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-Tervehdys
-glad to see that interested in negotiating reputations -theme
-Thanks for the opportunity to be here
-How to process
-presentation
-Pekka
-questions and comments
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-A complex concept, can be approached from many points of view
-What we wanted to do here is to approach rep. as cultural concept
-and consider – taking this kind of approach – what reputation is, how does it emerge, and finally, rep mgnt
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-From this point of view, rep is …
-Reputation exists among people
-stories that build reputaion
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-Cultural reality
-when we talk about reputation, we talk about interpretations and representations based on them
-example about a salesman
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-So, reputation is produced in this kind of storytelling that is cultural bounded
-like any communication
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-Thus, we argue that …
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If we take this kind of the approach
more abstract level
and in concrete level
In the left, there is a theoretical framework for our concept:
interpreter is the subject here
representation ”kohdistuu” objektiin
context is where is ”encounter” occurs
culture:
When we set reputation into this theoretical framework, we end up to the situation presented in the right.
Organisation: esim. Nokia
publics: esim. customers
arena: esim. media
Culture
Like organizations, reputations are constructed from the interpretations of the publics.
•Publics encounter the organization
•Arenas change over time
•they emerge and develop with time by adapting their members, tasks, problems and purposes etc.
•Media is one example of arena,
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•Communication that has an effect on the interpretations made of the organization takes place
•Communication is recursive in its nature
•participants constantly modify the way they communicate according to how others have behaved ahead of them
•one participant’s thoughts and acts depend on the others’
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-talking about culture we are really talking about a process of reality construction that allows people to see and understand particular events, objects, actions, etc.
-similarly, the arenas concern the process of constructing the reality of an organization – it is something the members of the public do together in a cultural context
-ref: an example of storytelling
-representations are interpreted from one’s own point of view
-thus, representations that rotate in society reflect interpreters’ ”subjective reality”
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-Interpretations lead to choice and action
-esim. ostat tuotteen tai et osta, kerrot tarinaa eteenpäin tai et kerro, kerrot positiivista tai negatiivista tarinaa
-huom. myös tekemättä jättäminen on valittu teko
If we think about this recursive communication
•the point there is
•to form and preserve a common agreeable cultural entity.
•not about delivering messages
•there is a question about maintaining the society in time and represent shared beliefs.
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•through the processes of encounters in arenas, organizations and its publics contribute to a shared cultural structure in which they promote common representations and interpretations
•thus, individual interpretations aggregate into collective judgements about the object – into reputation
-Reputation is primarily a communicational concept
-This includes for example the understanding and social rotation of messages
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-Important information
-For example about the success, failure, or activities
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-Communication is a series of interactions
•in which meanings are created, changed and exchanged
•Monenlaista viestintää: organization becomes interpreted through verbal, tonal and visual perceptions and symbols
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•Areenalle tuodaan oma kulttuuri ja kokemus
•tästä syystä organisaation viestit voidaan tulkita ihan päinvastaisella tavalla kuin tarkoitettu
•Organization should encode the messages in a favourable way
•we argue that meaning is constructed by negotiation
•The process of meaning-making can be analyzed by three codes developed by Stuart Hall
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•decoding – according to interpreter’s personal backgroud, and the various different social situations and frames of interpretation.
•In the context of reputation related communication this means
•don’t simply receive a reputational message
•they take in some of the meanings but they also infer some own meaning into the message ,
•that is to say - they negotiate the meaning in the message
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•Meanings are traditionally divided into denotation and connotation.
•Denotative level is fixed
•Connotative level of a sign is more open to be actively changed
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•Three codes
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•as we assume, reputations are negotiated
•thus, meaning (reputation) construction occurs acoording this negotiable code
•inc. agreeing and disagreeing elements
If we take this kind of the cultural approach to reputation, reputation management is about these things:
Reputation management is fight for how an organization is defined and re-defined
•political ja social fight
•organisaation encoding sanoma suosiollisella tavalla
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