"Senator, We Run Ads!": On the persistence of Facebook's strategic paradoxical tensions

Lorenzo Skade, Jochen Koch, Eric Knight

Research output: Chapter in Book/Report/Conference proceedingConference abstractpeer-review


Despite the increasing interest in strategic paradoxes, we still lack knowledge of how these tensions persist over time. Based on video data of Facebook’s Congressional hearings in April 2018, we develop a process model of the dynamic persistence of paradoxical tensions. We argue that CEO Mark Zuckerberg embodied four discursive practices—conforming, transcending, generalizing, and rejecting—to stage the management of such tensions. As a result, these practices lead to circles of avoiding and exposing tensions, giving rise to the persistence of the paradox. The main contribution of our paper is a process perspective of persistence that showcases how tensions evolve through an interplay of latency and saliency and, thus, sheds further light on the complex nature of paradoxes and their connection to system theory.
Original languageEnglish
Title of host publicationStrategic Management Society - SMS 41st Annual Conference
Place of PublicationOnline
PublisherStrategic Management Society
Number of pages1
Publication statusPublished - 2021
EventStrategic Management Society Annual Conference (41st : 2021) - Toronto, Canada
Duration: 18 Sep 202121 Sep 2021


ConferenceStrategic Management Society Annual Conference (41st : 2021)


Dive into the research topics of '"Senator, We Run Ads!": On the persistence of Facebook's strategic paradoxical tensions'. Together they form a unique fingerprint.

Cite this