EMMA2019

Media Management and Actionable Knowledge: The Relationship between Theory and Practice

Digital technology and changing consumption habits are driving media organisations to gain more insights into their audiences. At the same time, they are required to identify sustainable revenue models while also creating innovative content on different platforms to offer audiences compelling experiences. At times like these, a call for more actionable approaches by media management scholars and practitioners can contribute to our comprehension of the aforementioned disruptions.

Actionable knowledge reflects an organisation’s learning capability to connect heterogeneous elements (social, political, economic- technological) so as to inform future action. Its focus is on (learning) practice as a form of self-organisation that is fluid, dynamic and emergent. Actionable knowledge is therefore pragmatic engagement with the social complexity of organising and is thus a central concern in organisation studies on at least two levels.

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