Upload
transtellar-publications
View
214
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Â
Citation preview
International Journal of Business
Management & Research (IJBMR)
ISSN 2249-6920
Vol. 2 Issue 4 Dec 2012 97-102
© TJPRC Pvt. Ltd.,
REPRESENTATION THEORIES OF COMMUNICATION AND THEIR
IMPLICATIONS FOR CORPORATE BRAND COMMUNICATIONS
OLUTAYO OTUBANJO
Senior Lecturer (Marketing), Lagos Business School, Pan-African University, Km 22 Lekki Epe Expressway
Ajah, Lagos, Nigeria
ABSTRACT
This paper examines the three dominant theories representation within the discipline of mass communication –
probing deeply into what these imply for product or corporate brands. In order to do so, core arguments presented under
these theories were discussed and the implication of these theories were examined by taking a look at corporations such as
BBC, CNN, IBM, Apple, and Marks & Spencer. Findings from the study indicate that although all the three dominant
representation theories have their shortcomings, they are equally useful in understanding the nature of brand and corporate
communications in today’s business world.
KEYWORDS: Corporate Brand Communications, Mass Communication – Probing Deeply
INTRODUCTION
Academic literature is dominated by works that explain the concept of brand and corporate communications.
Unfortunately many of these lack strong theoretical reasoning. This paper attempts to shore – up this gap by discussing
some of the dominant theories of representation within the communication discipline – highlighting how these impacts on
brand and corporate communication discipline. The importance of pursuing this exercise is that researchers are given
further insights into how cultural codes within societies can be deployed and used as a foundation for creating meanings
especially among stakeholders. This paper is divided into four parts and this constitutes the first. The second examines the
meaning of representation and the third discusses the theories of representation and how these impact on brand
communications. The paper ends with a review of issues discussed.
THE MEANING OF REPRESENTATION
Representation is a phenomenon reflective of the construction and production of meanings within societies
(Nussbaum, 2007; Kirmayer, 2009). The notion of representation recognizes that meanings are socially developed,
transmitted and maintained through signs or language among cultural members experiencing similar social conditions of
life. Representation is used by culture theorists to explain how individuals and groups use language to say something
about, or to represent the world meaningfully to others (Hall, 1999). It refers to the production of meaning through
language system (Stern, 1998) and it emphasises how cultural practice, such as organizational philosophies, beliefs, rituals,
norms and strategic intentions all contribute to the production of meaning (see Hirschman, 1986). Representation refers to
the construction in any medium (including corporate or product brands) aspects of ‘functional and emotional reality’ such
as size, strength, competence, commitment to customer service delivery, and other abstract concepts which may include
signs that are not known universally. Representations especially by business organizations or corporate brands may appear
in all forms of corporate communications including events, guided editorials, corporate advertising as well as corporate
98 OlutayoOtubanjo
literatures. The term representation refers to a variety of processes that enable firms to create meanings about themselves
in the minds of stakeholders.
THE THEORIES OF REPRESENTATION AND THEIR IMPLICATIONS FOR BRANDS
So far cultural studies theorists have adopted three distinct approaches to understanding the meaning of
representation. These are reflective, intentional and constructionist approaches.
The Reflective Approach: the use of this approach for the understanding of representation theories began in the fourth
century BC, when Greeks used the notion of mimesis or mimetic to explain how language, even drawing and painting,
mirrored or imitated nature. Under the reflective or the mimetic approach, meaning is thought to lie in an object, person,
idea or event in the real world and language functions like a mirror to reflect the true meaning as it already exist in the
world (Hall, 1999). Reflectivists argue that the concepts of language may bear some relationship with the shape and texture
of the object, which they represent. For this reason, reflective theorists hold the view that language works simply by
reflecting or imitating the truth that already exist and fixed in the real world. The implication of this theory for the
marketing function is that brands whether at product or corporate level must be named based on the nature of their
business. A number of business organizations are known to have done this. For instance, The Cable Network News
popularly known around the world as CNN mirrors the very essence of its existence, which is to bring the audience top
news stories around the world through its dedicated staff in London and Hong Kong, working with colleagues at CNN's
world headquarters in Atlanta, Georgia, and with bureaus worldwide. CNN relies heavily on its global team of over four
thousand news professionals (CNN, 2012).
Similarly, the name British Broadcasting Corporation, globally known as BBC equally mirrors a raison d’etre that
aims, among other things, to provide high quality news, current affairs and factual programming to engage its viewers,
listeners and users in important current and political issues (BBC, 2012). It is important to note that the core object of
personality CNN and BBC personalities equally reflects stakeholders’ view of what these corporations do within the
society. The use of names that reflects the raison d’etre is not limited to CNN and BBC. Indeed, across the world, and
throughout many sectors, there exist other business names which reflect and mirror the central activities of corporations.
