MGMT20001 Study Guide - Final Guide: Regis Mckenna, Mike Markkula, Call Centre
17 May 2018
School
Department
Course
Professor
Communication
Functional Communication
● Aims to create the optimal communication
● Functional perspective on communication suggests a rational knock-on effect in
communication
● Organisations are rational information processing systems
● Distortion can be identified and eliminated by correctly identifying:
1. Function of the message
2. What network to use
3. What channel to use
4. What direction to send the message
5. Frequency and load of the message
Meaning Centred Perspective on Communication
● Meaning centred perspectives suggest that people make their own meaning out of
communication with others
● No clear start or end point of communication
● All human interaction is communicative whether intended or not
● The use of metaphors demonstrates how managers can use language to shape how
others think and, consequently, how they act.
● Managers can use metaphors to:
○ Change the way we think and act as individuals
○ Legitimise organisations practices (organising & decision-making, power &
influence, socialisation & culture).
Metaphors:
1. Machine Metaphor
2. Developmental Metaphor
3. Transitional Metaphor
4. Transformational Metaphor
Solaris & Supernova
Solaris communication of culture - Functional
1. Function of the message: Relationships - establishing and building both the
relationship amongst staff and between staff and customer through a fun, energetic and
positive culture
2. What network to use:
○ Informal network through things such as sing-a-longs, group hugs, fun days,
bright physical environment, lax dress code, very down to earth attitudes.
○ More formal network may take the form of their slogan “Excitement, attitude,
achievement”, which is concrete and commonplace on business items.
○ The rules and regulations, although relaxed are also a formal means of
communication. A grapevine network also exists among employees and they
share their joy (or distaste) of the culture
3. What channel to use:
○ Face-to-face as culture and team building activities are done together.
○ This communication has very high richness which seems to engage most of the
employees.
○ It is mostly spontaneous “hall talk” but could also sometimes be classified as
more scheduled such as through the welcoming song/ritual for new employees.
4. What direction to send the message:
○ Message is mostly sent downwards from the manager to their subordinates as
the culture tends to be imposed on employees and they must participate whether
they like it or not.
○ The message is also horizontal as colleagues participate in activities together
and build relationships within the team
○ However, organization creates the perception that everyone is contributing
5. Frequency and load of the message:
○ The load of the message is usually small, as details are not largely required to
present the fun, energetic culture to employees and get them to participate.
○ However, the frequency is very high, with constant indicators of culture such as
dress and environment ever present, and even the singing quite frequent in order
to get the message across
● Ineffective Communication: The message of the culture has not worked in the case of
some employees. This could be due to:
○ Wrong functional design - does not achieve its function of ensuring all employees
conform to the fun, energetic culture as some still lack enthusiasm
○ Overload - too many sing-a-longs, hugs, rituals that many just perceive it as
childish and a waste of time
● Advantages of Functional Theories
○ Logical approach to communication
○ Identifies key aspects of the communication process
○ Helps managers choose between different ways of crafting their message
● Disadvantages of Functional Theories
○ Assumes too much rationality - does not deal well with organisational complexity
○ Communication can take place intentionally or unintentionally
○ Deliberately creating and passing on a message is not the only form of
communication
○ Meanings are not “passed on” but rather shared
○ We interact based on these shared meanings
○ Communication has effects far beyond the receiver getting the “what” of the
message
Solaris - Meaning Centred Perspective
Organising/Decision-making:
● Centralised/Authoritative decision to have the fun, energetic culture.
● Decisions are probably made somewhat participatively, by the employees who choose to
be enthusiastic about the rituals (Definitely authoritative for those who are not)
Power & Influence:
● Seems very democratic, as employees are empowered to do good work, rather than with
the strict enforcement of rules autocratically
● In reality, power is top down and non-negotiable. Everyone behaves in the same way
Socialisation & Culture:
● Socialising new members through singing ritual.
● Most of the employees conform to the culture as their attitudes and subsequent
behaviour are aligned with the company’s.
● However some employees simply comply as they are forced into the culture as part of
their employment at the company.
Communication: Who, How, to Whom and Why:
● Managers communicate their message of the positive and energetic culture to their
employees as a strategy to retain employees in an industry with high turnover due to its
traditionally dull and mundane nature.
● Developmental Metaphor is used, with the managers like coaches that encourage
workers to bring joy to their jobs, focus on bringing out the best in people, with
participation encouraged.
● “Heroes” metaphor making workers feel like they are making a difference and
encouraging them to go the extra mile for the company. Build sense of belonging
● Family metaphor used to explain company’s vision - conveys warmth, security and
belonging. Teams must think of each other as a family and give homemade gifts in
meetings
SuperNova - Functional
1. Function of the message: Control costs with a high volume of calls dealt with efficiently
