This thesis concentrates on aspects of organisational culture in an advertising agency and how they help us in understanding professional tensions and conflicts. It applies concepts of organisational behaviour such as culture and identity to grasp reasons behind this professional tension. It challenges the common view of organisational culture, that is, it portrays culture as a form of normative control unlike the conventional notion of culture as the means of unison and conformity without resistance within an organisation.
Table of Contents
RESEARCH INSPIRATION
RESEARCHER BACKGROUND
OVERVIEW OF CHAPTERS
LITERATURE REVIEW
1. INTRODUCTION
2. PROFESSIONAL IDENTITIES IN A CREATIVE INDUSTRY
3. ORGANISATIONAL CULTURE OR ORGANISATIONAL CONTROL?
4. IDENTITY AS A SOCIAL CONSTRUCTION
5. CONCLUSION
METHODOLOGY AND EPISTEMOLOGY
1. OVERVIEW
2. EPISTEMOLOGICAL PERSPECTIVE
2.1 Nature of Reality
2.2 Role of the Researcher
2.3 Research Strategy
2.4 Nature of the Data
3. METHODOLOGICAL PERSPECTIVES
3.1 Case Study Approach
3.2 Narratives and Stories
3.3 Context Sensitive
4. CONCLUSION
METHODS
1. OVERVIEW
2. INTRODUCTION TO ORGANISATION B
3. SEMI-STRUCTURED, IN-DEPTH INTERVIEWS
4. PARTICIPANT OBSERVATION
5. RICH PICTURES
6. DATA ANALYSIS TECHNIQUE
7. LIMITATIONS OF METHODS
8. RESEARCH ISSUES
DATA ANALYSIS
1. OVERVIEW
2. STAGE SETTING
2.1 Let’s Get Our Story Right
2.2 Characters Sitting Upstairs and Downstairs
2.3 The Prologue
2.4 Setting the Stage
3. DATA ANALYSIS- THE PLOT
3.1 Meta-narrative
3.2 Pulling the Stories Together
4. CONCLUSION
DISCUSSION
1. OVERVIEW
2. “IT’S A VERY, VERY FLAT PYRAMID”
3. “A VERY DISTINCTIVE CULTURE AND WE BUILT THAT CULTURE”
4. “WE HAVE ACTIVELY CREATED A GROUP OF PEOPLE…”
5. MY NARRATION OF THE STORY OF B
5.1 Normative Control
5.2 Bureaucratic Control
6. IMPLICATIONS OF RESEARCH
6.1 For Literature on Organisational Culture and Identity
6.2 For Literature on Advertising
6.3 For Professionals in Advertising
CONCLUSION
1. SYNOPSIS OF FINDINGS
2. LIMITATIONS OF THE RESEARCH
3. FUTURE RESEARCH
REFERENCES
Research Goal and Thematic Focus
This thesis examines the internal dynamics and professional tensions within an advertising agency (Organisation B) through the lens of organisational culture and identity. It seeks to understand how management uses these cultural mechanisms to regulate employee behaviour and suppress potential conflicts, challenging the view of culture as a simple tool for organisational harmony.
- Professional tension between creative teams and management.
- The role of organisational culture as a soft control mechanism.
- Identity formation and social construction within a creative industry.
- The use of narrative analysis and rich pictures to uncover underlying organisational dynamics.
- The intersection of creativity and strategic business imperatives.
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NARRATIVES AND STORIES
Narratives are a series of events linked together to provide action for the characters, they are linkages of occurrences which require verbs to explain the course of events. Narratives serve as a particular type of text, however if one progresses from a narrative to a story, there is a need to add a plot where events and characters are knit together, allowing a deeper understanding and opportunity to attach meaning to a particular event “in the light of others” (Gabriel, 2004).
