The communication network evolution: A qualitative study on emerging relational issues and future architectures

In the new communication landscape, relationships between the communication players (creative agency, media centre and research institute) often take the form of a network. This paper aims to deepen advertisers’ and professionals’ perspectives of the main relational issues emerging among all communication players (including broadcasters) and future network architectures. For this purpose, we have conducted 60 in-depth interviews with top marketing and communication managers and senior professionals of communication organisations. Through thematic analysis, we have developed a holistic vision by synthesising the perceptions of different categories of interviewees on new relational issues. Finally, we have established a conceptual framework with four different communication network architectures.