![]() ![]() (1984) "Ambiguity as strategy in organizational communication." Communication Monographs, 51: 227–242. Made to Stick: Why Some Ideas Survive and Others Die. ^ Deborah Sole, Daniel Gray Wilson, "Storytelling in Organizations: The power and traps of using stories to share knowledge in organizations", Learning Innovation Laboratory (LILA), Harvard University, retrieved from LILA Harvard University Web site on."Narration as a human communication paradigm: The case of public moral argument." Communication Monographs,51 (March): 1–22. ^ a b c d e f g Nicole Giroux and Lissette Marroquin, "L'approche narrative des organisations", Revue française de gestion, 2005/6, No 159, pp.15-42, ISSN 0338-4551.The researcher becomes a narrator by giving a voice to marginalized employees. It places textuality at the center of the researcher's approach, and promotes the polyphony of speech. The postmodern perspective, which is the most recent and controversial, sees society and organization as fragmented. The critical feminist prospective focuses on gender differences, revealing how they are created, nurtured, conveyed and challenged by narratives. The narration can be used to "create a culture of submission". The critical perspective emphasizes the asymmetrical relationships within organizations. This perspective postulates that actors demonstrate a narrative intelligence, which refers to their "ability to produce and understand stories". The researchers then study the narratives in situations of organizational change, controversy or deliberation. Weick, considers the organization not as a fixed entity but as an organising process that emphasises the interactions and co-construction. The process perspective, following the work of Karl E. Antenarrative tries to link retrospective narrative to a living story. There have been attempts to develop institutional interpretative devices by combining insights from anthropology, literary theory and institutionalism, for example. Thus, officially promoted values are confronted with those that emerge from the narratives. The narratives then bear both the central values and culture of the organization and the differences, conflicts and contradictions. The interpretative perspective considers the organization as a subjective universe that the researcher can only grasp through the representations that the actors summon in their narrations. ![]() However, strategic ambiguity is sometimes not a bug, but a feature. As such, the narration must be brief and consistent with objectives. It considers a top-down communication (for example, the communication of a boss to his employees), and aims at the efficiency of the transmission. The functionalist perspective sees storytelling as a management tool. Giroux and Marroquin distinguish five perspectives in writings on organizational storytelling: It deals with human beings in organizations connecting, engaging and inspiring other stakeholders using stories and story structures in their communication. While storytelling is a key ingredient in great advertising, organizational storytelling caters to a very different audience. Storytelling is an ingredient to make an idea "stick". The narrative is said to be more "synthetic" than "analytic", and help to: share norms and values, develop trust and commitment, share tacit knowledge, facilitate unlearning, and generate emotional connections. In contrast, storytelling employs ancient means of passing wisdom and culture through informal stories and anecdotes. īusiness organisations explicitly value "hard" knowledge that can be classified, categorized, calculated, analyzed, etc., practical know-how (explicit and tacit) and know-who (social connections). " This follows the narrative paradigm, a view of human communication based on the conception of persons as homo narrans. ![]() ![]() It recognises the special place of narration in human communication, making narration "the foundation of discursive thought and the possibility of acting in common. Organizational storytelling (also known as business storytelling) is a concept in management and organization studies. ( Learn how and when to remove this template message) ( December 2017) ( Learn how and when to remove this template message) Unreliable citations may be challenged or deleted. Please help this article by looking for better, more reliable sources. Some of this article's listed sources may not be reliable. ![]()
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