Strategic communication as lens-building and decision-making: epistemic duty in a world of flows and pendulums

Purpose The article suggests that decision-making, and especially epistemic duties in the formation of a basis for sound decision-making, should receive more attention in the didactics and pedagogy of strategy communication. Design/methodology/approach The article is conceptual-theoretical in nature but takes inspiration from a prior analysis of course contents of English-speaking strategic communication programs around the world. Findings The authors argue that the interaction between academic theory and practice, on top of the interplay between strategy and ethics, is highly confusing for students of strategic communication. They suggest an understanding of strategic communication as a flow visible only through theoretical lenses, but warn against the dangers of adopting unreflected compromises. Originality/value The solution suggested is original in the sense that it builds on metamodern theory. Strategic communication will not become a coherent discipline by resolving the tensions, i.e. by developing a theory that integrates the problems of an applied discipline, but by learning to oscillate, and consequently also by teaching how to oscillate.