Marketing Management Assignment help on : ROLE OF CULTURE MEDIA AND SOCIETY IN THE DEVELOPMENT OF AN ORGANIZATION
INTRODUCTION
Culture, media and society are the base for the development of an organization. An organization becomes able to achieve its goals with the help of a better business environment and for creating a better environment better organizational culture is required. Organizational culture is made of the behavior and day to day activities of the employees and senior management of the organization is also involved in the creation of better organizational culture. Other pillars of the organizational development are media and society. An organization must know how to use the media for its own benefits. Media can give many benefits as well as can harm the organization if not utilized properly. For getting an optimal utilization of the media an organization need to make proper media strategy. Similarly, society also plays a vital role in the development of an organization. Sometimes society around the organization does not accept the organizational activities. For example if it is a product manufacturing organization it may pollute the air around the society or the products manufactured by the organization is not accepted in the society etc. Every society has its own culture and standards and organization must understand these standards before entering into the business in that society or for that society.
In this report further we would be analyzing how the culture, media and society affects the development of an organization. What are the benefits which these elements of the organization can provide to the organization and how they can harm the organization too? All the issues related to culture, media and society will be discussed in the report later. Also the different models and definitions will be used to describe the role of culture, media and society in the development of an organization.
CULTURE
Culture is made of the shared values, symbols, behaviors and beliefs of the members of organization. Defining and capturing the culture of an organization is not easy. We can say that culture is a powerful force of the organization which can be observed. A better organizational culture helps the members of an organization in decision making and affects at the unconscious level of the employees. In this manner culture affects the well being of the company potentially and helps the organization in achieving its strategic objectives. Culture is nothing but the values and behaviors of the people of organization that contribute in the development of a unique psychological and social environment of the business. There are many factors which affect the organizational culture; these factors mainly include past and present assumptions of the organization, values and philosophy of the company, experiences of the organization etc (Haworth n.d.).
Organizational culture reflects many things about an organization for example the way in which the business of company is conducted; treatment of the senior management with the employees, customers and community; the extent to which the freedom is allowed to the people for decision making i.e. involvement of employees in the decision making process; freedom of the employees in expressing their own feelings, flow of information and power through the hierarchy of the company and commitment of the employees towards the strategic objectives of the organization (Business Dictionary n.d.). Organizational culture can be described with the help of the diagram given below:
(Source: Carpenter, M, Bauer, T & Erdogan, B n.d.)
The above figure clearly explains the factors which are involved in the organizational culture development. Obviously culture is made of the activities and values provided by every department of the organization. A better culture connects every department of the organization and helps in the development of the organization.
ROLE OF CULTURE IN THE DEVELOPMENT OF THE ORGANIZATION
Organizational culture plays a vital role in the development of the organization as it drives the behavior of all the stakeholders of the organization towards the goal of the company. The stakeholders are employees, top management, customers and suppliers etc. Culture can be considered as glue which holds each department of the company. It also provides direction to the employee of the organization or help in deciding the direction of their work. Culture crates a common platform for the team members of a team and provides a language which helps them in communicating their needs and responsibilities.
A better culture is very essential for resolving the issues of an organization. For example if there are some problems in between the finance and production department of an organization then to solve the problem, proper communication is required and this can be done in a meeting of finance and production department official. For this purpose values which are given by the individual of both the department become essential and culture comes here into existence. If individuals do not give value to each other they will not contribute in the meeting and problem will remain continue (Haworth n.d.).
In short we can say that a better culture provides a sense of order so that the individuals of an organization can understand the expectations of each other. A better culture produces a sense of unity and continuity among the employees of the organization. There are many works available which have been done to diagnose and analyze the organizational culture. With the help of works available we are able to identify the culture of an organization by observing the people, process and product of the company. Also the leadership style of the top management of company plays an important role in creating a better organizational culture (Haworth n.d.).
There are basically four types of culture which contribute in the development of an organization. Collaborate, Control, Create and Compete. Each type of culture has different explanations, attitudes, work patterns and behavior which are required to be recognized by the organization to enhance the performance of the company. A better description of these types of culture is given in the diagram below:
(Source: Haworth n.d.)
Hence, till now we have understood that organizational culture conveys the ideas and beliefs of the people of the organization. A better culture in an organization sets standards of the performance and people of the organization following these standards reach at the pre decided goals of the company.
MEDIA
Just like organizational culture media is another important key for the development of the organization. We can define media as a communication channel which helps in transforming the information. This information can be news about the organization, promotional activities of the organization, education, data or entertainment. We can categorize media into mainly two categories broadcasting media and narrowcasting media or we can also say it print media and electronic media. These categories of media mainly include magazines, newspapers, radio, television, billboards, telephone, fax, direct mail, and internet (Business Dictionary n.d.).
The world of communication has changed drastically since last decade. Initially during the period of 2000 to 2002 the media which were used for the communication by the organizations were phone calls, direct mails and letters which were sent directly from one person to another person. Events were arranged by the organizations to bring the people of the organization together. But today the networking has changed with the new tools. The new media has made the communication of the organization more effective and advance. A most important tool of media today is social networking websites. The social networking websites like Facebook and LinkedIn are playing a big role in the promotion of the organization and its products and services. There are many tools of media available and organization requires deciding which media would be more beneficial for them.
