel your registration (see session calendar on the Faculty's website).

Enrollment for the seminar paper must be done separately: registrate on MyUnifr for the seminar paper under "Course Enrollment" ("Inscription aux cours - Kurseinschreibung").