Is there a need to revive the VUCA term? And why so in communication studies? Gudrun Frommherz and Helen Sissons, 2021 A proposal for VUCA Communication As communication researchers in a perilous time, we seek to position VUCA – volatility, uncertainty, complexity, and ambiguity – as an emerging interest in communication and media studies. Over the past ten years, the acronym has become a buzz word in the digital economy and, more recently, has moved into the contemporary dis