Network Society

Abstract

Strategic communication needs a thorough understanding of the social forms of the interaction, organization, and social structure it works within and through. Success is a scarce resource, and organizations compete to fulfill their mission and advance toward specific goals. In this entry, we present the five strands of theory on the network society. Each theoretical position has its specific implications for acting toward strategic goals. Taken together, the five perspectives give a thorough understanding of the conditions for successful strategic communication in the twenty‐first century.