ABSTRACT
As a conduit for examining communication styles, strategies, audiences, and internal publics during change via digital communication, this chapter examines the recent U.S. Army overhaul of a long-standing physical fitness exam in use for over 40 years. Through a qualitative case study analysis, this chapter leverages discourse analysis, as well as leadership and change communication principles, to consider the responsive and interactive benefits digital channels provide while also examining the potential for internal discord related to change initiatives. We seek to advance theoretical understanding and offer practical implications to reduce uncertainty amid change through effective, consistent leader and institutional messaging designed to maintain trust and mitigate dissent in the public space via social engagement.
