Date of Award


Document Type


Degree Name

Master of Arts (MA)

Legacy Department

Communication, Technology, and Society

Committee Chair/Advisor

Kendall, Brenden E

Committee Member

Scott , David T

Committee Member

Linvill , Darren


This thesis analyzes the relationship between organizational communication and social media presence in organizational culture. Using a university intramural sport program (UIM) as a case study, this study addresses the role of organizational members' interpretations of the introduction of social media into organizational processes and culture. This study an attempt to reveal a disconnect between organizational communication techniques and social media as cultural mediums by offering an interpretive approach to analysis of the UIM culture using Craig and Tracy's (1995) grounded practical theory. Ten interviews with UIM student employees and sport players were conducted and data were analyzed qualitatively. Findings show, first, that the interviewees characterize their involvement with UIM as a cultural experience. Second, the interviewees question UIM presence on social media. Last, the data was examined using Craig and Tracy's (1995) problem-centered model, and organized into three inter-related levels: the technical level, the problem level, and the philosophical level. In summary, this analysis identifies key concerns around and related to organizational communication techniques, participant's cultural experience, and social media as cultural mediums.

Included in

Communication Commons



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