How Media Figures Actually Get Things Done—and Why History Matters
A new book challenges how we understand media strategy by shifting focus from grand plans to on-the-ground tactics. The research reveals that treating strategy as an abstract concept obscures what actually works—a distinction that matters for anyone managing communications, advocacy, or policy influence in contested environments.
Originaltitel: Afterword: Towards a Tactical Turn?
<p>In this afterword, Marie Cronqvist, Fredrik Mohammadi Norén, and Emil Stjernholm tie together the chapters in Media Tactics in the Long Twentieth Century and summarise some of the book's key themes. Three key knowledge contributions are highlighted. First, the volume foregrounds tactics as a study object in itself, not just the effects or outcomes of strategic thinking. Second, the book counters the presentism of contemporary studies by adding a historical perspective. And third, by theoretically disentangling the concept of strategy from an abstract, contemporary buzzword to concrete, hands-on actions, some of the many complexities of operational media strategies and media tactics are revealed. </p>