Beyond professional snail races: Contextualizing corporate communication in Indonesia

Abstract

This study provides an overview of the current state of corporate communication in some of Indonesia’s largest companies. A cross-cultural survey of senior managers highlights the uniqueness of Indonesia by comparing practitioners’ perceptions with results from two Western countries, namely Austria and Australia. The results reveal the limitations of traditional professionalization theories; embedding corporate communication into the cultural and institutional context has proved to be more instructive. Practitioners in Indonesia employ a comparably critical distance to their own cultural environment. However, at the same time, they are highly adaptive when it comes to the stringently regulated and politicized institutional context of their work. From a normative perspective, we would instead support a self-understanding of professional communicators as societal change agents.

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