Answer to Question #219207 in English for Molatelo

Question

Explain strategic communication from a modernistic perspective and postmodern perspective

Answer 1

Strategic communication is an umbrella term uses to describe the activities of disciplines including public relations, management communication, and advertising. It explores the capacity of all organizations—not only corporations, but also not-for-profit organizations and government—for engaging in purposeful communication.

In the modernistic perspective, it emphasizes that to gain a more complete understanding of a social phenomenon, one must incorporate the perspectives of the social actors. It assumes that strategic communication can only be created and understood from the point of view of the individuals who live and work in a particular culture. Given this, a modernistic individual believes that in any given situation, there can seemingly exist as many different interpretations as there are participants in a situation.

From a post modern perspective, it stresses the important role of disciplinary technologies and the product of internalised control within members of the organisation. With the advent of the information age, as more and more of our daily lives are reduced to bits on a computer, the cost and ease of communication has lowered to the point where much of organizational and personal life is controlled through a constant state of power.