Comm 3170 introduction to organizational communication
This presentation is the property of its rightful owner.
Sponsored Links
1 / 11

COMM 3170: Introduction to Organizational Communication PowerPoint PPT Presentation


  • 108 Views
  • Uploaded on
  • Presentation posted in: General

COMM 3170: Introduction to Organizational Communication. Summer 2005 Dan Lair [email protected] Questions from Chapter Five. What Is Identity?. Changing nature of “identity”: from sameness to uniqueness. Kuhn & McPartland’s Twenty Statements Test

Download Presentation

COMM 3170: Introduction to Organizational Communication

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


COMM 3170:Introduction toOrganizational Communication

Summer 2005

Dan Lair

[email protected]


Questions from Chapter Five


What Is Identity?

  • Changing nature of “identity”: from sameness to uniqueness.

  • Kuhn & McPartland’s Twenty Statements Test

    • Exercise: Answer 20 times the question, “I am . . . .”

    • Now, consider how many of your answers are:

      • characteristics (e.g., honest, friendly)

      • social roles (e.g., mother, brother)

      • group or organizational memberships (e.g., positions)

  • Identity as the sum total of identifications (Burke)


Discussion: Organizational Identification

  • What is organizational identification?

  • What was your level of identification with your organization?

  • What factors do you feel contributed to your level of identification with employees?

  • Is identification always a desired organizational goal?


Inducements to Identification:

  • Common-ground (e.g., “I was poor, too.”)

  • Antithesis (i.e., unity in opposition)

  • Assumed or transcendent “we” (e.g., “We at Acme believe”)

  • Unifying symbols (e.g., logos, banners)

    --from Kenneth Burke (1950), then adapted by

    Cheney (1983), and DiSanza & Bullis (1999)


Identification and Decision Making

  • “A person identifies with an organization when he or she seeks to select alternatives with the interests of the organization—as best they can be determined—uppermost in mind”

    --Tompkins & Cheney (1985), adapting the operational definition by Simon (1976)


The Problem of Organizational Identity: Communicating Identity in A Crowded Communication Environment

  • Increased media outlets

  • Increased stakeholder pressures

  • Increased competition

  • Other trends?

  • In a crowded communication climate, communication is both a cause of and solution to the problem.


Projecting Organizational Identity: A Timeline of “External” Corporate Communication

  • 1860s: Early Developments in Advertising

  • 1880s: Early Developments in Public Relations

  • 1920s: Growth of Advertising; Emergence of “Lifestyle”

  • 1950s: Advent of Marketing; Growth of Consumerism

  • 1960s-1970s: Consumer Advocacy and Other Social Movements

  • 1975 Issues/Values Advertising/Management

  • 1980s: Rise of Identity Management

  • 1990s: Dominance of Marketing Discourse

  • 2000: Attempted Consolidation of Communications Functions


The Problem of Organizational Identity: Branding as Strategy

  • Branding and the Unique Selling Proposition (Olins, 2000, p. 53):

    • This product is better because it contains X (secret, magic, new, miracle) ingredient that will make it work more effectively.

    • If you use it, it will mean that your home will look more beautiful, or your food will taste much better, or you yourself will be even more glamorous than before.

    • This will leave you more time to remain even more desirable and attractive for your lovely husband and family.


The Problem of Organizational Identity: Branding, Continued

  • Evolution and Extension of Branding:

    • Consumer brands (USP)

    • Retail brands

    • Product brands

    • Corporate brands

    • “National” brands

    • ????


The Problem of Organizational Identity: Auto-communication

  • The organization sends messages to the “outside” that it then receives itself.

    This may be conscious or largely unconscious.

  • The organization repeats a message so that it eventually internalizes it.

  • The organization sees the environment in such a way that confirms its own expectations.

    The last two are largely unconscious.


  • Login