Modeling business communication with a human/humane touch

HBM in a nutshell

In today’s globalized world, enterprises are faced with an increasing number of crosscutting issues – e.g., environmental protection, digitalization, inclusion and diversity – that cannot be dealt with from a single perspective or from a single set of interests. In this scenario, the role of business communication cannot be deemed as limited to leveraging the company and contributing to its success in its competitive context, or building stronger relationships with its stakeholders to formulate its sustainability strategy.

As the focus of corporate discourse is shifting from the concept of “corporate social responsibility” and “corporate social sustainability” to “corporate citizenship”, with all the implications that this shift has at both the social and political level, the private and public boundaries are becoming blurred. Since businesses and corporations are increasingly covering the spaces left unattended or intentionally devolved by institutional organizations, thus offering services to the community that were originally provided for by public administrations, corporate discourse needs to reflect the change, and shift from societal communication (based on the idea of businesses having responsibilities and obligations beyond maximizing profits for their shareholders) to social communication (based on the idea that companies should act as good citizens and contribute positively to society). This can only be achieved if all stakeholders share common goals and align with the underpinning principles.

This research program is therefore set to explore the various, interdisciplinary dimensions of business communication and integrate them into a holistic, transdisciplinary model that promotes sustainability, equity and social justice in a framework of intercultural interaction and communication.