COSC5112 Learning Unit 1: Communication and the organisation 10 Learning Unit Objectives (LUO); 6 sessions; Barker Angelopulo 2013: 3-37; 75-76; Test, assignment exam 1 The Mechanistic and Interactional view of communication - Barker
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COSC5112 Learning Unit 1: Communication and the organisation 10 Learning Unit Objectives (LUO);
6 sessions;
Barker & Angelopulo 2013: 3-37; 75-76;
Test, assignment & exam<br>
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#1 The Mechanistic and Interactional view of communication- Barker & Angelopulo 2013: 7-12* -<br>
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The mechanistic view of communication (a theory explaining the phenomenon) is that communication is made up of different elements which can be studied individually. Communication is rigid. It sees communication as parts; the transfer of signals; communication has independent components which is measurable and efficient.WHILE
The interactional view of communication describe communication as a process of interaction between individuals that leads to change; e.g. if people come together there will be conflict and conflict resolution (which is a process involving communication). Communication is not quantifiable (i.e. it is not measurable). Communication is seen as interactive, where meaning is created. So, what’s the difference?<br>
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Part of the interactional approach to communication; communication is used to create and share meaning within an organisation (1).
Meaning is created through personal and environmental stimuli (1)…people make sense of their chaotic world, through a process referred to as ‘mapping’ (1); people also make sense of their world by relying on social (people), physical (things) and abstract (ideas) objects (3). Sharing meaning in an organisation<br>
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An organisation“Mutually dependent people who are linked on various levels in terms of its hierarchy, to pursue common goals (e.g. to make a profit) by using their technical and/ or individual skills for this purpose.” (2)- Tubbs & Moss 2006: 469 –
Organisational communicationAny and all communication which facilitates the proper functioning of an organisation (1). E.g. memo’s, e-mails, meetings, etc. (1)
Internal (intra-organisational) communication refers to the messages shared among employees (1), while external communication is used to gather- and provide information from/ tothe external environment (1).
Two (2) factors influencing organisational communication is:
i. decentralisation (1); and ii. Technology (1) #2 Definition(s) of Organisational communication- Barker & Angelopulo 2013: 13-14; 76 -<br>
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The following headings describe an organisation:
Product or service
Location and area of activity – local, regional, national, international?
Ownership; strategic lead in the organisation
Customers/ clients
Financial information
Aims, vision, values
Private, public or not-for profit sector; legal status.
Structure (centralised or decentralised)
Main external influences on the organisation
Employees, members, supporters – skills and management
Source: Collings, J. & Watton, P. 2011 #3 The characteristics of organisational communication<br>
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Business communicationCommunication used to attain a business objective. Primarily dealing with business writing, business communication studies also later included oral communication, interviewing and presentations.
Management communicationManagement’s use, adaptation and creation of language, signs and symbols for the effective and profitable management of the corporate enterprise (Barker & Angelopulo, 2006: 13). #4 Six (6) fields (areas of interest) of communication in organisations- Barker & Angelopulo 2013: 15-21-<br>
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Organisational communicationCommunication that deals with the formal, hierarchical, public and private organisations; it also deals with outsourcing, decentralisation, partnerships and joint ventures, while also taking technology into consideration
Corporate communicationThis field of study has emerged as a result of the need to understand communication inside and outside an organisation. It deals with corporate image and identity; corporate advocacy and advertising; media relations; financial communication; employee communications; community relations; and corporate philanthropy, government relations and crisis communication. …fields of organisational communication, continue<br>
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Public relationsCommunication to maximise positive publicity, and minimising negative publicity. It is how communication is used to manage the perceptions of key stakeholders regarding an organisation. It is how communication is used to build long-term, sustainable relationships.
Marketing communicationCommunication used to sell a product or service – i.e. to reach short-term goals. Examples of marketing communication include personal selling, sales promotions, advertising and public relations. It includes product messages, service messages and unplanned messages (those sent out to the public by the public, e.g. word of mouth).
* See pg. 26 for a summary … fields of organisational communication, continue<br>
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Possible assessment questions:
Define organisational communication in your own words. [10 marks]
What is the difference between ‘mechanistic-’ and ‘interactional view’ of communication? [10 marks]
Discuss marketing communication as a field of organisational communication. [5 marks] Test your knowledge:<br>
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Definition of STRATEGY:
The determination of the basic goals of and objectives of an enterprise and the adoption of action and the allocation of resources necessary for carrying out these goals (Chandler 1962: 13).
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ #5 & #6 The strategic role of communication in an organisation- Barker & Angelopulo 2013: 29 –<br>
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Thus, what is the strategic role of communication in organisations?<br>
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#7 Differentiate between strategic management, strategic planning, strategic thinking and strategic decision making- Barker & Angelopulo 2013: 31-33 –<br>
Enterprise strategy – Identifying the organisation’s relationship with society;
Corporate strategy – primarily financially oriented and a function of top management, this strategy defines the business domain of the organisation;
Business strategy – efforts of an organisation to establish and sustain a competitive advantage;
Functional strategy – strategies defined for each department within an organisation (e.g. marketing, public relations, finance, human resources, etc.); and
Operational strategy – strategies concerned with short-term goals of specific projects.<br>
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We refer to communication strategy (this is an example of the functional strategy; communication is essential to the success of an organisation, thus, it needs to become a strategy) and strategy communication (the role of communication in developing and implementing organisational strategy). Communication of strategy refers to communicating the organisation’s strategic direction to internal- and external audiences. #9 …the relationship between strategy and communication in organisations- Barker & Angelopulo 2013: 34-36* – In groups, discuss the difference between ‘communication strategy’ and ‘communication of strategy’. Refer to an example to illustrate.<br>
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Eight (8) strategic roles of communication (communication of strategy):
Defining organisational identity;
Providing information for the evaluation of the external environment;
Providing information for the evaluation of the internal environment;
Focussing on the big picture during intended strategy formulation;
Acting as change agent during strategy execution
Acting as early warning system of change (discontinuity);
Identify and illuminating emergent strategy; and
Providing information for the evaluation of actual realised strategy. #10 …strategic role of communication (Barker & Angelopulo 2013: 35)<br>
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Functions and Dysfunctions of communication in organisations<br>