Degree Name

Master of Arts (MA)

Semester of Degree Completion

1993

Thesis Director

Terry M. Perkins

Abstract

This content analysis studies an area that has had limited research: university print media. University print media helps maintain communication between management and employees. Past research links three communication categories together: organizing, relationship and change. Organizing is found to be the dominant content category in business newsletters, according to past research.

The uses and gratifications theory, exchange theory and structural-functional theory all play an integral part in the communication process. Continuous two-way comunication between management and each public can lead to a successful organization. Internal communication, wants vs. needs, and finding common ground are additional variables that determine the effect that employee print media will have on a given organization and the management/ employee relationship. Most of the research completed concerned specific content recommendations which incorporate a combination of the three communication functions.

Emphasis of organizing, relationship and change in University employee print media is the first research question. Overall, relationship was found to be the dominant factor, followed by organizing and change. Only one university had a higher percentage for organizing rather than relationship.

The second research question compares the totals and percentages against proposed content recommendations of past research. Relationship was found to have the highest percentage of column inches, followed by organizing and change.

Many of the earlier mentioned specific content recommendations were found to be present in the University employee print media. One conclusion that is formed from this content analysis is that each organization is unique, therefore, there may not be a universal set standard for the three communication functions. Each organization will need to research ways to find the content that will best relate to their specific organization goals and relationships between management and employees.

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