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Developing Your Communications Strategy: Audiences, Translation and Timeliness

Robin Wensley Open University and Warwick Business School. Developing Your Communications Strategy: Audiences, Translation and Timeliness. The nature of multiple audiences. Within and Between various groupings

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Developing Your Communications Strategy: Audiences, Translation and Timeliness

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  1. Robin Wensley Open University and Warwick Business School Developing Your Communications Strategy: Audiences, Translation and Timeliness

  2. The nature of multiple audiences Within and Between various groupings Some key groups: Colleague Researchers and Peers, Students, Executives, Journalists and Policy makers The Process of Sequential Gatekeepers to get to the audience

  3. Sequential Gatekeepers Grant Bids: Office; Reviewers; Board Journal Articles: Desk Assessment; Reviewers; Editors/Area Editors Media: Journalists, Sub-editors, Editors.

  4. The Issue of “Lost in Translation” Eva Hoffman's book and Sofia Coppola's film The Book: the permanent shift from Poland to Canada - The Film: a temporary shift from one culture (USA) to another (Japan) Both raise questions of translation but only the former raises serious questions of identity.

  5. Lost Before Translation? One survey examined why management research is often not applied in management practice. The "lost in translation" problem occurs when academic researchers do not present their results in ways that make sense to practitioners. The "lost before translation" problem occurs when management research does not address questions that are even of interest to managers. problems. Shapiro, D.L., Kirkman, B.L., & Courtney, H.G. 2007. Perceived causes and solutions of the translation problem in management research. Academy of Management Journal, 50: 249-266.

  6. Translation as Decoding and Encoding Translation may be regarded as a kind of litmus paper that makes the process ( of decontextualization and recontextualization) unusually visible. What I was just describing rather glibly as 'equivalents' for alien concepts and practices cannot be assumed to exist. Some words, ideas and customs are a good deal less translatable than others. Especially the important ones. So much so that the British writer Salman Rushdie once suggested, in his novel Shame, that to understand a culture, one should focus on its untranslatable words. Peter Burke, Lost (and Found) in Translation: A Cultural History of Translators and Translating in Early Modern Europe, European Review (2007), 15:1:83-94

  7. From Source Text to Translated Text From word-for-word to sense-for-sense to the relationship between the ST and the TT The ST no longer has privileged status ST has (acquires) its meaning in the context of an audience.

  8. Eva Hoffman on Words Every Day I learn new words, new expressions... The words I learn now don't stand for things in the same unquestioning way they did in my native tongue. “River” in Polish was a vital sound energised with essence of riverhood, of my rivers, of my being immersed in rivers. “River” in English is cold – a word without aura.

  9. Translation and the Time Line • DESIGN: What is of interest may not be researchable and vice-versa • FIELDWORK AND ANALYSIS: Even when it is of interest to different communities the research process takes time and priorities and interests change. • DISSEMINATION: How might we balance the need for timeliness with the careful process of independent review?

  10. Table 0.1: Mapping Collaborative Research Against Five Dimensions (Easterby-Smith, Mark (2012) WORK STAGE Theory Driven “In the Middle” Problem Driven

  11. Kieser and Leiner (2009) argue that following Luhmann, the worlds of scientific research and economic practice are in the end closed systems which operate according to different logics: true/false in the case of science; payment/non-payment in the case of economic practice BUT whilst the two worlds do indeed operate according to different basic principles, they can and do interact to effect. Following Luhmann, Rasche and Behnam(2009) argue that interventions between the worlds of science and practice should be seen more as "irritations" or as "fictions". The Worlds of Academe and Practice

  12. A Communications Approach: Some Suggestions: (1) Stories matter and are powerful ( outliers, context, identification) Remember the sub-editors rule: you can cut the text at almost any point! Use footnotes and endnotes properly

  13. A Communications Approach: Some Suggestions: (2) A Realistic Portfolio of Audiences The twin challenges: That’s Interesting! and So What? Mystery as Method Remember the broad rationale for references: helps the audience locate your work in their wider context.

  14. Further Reading Rasche, Andreas and Michael Behnam (2009), “As if were relevant: a systems theoretical perspective on the Relation between Science and Practice”, Journal of Management Inquiry September 2009 vol. 18 no. 3 243-255 Hoffman, Eva, Lost in Translation, William Heinemann : London, 1989 Alvesson, Mats and Dan Kärreman Qualitative Research and Theory Development: Mystery as Method, Sage Publications: London, 2011 Easterby-Smith, Mark (2012) ‘Research Collaboration in Management: Exploring the Academic-Practitioner Divide’ , Working Paper, Department of Management Learning and Leadership, Lancaster University, Lancaster. LA1 4YX

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