Techno-Social Imbrications for Efficient Online Media Appropriation: Insights from Industry

This article is a case study dealing with virtual communication experiences of the Indian executives engaged in remote work using online media during the pandemic phase. The author employs qualitative research methodology of ethnography by using a questionnaire circulated online to garner descriptive data regarding virtual communication from Indian executives in various corporate roles who had to take recourse to full-time virtual communication channels to continue their work. The data obtained from a longitudinal study of 12 months spanning from March 2021 to March 2022 was coded with an objective to plot the experiential spectrum of corporate managers using media richness theory and a psychobiological model, as online communication became a singular medium to process all kinds of conversations ranging from routine to negative and persuasive. It became the only tool for leadership execution as well as leadership enhancement compelling corporate heads to improvise media customization methods expeditiously to overcome the limiting constraints of its intrinsic lean outlet. After analyzing the data, the author concludes that virtual communication has now become an integral part of contemporary corporate communication ecosystem owing to the ‘best practices’ that managers invented during their ‘remote work only’ period when they were thrown into the virtual space with its insular gamut of applicability. Remote work also coerced executives to discover the latent potential of this communication channel, which was not apparent when this medium existed only as an elective channel in the ‘plurally channelled’ pre-pandemic work environments. The study provides a comprehensive repository of virtual communication techniques not just for the consumption of management classroom embedding industry inputs into the theoretical curriculum but also for corporate executives who began their careers in an environment of ‘channel sovereignty’ in the post-pandemic setups. The case study, thus, acts as a communication lab presenting online communication pathology and its incubation in industry environments. The author posits that the communication experimentation done during the remote work phase of the pandemic has changed the status of this medium in the realm of management communication from debilitating to dynamic irreversibly.