THEORY ON CORPORATE COMMUNICATION (original) (raw)

Abstract

The Coordinated Management of Meaning (CMM) theory, pioneered by W. Barnett Pearce and Vernon E. Cronen in 1980, has significantly shaped the landscape of communication studies. Originating in the communication discipline, this theory has transcended disciplinary boundaries, finding applications in psychology, sociology, and corporate communication. According to Pearce and Cronen (1980), the essence of communication lies in the intricate process of coordinating meaning between individuals. They assert that communication serves as the medium through which people co-generate and nurture their social realities, negotiating and coordinating meaning through interaction. In the context of the CMM theory, communication is not a passive transmission of messages; rather, it is an active, ongoing process where individuals collaboratively shape their understanding of the world. The theory highlights the transformative power of communication in constructing and sustaining social reality. It emphasizes that the meanings individuals ascribe to their experiences are not isolated but are socially constructed through communication. Furthermore, the CMM theory underscores the pivotal role of communication in influencing how individuals make sense of their encounters within diverse cultural and social contexts. It recognizes that the interpretation of events and experiences is not solely an individual endeavor but is profoundly influenced by the shared meanings co-created through communication. Understanding these processes becomes crucial in navigating the complexities of cultural and social interactions. 2 Grounded in the social constructionist perspective, the Coordinated Management of Meaning (CMM) theory posits that reality is not an objective entity but is, in fact, a product of social interactions (Pearce & Cronen, 1980). This perspective challenges traditional notions that posit an independent and fixed reality, contending instead that our understanding of the world is continually negotiated and coconstructed within social contexts. The social constructionist lens upon which the CMM theory is built asserts that individuals collectively shape and define their reality through ongoing interactions and communicative exchanges (Pearce & Cronen, 1980). This view rejects the notion of a predetermined or fixed reality, highlighting the dynamic and context-dependent nature of meaning-making processes within the social sphere. Central to the CMM theory is the recognition of the transformative power of language and communication in shaping our collective understanding of the world (Pearce & Cronen, 1980). Language is not seen merely as a tool for expressing pre-existing thoughts; rather, it is viewed as a dynamic force actively involved in shaping and reshaping our shared interpretations of reality. Communication, within this framework, emerges as the primary medium through which individuals collaboratively construct the meanings attributed to their experiences. Embracing the social constructionist perspective, the CMM theory underscores the role of language in influencing how individuals perceive, interpret, and respond to the world around them. The meanings ascribed to events, situations, and relationships are contingent upon the shared frameworks established through communicative processes, emphasizing the co-constructed nature of reality within a social context. The core abstractions of the CMM theory encompass three crucial elements: stories, hierarchy of meaning, and coordination. "Stories" represent the narratives individuals construct to make sense of their experiences and collectively create shared meanings. The "hierarchy of meaning" concept proposes that individuals organize their experiences into a hierarchy, where the most abstract notions precede the more concrete. "Coordination" is the process by which individuals synchronize their actions

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