I. Introduction
The implementation of effective communication channel is vital if people from different organizational levels will be able to communicate well towards the achievement of its goal. An effective communication is achieved when those involved in the process have a higher level of awareness; as Norton pointed out, in “understanding your personal style of communicating, you will go a long way towards creating good and lasting impressions with others” (Norton, n.p). Basically, a one on one communication necessitates that both parties give their undivided attention, and be active listeners in order to arrive at a better understanding. In a way, communication within and across organizations requires a system that ensures that correct information reach the right people at the right time (Grunig, 100).
II. The Evolution of Communication Network
In the study of organizational networks, the evolutionary theory is considered to have several advantages over the traditional styles. Based on the perspective of community ecology, the main point is focused on the examination of the development of organizations and the sphere by which they exist. In contrast to the traditional perspective, there is a shift of direction from the individualized organizations en route for the different populations of organizations, and this involves their relationships with other entities. In the same way that community population divided their means into functions that has limited ability to sustain a number of organizations, communication networks also have a restricted capacity that supports only a limited number of links. Moreover, the evolutionary theory of communication is not static, as it adapts a network of change starting from the birth, growth, transformation, decline, and demise of an organization (Monge et al, 450).
II. Theories of Organizational Communication
In Grunig’s Multi-systems Theory of Organizational Communication (101), he explained that communication will not be regarded as a natural process. This is because its occurrence does not depend on the existence of natural laws, but to artificially created edicts that suit both the individual and systems designs. In a way, communication is perceived as a form of organizational behavior that is aimed at reducing the presence of uncertainties in challenging situations. There were several theories that explain the nature of organizational behavior, starting from individual communication between peers, superiors and subordinates within a system. In many ways, both formal and informal communication occurs within an organization, and these forms of interactions are explained by certain behaviors, some of which are summarized in Appendix A of this paper.
III. Communication Networks and Behavioral Systems
Communication networks are referred to as verbal exchanges that mediate between groups as well as among individual in a given organization. There were several successful organizational models that are developed to facilitate the discussion of the significance of communication networks in causing organizational change. An example of which is the “Organizational Alignment” model, which aims to demonstrate that “organizational values and practices should apply to everyone, from the front line to the boardroom” (Houmanfer t al, 258). As with other organizational principles, an appropriate alignment of individual roles with that of implemented changes and the desired organizational outcome. This is critical, because of the role of employees in working towards the business objectives and goals. The considerable control that employees have towards business functions, necessitates that they their performances are taken into consideration because of their direct relationship to organizational change.
IV. Ethical Issues in Advertising
Advertising is perceived negatively in some society, and this was demonstrated in a study conducted among Egyptian consumers, where it was found that the respondents showed a negative attitude towards advertisements (Mostafa, 42). This is largely because of the supposed detrimental impact of advertisements such as intentionally distorting information and misleading the consumers, as well as the existing culture in that region. That is, an advertisement that is generally accepted in western countries, may not be well-received in other parts of the world. For example, research revealed that Egyptian consumers tend to have a negative outlook with regard to advertising ethical concerns. The significant regional difference towards advertisements lends credibility to the hypothesis that “ads produced in one country cannot be standardized or directly translated for use in another, particularly if they are different culturally” (Mostafa, 42).
In China, the advertising industry has quickly progressed in recent years, resulting in the considerable increase in advertising revenue that was never experienced before. However, with the fast-paced growth of this industry, the industry laws and ethics were not able to keep pace with the overwhelming development. This resulted in the increased level of advertising law and ethics violations.
The advertising ethics may have different definitions across cultures, but to put it simply, it is referred to as knowing “what is right or good in the conduct of the advertising function” (qtd in Yan et al, 2010). Basically, the ethical practice of advertising is more focused on what is the right thing to do at the moment, in contrast to considering the legality of what must be done in a given situation. As pointed out, there are cultural aspects that set the difference whether a certain advertisement conform to ethical practice or not. The key determinant in gauging the unethical aspect of an advertisement is on whether it can have a potentially harmful effect to the society.
V. Communication, Culture and Organizational Change
In an article entitled Communicating Culture Change, the degree by which changes occur “within many public sector organizations makes the investigation of links between communication, culture and change of importance” (Waterhouse & Lewis, 354). In recent years, many business administrators have taken steps to change the culture towards a more adaptive and relationship oriented culture. In the past, the majority of cultural changes that are implemented among different organizations were largely focused in favoring upper management. However, recent changes considered the importance of co-operation among all levels of the organization.
VI. Models of Communication and Recent Issues
The need to adapt to different and continuous changes is crucial for any organization. As many business leaders know, it is not sufficient for organizations to merely adopt changes in its operational structures. In this respect, the role of communication is always important such as the role it plays supporting “the central theme and sustaining force of an organization structure of top management” (Zaleznik, n.p). The emergence of technological advances resulted in the improve way of communicating and doing business. As discussed previously, business strategy must continually transform and adapt to the changing needs of the society. For instance, many businesses today use the social media to reach out to a greater number of consumers. The use of social media is one among the most effective ways to interact with consumers as it allows for “large-scale interactions that extend to external stakeholders” (Wilson et al, n.p)
Utilization of the Information in Improving Communication Skills
In the article written by Monge et al, entitled Communication Network Evolution, I came to understand the interrelationship of the members of the community ecology and how the different modes of communication have evolved over time. This makes me realize that as an individual that is going to be continually involved in organizational works, I have to become shift my attention from focusing on single organizations towards the possibility of interacting with numerous groups. I recognize that I have to become flexible in communicating with others, because the current organizational system today have to deal with diverse networks starting. In the pursuit to improve my communication skills, I should not only be aware about the manner of interaction within my immediate community, but also seek to explore the other networks that have an impact to the organization or community that I belong. The knowledge about the interrelationship of the different member of an organization or community and the intricacies that come with it makes me think about actively taking part in collaborative systems. Doing so would significantly improve my communication skills, as well as my understanding of other cultures and societies.
