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ERIC Number: ED061730
Record Type: RIE
Publication Date: 1972-Apr-19
Pages: 25
Abstractor: N/A
Organizational Communication and Social Action.
Grunig, James E.
Communication researchers have studied the role of the change agent -- the professional helper who stimulates change at the individual, group, organizational, or community level. Few recognize, however, that the change agent is a member of a formal organization whose norms and values often diverge from those of the clientele system. This paper attempts to conceptualize the nature of communication between two systems whose norms and values diverge from one another and to determine the possible effects such communication can achieve. The concepts developed are applied to the problem of auditing the effectiveness of an organization's communication with its clientele. Research evidence from studies conducted in Colombia show the importance of the organization in determining the behavior of change agents. Evidence is presented to show the nature of communication between organization and clientele by anti-poverty agencies in the United States and the nature of inter-organizational communication within a community. Finally, a theory of inter-system communication is developed and concepts and measuring devices are presented for auditing the effectiveness of extra-organizational communication. (Author/JK)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the International Communication Association Annual Meeting (Atlanta, Georgia, April 19-22, 1972)