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WhatisOrganizationalCommunication?

ByMattKoschmann
DepartmentofCommunication
UniversityofColoradoBoulder
2012
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Sowhatisorganizationalcommunication?Andwhatarewedoingwhenwestudy
organizationalcommunication?Iwanttotryandanswerthesequestionsfromtwodifferent
perspectives.First,wecantalkaboutorganizationalcommunicationasthecommunicationthat
happenswithinorganizations.Thatis,allthecommunicationactivityyoullseeifyougotoany
organizationtoday:sendingemails,writingmemos,talkingonthephone,havingmeetings(and
moremeetings!),teleconferencing,videoconferencing,speeches,presentations,andsoon.
Thisisamoreconventionalapproach,andIthinkiswhatcomestomindwhenpeopleinitially
thinkoforganizationalcommunication.

ButIwanttogodeeper.Iwanttointroduceanalternative,moresophisticatedapproachof
seeingorganizationsascommunication.Thiscanradicallychangehowweunderstandhuman
interactionandorganizationallife,anditopensupexcitingpossibilitiesforresearchand
practice.

Butfirstletssayabitmoreabouttheconventionalapproachtoorganizationalcommunication,
whichfocusesoncommunicationwithinorganizations.

Thisperspectiveseestheorganizationassomethinglikeacontainer,andcommunicationis
whatflowswithinthecontainer.Ifweextendthemetaphor,wecanseehowcommunicatingis
thenshapedbythestructureoftheorganization,inthesamewayliquidstaketheshapeof
theirphysicalcontainers.Andbytheshapeofthecontainerwecanmeanthephysicalshape
oftheorganization,likeifyouhavetotaketheelevatoruptenfloorstodeliverareporttoyour
bossormoreofasymbolicshape,likewhereyouareintheorganizationalhierarchyandhow
thisinfluencesthewayyoucommunicatewithotherorganizationalmembers.

Thekeyhereisthattheorganizationisseenassomethingthatexistsseparatelyfrom
communication.Socommunicationisorganizationalwhenithappenswithintheseseparate
structureswecallorganizations.Thisrelatestowhatscholarscallaninformationalviewof
communication,becausecommunicationisallabouttransmittinginformationthroughoutthe
containeroftheorganization,andineffectivecommunicationorcommunication
breakdownsareseenastechnicalproblemstherightinformationdidntgettotheright
peopleintherightmannersomeonedidntgetthememo,aspeopleliketosay.

Andthisisimportantstuffitshowtheworkoforganizationsgetsdone.Fromsmall
businessesandmultinationalcorporationstononprofitsandgovernmentagenciesif
organizationsdontcommunicatetherightinformationtotherightpeopleattherighttimesin

therightwaysthingsfallapart:directionsarentfollowed,customersarentsatisfied,clients
arentserved,regulationsarentobeyed,andgeneralchaosensures.Andincertainhighrisk
organizations,likeourmilitaryoryourlocalfiredepartment,gettingtherightinformationto
therightpeopleisabsolutelycritical.Sowecertainlyneedeffectivecommunicationwithin
organizations.

Butagain,Iwanttogodeeperbeyondthisconventionalviewoforganizational
communicationbecauseasimportantasthisconventionalviewisforthedaytoday
operationsoforganizations,Idontthinkthisviewfullycapturesthecomplexitiesoforganizing
andcommunicatinginoursociety.

Inaperfectworldwecouldcreatemoreefficientstructuresofinformationsharingsothatthe
rightpeoplewouldalwayshavetherightinformationandmiscommunicationwouldbeathing
ofthepast.Butafunnyhappenedonthewaytocommunicationparadise.Turnsoutdifferent
peopleinterprettheexactsamemessageverydifferently;thatpeoplecanbedeceptiveintheir
communicationandtheirmotivesareincrediblydifficulttofigureout;thatthemeaningof
languagechangesdependingonthecontext;thatwhatyoudontcommunicateisoftenmore
importantthatwhatyoudocommunicateorthatwhatyousayisoftenmuchlessimportant
thanhowyousayit;andthatpeopleoften(ifnotusually)communicateformanyotherreasons
thantojusttransmitinformation.Andthesearenotjustaberrationsthisisthenormalstate
ofaffairsforhumaninteraction.

