COMM 3170: Introduction to Organizational Communication Summer 2005 Dan Lair

Questions from Chapter Five

What Is Identity? Changing nature of “identity”: from sameness to uniqueness. Changing nature of “identity”: from sameness to uniqueness. Kuhn & McPartland’s Twenty Statements Test Kuhn & McPartland’s Twenty Statements Test Exercise: Answer 20 times the question, “I am....” Exercise: Answer 20 times the question, “I am....” Now, consider how many of your answers are: Now, consider how many of your answers are: characteristics (e.g., honest, friendly) characteristics (e.g., honest, friendly) social roles (e.g., mother, brother) social roles (e.g., mother, brother) group or organizational memberships (e.g., positions) group or organizational memberships (e.g., positions) Identity as the sum total of identifications (Burke) Identity as the sum total of identifications (Burke)

Discussion: Organizational Identification What is organizational identification? What is organizational identification? What was your level of identification with your organization? What was your level of identification with your organization? What factors do you feel contributed to your level of identification with employees? What factors do you feel contributed to your level of identification with employees? Is identification always a desired organizational goal? Is identification always a desired organizational goal?

Inducements to Identification: Common-ground (e.g., “I was poor, too.”) Common-ground (e.g., “I was poor, too.”) Antithesis (i.e., unity in opposition) Antithesis (i.e., unity in opposition) Assumed or transcendent “we” (e.g., “We at Acme believe”) Assumed or transcendent “we” (e.g., “We at Acme believe”) Unifying symbols (e.g., logos, banners) 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” “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 media outlets Increased stakeholder pressures Increased stakeholder pressures Increased competition Increased competition Other trends? Other trends? In a crowded communication climate, communication is both a cause of and solution to the problem. 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 1860s: Early Developments in Advertising 1880s: Early Developments in Public Relations 1880s: Early Developments in Public Relations 1920s: Growth of Advertising; Emergence of “Lifestyle” 1920s: Growth of Advertising; Emergence of “Lifestyle” 1950s: Advent of Marketing; Growth of Consumerism 1950s: Advent of Marketing; Growth of Consumerism 1960s-1970s: Consumer Advocacy and Other Social Movements 1960s-1970s: Consumer Advocacy and Other Social Movements 1975  Issues/Values Advertising/Management 1975  Issues/Values Advertising/Management 1980s: Rise of Identity Management 1980s: Rise of Identity Management 1990s: Dominance of Marketing Discourse 1990s: Dominance of Marketing Discourse 2000: Attempted Consolidation of Communications Functions 2000: Attempted Consolidation of Communications Functions

The Problem of Organizational Identity: Branding as Strategy Branding and the Unique Selling Proposition (Olins, 2000, p. 53): 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. 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. 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. 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: Evolution and Extension of Branding: Consumer brands (USP) Consumer brands (USP) Retail brands Retail brands Product brands Product brands Corporate brands Corporate brands “National” brands “National” brands ???? ????

The Problem of Organizational Identity: Auto-communication The organization sends messages to the “outside” that it then receives itself. 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 repeats a message so that it eventually internalizes it. The organization sees the environment in such a way that confirms its own expectations. The organization sees the environment in such a way that confirms its own expectations. The last two are largely unconscious.