Karl Weick writes of the process oriented organizing, rather than the structural oriented organization. Communication is key to the organizing process because it is a large factor in the sense-making process people use when they organize. The sense-making process is an attempt to reduce equivocality, or multiple meanings, in the information used by the people in the organization. When information is handled by the organizers they go through the stages of:
In both the selection and retention stages there are additional processes. These processes depend on double interacts. An act occurs when you say something ("Can I have a popsicle?"). An interact occurs when you say something and I respond ("No, it will spoil you dinner."). A double interact occurs when you say something, I respond, then you respond to that, adjusting your first statement ("Well, how about half a popsicle?"). Double interacts works in:
Weick sees the the organization as a system taking in equivocal information from its environment, trying to make sense of that information, and using what was learned in the future. As such, organizations evolve as they make sense out of themselves and their environment.
Weick, K. E. (1996). Sensemaking in organizations. Newbury Park, CA: Sage.
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