Spiral Of Silence Theory Analysis

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CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Communication is the lifeblood of any organization. Employee morale, productivity and trust are directly influenced by communications, and effective communication can accelerate the execution of corporate strategy, maximize efficiency and company operations, and increase the overall success of an organization. “Communication refers to the process by which information is transmitted and understood between two or more people” (McShane & Von Glinow, 2005). Communication is an integral part of the organizational process as the flow of communication up and down the organizational hierarchy has its effects on efficiency, decision- making and morale of organizations. Thus, effective communication is regarded as the foundation of organizations today (Witherspoon, 1997; Von Krogh, 2000). Organizations
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Individuals who perceive their own opinion as being accepted will express it, whilst those who think themselves as being a minority, suppress their views. Innovators and change agents are unafraid to voice different opinions, as they do not fear isolation.
Example: In a company, the managing director decides to increase their working hour from 8 to 10 and send e-mail to all employees. Majority of them accept this time changes and few employees are not satisfied with his decision. But they cannot or ready to express their thought publicly because they may feel unsupported by the other employees, “Fear of isolation” like, transfer, “Fear of Rejection” By rejecting their personal opinion from the public will help to avoid fight, they may try to save their job by suppressing or avoid personal statement in public.

2.2.2 Interpretative and Interaction Theory of Interpersonal

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