Whyisit,afterall,thatcommunicationproblemsarecontinuallymentionedasoneofthe
maindifficultiesformostorganizations?Isitjustthatpeoplearentgettingtheright
information?Ifso,thisismerelyatechnicalproblemthatshouldimproveaswedevelopnew
waystogetbetterinformationtomorepeoplemoreefficiently.Butitseemslikealmostthe
oppositeishappeningthatthemoresophisticatedourcommunicationtechnologieshave
gottenovertheyearsthemorecommunicationproblemswehave.Nowwhyisthat?Perhaps
itsbecausethereismoregoingonwithcommunicationthanjusttransmittinginformation.

Soincontrasttothefirstapproachofcommunicationwithinorganizations,Iwanttoofferan
alternative,moresophisticatedapproachtoorganizationalcommunication:organizationsas
communication.Butthismeanswehavetothinkverydifferentlyaboutbothcommunication
andaboutorganizations.

Insteadofviewingcommunicationasmerelythetransferofinformation,thissecondapproach
goesdeeperandseescommunicationasthefundamentalprocessthatshapesoursocialreality.
Communicationisnotjustabouttransmittingalreadyformeddatabetweensendersand
receivers,butratheracomplexprocessofcontinuallycreatingandnegotiatingthemeanings
andinterpretationsthatshapeourlives.Scholarscallthisaconstitutiveviewofcommunication
becausecommunicationliterallyconstitutes,ormakesupoursocialworld.Moreonthis
later.

Additionally,thissecondapproachofseeingorganizationsascommunicationquestionsthe
verynotionoforganizationinthefirstplace.Thefirstapproachofcommunicationin
organizationsassumesthereisthisthingcalledorganizationthatexistsandwejustfocus
onthecommunicationthathappensinside.Butwhatexactlyisthisthingcalledorganization?
Wherediditcomefrom?Organizationsarentnaturaltheydontjustexistinnaturelike
treesandmountainsandrivers.Theyarecreatedbypeople,andpeoplehavedifferentvalues,
motivations,abilities,resources,etc.Soorganizationsareneverjustneutralstructuresthat
existapartfromhumanactivitytheyarethevisiblemanifestationsofhumanactivity,of
communication.

Andsoattheircoreorganizationsarecommunicative.Thinkaboutitanorganizationis
essentiallyanongoingcollectionofinteractions,decisions,messages,interpretations,symbols,
images,negotiations,agreements,contracts,relationships,andsoforth.Theresnothingelse
therethatexistsapartfromcommunication.Well,letmequalifythatjustabit.Certainly
thereareothermaterialorphysicalthingsthere,likebuildings,cubicles,computers,and
otherequipmentandthesethingshelpmakeuptheorganization.Butthesethingshaveno
inherentmeaningapartfromhumaninteraction,norcantheyhaveanyimpactintherealworld
apartfromthechoiceswemakethroughcommunication.Similarly,theoutcomesof
communicationdefinitelyhaveconsequencesinthematerialworld.Forexample,youmightbe
thinking,Hey,ifIgetlaidoff,itsnotjustamatterofperceptionitsnotjusttalkthereisa
starkrealityIhavetoface.

Yes,buthowthedecisiontolayyouoffwasmade,andthemeaningofthatdecisionwhether
seenascostcuttingefficiencyorruthlessbottomlinethinkingandhowyoumakesenseof
thiseventaremattersofcommunicationandtheculminationofthesecommunication
processesarewhatmakeorganizationswhattheyare.Imnotsuggestingthatorganizations
existinanimaginarylandofperceptionsandsymbolsandwishfulthinkinglikethematerial
worlddoesntmatter,itsallinyourmind.No,nothisconstitutiveperspectiveof
organizationsascommunicationisverymuchrootedinthematerialworldofthingsandstuff.
ButwhatIamsuggestingisthatthesematerialthingscometogetherandhavemeaningasan
organizationonlythroughcommunicationthusleadingustotheconclusionthatorganizations
existascommunication.

