chapter  7
16 Pages

Organizational Magazines

Addressing Captive or Cautious Audiences
WithMichael Heller, Michael Rowlinson

This chapter focuses primarily on the large-scale business corporation as a setting for organizational magazines, but it is important to note that these publications exist in a variety of institutional environments. It discusses internal communication to which organizational magazines belong. The chapter explores the literature on organizational magazines that emerged in the 1950s, primarily from American practitioners, with some input from public relations specialists. Organizational magazines can be seen as one of several written, internal genres of communication that increasingly replaced oral communication in the late nineteenth and early twentieth century. The role of the organizational magazine in relation to corporate history and memory has become self-perpetuating, as can be seen again from the example of Cadbury. Organizational culture can be defined as a system of values, beliefs and practices, which are shared by members of an organization. Research on organizational culture and change is certainly pertinent for considering the role of contemporary organizational magazines in internal communication.