Mass Phenomena in Corporate Communications: Concept, Types, Technologies

Abstract

Introduction. In modern communicative studies, mass phenomena of the psyche play a significant role as mechanisms of social communication with both constructive and destructive potential. In corporate communications, these phenomena affect the effectiveness of internal communications, the formation of corporate culture, can contribute to the development of the organization, or create risks. Studying and managing them allows for the dissemination of ideas, the prevention of crises, the formation of public opinion, and the directing of collective energy toward achieving strategic goals. The aim of the study: to identify the features of understanding, functioning, and managing mass phenomena in Russian and international communicative practice, and to determine the technologies for their initiation and counteraction in corporate communications. Methodology and methods. The theoretical and methodological basis consisted of the concepts of public opinion and the anthro-socio-cultural approach. Qualitative content analysis, theoretical and terminological analysis, and generalization were used. Research results. Content analysis identified leading scholars and the content of their concepts. Terminological analysis revealed the features of the functioning of mass-like phenomena in corporate communications. It was established that these phenomena have a dual nature: a tool for informal communication and a risk factor. Key management technologies were identified, and a comprehensive approach was developed, allowing for the minimization of destructive effects and the use of potential to form loyal communities, increase communication efficiency, and strengthen corporate culture. Novelty of the work. The study comprehensively examines mass phenomena as a tool of informal communication, revealing their dual nature and role in synchronizing collective processes. Concepts are operationalized, etymological and systemic analyses of terms are conducted, and modern technologies for initiating and counteracting them in Russian and international corporate communications are identified. Practical significance. The results can be used to improve the effectiveness of corporate communications management, to form a positive corporate culture, and to prevent crisis situations. The developed technologies will allow marketers, PR specialists, and managers to shape public opinion, create loyal communities, and direct collective energy toward achieving the organization's strategic goals.