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ANALYZING ORGANIZATIONAL MISSION STATEMENT EFFICACY COMPARING NARRATIVE AND NON-NARRATIVE AUDIO VISUAL AND TEXTUAL TRANSMISSION

Piasecki, Kristen
http://orcid.org/0000-0002-1893-9310
http://rave.ohiolink.edu/etdc/view?acc_num=csu1505817556324649

Abstract Details

2017, Master of Applied Communication Theory and Methodology, Cleveland State University, College of Liberal Arts and Social Sciences.
This paper is designed to investigate how participants will respond to organizational mission statement messages when they are given audiovisual narrative messages, audiovisual non-narrative messages, textual narrative messages, and textual non-narrative messages. 289 participants were given audiovisual narrative, audiovisual non-narrative, textual non-narrative, and textual narrative mission statement messages of the Cleveland State University mission statement message. Participants were measured on their ability to retain the mission statement message (immediate recall), the level to which the participants were transported into the experience of receiving the mission statement message (transportation), participants’ personal involvement with the mission statement message (personal involvement), the likelihood of participants to speak positively after receiving the mission statement message (likelihood to speak positively), and participants’ evaluations of the credibility of the source of the message (source credibility). No significant findings were discovered that supported the audiovisual and non-narrative expectation, in comparison to the textual and non-narrative expectation. There was a notable result within the source credibility, and the way in which participants responded. The results indicated that source credibility in the audiovisual presentations positively impacted the way in which users responded to the scales. The results indicated that participants in the audiovisual presentations were more likely to report higher personal involvement. It is beneficial to understand that the source from which a mission statement message comes from can heavily impact the way in which a participant views the mission statement message. This is additionally beneficial to organizations to communicate an effective mission statement message to their stakeholders. There is a significant impact that comes from the source of the mission message, in regards to the way in which the mission message is received.
Robert Whitbred, Ph.D. (Committee Chair)
Cheryl Bracken, Ph.D. (Committee Member)
Anup Kumar, Ph.D. (Committee Member)
79 p.
Communication
organizational mission statement message audiovisual textual communication

Recommended Citations

Citations

  • Piasecki, K. (2017). ANALYZING ORGANIZATIONAL MISSION STATEMENT EFFICACY COMPARING NARRATIVE AND NON-NARRATIVE AUDIO VISUAL AND TEXTUAL TRANSMISSION [Master's thesis, Cleveland State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=csu1505817556324649

    APA Style (7th edition)

  • Piasecki, Kristen. ANALYZING ORGANIZATIONAL MISSION STATEMENT EFFICACY COMPARING NARRATIVE AND NON-NARRATIVE AUDIO VISUAL AND TEXTUAL TRANSMISSION. 2017. Cleveland State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=csu1505817556324649.

    MLA Style (8th edition)

  • Piasecki, Kristen. "ANALYZING ORGANIZATIONAL MISSION STATEMENT EFFICACY COMPARING NARRATIVE AND NON-NARRATIVE AUDIO VISUAL AND TEXTUAL TRANSMISSION." Master's thesis, Cleveland State University, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=csu1505817556324649

    Chicago Manual of Style (17th edition)

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This open access ETD is published by Cleveland State University and OhioLINK.