On the duality of subject and object in the dissem

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On the duality of subject and object of corporate culture communication

content abstract: This paper analyzes the prominent problems exposed in the investigation of corporate culture bulletin and urges the rectification of the duality of subject and object of communication by using communication theory and corporate culture theory, analyzes the relationship between subject and object in corporate culture communication, and puts forward the duality of internal and external communication of corporate culture communication, as well as the viewpoint of the exchange of subject and object

key words: corporate culture, communication, communication subject, communication object

as a certain historical condition, the common values, spiritual code of conduct formed by an enterprise in its development process, as well as the corporate culture expressed in rules and regulations, behavior patterns and material facilities at home and abroad. It is necessary to organize information dissemination among employees within the enterprise and between the enterprise and the external environment around the corresponding objectives of the enterprise in order to coordinate various relationships of the enterprise. In practice, according to the different scope of communication, the communication of corporate culture can be divided into internal communication and external communication. Communication science believes that communication activity is essentially a process in which the communication subject (communicator) uses the symbols, systems and media (collectively referred to as media) shared by them to transmit information to the communication audience (communication object, communication object) and receive their feedback. However, in the communication activities of corporate culture, there is a special phenomenon: the duality of the subject and object of communication

I. internal and external communication of corporate culture

1. External communication of corporate culture

according to the theory of organizational communication, the organizational environment is the soil for the survival of organizations and has various connections with the emergence and development of organizations in one way or another. On the one hand, it can effectively help organizations grow and achieve organizational goals smoothly; On the other hand, it will also hinder the achievement of organizational goals and become the main force restricting the expansion of the organization. Environment is the foundation of an organization's existence. Without appropriate environmental support, an organization will no longer exist, let alone develop. Communication has always played an extremely important role in the dialectical relationship between constraints and adaptation between organizations and the environment. It is the communication behavior that connects organizations, inputs environmental resources into organizations through organizational boundaries, and transmits organizational information and products to consumers, so as to play a role in the environment. Therefore, external communication is the nature and necessity of an organization

as a special organization, enterprises need to carry out external communication activities, among which the communication of corporate culture is an important content. It is very important for the development of the enterprise to comprehensively and accurately display and disseminate the culture of the enterprise, and finally leave a good impression in the eyes of the public, and create an enterprise image with civilization, popularity and reputation. According to the new environmental division mode introduced by gronigo and hunter in 1984, the organizational environment is divided into four parts, namely, functional departments, functional departments, normative departments and diffusion departments, according to the type of "public" faced by the organization. The external communication objects of an enterprise's culture are these departments, such as government departments at all levels such as industry and commerce, taxation, public security, etc; Suppliers, customers, talent centers, banks, etc. as functional departments; Regulate trade associations, professional associations, competitors, etc. of departments; The community and the general public in the diffusion sector. Enterprises spread their corporate culture to these departments, so that the most evaluative public can fully understand their culture, create a good public image, and promote the development of enterprises. Therefore, enterprises actively maintain and promote various connections with the external environment for their own development purposes. The all-round external communication of corporate culture is to promote the coordination of relations and behaviors between enterprises and other organizations, so as to ensure that enterprises have a good operating environment

2. Internal communication of corporate culture

if we regard all management elements in an enterprise as cultural information in general, corporate culture communication generally exists in all aspects of enterprise activities. It is not only a specific form of enterprise activities, but also a real content of enterprise behavior. All management activities such as decision-making, planning, implementation and supervision of enterprises are inseparable from the dissemination of cultural information. Some policies and regulations and grey rules are not conducive to the development of Chinese funded enterprises. The choice of information dissemination content, mode, means, speed and frequency affects the direct result of enterprise management activities, and also determines the survival and development of enterprises. Therefore, the extent to which the function of corporate culture communication activities is played, in a sense, is the vitality of enterprises. As a complex of enterprise material culture, institutional culture and spiritual culture, enterprise culture must play its functions of revitalization, guidance, coordination, cohesion, beautification and education by spreading throughout the enterprise

first of all, employees, managers and shareholders of any enterprise have dual identities. On the one hand, they are the main body of the enterprise's cultural activities, and their own words and actions will contribute to or damage the objective image of the enterprise culture; On the other hand, like outsiders, they will reflect, understand and evaluate the corporate culture, and come to the conclusion that the image of the enterprise can not power the 7933 probe. This conclusion is the subjective impression about the corporate culture formed in their minds. This impression is first determined by the objective image of the corporate culture, but it is not the only one. People's understanding level, values and special needs also participate in the decision. Generally speaking, every employee, manager and shareholder in the enterprise knows the advantages and disadvantages of electronic universal experimental machine equipment from which configuration of the enterprise? All enterprises have an ideal corporate image requirement. When evaluating their own corporate culture, they will compare the objective image of their recognized corporate culture with their own ideal corporate image, and make a judgment on whether their own corporate image is good or bad. In this case, it is necessary to let them understand and understand the objective corporate image more accurately through all-round communication, and even further improve the corporate image according to their ideal corporate image. Because, although the evaluation of the corporate image, which is the comprehensive expression of all elements of the corporate culture system, is mainly made by the public outside the enterprise, the corporate image is in the final analysis shaped by all the employees within the enterprise, and the initiative is still in the hands of the employees. The objective corporate image created by them through real work is the objective basis of evaluation in any case. Therefore, when discussing the main communication objects of corporate culture, we should first take all employees in the enterprise as the first-class communication objects

secondly, people often use the explicit part of corporate culture, that is, everything that can express corporate culture

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