Datafied Corporate Political Activity: Updating Corporate Advocacy For a Digital Era

John Murray*, Mikkel Flyverbom

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

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Digital transformations have significant consequences for organizational attempts to shape their environments. Our focus is on how corporate political activity evolves in ways that require us to pay more attention to how information gets structured in digital spaces, and on how information ecosystems operate and shape strategic communication activities in organizational settings. We outline these digital transformations, offer a focus on corporate political activity as informational and develop a typology of datafied corporate political activity techniques to illustrate how the workings of digital spaces shape political issues more concretely. This serves to highlight the necessity of extending the focus of informational corporate political activity beyond the contents of overt and direct messages to include the more covert and subtle forms of influence made possible through the strategic structuring of information itself. This also contributes to our understanding of the political significance of corporate political activity, which is less about influencing political issues by composing appealing messages and distributing them to relevant audiences, and more about influencing political issues by organizing digital information and feeding algorithms. We suggest that such datastructures and algorithmic forms of sorting will become as important as message contents, and that datafied advocacy will become a central component of corporate political activity and other organizational activities.
Original languageEnglish
Issue number4
Pages (from-to)621-640
Number of pages20
Publication statusPublished - Jul 2021


  • Advocacy
  • Algorithms
  • Corporate political activity
  • Digital transformations
  • Strategic communication

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