Andmyargumentisthatthissecondapproachorganizationsascommunicationisamuch
betterperspectivetoguideourstudyoforganizationalcommunication.Nowofcoursewe
needeffectivecommunicationwithinorganizationsthatsagiven.Butifwelimitourselvesto
justthisperspectivewemissimportantopportunitiesfordeeperinsightandunderstanding.

Butwhycomplicatethingswithamoresophisticatedapproach?Afterall,conventionsbecome
conventionalforgoodreasonandconventionalviewsusuallyhavealotofpracticalvalue.
Whatdowegainwithanalternativeapproach?Imsurebynowtherearesomeobjectionsin
favoroftheconventionalviewofcommunicationwithinorganizationsIdescribedearlier.After
all,thecontainermetaphorseemstodescribehowmostofusactuallyexperience
organizationalcommunicationmuchofthetime,andthephysicalrealityoforganizations(you

know,buildings,computers,equipment,stufflikethat.)seemtoreinforcetheconventional
view,sowhatswrongwiththisapproach?

Well,whenwejustfocusoncommunicationwithinorganizations(basedonaninformational
viewofcommunication),weretakingwhatacolleagueofmineattheUniversityofColorado
callsaflatearthapproachtowardscommunication.WhatImeanbyaflatearthapproach
isaperspectivethatseemscorrectfromalimitedvantagepointbecauseitworksformuchof
ourdaytodaylives,butultimatelyitfailstoaccountforthecomplexityofasituation.

Formuchofhumanhistorywegotbyjustfinethinkingtheearthwasflat,eventhoughitwas
alwaysround.Andevenwithour21stcenturysophisticationwhereweknowtheearthis
round,mostofuscanactuallygetbywithflatearthassumptionsmuchofthetime.

Butwhataboutwhenthingsgetmorecomplex?Ifyouwanttoputasatelliteintospaceortake
atranscontinentalflight,flatearthassumptionsarentgoingtobeveryhelpful.Rememberin
elementaryschoolwhenyoucomparedaglobetoamapandrealized,forexample,thatits
quickertoflyfromNewYorktoMoscowbyflyingovertheNorthPoleinsteadofacrossthe
Atlantic?Whatseemscounterintuitivefromaflatearthperspectiveactuallymakesperfect
sensefromaroundearthperspective.

Thesameistruewithcommunication.Wecangetbywithflatearthassumptionsabout
communicationformuchofwhatwewanttodothroughoutourday.Muchofour
communicationinvolvessendingandreceivingrelativelyunproblematicmessagesandactingon
thatinformation:givingdirections,planningourschedules,requestinginformation,andsoon.
Andtheconventional,informationalapproachtowardscommunicationworksjustfineinthese
situations.Butothertimesthingsaremorecomplex.

Likewhenyouneedtoresolveconflictwithaclosefriendorfamilymember.Orwhenyouhave
tosharebadnewswithsomeoneyoucareabout,confrontsomeoneaboutawrongdoing,or
youneedtomediateadispute.Thereissomuchmoregoingoninthesesituationsthanmerely
exchanginginformation;youareactuallyengagedinacomplexprocessofmeaningnegotiation
andsocialconstruction.Inthesesituationsyouhavetodomuchmorethanthinkaboutwhat
informationyouwanttoexchangeyouactuallyhavetothinkaboutthesocialrealitiesyou
create.Whatmightseemintuitivefromaconventional,flatearthapproachto
communicationlikeexpressingwhatyouthinkortryingtocontrolinformationmayactually
workagainstyoubecauseitconstitutesasocialrealitythatproducesunfavorableoutcomes.

Thisisespeciallytruewithinthecontextoforganizations.Sure,muchofwhatgoesonin
organizationsisthetransmissionofmessagesbetweensendersandreceivers.Butwhatabout
implementingalargescaleorganizationalchange?Ornavigatingthepoliticsofan
organization?Orpersuadingskepticalleadersaboutthemeritsofanewidea?Ifyouveever
beeninvolvedinanyoftheseactivitiesyouknowthatyouquicklyrunupagainstsome
organizationalcomplexitiesthatmakethemeretransmissionofinformationinadequateto
successfullyaccomplishingyourgoals.


