Deep strategic mediatization: Organizational leaders' knowledge and usage of social bots in an era of disinformation

摘要

We identified a lack of theoretical concepts and empirical knowledge about the perception and usage of social bots from the organizational and communication management perspective. Therefore, we first introduce social bots in the realm of communication and information management by using a profound literature review. Second, by building on mediatization theory and strategic communication, we introduce the concept of deep strategic mediatization. By surveying the attitudes towards and usage of social bots of leading European communication professionals (n = 2,247) from 49 European countries, we thirdly offer first indications how diverse European organizations in different European regions use social bots. Results indicate, that leading communication professionals in Central and Western Europe as well as Scandinavia perceive highly ethical challenges, while in Southern and Eastern Europe professionals are less skeptical regarding the usage of social bots. Only 11.5 percent (n = 257) declare their organization uses or are making plans to use social bots for strategic communication. They are used primarily for identifying and following social networks users. This refers specifically to the usage of digital traces for strategic communication purposes e.g., to identify topic area opinion leaders or social media influencers. However, this represents only a small minority of the sample - leading to the conclusion that only a small minority of organizations already practice deep strategic mediatization.