The New Media Landscape

Kristine Kogut

Student thesis: Master thesis


The emergence of the Internet and specifically social media has led to new ways for communicating with each other. The power is no longer in the sender’s hands, as anyone now can contribute to the conversation on equal terms. Giving feedback is easier than ever, which is why the control of the message is harder for the sender to contain throughout the communication process. In order to communicate efficiently on social media, it is important to adapt the communication strategy to the new media landscape, where many-to-many communication occurs rather than one-onone communication. However, many organisations have not adapted to the new media landscape and continue to base their communication strategy on older theory, which has been formulated before the online communication was a possibility. The purpose of this thesis is therefore to explore how older, more traditional communication theories as well as newer theory fit into the new media landscape, and how organisations can comply with the loss of control over the communication. Observations covering the Danish dairy organisation Arla’s communication on their Facebook page provide the basis for the analysis, while the primary theory used to answer the problem statement comes from Shannon and Weaver, Philip Kotler, Simon Kragh and Peter Svarre – a mix of older and newer communication theories. The results of the analysis show that the older theories from Shannon-Weaver and Kotler in many aspects are out-dated and not adequate in the new media landscape, as they do not accommodate many-to-many communication in their models. Kragh meets the premise of many-to-many communication while also acknowledging the rather huge pool of messages people are exposed to every day. Kragh’s view on how communication works in rotations where a sender is a receiver as well reflects the terms of the new media landscape, and is therefore adequate for use. In order to comply with the loss of control of communication, Svarre presents three fundamental rules that will help organisations contain some control on social media.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
Publication date2016
Number of pages81