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R.E. (2001). Careers in organizational communication. In J.
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Diffusion of Innovations and Communication
The diffusion of an innovation is the spread of a product, process
or idea perceived as new, through communication channels, among
of a social system over time (Everett M. Rogers, Diffusion of
Innovations, 4th ed., New York: Free Press). Innovations can be a
new product or
output, a new process or way of doing something, or a new idea or
concept. The "newness" of an innovation is subjective, determined
by the potential adopter. The diffusion of innovations is a rich,
complex, challenging, and rewarding area for communication and
information research and practice.
Networks and Communication
Network analysis is the study and interpretation of influences on,
forms of, and outcomes from, patterns of relations among
entities. The overall
structure of a network, the relationships among the network members,
the location of a member within the network, are critical factors in
social behavior. They influence, among other things, access to
the distribution of social and organizational power, the spread of new
as well as diseases, career success and mobility, workplace diversity,
satisfaction, and even personal health and longevity.
The approach has been applied to studying a wide range of topics,
as referrals among community helping agencies, overlaps in company
of directors as part of anti-trust investigations, changes in
elementary school students, rumor diffusion in organizations,
interactions among transients and regular patrons at late-night diners,
citation patterns among members of scientific disciplines, the role of
formal organizational communication networks compared to emerging
informal networks, the structure of international telecommunication
traffic, and contributions to non-profit agencies.
Network Data, Measures and Analysis
Developments and Debates
The Importance of Organizational Communication
Organizational communication is a process through which people
construct, manage and interpret behaviors and symbols (whether verbal
or nonverbal), both intentionally and unintentionally, through
interaction (mediated or direct),
within and across particular organizational contexts.
Organizational communication can occur at a variety of levels,
involving interpersonal and
dyadic interaction, small groups or teams, large meetings, and within
across organizational departments or units, entire organizations,
industrial sectors, and national borders. This communication may
emphasize specific content (such as a memo providing some information)
or may emphasize the nature
of the relationship, what is called "meta-communication" (such as that
memo emphasizing that the person providing the information is clearly
expert and the reader should follow orders). The focus of the
may be on task or social aspects, on administrative or operational
and on disseminating or receiving.
Organizational Theories and the Role of
Applications of Organizational Communication
Careers in Organizational Communication
The Information Society
Disciplinary and association career guides, such as those noted in
bibliography, provide good descriptions of the kinds of jobs, the
and skill requirements, related disciplines, salary ranges, and
related to communication and information professions.
Communication jobs can be categorized in a variety of ways:
- advertising; communication disorders; communication education;
communications; electronic media; journalism/magazines/book publishers;
relations; theatre/performing arts; other careers involve multiple
of communication and information. Some of the most relevant
business, education, government/politics, foreign service, educational
high technology industries, health centers, international relations and
law, and social and human services.
Organizational Communication and Information
Communication and information are central aspects of all
organizational activities, from managing offices, developing satisfying
jobs and worker relations,
motivation and commitment, up to corporate redesign, information
implementation, and marketplace strategy. Many organizational
textbooks discuss job and career opportunities. Development
include improving team and organizational effectiveness, training
developing and delivering training services, providing sales and
service training, career development, and offering technical and skills
Public contact positions include public affairs, community relations,
relations, and employee relations, as well as the more familiar
and personal sales. Finally, general management careers pervade
and non-profit organizations. A recent search of an online career
service, using the search term "organizational communication", found
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