As seen in the case of CNN and BBC, it is possible to argue that the reflective theory of representation do bear
some relationship to the shape and texture of the objects, which they represent. However, in spite of this evidence it is
equally possible to argue that there are two dimensional visual images of a rose, which may be confused with a plant with
thorns and blooms. Equally, there are words, sounds and images which people fully understand that are fictional or fantasy
but exist only in the imaginary world. The word ‘rose’ does refer to real actual plants. Take the case of Apple, a consumer
electronics technology firm. Apple is best known today for its hardware products including Macintosh line of computers,
the iPod, the iPhone and iPad. The knowledge that consumers of Apple is hinged on the ability of the firm to successfully
Representation Theories of Communication and their
link its code name (i.e. Apple) to the production and sale of consumer electronics. However, in spite of the fame and
reputation that Apple has created about itself and its products, it still possible in some cases to confuse Apple, the
consumer electronic firm, with Apple the fruit, especially i
and how the products of this firm have radically changed human lives.
Such a disconnect may equally occur if some people say there is no such word as ‘rose’ or apple within the
framework of their culture. The result of this, if it ever occurs, is catastrophic failure in brand and corporate
communication. In order to restore or achieve communication objective therefore, individuals must be an effort to learn the
code that links rose to love, affection or the production and sale of consumer electronics in the case of Apple.
The Intentional Approach: the intentional theory hold
meaning on the world through language (Hall, 1999). Proponents of this theory believe that words means what the author
intends they should mean. In order to accomplish meaning, human comm
private possession into rules, codes and conventions of language, which must be shared and understood. The lesson here is
not just for individuals but for business organizations as well. In order for brand or cor
meaningful effect, business organizations must communicate effectively to achieve comprehension especially among target
audience. However comprehension cannot be accomplished by communicating in private or technical languages
understood only by its members. For organizational communications to have or achieve a meaning among external
stakeholders, messages must be developed with the hindsight of rules, codes and conventions shared and understood
among stakeholders. For instance, the IBM ‘think’ campaign which dominated the length and breadth of the corporation
since the 1970s meant nothing to outsiders until the principles that underlie ‘think’ was conveyed to external stakeholders
as a way of denoting IBM’s scientific advances
machine.
Source: http://www-03.ibm.com/ibm/history/exhibits/vintage/
Representation Theories of Communication and their Implications for Corporate Brand Communications
oduction and sale of consumer electronics. However, in spite of the fame and
reputation that Apple has created about itself and its products, it still possible in some cases to confuse Apple, the
consumer electronic firm, with Apple the fruit, especially if the people who think so are not aware of Apple the corporation
and how the products of this firm have radically changed human lives.
Table 1: Apple Logos and an Apple
Such a disconnect may equally occur if some people say there is no such word as ‘rose’ or apple within the
framework of their culture. The result of this, if it ever occurs, is catastrophic failure in brand and corporate
or achieve communication objective therefore, individuals must be an effort to learn the
code that links rose to love, affection or the production and sale of consumer electronics in the case of Apple.
the intentional theory holds that it is the speaker or the author who imposes his or her unique
meaning on the world through language (Hall, 1999). Proponents of this theory believe that words means what the author
intends they should mean. In order to accomplish meaning, human communication of message must move from being a
private possession into rules, codes and conventions of language, which must be shared and understood. The lesson here is
not just for individuals but for business organizations as well. In order for brand or corporate communications to have
meaningful effect, business organizations must communicate effectively to achieve comprehension especially among target
audience. However comprehension cannot be accomplished by communicating in private or technical languages
understood only by its members. For organizational communications to have or achieve a meaning among external
stakeholders, messages must be developed with the hindsight of rules, codes and conventions shared and understood
, the IBM ‘think’ campaign which dominated the length and breadth of the corporation
since the 1970s meant nothing to outsiders until the principles that underlie ‘think’ was conveyed to external stakeholders
as a way of denoting IBM’s scientific advances over time, combining history and technology in an “innovative” time
03.ibm.com/ibm/history/exhibits/vintage/
99
oduction and sale of consumer electronics. However, in spite of the fame and
reputation that Apple has created about itself and its products, it still possible in some cases to confuse Apple, the
f the people who think so are not aware of Apple the corporation
Such a disconnect may equally occur if some people say there is no such word as ‘rose’ or apple within the
framework of their culture. The result of this, if it ever occurs, is catastrophic failure in brand and corporate
or achieve communication objective therefore, individuals must be an effort to learn the
code that links rose to love, affection or the production and sale of consumer electronics in the case of Apple.
