GENRES OF ORGANIZATIONAL COMMUNICATION - A STRUCTURATIONAL APPROACH TO STUDYING COMMUNICATION AND MEDIA

Drawing on rhetorical theory and structuration, this article proposes genres of organizational communication as a concept useful for studying communication as embedded in social process rather than as the result of isolated rational actions. Genres (e.g., the memo, the proposal, and the meeting) are typified communicative actions characterized by similar substance and form and taken in response to recurrent situations. These genres evolve over time in reciprocal interaction between institutionalized practices and individual human actions. They are distinct from communication media, though media may play a role in genre form, and the introduction of new media may occasion genre evolution. After the genre concept is developed, the article shows how it addresses existing limitations in research on media, demonstrate its usefulness in an extended historical example, and draws implications for future research.