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Printed and published by the
University of South Africa
Muckleneuk, Pretoria
COM2601/1/2013±2015
98837117
3B2
COM202 Style
, Contents
Overview v
Foreword vi
Study Unit 1: COMMUNICATION IN THE ORGANISATION 1
1.1 Introduction 1
1.2 Defining organisational communication 1
1.3 Communication networks and directions of communication 2
1.4 Networks as channels of communication 3
1.5 Network roles 6
1.6 Conflict in the organisation 8
1.7 Communication with teams and groups 9
1.8 Organisational communication technology 11
1.9 Conclusion 12
Study Unit 2: THEORETICAL APPROACHES TO ORGANISATIONAL
MANAGEMENT 14
2.1 Introduction 14
2.2 Change in the organisation 15
2.3 Forces of change 15
2.4 Models of change and development 16
2.5 Managerial approaches and communication styles and instruments in
organisational change 18
2.6 Two views on defining communication 19
2.7 Defining communication in the organisation 20
2.8 Propositions regarding the role of communication in the organisation 21
2.9 Managerial and communication approaches in the organisation
during change 22
2.9.1 The classical management approach 22
2.9.2 The Humanistic and Knowledge management approaches 24
2.9.2.1 Humanistic approach 24
2.9.2.2 The knowledge management approach 26
2.10 Conclusion 31
Study Unit 3: ORGANISATIONAL CULTURE 32
3.1 Introduction 32
3.2 Organisational culture contextualised 32
3.3 Organisational culture and organisational climate 33
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iii COM2601/1/2013±2015
, 3.4 Theoretical paradigms for understanding organisational culture 34
3.5 Elements of organisational culture 36
3.6 Managing organisational culture 37
3.7 The organisational change process 38
3.8 Conclusion 40
Study Unit 4: THE THEORY AND PRACTICE OF ASSESSING 42
ORGANISATIONAL COMMUNICATION
4.1 Introduction 42
4.2 Development of organisational communication 43
4.2.1 Environmental monitoring 43
4.2.2 Social auditing 43
4.2.3 Corporate communication/public relations auditing 43
4.2.4 Communication content auditing 43
4.3 The planning of organisational research 44
4.3.1 The research proposal 44
4.4 Research reliability and validity 45
4.5 Quantitative and qualitative assessment 47
4.5.1 Quantitative research methods 47
4.5.2 Qualitative research methods 47
4.5.3 Combining qualitative and quantitative research 48
4.6 Applied organisational communication research 50
4.6.1 A communication audit 51
4.6.2 A P-MOPS model (procedural model of problem solving) 51
4.7 Conclusion 52
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iv
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