Digital Transformation in Organizational Communication in the Face of Innovation-induced Changes

Abstract

This theoretical essay aims to explore how digital transformation affects communication and drives organizational innovation. It is understood that organizational culture reflects the way an institution acts, thinks, and manages its operations. At the same level of relevance is organizational communication, based on a system composed of culture, codes, subjectivities, contexts, understandings, and meanings. Thus, it is argued that innovation in organizational communication presupposes the use of digital transformation and implies the change or maintenance of an existing organizational culture. It is considered that this analysis allows identifying in the literature the existing proposals in the field of innovation in organizational communication via digital transformation to verify how the use of technology in organizational communication contributes to and interferes with organizational culture, while representing an innovation adopted in the organization.