The use of digital media enables entrepreneurs to develop their startups in strategic manner. However, how entrepreneurs develop their identity through digital media is currently underexplored. Therefore, our focus is on how entrepreneurs describe and reflect on their communication with their audiences over digital media and, in turn, how that shapes their becoming as entrepreneurs. Our empirical data consists of 29 qualitative interviews and close observations in the start-up incubator neudeli at the Bauhaus-University Weimar. Through our analysis we show how the practice of strategic sparring and the practice of brand co-creation facilitate the development towards three alternative identity types, which are “solution-driven”, “purpose-driven” and “lifestyle-driven” identity. Ultimately, our study highlights how media management can be seen as a practice of self through communication over digital media.

There are few commercial communication concepts that have had a rise as spectacular and fast as brand journalism. Brands' journalistic activities were usually considered under the category of content marketing and are also sometimes described using terms such as custom content, content publishing or corporate journalism. Although corporate journalism is an old practice, its development in digital environments has elevated it to a new dimension. Today, as a matter of fact, there are few large corporations or brands that resist the urge to start initiatives in the field: brand journalism seems like a modern marketing imperative. This chapter tries to clarify the conceptual nature of brand journalism, given its growing importance. First, it explains the different factors that contributed to its rise. Then it analyzes its various forms along with some keys to its use by corporations. Finally, the effects of brand journalism in terms of audience engagement, and its contribution to the tension between information and misinformation in markets, are evaluated and future developments assessed

As afield of study, company leadership can be examined from many angles. In this paper our aim is to study leadership in the way it effects change. The qualitative value of the information compiled is considerable since it helps to understand the grounds on which the success of the directors who effected change of the Spanish media market was based. The interviews afford us a closer look at the minds of the leading players in action. The cases analysed show that, in media companies, radical transformations do not come about without the existence of one or several leaders, capable of mobilising the organisation where they work. Through the literature review, the companies'internal documentation and interviews with the directors we have been able to demonstrate that our hypotheses on leadership are not only reasonable but also help to explain, to a great extent, the profound transformations which the Spanish media market has undergone in the last 25 years.

1 The complexity of communication in an organization so diverse and with so many spokespersons as the Catholic Church is indeed fascinating for researchers. The ‘media value’ of the last three Popes has helped to spread Catholic messages and teachings through communications platforms in a way that perhaps is unprecedented in history. Benedict XVI and Francis, each with his own accent, have been consistent with the ‘media values’ of John Paul II: as a matter of fact, the growth of the media stature of the pope may well be one of the greatest communication stories of the end of the 20th century and the beginning of the 21st. With John Paul’s II heritage as starting point, this article explores some media milestones for Benedict XVI and Francis in the last decade, introduces some ‘pathologies’ of communication that are characteristic of global and complex institutions like the Catholic Church, and puts forward some recommendations to mitigate them, as it opens some venues for further research. Abstract 2 La complejidad de la comunicación en una organización tan diversa y con tantos ‘portavoces’ como la Iglesia Católica resulta fascinante para los investigadores. El ‘valor mediático’ de los tres últimos pontífices ha ayudado a difundir las ideas de la Iglesia Católica a través de los medios de un modo que no tiene precedentes. Los pontificados de Benedicto XVI y Francisco han profundizado, cada uno con acentos propios, en el legado mediático de Juan Pablo II: el crecimiento de la estatura mediática de los papas es quizá una de las grandes historias de la comunicación y los medios a finales del siglo XX y comienzos del XXI. Con la herencia de San Juan Pablo II como punto de partida, se realiza una síntesis de hitos comunicativos relevantes de los pontificados de Benedicto y Francisco en la última década, se plantean ‘patologías’ que pueden acechar a la comunicación de instituciones globales tan complejas como la Iglesia Católica y se proponen recomendaciones para paliarlas.

Legacy Media: A Case for Creative Destruction?