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Detail Article

Masyarakat, Kebudayaan dan Politik

ISSN Lama 0216-2407, Baru 2086-7050

Vol. 23 / No. 4 / Published : 2010-10

TOC : 8, and page :324 - 329

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Original Article :

Employees as the ‘actor’ in communicating the new corporate identity

Author :

  1. Nurul Ratna Sari*1
  1. Departemen Komunikasi, FISIP, Universitas Airlangga

Abstract :

Airlangga University (locally known as UNAIR) had undergone privatisation, a process that resultedin a significant change in terms of management system and corporate identity. As corporate identitywas the fundamental of organisation, communicating the new corporate identity was a necessity. Thisresearch aimed to outline the role of employee in communicating the new corporate identity duringprivatisation. The social identity, symbolic interactions, and drama theory would be collaborated intothe organisational identity dynamics Model from Hatch & Schultz to analyse the case study. Theanalysis found that UnAir presented the corporate identity through visual identity. On the other hand,corporate identity was more than a visual identity; it rooted from corporate culture that engagedemployees as the 'actors' in the organisation.

Keyword :

privatisation, corporate culture, organisational behaviour, management system, social identity .,


References :

  1. Abrams, D & Hogg, MA, (1990). Social identity theory: Constructive and critical advances.. London : Harvester Wheatsheaf.
  2. Argenti, PA, (2007). Corporate communication.. New York : Irwin/Mc Graw-Hill
  3. Ellemer, N, Spears, R, & Doosje, B , (1999). Social Identity.. USA : Blackwell Publishers Ltd


   


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