ROLE OF MEDIA IN THE DEVELOPMENT OF AN ORGANIZATION
There are many ways in which media helps in the development of the organization. For example the most important function of company is promotion of its products and services and without media promotion is not possible. It also depends on the organization that how it uses the media for its development. Media also publishes news about the organizations which makes good image of the company in the society in which it works. Also the kind of business a company is doing helps in deciding the proper media for the company. For example if it is a car manufacturing organization it can use both the print media and electronic media for its advertising. Social networking websites have become the most essential tool for the promotional activity of every organization today (Domek, A n.d.).
Social networking websites like facebook and LinkedIn helps the organization in building its brand image. Today we can see many companies have their pages on facebook which creates awareness about the company and its products and services among the target audience. LinkedIn helps in recruitment of the employees. Sites like Twitter and Facebook are used by the organization for the announcement of the job openings in organization. Social media is also helpful in providing training and development. With the help of social media employees becomes able to get the immediate information about the companies. Media facilitate the networking within the organization as well as outside of the organization. Another important work which social networking websites do for the companies is providing a platform to listen the issues of the employees. In this way it also gets involved in the development of organizational culture. In fact social media is an essential tool for the creation of better organizational culture as it can easily connect all the departments of the organization. The reason for using social media at a large scale is the little cost involved in it and its reach. Companies have to face high cost if they use old traditional media and methods of marketing.
Not only social media but other types of media are also helpful in the development of the organization. Like print media e.g. magazine and newspaper are very useful in building the brand image of the company. Multinational companies always use print media for this purpose as the top officials of the companies write columns in these newspapers and magazines. Their interviews create a positive image of the company in front of the target audience. Also for some particular industries print media is very helpful. Companies from the healthcare, tourism and hospitality industries use print media for their branding. Apart from it print media is very useful in reaching the target audience of the company. When a consumer is reading an article in newspaper obviously he will spend some time in reading the advertisement of the companies as well. Television is another most important tool of the promotion. It depends on the industry of the company that how it is utilizing the potential of television. For example a sports products manufacturing company will use sports channel for the advertising and a medicine producing company will use health channels for the promotion of its medicines (Domek, A n.d.).
SOCIETY
Every organization works within a society and for a society. We can say that the target audience of every organization belongs to a particular society and every society has its own culture and standards based on which organizations produce their products and services. We can better understand it with the help of an example. Suppose you are in the business of medicines and you want to produce and sell such medicine which includes alcohol in it and this is not accepted by the society then you will not be able to sell the product. Similarly, those companies which are involved in product manufacturing use raw material in the production work and then throw the waste in the rivers which pollute the water also the air is polluted by the production work. Society does not accept these things of the companies and that is why factories of the organization are made always outside of the society.
Society can be defined as a group of people living together and are related to each other through persistent relations. Society of humans can be categorized on the basis of their culture and relationships. They live in same geographical area and share same political authority. Hence, we can say that society is made of different factors like religion, culture, politics, values etc. When an organization starts its business in a particular society it needs to consider all the elements of the society to get the success in its organizational goals.
ROLE OF SOCIETY IN THE DEVELOPMENT OF ORGANIZATION
Understanding the culture and standards of the society in which an organization operates is essential for every organization. There are many ways through which an organization can make a brand image in the society. These techniques are basically corporate social responsibility, ethical and legal responsibilities followed by the organization.
Different organizations define corporate social responsibility according to their own requirements. But if we try to define CSR in general way we can say that it is an organizational activity which is done to provide some psychological and physical benefits to the society so that the organization can make a positive impact on the society. We can illustrate the function of society and its role in the development of organization with the help of figure given below:
(Source: Baker, M 2004)
Companies are required to consider two things first the quality of their management in terms of people and process and second the quality or the nature of impact which they make on the society. Mostly the stakeholders of the organizations who are outside the organization always observe that whether the company is involved in ethical or unethical activities. They look that the work done by the companies are good or bad in terms of the products and services and in terms of impact which it has made on the society (Baker, M 2004).
Apart from corporate social responsibility ethics is another thing which is essential for the development of the organization. Companies need to understand the standards of the society and act in the same manner. Ethics can be defined as the values which organization provides to the society and employees. They need to follow the social norms and legal requirements of the society. In this way they can create a good image in the society which definitely helps in the development of the organization.
CONCLUSION
From the above discussion we have understood that apart from having a good business plan an organization needs to consider the social and cultural requirements as well. Culture of the organization is very essential in the proper growth of the organization; a better culture provides a better organizational environment and in a better organizational environment a company can utilize the full potential of its workforce.
Similarly media is another important factor of the organizational development. The only requirement is to select a proper media for the promotional activity of the company. Media is helpful in communicating organizational information to its target audience. Also it can create a good or bad image of the organization depending on the use of media. A new electronic media has changed the way of promoting the company’s product and services which is known as social networking websites. Today facebook and LinkedIn has become an essential part of the promotional activity of organization.
Another factor which we discussed in the report above is society. Society also plays a big role in the development of the organization as sometimes it accepts and sometimes it rejects the products and services of the organization based on the social norms and culture. An organization is required to create a good image in the society and this can be done with the help of corporate social responsibility (Kelchner, L 2012). Ethics also plays an important role in making a good image of the organization in the society.
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