2024

Levonius, Vilja; Sivunen, Anu

This qualitative study delves into the impact of social media within a private elder care organisation, where its daily use was mandatory. It examines how care and care organizations take shape through the daily practices of care workers. Utilizing the concept of agency within the Communication Constituting Organisations framework (CCO) and its Four Flows model, we analyse how communication processes shape the organisational engagement of care workers. The study draws on interviews, observations, and a sample of the organisation's Twitter feed. The Four Flows illustrate care workers as proactive social media users motivated by personal values. While social media introduces new work tasks and alternative perspectives on traditional care, it also raises concerns about potentially prioritising technology over person-centric care. This research underscores how social media influences the content and methodologies of care within the framework of Communication Constituting Organisations (CCO) theories.