Date of Award

1-5-2015

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Michael Hazel

Second Advisor

Dr. David Givens

Abstract

As the desire to achieve a healthier lifestyle is on the rise, many fitness organizations strategize to lure customers in through specific communicative tactics. Team B (name has been modified for confidentiality purposes) has become a leader in the fitness realm over the past two decades. This thesis explores the culture of Team B through an ethnographic study to reveal how the company functions differently from other similar organizations. The research conducted relies on a variety of methods including naturalistic inquiry, participant observation, surveying and interviewing. Additionally, the cultural approach to organizations as presented by Geertz and Pacanowsky (2012) helps to identify the mission Team B members are motivated by and what keeps them committed to the organization. The company extensively uses Computer Mediated Communication (CMC) to engage new and existing customers. The research outlines the various methods of CMC used by Team B to help the culture of the company thrive. Along with CMC, Team B makes use of digital media to accomplish communication through a variety of mediums. The study was primarily completed through the use of online research, with only one additional component being face-to-face interaction. The results of the study reveal the strengths of the Team B community and how the company’s culture has impacted the world of fitness.

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