1. www.thomasbauer.at ORGANIZATIONAL COMMUNICATION : INTRODUCTION TO KEY PERSPECTIVES OF COMMUNICATION THEORY OF ORGANIZATION Thomas A. Bauer, Dr. Univ. Prof. Department of Communication, Faculty of Social Sciences, University Vienna, Austria Visiting Professor at Fudan University School of Journalism Lecture Dec. 09 Thomas A. Bauer, Dr. Univ. Prof. Department of Communication, Faculty of Social Sciences, University Vienna, Austria Visiting Professor at Fudan University School of Journalism Lecture Dec. 09

2. April 25, 2007www.thomasbauer.at Interest of Knowledge As we know that organization is a key factor for structuring and executing the individual’s and the society’s life, as we are living in and with an organized and self organizing society and as we are expecting from its organization the confirmation of an individually meaningful life within the structures and contexts of a complex society, we should know, what is the role, the impact, and the function of communication in relation to organization and what are the conditions of the organization for an efficient, meaningful, and reasonable communication, what are the conditions of communication for an efficient, meaningful and reasonable organization, and what is it, what organizations want to tell us on behalf of themselves? As we know that organization is a key factor for structuring and executing the individual’s and the society’s life, as we are living in and with an organized and self organizing society and as we are expecting from its organization the confirmation of an individually meaningful life within the structures and contexts of a complex society, we should know, what is the role, the impact, and the function of communication in relation to organization and what are the conditions of the organization for an efficient, meaningful, and reasonable communication, what are the conditions of communication for an efficient, meaningful and reasonable organization, and what is it, what organizations want to tell us on behalf of themselves?

3. April 25, 2007www.thomasbauer.at System Theory Approach ORAGANIZATION AS A SYSTEM Structural connectivity with special interest of meaning, particular and self absorbed operation, directed in its activities for special functions, concentred to goals and generating for that strategies through distribution of competences of knowledge, power of decision, positions and tasks – usually as an hierarchy ORGANIZATION AS ASOCIETAL CONCEPT Since life makes sense to be executed in relation to a community or in cohesion to a social body, it needs a social structure that generates and archives a culture of relationship that is represented by the distribution of sociability, of roles, positions and attributions of attention - usually in modes of dependence, independence, counter dependence and interdependence. ORGANISAZTION AS A MODEL OF OBSERVATION: What is characteristic for an organization is the fact that it is a concept of observation and of societal self-controlling in relation to goals and social agreements thus confirming the participation of individuals with common goods ORAGANIZATION AS A SYSTEM Structural connectivity with special interest of meaning, particular and self absorbed operation, directed in its activities for special functions, concentred to goals and generating for that strategies through distribution of competences of knowledge, power of decision, positions and tasks – usually as an hierarchy ORGANIZATION AS ASOCIETAL CONCEPT Since life makes sense to be executed in relation to a community or in cohesion to a social body, it needs a social structure that generates and archives a culture of relationship that is represented by the distribution of sociability, of roles, positions and attributions of attention - usually in modes of dependence, independence, counter dependence and interdependence. ORGANISAZTION AS A MODEL OF OBSERVATION: What is characteristic for an organization is the fact that it is a concept of observation and of societal self-controlling in relation to goals and social agreements thus confirming the participation of individuals with common goods

4. April 25, 2007www.thomasbauer.at COMMUNICATION & ORGANIZATION: FACTORS OF TRUST E E External Communication Internal Communication Communication TheoryOrganization Theory C R E D I B I L I T Y ? E F F I C I E N C Y ?

5. April 25, 2007www.thomasbauer.at COMMUNICATION OF ORGANIZATION: STAKE HOLDERS E E External Communication Internal Communication Communication TheoryOrganization Theory external stake holders: target groups relation partners internal stakeholders: members / employees

6. April 25, 2007www.thomasbauer.at ORGANIZATION OF PUBLIC RELATIONS: ANALYTICAL APPROACHES E E External Communication Internal Communication Communication TheoryOrganization Theory Symmetric Communication, Understanding Oriented Approach, Symbolic Interaction Leadership Theories, X-Y- Concept, Organizational Culture

7. April 25, 2007www.thomasbauer.at COMMUNICATION & ORGANIZATION: PROFESSIONALISM E E External Communication Internal Communication Communication Research Organization Research journalism ------- public relations Dependence / interdependence / intereffication vertical / horizontal Group Dynamics, communication management

8. April 25, 2007www.thomasbauer.at COMMUNICATION & ORGANIZATION: PROFESSIONAL PRACTICE E E Media mediated Communication Interpersonal Communication Communication PraxeologyOrganization Praxeology media and event related tools for visibility distinction, attention, attraction Management tools for cohesion, co-orientation, cooperation, organizational development

9. April 25, 2007www.thomasbauer.at COMMUNICATION & ORGANIZATION: CRISES ZONES E E Media mediated Communication Interpersonal Communication Communication Practice Organization Practice interaction, persuasive construction of reality, incongruence of internal and external presentation Balance of formal ad unformal communication, motivation, commitment, mode of participation