s that it is the speaker or the author who imposes his or her unique
meaning on the world through language (Hall, 1999). Proponents of this theory believe that words means what the author
unication of message must move from being a
private possession into rules, codes and conventions of language, which must be shared and understood. The lesson here is
porate communications to have
meaningful effect, business organizations must communicate effectively to achieve comprehension especially among target
audience. However comprehension cannot be accomplished by communicating in private or technical languages
understood only by its members. For organizational communications to have or achieve a meaning among external
stakeholders, messages must be developed with the hindsight of rules, codes and conventions shared and understood
, the IBM ‘think’ campaign which dominated the length and breadth of the corporation
since the 1970s meant nothing to outsiders until the principles that underlie ‘think’ was conveyed to external stakeholders
over time, combining history and technology in an “innovative” time
100
Source: http://www.brandchannel.com/home/post/2012/07/26/IBM
The Social Constructionist Approach: under the constructionist approach, the social character
It acknowledges that neither things in themselves nor the individual users of language can fix meaning in language. Things
do not mean (Hall, 1999). Individuals, groups and organizations construct meaning, using representational
concepts and signs. Constructionists warn that materialism must not be confused where things and people exist and the
symbolic practices and processes through which representation, meaning and language operate. Constructionists
acknowledge the existence of the material world but argue that it is social actors who adopt conceptual, linguistics and
other representational systems to construct meaning, to make the world meaningful and to communicate effectively about
the world to others. Unlike the reflective and intentional representation theories, the constructionist theory is applicable to
this research. Just as with individuals in a social system, organizations too belong to a wider habitat called ‘business
environment’. Similar to individuals, busi
organizations that use business language can fix meaning to a business phenomenon. Business organizations adopt
conceptual systems of their culture, business environment, linguistics and oth
to construct meaning, make them meaningful to target audience and communicate the substance of their message most
especially their corporate identity effectively to internal and external stakeholders. This theor
equally has material dimension.
In recent past for instance, consumers in Britain associated the Marks and Spencer brand with poor quality
clothing and personal accessories. This negative image and identity changed after a s
involving total refurbishment of stores, introduction of top of the line ‘stylish and fashionable’ cloths and personal
accessories endorsed by celebrities. Today, M&S is known for top quality clothing and products. Throug
periods, M&S’s visual identities changed in consonance with new organizational positioning.
CONCLUSIONS
This paper examines the nature of the reflective, intentional and social constructionist theories of representation
and the implication of these for product or corporate brands such as BBC, CNN, IBM, Apple, and Marks & Spencer.
Findings from the study indicate that although all the three dominant representation theories have their shortcomings, they
are equally useful in understanding the nat
essence adds to the list of growing papers that seek to offer a pedagogical understanding into the nature of corporate
communications and brand management. Unlike other works with
difference here is the pedagogical grounding this paper gives to academic literature. This paper is useful in cases where
brand managers need to uncover meanings that are constructed through signs, pict
some cases through sounds.
REFERENCES
1. BBC (2012), Six public purposes and how they will be delivered
http://www.bbc.co.uk/aboutthebbc/insidethebbc/whoweare/publicpurposes/ accessed October 20, 2012
http://www.brandchannel.com/home/post/2012/07/26/IBM-Think-App-072712.aspx
under the constructionist approach, the social character of language is recognized.
It acknowledges that neither things in themselves nor the individual users of language can fix meaning in language. Things
do not mean (Hall, 1999). Individuals, groups and organizations construct meaning, using representational
concepts and signs. Constructionists warn that materialism must not be confused where things and people exist and the
symbolic practices and processes through which representation, meaning and language operate. Constructionists
stence of the material world but argue that it is social actors who adopt conceptual, linguistics and
other representational systems to construct meaning, to make the world meaningful and to communicate effectively about
lective and intentional representation theories, the constructionist theory is applicable to
this research. Just as with individuals in a social system, organizations too belong to a wider habitat called ‘business
environment’. Similar to individuals, business phenomenon does not mean and neither business phenomenon nor
organizations that use business language can fix meaning to a business phenomenon. Business organizations adopt
conceptual systems of their culture, business environment, linguistics and other representational systems including symbol
to construct meaning, make them meaningful to target audience and communicate the substance of their message most
especially their corporate identity effectively to internal and external stakeholders. This theory recognizes that symbols
In recent past for instance, consumers in Britain associated the Marks and Spencer brand with poor quality
clothing and personal accessories. This negative image and identity changed after a series of re
involving total refurbishment of stores, introduction of top of the line ‘stylish and fashionable’ cloths and personal
accessories endorsed by celebrities. Today, M&S is known for top quality clothing and products. Throug
periods, M&S’s visual identities changed in consonance with new organizational positioning.
