Communication of Organizational Power to the Millennials Generation in the Social Media Era

Yunda Presti Ardilla, Ummi Salamah


This research intends to understand how organizations can manage power communications within it in the context of millennials as members through the current social media. This is because millennials are generations in the productive age as well as the next generation of organizations having courage, rationality, technology and have a high social spirit that has the potential to form power in large quantities. Social media as a medium of digital-based communication is massive, invites its users to be active, fast, manipulated and effectively seen as having a very important role for members of the organization for millennials generation in spreading power communications against existing organizational structures. Organizations must be able to cope with the flow of power generation millennials communication and create a healthy atmosphere within the organization. By connecting the concepts of different theories from the transmission theory, power theory and millennials generations concept, the author explains how the organization shapes its power, organizes the discourse of power that exists and overcomes the counter-discourse without disabling the potential of creativity and innovation of the members of the organization so conflict of power can be handled and the organization advanced. Researchers try to cover up the gap from previous researches that focused on general organizational power without considering the generation aspect. In conclusion, organizations need to build integrative combination power formats, engage in comprehensive social media, openly reinforcing discourse and counter formation. The results of this study are the result of a conceptual analysis.


Communication; Organization; Power; Millennials generations; Social media

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