A prescriptive model for announcing organization-wide change is presented within speech act theory framework. The model considers the nature of change and organizational dynamics that influence the communication strategy. The communication strategy includes the message, Downloaded from 6 SPEECH ACT THEORY Speech act theory offers a way of viewing business conventions within the larger context of discourse. It analyzes communication acts from three levels: the literal meaning of communication, the intentions of the communication, and the effects of the communication (Austen, 1962;Searle, 1969). By including the intentions and the effects, speech act theory acknowledges that the ability to understand what is being said or written depends on conventions of language. Certain phrases, terms, and acts are conventional. For instance, a supervisor prefaces a sentence with please, even though it is a directive. Breaking this convention would probably change the effect of the communication but not the intention.Fundamental to speech act theory is that communication is rule-governed behavior. Grice ( 1975) uses four sets of maxims to describe conversational rules.1. Maxims of quantity: Provide enough information but not too much. 2. Maxims of quality: Be trustworthy, have evidence.3. Maxims of relation: Be relevant.
Maxims of manner: Be orderly, clear, brief.In general, speech act theory provides a way of examining communication in terms of its surface characteristics. In addition, communication can be examined within the organizational context. Context includes the intentions, attitudes, and expectations of the participants as well as the unspoken rules and conventions. Speech act theory emphasizes what the communication act means rather than just the structure of the announcement.
A NIODEL FOR ANNOUNCING ORGANIZATION-WIDE CHANGEOne limitation and three conditions serve as the foundation for the prescriptive model of announcing administrative, organization-wide change. The limitation is that only administrative change is addressed. Daft (1989) states that change can focus on technological, administrative, product, or human resources aspects of the organization. The focus of the discussion here is administrative change. Daft defines this as changes in organization structure, strategy, policies, reward systems, labor relations, coordination, and control systems.Administrative changes are the focus of this article for several reasons.First, the intent is to focus on change that affects the entire organization,