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PART IV THE FUTURE IS NOW
CHAPTER 22 Visualizing the message: why semiotics is a way forward Reginald Watts Any concept that defines itself as the science of signs must offer a rich seam of new ideas for the corporate practitioner. The author asks ‘if applied semiotics (the science of signs) can inform the way non-linguistic images in corporate literature are analysed’. Non-linguistic refers to anything from page design, logos and photographs to the choice of material, print fonts and even to the binding itself. Despite the importance of the visual component in communication, managers appear to find difficulty expressing themselves when commissioning print material with non-written elements. This chapter aims to show that semiotics can be used to reduce uncertainty in decision making by encouraging practitioners to focus on individual elements that transfer meaning. In this way unstructured decision-making can be reduced. Corporate practitioners also need techniques to achieve consistency regardless of which executive signs off their material. Social semiotics within the context of corporate communication The term ‘semiology’ derives from the work of Ferdinand de Saussure 1 who stated that ‘a science that studies the life of signs within society is conceivable; it would be part of social psychology and consequently of general psychology: I shall call it semiology [from the Greek semion “sign”].’ Saussure attempted to explain the processes by which meaning was possible through language and stressed that such signs were composed of signifiers and signifieds which are connected arbitrarily. This connection was by conventions which had to be accepted by the reader. This indicates that in part, meaningful communication arises from the relationships between elements in a system of language, some elements of which are more fixed than others. In this chapter I extend this concept to a wider arena of signs discussing how non-written or visual elements transfer meaning to a viewer. The tradition of semiotics is not monolithic nor even an agreed body of theories and concepts. It is a way of assessing the process by which signs transfer meaning. A template is © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors
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HANDBOOK OF CORPORATE COMMUNICATION
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First published 2004 by Routledge 1
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PART II: CORPORATE COMMUNICATION AT
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Figures 2.1 Strategic employee comm
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Tables 2.1 Strategic objectives 5.1
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Contributors Anthony Clive Allen is
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David Pickton lectures and research
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organization as a whole beyond that
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Preface In its 250th anniversary ye
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PART I CORPORATE COMMUNICATION AT N
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enlightenment regarding cross-cultu
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participants had a sense of outcome
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5 Working to define clear and measu
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game’ according to the men’s ru
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that assist the leader in perceivin
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interaction patterns are slow to ev
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and physical ability. As the concep
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organizations: have academics and t
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CHAPTER 2 A best-practice approach
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implications and effects. Many mana
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4 Effective media/forums: Effective
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The three-phase action plan contain
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Where are the company’s employee
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Once senior management has establis
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employee improvement efforts, at th
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CHAPTER 3 Knowledge management for
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take this further and distinguish b
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• The identification of the conce
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structured). The lack of formal org
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as they occur in and affect organiz
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kinds in organizations, data wareho
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tools, techniques, methods and prin
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the wider tasks of disseminating kn
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to achieve. Rich networks of contac
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management of these resources. Ther
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CHAPTER 4 Corporate and government
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the collective and the planned towa
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individual business executive cause
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due to ‘handicaps in status’. D
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definition of the national interest
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This was the case with the Major go
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Public silence, private analysis an
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The tension between these perspecti
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Principles and Practice, London: Th
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have resulted in shifts in normativ
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out of which twenty-three replies w
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Argument over how public relations
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ather than rank in order of perceiv
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programmes. This is possible only i
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A practitioner claims that research
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elations. The term that seems to be
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have in place some form of auditing
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2 Wheeler, T., D. Moss and J. White
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CHAPTER 6 Communication similaritie
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of mass communications, journalism
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2000). Stakeholders with a large st
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But over time, both entrepreneurial
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with a small and important number o
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similarities of quoted (listed) or
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expressed, especially in the United
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Chairman CorpCom Committee Finance
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their time on communication. Argent
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question, debate the judiciary func
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CHAPTER 7 Strategic challenges for
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implementation which implies three
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one major objective to aim at whils
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The nurse The administrator The the
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Patients and service users Non-care
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whom a communication breakdown may
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hospital as advocated by the profes
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A changing local government environ
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Act local Despite the original misg
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Summary Both studies indicate the c
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CHAPTER 8 Communication audits: bui
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ship of key issues and relating com
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• What are the key business probl
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available the results will be, and
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should also be publicized. In this
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• give regular feedback on perfor
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REFERENCES Cialdini, R. (2001) Infl
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CHAPTER 9 The Olympic Games: a fram
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well-structured department format,
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Table 9.2 Seoul 1988 PR practices D
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Table 9.4 Atlanta 1996 PR practices
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according to the specific Australia
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etween venue operations and the pho
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Howard, S. (1998) Corporate Image M
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Meaning of the corporate brand Corp
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in today’s fast paced global comp
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managers and employees to keep up w
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in innovative products of a consist