The purpose of narratives and stories is similar, they provide sense and meaning to facts, whether they be social or organisational. Speaking of stories, Salzer- Morling (1998), in his saga of Ikea provides an interesting account of how an organisational tale comes about and provides “meaning and purpose to an otherwise incomprehensible world.........the telling of a saga is a never-ending story about accomplishments and achievements. ‘It explains why certain things are done here - it gives a basic understanding”. Since stories offer a sense making device to the way things are done around ‘here’ they can be easily related to organisational culture. I believe that when individuals in the organisation interpret symbols, myths, stories and rituals in an organisation, they do so in their own unique way which gives rise to a myriad of meanings for the organisational culture. As Martin (1992) illustrates, “when cultural members interpret the meanings of these manifestations, their perceptions, memories, beliefs, experiences and values will vary, so interpretations will differ.........and the ways they are enacted, constitute culture”(pg.3). These definitions make organisational culture appear in a constant flux, meaning that a simplistic and superficial analysis is not sufficient.
Summary of Chapters
LITERATURE REVIEW: This chapter establishes the theoretical foundation by exploring professional tensions in the advertising industry and discussing organisational culture and identity as mechanisms of control.
METHODOLOGY AND EPISTEMOLOGY: This chapter outlines the research design, justifying the use of a case study approach and qualitative methods like narratives and rich pictures to explore organisational dynamics.
METHODS: This chapter details the practical tools used, including semi-structured interviews, participant observation, and rich pictures, while addressing ethical considerations and confidentiality.
DATA ANALYSIS: This chapter presents the findings in two parts, first setting the stage with character introductions and culture models, and then discussing the plot of professional tension and management strategies.
DISCUSSION: This chapter synthesises the findings, connecting the theoretical framework with the empirical evidence gathered from Organisation B to explain the interplay between culture and power.
CONCLUSION: This final chapter provides a synopsis of the research findings, highlights the study's limitations, and offers suggestions for future academic inquiry.
Keywords
Organisation culture, organisational identity, advertising agency, professional tension, creative identity, normative control, bureaucratic control, narrative analysis, rich pictures, management control, social construction, organisational behaviour, power relations, work-life balance, resistance.
Frequently Asked Questions
What is the fundamental focus of this research?
The research explores the professional tensions and internal organisational dynamics within an advertising agency, specifically analysing the relationship between creative staff and management.
What are the primary thematic areas addressed in this study?
The study centres on organisational culture, professional identity construction, forms of organisational control (normative and bureaucratic), and the manifestation of power within a creative work environment.
What is the primary objective of this thesis?
The objective is to understand if and how organisational culture and identity are used as control mechanisms to manage or suppress professional tensions between creative professionals and management in an advertising agency.
Which scientific methodology is utilised?
The research employs a qualitative, constructivist methodology using a single case study approach. Data collection methods include semi-structured interviews, participant observation, and the use of 'rich pictures' for problem expression.
What is addressed in the main body of the work?
The main body examines the history and current structure of the studied organisation (Organisation B), analyses the cultural 'stage' using Schein’s and Deal and Kennedy’s models, and presents the 'plot' of professional conflict through narratives and meta-analysis.
Which keywords define the scope of the thesis?
The thesis is characterised by terms such as Organisation Culture, Organisational Identity, Advertising Agency, Professional Tension, Normative Control, Bureaucratic Control, and Social Construction.
How does the author categorise the management techniques at Organisation B?
The author identifies two main control categories: bureaucratic control (such as planning, budgeting, and performance meetings) and normative control (cultivated through recruitment, socialisation, and the family metaphor).
What is the significance of 'Rich Pictures' in this research?
Rich pictures serve as a tool for participants to express complex organisational problems, perceptions, and emotions visually, allowing the researcher to gain insights that might not emerge through verbal interviews alone.
What does the author mean by the 'Spiral of Good Work'?
This is a shared organisational assumption that continuous high-quality work attracts the right type of clients, creating a self-reinforcing cycle that sustains the agency's success and purpose.
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- Saumya Pant (Autor:in), 2008, Create-ing Business, München, GRIN Verlag, https://www.grin.com/document/186590
