12 pages., Online via UI e-subscription, "In this essay the perspective of Ritzer's McDonaldization of Society thesis is the starting point for developing theses about corporate communication (CorpCom). The central idea of McDonaldization is that increasing numbers of organizations are run as fast food restaurants, focusing on efficiency, calculability, predictability, and control of people. "At the same time that CorpCom departments help organizations with the McDonaldization of their organizations, they are also the ones most likely to be the first to be confronted with the irrationality that the economic rationality of the organization evokes. Stakeholders who disagree with the opinions and ideas of the organization come knocking on the door and generally that will be the door of the CorpCom professional. The irrationality of rationality, as the fifth dimension of McDonaldization, is likely to become visible and tangible in their offices. All types of tensions throughout the organization, for example, those regarding environmental, health, and other societal issues, seem to converge in the CorpCom department."
Findings suggest it is unlikely that farm hazards will be diminished by educating farmers. They suggest that changes in behaviors insuring safer practices have questionable correspondence with the introduction of information about farm hazards. Author advises looking at societal dynamics (e.g., changing technological society) rather individual responsibility.
The OCIAC Update series is maintained in the Agricultural Communications Program records > "International" section > "OCIAC" file., "Despite their efforts with this and other programs, television producers have not been able to reach large segments of the rural population."