Thingslikepower,identity,gender,ideology(orworldview),ethnicity,culture,andsoforthare
theroundearthcomplexitiesoftheorganizationallandscapethatcallforamore
sophisticatedunderstandingofcommunication.Andthesecomplexitiesneedtobeaccounted
forifwearetohaveagoodunderstandingoforganizationalcommunication.

Sothisallhastodowithourapproachtocommunicationeitherasathingthathappens
withinorganizations,orasocialprocessthatactuallyconstitutesorganizations(and
organizationalrealities)andourcorrespondingapproachtoorganizationseitherasrelatively
neutralcontainersthatexistapartfromcommunication,orascontestedsitesofpower,
resources,andstrategiesthatconvergeintorecognizableformswecallorganizations.

NowIcertainlyrecognizetheimportanceoftheconventionalapproachtoorganizational
communicationcommunicationwithinorganizationsbasedonaninformationalviewof
communicationbutImtryingtopushustoadeeper,moresophisticatedunderstandingof
organizationalcommunicationorganizationsascommunication,basedonaconstitutiveview
ofcommunication.

Thepoint,then,isthataconstitutiveviewoforganizationsascommunicationenablesusto
questionandinvestigatekeyorganizationalrealities,notjustacceptthemasgiven.Wecan
questiontheexistenceoftheorganizationitsstructure,itsformsofpower,itsguiding
assumptions,itsnormsofoperationsandsoon.Iftheseorganizationalfeaturesarenot
natural,butrathercameintoexistencethroughspecificcommunicationprocesses,thenwe
canexaminetheimplicationsofthosecommunicationprocessesandexplorewaysof
communicatingthatleadtomorefavorableorganizationaloutcomesformorepeople.

Wecanexamine,forexample,howcertainpatternsofinteractiongiverisetonormsofconflict
resolution,orhowthetakenforgrantedvaluesofaparticularindustryorsectorshapethe
practiceofleadership,orhowinterpersonaldynamicsaffectthesuccessofanorganizational
changeinitiative.Wecanlookathowcertainviewsofmasculinityorfemininityareconnected
tocommunicationpractices,orhowourveryidentitiesareoftencreatedandsustainedthrough
organizationalcommunication.Wecanuncoverhiddenformsofpowerandcontrolthatare
embeddedwithincommunicationprocesses.Wecanexplorewaystomakeorganizationsmore
equitableandrepresentativebysurfacingalternativevoices.Wecanfigureouthowtomake
organizationsmoreproductive,adaptive,andresponsivethroughorganizational
communicationthatencouragesinnovationandcollaboration.Whateverthecase,a
constitutiveviewoforganizationsascommunicationprovidesamuchstrongerexplanatory
frameworktounderstandthecomplexitiesoforganizingandcommunicating.

WhatImadvocating,therefore,isacommunicativeapproachtoourunderstandingof
organizations.Organizationalcommunicationisallabouttakingacommunicationperspective
tothestudyoforganizationsexploringorganizationsthroughthelensofcommunication.
Communicationisnotthethingtobeexplained;communicationactuallyprovidesan
explanatoryframeworkfromwhichtounderstandthecomplexitiesoforganizationallife.


Ofcourseournaturaltendencyistorelapsebacktotheconventionalview,thecontainer
metaphorcommunicationwithinorganizationsbecauseitseemssimpleandintuitivefroma
limitedperspective.ButImtryingtopushustowardsadeeperunderstanding,aperspective
thatbetteraccountsforthecomplexitiesoforganizingandhumaninteraction.

Sowhatisorganizationalcommunication?Andwhatarewedoingwhenwestudy
organizationalcommunication?Communicationisorganizationalnotjustbecauseithappens
withinorganizations,butratherbecauseitcoordinatestheactivitiesandinterpretationsof
multiplepeopleintoanorganized,recognizableformandsustainsoraltersthisformfor
subsequentcollectiveaction.Tostudyorganizationalcommunication,therefore,istostudythe
fundamentalsocialprocessesthatcreateandsustainthedominantstructuresofoursociety.

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