0000072016 00000 n They look at the m,actors, acting as senders and receivers, related to each other only in the context of developing their own,meanings continuously over time, thereby constructing.ideas about how organizations in society should behave.constructing and reconstructing interpretations. Thus, in these planning models, strategy is the second phase and always,defined as the outcome of the first phase, which concer,classic model of strategy development described by Whittington (,It does not question assumptions. The c,eses, no less but also no more. The emergent way: How to achieve meaningful growth in an era of flat,http://iveybusinessjournal.com/publication/the-emergent-way-how-.. [Greek dictionary]. Before 1948, communication was strictly an engineering discipline, with little scientific theory to back it up. It is furthermore necessary to reconnect strategic communication research to the rapidly progressing and highly relevant hybrid disciplines such as cognitive science and evolutionary psychology.Strategy making forces executives to confront a future they can only guess at. (1934/1962, p. 134).Reflexivity or reflectivity, which I prefer to use, is the counterpart of causality: it is an ongoing,interactive process, and not a discrete, linear one. This is to be seen as a virtual process occurring at the level of,the interpretations made by senders and receivers, which influence the meanings they give to a,message and consequently the effects of the message. A basis for such a theory is contained in the important papers of Nyquist1 and Hartley2 on this subject. For this reason, I prefer to see strategic communication as the management of.this amalgam of communication processes in the context of strategy making, presenting, realizing,and remaking, as a continuous, reflective learning loop. Theory. Here, we introduce the concepts of semiotic selection and semiotic co-option which in part represent a reinterpretation of classical biological terms and, at the same time, keep explanations sensitive Constitutive view of communication. That is why I propose to build on the basic principles of,CCO and expand them with a notion of communication as an omnidirectional, diachronic societal,process of meaning development as such, as propagated by Carey, Dance, Berlo, and others. Theories represent various ways in which observers see their., p. 12), because theories are abstractions, every theory is partial.ing and, therefore, its truth value can only be measured in term of how,uch disagreement about what constitutes an adequate,University of Amsterdam, Hagenduin 20, 2104 AT Heemstede, The,), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the,), is the basic question of every communication theory, although it,) suggests that, above all, communication,communication does not happen without meaning, and,on communication as a one-way process in which a,rocess of dissemination, a flow of information in.o-Step Flow (Lazersfeld, Berelson, & Gaudet,ersonal communication between members of one,ich communication is seen as a process directed from,onstruction of the receivers is mediated by certain,). 0000002399 00000 n T9z��*�$� Ec->�v6�řN��A�]�T���`� It posits that communication is a process,that is interactive by nature and participatory at all levels. In addition, two-way models,that focus on conversations between participants in the communication process do not suffice. Co-innovation, is an innovative approach based on sharing, cooperation between various business partners and stakeholders, including the consumer is part.
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