Organisational Myths and Storytelling as Communication Management: A Conceptual Framework for Learning an Organisation's Culture

This paper explains how organisational myths and stories are vehicles of communication management (Kaye 1993; 1994). Contemporary scholars (eg Brown 1992; Boje 1991b) have argued that stories and myths are not only important communicative tools for learning within organisations but also powerful media for bringing about changes in people and in the culture of their workplace. People-associated changes include ways in which professional relationships and interpersonal communication are affected. In turn, the effects of mythologising and storytelling on organisational behaviour and communication are likely to have further-reaching consequences in shaping the culture of human systems. Myth-making in organisations involves the identification of heroic and legendary archetypes. Such archetypes often serve as exemplars or role models for people-in-systems. The telling of stories involving heroic role models can have a marked influence on the shaping of communication between managers and their staff. Often the exploits of heroes become embellished through repeated oral versions. Stories gradually acquire a mythical quality or status. Significantly, the incorporation of stories into an organisation's culture will depend a lot on the credibility of the storyteller. When managers are perceived to have high credibility, they have a powerful means of helping those they supervise to learn, to achieve professional goals, and thus to contribute to the strategic growth of their organisations. In this paper, myth-making and storytelling are considered to be specialised facets of communicative competence and analysed in terms of the Adult Communication Management Model (Kaye 1993; 1994). Attention is given to the effect of myth-making and storytelling on the covert ‘shadow-side’ culture of human systems. It is argued that the understanding and management of shadow-side communication is an integral component of effective organisational behaviour and survival. It is also proposed that such understanding and the ability to manage shadow-side communication is closely related to managers' awareness of prevailing myths and stories within their organisations. Finally, it is argued that managers who are skilled storytellers have the opportunity to help their staff develop communication abilities in a workplace conducive to learning.