ERIC Number: ED063743
Record Type: RIE
Publication Date: 1972-Apr
Reference Count: 0
Beyond Bureaucracy--Message Diffusion As a Communication Audit Tool.
Farace, Richard V.; Russell, Hamish M.
Because it is becoming increasingly important for organizations to have efficient communications, we need to develop ways to describe links in communication nets and how these nets meet the needs of the organizations. In any approach to analyzing communication networks, the following concepts would appear to be important: the communication structure, the communication load, the rate of message flow, the amount of redundancy, the efficiency of the actual pathways of messages, the extent of message distortion, and the different pathways of messages according to their different functions. Five different approaches--the duty study, the use of observers, the cross-sectional interview, the "small world" technique, and the study of the diffusion of selected messages--each offer distinct advantages and disadvantages for measuring the different concepts in communication networks. It is only once we know how the organization is currently responding to its environment that we can make recommendations about how it might respond more effectively. Of the above approaches to analyzing the system, the message diffusion approach seems to be most suitable for collecting data relating to almost all of the concepts that are central to evaluation. (SH)
Publication Type: N/A
Education Level: N/A
Authoring Institution: Michigan State Univ., East Lansing. Dept. of Communication.
Note: Paper presented at the International Communication Association Annual Convention (Atlanta, Georgia, April 19-22, 1972)