Abstract
This paper explores the role of communication and conflict resolution in managing change within digital media companies, with a focus on addressing unrealistic Key Performance Indicators (KPIs) and the 996 work culture. By applying insights from Michael Elwood Roloff's research on conflict and communication, the paper discusses the dynamics between mid-level leaders, employees, and top management. It presents strategies to manage employee resistance, enhance collaboration, and realign organizational goals with realistic expectations, promoting a healthier and more productive work environment.
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