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CHAPTER 11 Differing corporate comm
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would like to achieve. From the mom
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Most businesses have the potential
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clear majority of the respondents b
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Sales and business development team
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national differences, and they may
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imitate and copy others rather than
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and systems are altered. Communicat
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from business leaders to the people
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there were 78,339 firms involved in
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Table 12.1 Advertising industry tur
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loses the phonetic link with the or
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of the issues discussed here will h
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wants and attitudes, something that
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Table 12.10 How did you integrate t
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Table 12.14 What role does event sp
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NOTE 1 The Chinese names of interna
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linguistics; management and marketi
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your company is in. This brings us
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- securities - insider information;
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Only 8.8 per cent use a vendor for
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Building a corporate communication
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America some seventy years ago, onl
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and interpreting information. Liste
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• Electronic means: email, broadc
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People on their own and in organize
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LANs (local area networks) function
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Qualities of organizations and peop
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Technology and the environment The
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and external relationships. The act
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CHAPTER 14 Assessing integrated cor
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ment of working relationships with
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Barriers to integrated corporate co
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addressed in each dimension and bet
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example, the different strategies a
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Integration of communication target
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Dimensions of integration Very stro
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is an assessment tool. The resultin
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CHAPTER 15 New technology and the c
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However, there are also strong argu
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smaller groups of people, i.e. from
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dominated by a handful of huge comp
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Figure 15.2 The changing face of Co
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PART III MANAGING IMAGE, IDENTITY A
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modes of delivery - it supports amo
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Conversely, and of equal importance
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open up new competitions in what we
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May, with 24 hours non-stop music b
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Kanter, R. M. (1989) When Giants Le
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Table 17.1 The best corporate reput
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Mandelson, Henry McLeish, and Slobo
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Schultz, 1999). The second reason i
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Table 17.3 Revenue (%) Less than $1
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While there is little doubt that go
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McCarthy, E. J. and Perrault, W. D.
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Table 18.1 Operational functions of
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Table 18.2 Differences between rout
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Due to the wide range of circumstan
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Legislative/regulatory (UK) Environ
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The Turnbull Report encompasses iss
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Data recovery Technology recovery B
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as electrical supplies, voice and d
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direction the media would take so t
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on top of the building. Meridian we
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the system/building failure was dow
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Scotiabank’s incident response In
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Scenario: phases 1 and 2 Info sourc
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As vice president, Rex Engstrand, d
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Page 326 and 327: tent. Such lack of website maintena
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Page 332 and 333: Figure 19.5 Tesco has statements ab
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Page 338 and 339: Someone got your copyright: you got
Page 340 and 341: prevent a mass of comment in dozens
Page 342 and 343: NOTES 1 Grunig, J. E. (1982), ‘Th
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Page 346 and 347: • Do you agree the events of Sept
Page 348 and 349: Table 20.1 Responses of senior-leve
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Page 352 and 353: Table 20.3 Comparing mean scores be
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Page 358 and 359: CHAPTER 21 Public relations and dem
Page 360 and 361: about public policy options. This t
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Page 364 and 365: etween organizations and publics. A
Page 366 and 367: elations. Some of these took their
Page 368 and 369: By the late 1950s and early 1960s m
Page 372 and 373: developed in this chapter as an aid
Page 374 and 375: composition can be judged by visual
Page 376 and 377: Figure 22.1 Toyota Source: Permissi
Page 378 and 379: Response The represented participan
Page 380 and 381: (11) Is the linearity (position of
Page 382 and 383: (3) What is the integration of diff
Page 384 and 385: Response The text is concerned with
Page 386 and 387: CHAPTER 23 Methodological issues fo
Page 388 and 389: The whole management endeavour is t
Page 390 and 391: awareness of what is involved in in
Page 392 and 393: • In making sense of the world, u
Page 394 and 395: CHAPTER 24 Communication for creati
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Page 398 and 399: y what the organization values and
Page 400 and 401: Opportunities for providing a varie
Page 402 and 403: integrated organization is recogniz
Page 404 and 405: Activities 1 Select three establish
Page 406 and 407: Shepherd, M., Briggs, R., Reinig, B
Page 408 and 409: demand for cultural insight (Coulma
Page 410 and 411: The evolution of the knowledge econ
Page 412 and 413: their products. In testimony before
Page 414 and 415: language policies. With rare except
Page 416 and 417: Individuals possess unique personal
Page 418 and 419: Abrams (1983) goes on to describe l
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dominant language emerges within hi
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degree to which the language afford
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Table 25.1 Functionality offered by
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Dhir, K. S. and Savage, T. (2002)
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Reeves, N. and Wright, C. (1996) Li
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growth of public relations. There i
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economic downturn, the global corpo
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definition, demanded that it be bro
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Technology Anyone practising public
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nurses and pharmacists, and include
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1-way mandate from HQ 24% Local uni
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accounting procedures being used an
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of the tragedy of Enron, that 90 pe
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expose the student to some thought
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and the understanding that ‘trust
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CHAPTER 28 The new frontier for pub
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necessary (Grunig et al., 1995). Fo
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culture-bound perspectives and assu
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audiences; in addition to communica
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All respondents agreed that knowled
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company needing more foot soldiers
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(1995) Multicultural Public Relatio
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