Trendy i odpowiedź strategiczna organizacji cyfrowo-medialnych w czasach kryzysu na przykładzie TikToka, Tindera i Twitcha
Trends and strategic response of digital media organizations in times of crisis using Tik-tok, Tinder and Twitch as examples

Summary/Abstract: The role of the media in the context of the crisis is significant: the informational, opinion-forming, educational, conciliatory aspect and potential of the media is known. The media’s exploitation of the crisis is also known: financial exploitation or social polarization. The media as organizations, however, are themselves operating in a permanent crisis and are looking for a strategic response,which they can – and often must – provide. Because no digital-media organization, understood as an organizational entity engaged in the production and distribution of content in the digital space, operates in a vacuum. They operate in a business environment that is nowadays described as turbulent, hostile, hyper-competitive and high-potential. Therefore, there is a need to analyze the environment, which makes it possible, among other things, to identify trends and build a strategic response based on their instrumentalization and prioritization. Trends in the growth phase were analyzed using infuture.institute’s proposed maps and trend cards for 2022 and 2023, relating them to selected digital-media companies: Tinder, Twitch and TikTok. A mapping of selected trends was carried out based on a modified Eisenhower matrix: the urgent-strategic matrix. As a result of the analysis, observations were made observations on the specificity and importance of the strategic response. Some recommendations for long-term action were also formulated. The purpose of the article is to sustain interest in the discussion of the importance of strategic thinking with strategic foresight and anticipation of the future in relation to digital-media organizations.

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