Theories of organizations, relationships, and media
COMM 518
Dr. Swanson
Analyzing the Organization
*SWOT analysis
Internal environment
Performance
Niche
Structure
Ethical base
Internal impediments
Public perception
Visibility
Reputation
External environment
Supporters
Competitors
Opponents
External impediments
Checklist 2A, 2B, 2C
Tollefson’s list of relevant theories
Classical Theory of Organizations [examines productivity, precision, and
efficiency of an organization using a machine metaphor]
Critical Theory of Communication approach to organizations [critiques
how social reality is created and recreated in organizations]
Cultural Approach to Organizations [examines how members of an
organization create a sense of shared reality]
Human Relations Theory of Organizations [examines employees’
relationships and other factors affecting happiness and satisfaction]
Information Systems/ Weick’s Theory of Organizing (Sense-Making
[explains how we make sense out of confusing information]
Leadership Theories [numerous theories examine issues of leadership]
Organizational Socialization [stages in employees’ socialization within an
organization]
Structuration Theory [we create the organization as we act within it; the
theory creates awareness of rules and resources we use within groups]
Systems Theory [examines an organization as a self-contained system
whose major goal is survival]
Uncertainty Reduction Theory [assumes that when strangers meet their
primary concern is reducing uncertainty and increasing predictability;
examines ways we reduce uncertainty]
Unobtrusive and Concertive Control Theory [examines how individual
create identifications within an organization, and how identification relates
to control and discipline]
See also Tollefson’s category X (public relations theory/
relationships).
Analyzing the Relationships
Tollefson’s list of relevant theories
Publics
Publics, markets, audiences
Characteristics of publics
Key publics
Intercessory publics
Opinion leaders
Affinity-Seeking Strategies [strategies used to get others to like us or see
us in a favorable way]
Attraction Theories include the following:
Interpersonal Goal-Oriented Theory of Attraction [examines
attraction in later stages of relationship development]
Reinforcement Theory [we are attracted to persons who reward
us]
Similarity and Interpersonal Attraction [we are attracted to
persons whom we perceive to be similar to us]
Attribution Theory [the ways we infer the causes of behavior in others and
ourselves]
Communication Accommodation Theory [examines underlying motives
and how we accommodate others]
Communication Privacy Management Theory (Boundary Management)
[how we negotiate disclosures, secrets, and boundaries in interpersonal
relationships]
Coordinated Management of Meaning [examines social processes of
persons in conversation; the ways we communicate are often more
important than the content]
Expectancy Violations Theory [examines expectancy, violations, and
communicator rewards]
Interpersonal Deception Theory [strategies used by liars to deceive
others]
Relational Dialectics Theory [examines the tension and struggles of
Stages of development
Stereotypes
The benefit statement
Checklist 3A, 3B
interpersonal relationships, such as connectedness-separateness, certaintyuncertainty, openness-closedness]
Social Exchange Theory [relationships are evaluated in terms of rewards
received]
Social Identity Theory [each person has different ‘selves’ that act on
different levels with different group situations]
Social Penetration Theory [compares human personality to an onion to
suggest multiple levels that can be accessed through self-disclosure]
Speech Act Theory [examines basic units of language used to express
meaning, focusing on functions of speech acts]
Symbolic Interactionalism [examines the construction of social reality
through language]
Turning Point Theory [events associated with changes in relationships]
Uncertainty Reduction Theory [assumes that when strangers meet their
primary concern is reducing uncertainty and increasing predictability;
examines ways we reduce uncertainty]
Social Order Theory [social order is manifested through predictable or
coordinated actions; it is dependent on culture and sustained through trust,
division of labor, regulation of power, and legitimization of social activity
among humans]
Also consider Tollefson’s categories II (intercultural), III
(gender), IV (small group) and X (public relations theory/
cognition and behavior). I could argue there’s relevance/
crossover with the theories in V (persuasion) and VI (rhetoric).
Analyzing the Media
Tollefson’s list of relevant theories
Goals and objectives
Message strategy
Information
Persuasion
Dialogue
Proactive strategies
Reactive strategies
Message structure
Message content
Organizational media
News media
Advertising media
Social media
Cultivation Analysis [mass media exposure cultivates/grows attitudes in
persons]
Agenda Setting [Mass media don’t tell us what to think, but what to think
about]
Uses and Gratifications [examines reasons persons have for using the mass
media and/or the pleasures they derive]
Spiral of Silence [persons are pressured by society to not express views
that deviate from socially accepted views]
Technological Determinism [technologies shape human existence; “the
medium is the message”]
Semiotics [examines how signs convey meanings and perpetuate dominant
interpretations]
Cultural Studies [critiques power relationships and seeks changes]
Mass Communication and Para-social Interaction [audience views
persons in the mass media as members of their peer group or
acquaintances]
Media Dependency Theory [the more the mass media fulfills individual
needs, the more important the mass media]
Checklist 7B, 7C
I could argue there’s relevance/ crossover with the theories in
Tollefson’s category V (persuasion) and VI (rhetoric).
Source:
Smith, R. D. (2009). Strategic planning for public relations. (3 ed.). New York: Routledge.