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A theoretical framework for the concept of ‘Internet strategy'

Benita Steyn
Cape Peninsula University of Technology
Anské Grobler
University of Pretoria
Berdine Cilliers
University of Pretoria
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A theoretical framework for the concept of ‘Internet strategy’. (2022). Communicare: Journal for Communication Studies in Africa, 24(1), 20-48. https://doi.org/10.36615/jcsa.v24i1.1751
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  • Submited: October 19, 2022
  • Published: October 24, 2022

Abstract

Organisations know that the Internet could or should play an important role in goal
achievement, but are uncertain about its strategic application. It can therefore be said
that the Internet remains largely ‘a technology in search of a strategy’.
This article explores ‘Internet strategy’ from the perspective of the corporate
communication domain, specifically within the framework of two meta-theoretical
approaches: the Excellence approach and the two-way symmetrical approach to public
relations and communication management. ‘Internet strategy’ is conceptualised based
on the following theories: information theory, the communication process, mass
communication theory, strategic management theory, corporate communication roles
theory, and the models for developing corporate communication strategy and
communication plans.
The most important findings indicate that, with regard to the corporate communication
process, the Internet is regarded as a medium or channel and, as such, it can make a
contribution on all strategy levels. The concept of ‘Internet strategy’ is specifically seen
to be part of operational strategy at the micro organisational level. However, considering
the use of the Internet already at the functional strategy level ensures that its use is not
decided upon in isolation, but forms part of corporate communication goal achievement.

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How to Cite
A theoretical framework for the concept of ‘Internet strategy’. (2022). Communicare: Journal for Communication Studies in Africa, 24(1), 20-48. https://doi.org/10.36615/jcsa.v24i1.1751

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