Pathways to transformation : mapping leadership language through one organization's journey
Fox, Tracy Marlene
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Subjectcommunication; diffusion of innovations; leadership; organizational culture; organizational transformation
Organizational transformation is complex and challenging, as is a leader’s role in that transformation. This thesis examines the role of leadership communication in the success of organizational culture change in one company. Through content analysis of communications samples and interviews with communication practitioners. The research plots how specific transformational language diffuses through the organization via leaders. The case study identified patterns and explanations for why language flows the way it does and what that might mean from an organizational change perspective. It then proposes recommendations for an addition to the process outlined in Rogers’ (2003) diffusion of innovations theory. Understanding how the language of transformation moves through an organization will help leaders and communication practitioners alike to be more effective in their respective roles during times of organizational change. Language is not the only component of communication that determines successful organizational change. This study found that demonstrating the concepts underlying the language is also a critical component and that leaders must be prepare to become innovators.
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