Corporate Video
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1. What are the critical features of
corporate videos?
Visual orientation
Asynchronous communication (often large
time lag)
Spatially distributed
Input medium = Video
Output medium = TV monitor
So What? Meeting employee comm.
needs?
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2. History
Training Tapes
(Quicken Video)
Information Updates
(Appleton Papers)
Infomercials
(Persuasive Tools)
Quarterly Reviews
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3. Preparation
In House Department
Content focus
Production Quality Poor
Out Sourced
Story Telling, “Hard Copy” Focus
Production Quality High
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4. Delivery Systems
Meetings
Employee Lounge
Hall Monitors
Library Checkout
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5. Forces Shaping Content
A. “Players”
Management
Employees
Family
“Outsiders”
Editorial Board
B. Consequences
Capitulation
Trivialization
Collaboration
Mgt.
Employees
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6. Comparative Effects
Micro Level
Macro Level
 Amount of physical energy
required
 Confidentiality
 Complexity Capacity
 Time/Space constraint
 Amount of NVC
 Visual Emphasis
 Feedback Potential
 Scanability
 Timeliness
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Task comm. (easy)
Task comm. (complex)
Social Communication
Persuasion/Negotiation
Information Sharing
Consensus building
Crisis management
 Maintenance Comm.
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7. Impacts on
Organizations
Corporate Context of
Interpretation
“Indoctrination”
Image over substance
Organizational culture
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8. Social Implications
Common Reference Point
Meets Recognition Needs
Has Potential to Involve Family
Exposes Culture to Wider Audience (What
is it really like to work there?)
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9. Ethical Implications
Involve the Family in Decision-Making
Increases Social Responsibility of
Organizations
Overly emphasizes the positive
False Sense of Security
Complacency
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