Much as many people would like to remain comfortable in dealing only with a few groups whom they are familiar with, it is inevitable that often, they have to interact with people or groups of people with unfamiliar culture, values and principles. Along the way, unfamiliarity about the culture and practices of other societies may lead or misunderstanding and misinterpretation of messages. This makes me realize about the need to devote attention in studying other cultures, and the way by which other people from other societies communicate. As Grunig pointed out, communication should not only be viewed as a form of conveying information, but as a way to demonstrate behavior.
The different leadership and management practices play a considerable role in the implementation of effective communication strategies. There are instances when the style of leadership can have a detrimental impact in promoting better communication. For example, there are leadership practices that create an uncertain organizational setting, thus distorting the smooth flow of communication among members. Knowing the possible impact of leadership styles, it is important that I master the one of the most important functions of a good leader, that is the ability to communicate clearly.
While effective leaders must have the discipline, sense of responsibility, critical skills and values that are important in dealing with other people, it is believed that the ability to properly and effectively communicate is paramount. Some of the ways by which I can improve my communication skills involved preparing the manner by which I convey the message. This involves the setting out of the goals and messages that I wanted to express, because it is important to clarify the goal of the communication in the first place. In addition to that, there is a need to become an active listener, and be sensitive towards the response of the listener.
One who is in the leadership position must recognize that the ability to express one’s conviction in a meaningful and clear manner goes a long way than having the blatant rules that demand immediate yet forced compliance. Based on the readings, I have learned that an effective leader can convey a message better by relating how it can have an impact to the larger goal of the organization. Further, there should be an identification of the actions that are needed, and the confirmation that the other party understands the agreement. So, communication is not at all a process that is focused on the leader and his message. Rather, it is an intricate process where both parties must actively participate in the receiving and delivery of messages. I understand that communicating effectively requires an open mind about possibilities that may arise.
Another important insight that I gained from the readings is the presentation made by Mostafa and Yan about the ethical issues of advertising. Mostafa discussed that a survey in Egypt revealed that the majority of people in the region perceived advertising as one among the most unethical forms of business. The negativity associated with advertising necessitates that people who plan to venture into the advertising industry must observe ethical issues in relation to their different activities.
I can utilize the information presented in Mostafa’s article by considering it as a serious matter. As an individual who plans to venture into the business world in the future, I must make it a practice to incorporate ethical practices and values in my work. In line with working in a more ethical way, I recognize the importance of communicating the same to other members of the organization. This is especially so in the marketing practice of the organization where I belong. I should make it a personal principle to always convey the importance of advertising and communicating with consumers in a more ethical manner. Organizational leaders should make it a point to adopt a philosophy that seeks the promotion of an honest, fair and responsible marketing and advertising strategy.
It is to be noted that there are motivations why advertisers resort to the use of unethical practices. As an individual who advocates for the use of ethical practices, I can communicate how the organization can promote its products by abiding with the code of ethics that exists in a certain country. It should not be a difficult task, because many countries such as China have imposed laws and regulations to be followed by the country’s advertising industry. While it was said that China do not have a uniform regulation that can address advertising issues, the advertisers can well abide by the ultimate rule of advertising that suggests that ads must be positive yet does not exploit.
Works Cited
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Grunig, James. "A Multi-systems Theory of Organizational Communication."Communication Research 2.2 (1975): n. pag.Sage Publications, Inc. . Web.
Houmanfar, Ramona, Nischal Rodrigues, and Gregory Smith. "Role of Communication Networks in Behavioral Systems Analysis." Journal of Organizational Behavior Management29 (2009): 257-275. Web.
Monge, Peter, Bettina Heiis, and Drew Margolin. "Communication Network Evolution in Organizational Communities." Communication Theory 18 (2008): n. pag. International Communication Association. Web.
Mostafa, Mohamed. "An Investigation of Egyptian Consumers’ Attitudes Toward Ethical Issues in Advertising." Journal of Promotion Management 17 (2011): 42-60. Web.
Norton, Steven. "Active Listening Skills." LinkedIn. N.p., 2015. Web. <https://www.linkedin.com/pulse/active-listening-skills-steven-norton>.
Waterhouse, Jennfier, and Dianne Lewis. "Communicating Culture Change." Public Management Review 6.3 (2004): 353-376. Web.
Wilson, James, PJ Guinan, Salvatore Parise, and Bruce Weinberg. "What's Your Social Media Strategy." Harvard Business Review (2011): n. pag. Web.
Yan, Lixia, Haibo Wang, and Sean Byrne. "Analysis of Ethical Issues in China's Advertising Industry 20010-2010." Competition Forum 8.1 (2010): 142-148. Web.
Zaleznik, Abraham. "Power and Politics in Organizational Life." Harvard Business Review (1970): n. pag. Web.
Appendix A
Four Types of General Behavior that
Explain Communication Behavior (Grunig, 109-110)
