Corporate television and organizational communication: Analyses of individual communication and informational content

This research project explores uses and gratifications of corporate video technology. Specifically, motivations pertaining to various content types are examined. Additionally, perceptions of the technology and program categories are also analyzed. The psychological factors attributable to individuals help to explain employees' responses to an organizationally adopted innovation, such as corporate television. The study employs two methodological approaches, surveys and content analysis. Data was collected on demographics, perceptions of the medium, level of use, and individual motivations for specific program categories. The questionnaire was completed by 97 individuals in several facilities of a large Midwestern manufacturing organization. The sample's results were analyzed through chi-square analysis, means, standard deviations, and correlational analysis. These techniques were used to demonstrate the explanatory value of perceptual and motivational variables. Analysis of video content was conducted by the researcher and three additional coders. Chi-square techniques were also used to determine significance. Results provide modest support for continued investigation of uses and gratifications of media in organizational settings. Significant results were obtained. Several correlations between content types and motivational items indicated modest to strong relationships. Perceptual data was also significant but the results suggest some uncertainty is prevalent. Four types of content emerged as the most common types of programming; company news/information, internal public relations, newsmagazine shows, and general education. The results suggest that there is significant variation in employees' uses and gratifications of corporate video content. Additionally, perceptions demonstrated some degree of variance. Suggestions for future research include extending the research to different occupational groups and different companies to explore uses and gratifications of video technology in greater detail.