This paper examines the nature of the reflective, intentional and social constructionist theories of representation
these for product or corporate brands such as BBC, CNN, IBM, Apple, and Marks & Spencer.
Findings from the study indicate that although all the three dominant representation theories have their shortcomings, they
are equally useful in understanding the nature of brand and corporate communications in today’s business world. This in
essence adds to the list of growing papers that seek to offer a pedagogical understanding into the nature of corporate
communications and brand management. Unlike other works within the corporate marketing discipline, what makes the
difference here is the pedagogical grounding this paper gives to academic literature. This paper is useful in cases where
brand managers need to uncover meanings that are constructed through signs, pictures, words, gestures, objects, and in
BBC (2012), Six public purposes and how they will be delivered
http://www.bbc.co.uk/aboutthebbc/insidethebbc/whoweare/publicpurposes/ accessed October 20, 2012
OlutayoOtubanjo
of language is recognized.
It acknowledges that neither things in themselves nor the individual users of language can fix meaning in language. Things
do not mean (Hall, 1999). Individuals, groups and organizations construct meaning, using representational systems,
concepts and signs. Constructionists warn that materialism must not be confused where things and people exist and the
symbolic practices and processes through which representation, meaning and language operate. Constructionists
stence of the material world but argue that it is social actors who adopt conceptual, linguistics and
other representational systems to construct meaning, to make the world meaningful and to communicate effectively about
lective and intentional representation theories, the constructionist theory is applicable to
this research. Just as with individuals in a social system, organizations too belong to a wider habitat called ‘business
ness phenomenon does not mean and neither business phenomenon nor
organizations that use business language can fix meaning to a business phenomenon. Business organizations adopt
er representational systems including symbol
to construct meaning, make them meaningful to target audience and communicate the substance of their message most
y recognizes that symbols
In recent past for instance, consumers in Britain associated the Marks and Spencer brand with poor quality
eries of re-engineering activities
involving total refurbishment of stores, introduction of top of the line ‘stylish and fashionable’ cloths and personal
accessories endorsed by celebrities. Today, M&S is known for top quality clothing and products. Throughout these
This paper examines the nature of the reflective, intentional and social constructionist theories of representation
these for product or corporate brands such as BBC, CNN, IBM, Apple, and Marks & Spencer.
Findings from the study indicate that although all the three dominant representation theories have their shortcomings, they
ure of brand and corporate communications in today’s business world. This in
essence adds to the list of growing papers that seek to offer a pedagogical understanding into the nature of corporate
in the corporate marketing discipline, what makes the
difference here is the pedagogical grounding this paper gives to academic literature. This paper is useful in cases where
ures, words, gestures, objects, and in
http://www.bbc.co.uk/aboutthebbc/insidethebbc/whoweare/publicpurposes/ accessed October 20, 2012
Representation Theories of Communication and their Implications for Corporate Brand Communications 101
CNN (2012) About us http://www.cnn.com/ accessed October 20, 2012
2. Nussbaum, C.O. (2007), The musical representation: meaning, ontology, and emotion,
MIT Press, Cambridge, MA.
3. Kirmayer (2009), The body's insistence on meaning: metaphor as presentation and representation in
illness experience, Medical Anthropology Quarterly, Vol. 6 No. 4, pp.323–346.
4. Stern, B. (1998) Representing Consumers: Voices, Views and Visions, Routledge, London.
5. Hirschman, E. (1986), ‘Humanistic inquiry in marketing research: philosophy, method,
and Criteria’, Journal of Marketing Research, Vol. 23 pp.237-49.
6. Hall, S. (1999), Representation: Cultural Representations and Signifying Practices,
Sage Publications, Thousand Oaks, London.
BIODATA
Olutayo Otubanjo is a Senior Lecturer in Marketing at Lagos Business School. He is a Visiting Research Fellow
at Warwick Business School, University of Warwick (UK) and was a Visiting Scholar at Spears School of Business,
Oklahoma State University, USA. He holds a PhD in Marketing with emphasis on industry construction of the meaning of
corporate identity. Otubanjo attended University of Hull (UK) and Brunel University, London. He is published in The
Academy of Marketing Science Review; Tourist Studies; Management Decisions; The Marketing Review; Journal of
Product and Brand Management, Corporate Reputation Review, Corporate Communications: An International Journal
etc. He has contributed to edited books on corporate reputation and corporate branding. His research interests sits at the
interface between social constructionism, on the one hand, and the elements of corporate marketing including corporate
branding, corporate identity, corporate reputation, corporate communications, on the other. He was at a time Director for
Brand Strategy and Planning, CentrespreadFCB, Nigeria’s third largest advertising agency.