Case Description
It is important to note that the case titled “The Challenge of Organizational Communication” address the topic of the ever-increasing use of technology and the internet in the communication processes. It states that “because the information is overwhelmingly available on the Internet, organizations have to be more transparent in what they are doing” (Kuchimura, 2015, para. 1). In other words, a heightened interconnectedness of businesses, organizations, and people leads comes with faster and more convenient communication channels, but additionally opens a gateway to new issues. The case touches on the role of the NSA and the issue of privacy in a digitalized world of modernity, where any device can theoretically be used for data collection and tracking. The author’s stance is that “any information that is recorded on any electronic devices, I always assume that ‘someone’ can access it, especially when the devices are connected to the Internet” (Kuchimura, 2015, para. 2). However, the NSA is not an only agent potentially violating one’s privacy, because the same can be said about hackers.
The case and its author bring an insightful point about people’s unwillingness to abandon the convenience of technology accompanied by lower levels of privacy granted to the users. It is stated that “people are concerned about privacy, but we are “voluntarily” holding GPS devices, and if people have a problem with it, don’t use it” (Kuchimura, 2015, para. 3). In other words, one is not forced to use devices, technologies, and communication channels, but the majority of people are compelled to use them due to a higher convenience brought by these instruments. The comfort has a downside to it in the form of lower privacy, which should be acknowledged, accepted, and noted. The same goes for organizations, which are heavily reliant on information technology to run their operations, and thus, they need to adhere to transparency in order to be secure from misinformation.
Theoretical (Conceptual) Interpretation of the Case
Explanation of the Theory Used in the Case
The selected conceptual framework is the Uses and Gratifications Theory. It states that communication and technology are used to gratify basic needs in accordance with Maslow’s pyramid of needs (Ahad & Anshari, 2017). In accordance with the given concept, there are four major reasons why people or organizations use communication channels and media, which include entertainment, social interaction and integration, personal identity, and information (Ahad & Anshari, 2017). Humans are social creatures, which means that the need for socialization is deeply wired in the very fabric of society. The need for communication and connection are located at several layers of the pyramid for various safety and self-actualization purposes.
How the Theory Can Explain the Case
The Uses and Gratifications Theory can explain the case by showing that organizations are no longer a closed group of people doing business. They become separate entities with their own unique personalities. The author’s statement about transparency highlights this fact since “message transparency and network translucence … enabled … satisfying their different needs” (Sun, Liu, & Zhang, 2020, p. 190989). In other words, the theory explains that being transparent is critical because organizations operate as individuals. For example, personal identity gratification can be translated into the brand image and reputation of a company, which directly impacts its profitability and competitiveness. Social interaction and integration needs are applicable to organizations as well since they need to be part of society by creating customer loyalty and a form of community around their products and services. Although organizations do not seek entertainment, they use this modality to communicate, such as in Super Bowl commercials and engaging marketing techniques.
References
Ahad, A. D., & Anshari, M. (2017). Smartphone habits among youth: Uses and gratification theory. International Journal of Cyber Behavior, Psychology, and Learning, 7(1), 1-11.
Kuchimura, M. (2015). The challenge of organizational communication. Medium. Web.
Sun, Y., Liu, Y., & Zhang, J. (2020). Excessive enterprise social media use behavior at work: Role of communication visibility and perspective of uses and gratifications theory. The Institute of Electrical and Electronics Engineers, 8, 190989-191004. Web.