Social and Behavioral Sciences Commons^™

Organizational Communication And The Meanings Of Social Media As Cultural Mediums: A Case Study Of Intramural Sport Participants' Interpretations Of Online Presence, Madeline Blair

All Theses

This thesis analyzes the relationship between organizational communication and social media presence in organizational culture. Using a university intramural sport program (UIM) as a case study, this study addresses the role of organizational members' interpretations of the introduction of social media into organizational processes and culture. This study an attempt to reveal a disconnect between organizational communication techniques and social media as cultural mediums by offering an interpretive approach to analysis of the UIM culture using Craig and Tracy's (1995) grounded practical theory. Ten interviews with UIM student employees and sport players were conducted and data were analyzed qualitatively. Findings …