Corporate television : a merger of mass and organizational communication theories
Hartung, Susan L.
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Within the past two decades, a communication industry has developed that utilizes broadcast and film theory in an organizational environment. While corporate television might seem to imitate traditional mass media techniques, it functions under unique conditions. As a pipeline from the upper managerial hierarchy who support it financially, video programs in a business environment share many traits found in propaganda. This thesis examines the defining features of corporate television, such as its captive audience, the manager/client who solicits a video program, and the organizational culture that can be sustained or altered through the television medium. This thesis also probes the relevance of traditional mass media and organizational theorists to the study of corporate television. Finally, the results of a survey of corporate television creators provide insight into the attitudes of the people employed in this industry.