Fra deadline til flowline: En trinn for trinn-analyse av endring i en norsk medieorganisasjon

Abstract

How do you effect change in an industry that has done things mostly the same way for the last forty years? Inspired by theories on liminality (Turner 1986) and metaphorical work, this article presents seven steps that can bring an organization actual and lasting change. The importance of metaphorical language practices (Schön 1993), visual awareness and knowledge of metrics is discussed in light of empirical data from field work and action research in a Norwegian local newspaper, Moss Avis – part of the Amedia group – which, in four weeks, went from a «deadline»-oriented production process to producing in what we call «flowline» – a production process that follows the rhythm of the internet instead of the print product. The production volume, the number of readers and the employees’ sense of mastering their everyday work life increased drastically over a short period of time. What were the factors that helped this organization achieve this so that they can now rightfully claim to have established «digital first» as an actual collective practice and mindset?