Mass communication Faculty of journalism of KazNU UNESCO chair of KazNU News of faculty of journalism of KazNU


Representation
of UNESCO in Kazakhstan
  

Faculty of
journalism of the
Kazakh national
university named
after al-Farabi

CHAPTER VIII

JOURNALISM AND
MANAGEMENT

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Lialia АHMETOVA,
d. h. s., professor, head of MMM management and advertising



ORGANIZATION

ECONOMIC PRINCIPLES OF
EDITORIAL ACTIVITY


Organisation is process of distribution of work among the employees or groups of employees and co-ordination of their actions. Any business, large or small, should be well organised. It is necessary for all parts of the company to work as one whole.

After the analysis of structures of some editions, it is necessary to attract attention of the students on the fact, that organisation is many-sided concept. There are given definition of organisation:
-  According to the theory of management organisation is a group people co-operating with each other with the help of material, economic, legal and other conditions for decision of problems, facing to them, and achievement of one purpose. (Vesnin V. R. Basis of management. - P. 41).
-  The organisation is an open system, integrity consisting from the following internal variables: purposes, structure, task, technology and people. (Меskon М. etc. " Bases of management ").

In organisation people supplement each other, use their abilities that makes them stronger in struggle for a survival. Without association in organisation, the most primitive of which was primitive herd, the human being could not survive and create a civilisation.

Why do we need organisation (edition, for example) is necessary? - I set a question to the students, and we show on a board and in copybooks, how the organization starts to work independently. Sometimes it is not dependent on people, who have created it, entering with them in the certain relations.

Organisation (edition)
1.  Strengthening and development;
2.  Expectation from the members of collective:
a)  Presence of a certain experience, knowledge, qualification;
b)  Active participation in businesses;
c)  Executiveness;
d)  Responsibility;
i)  Discipline;
f)  Submission to the established rules and norms of behaviour;
j)  Division of the purposes and values.

People in organization (edition)
1.  Interesting important prestigious activity;
2.  Ensuring the necessary information;
3.  Necessary rights;
4.  Independence;
5.  Authority;
6.  Guarantee of safety and social security;
7.  Material well-being;
8.  Promotion;
9.  Work.

Attributes of organization:
1.  Main - presence of the purpose;
2.  Isolation;
3.  Self-regulation;
4.  Inter-organisation centre;
5.  Organizational culture.

Organizational structure - unity of people and conditions of their activity, which is in certain ratio and interrelations.

Organizational process - actions, directed on creation of organizational structure, necessary preconditions of its functioning and updating.
The organization - in the broad sense of the word is unity of organizational structure and organizational process.

There are two groups of processes in organisation: functioning and development.
Functioning - activity of the organization directly connected with its preservation as a whole on the basis of constant maintenance of relations and communications, exchange of resources, energy and information both inside itself, and with external environment.

Development - creation of necessary conditions by transformation of organization and its separate elements according to changed requirements of internal and external environment.
The development can be progressive, neutral, and regressive.

There are 4 basic forms of organizational development:
1.  Structural;
2.  Composition;
3.  Regulation;
4.  Orientation.

INTERNAL AND EXTERNAL ENVIRONMENT OF ORGANIZATION
Internal environment of organization - set of forms and processes, providing it concrete and inherent only to it features.

Elements of internal environment of organization:
1.  Organizational culture;
2.  Division of labour;
3.  Used technologies;
4.  Organizational structure;
5.  System of communications and information interchange;
6.  Behaviour of the employees;
7.  Differentiation and integration of industrial and labour processes.

External environment of organization - is formed by its environment, which can be business and background.
The business environment is formed by those phenomena, processes and institutes of environment, on which the organization by purposeful actions or arrangements can render direct influence, for example, suppliers, consumers, intermediaries. Thus, with elements of a business environment the organization is in a condition of bilateral interaction.

To a background environment the organization can only adapt, it is not capable to influence on it purposefully. Policy of the state, conjuncture of the market and many other circumstances are not subject to the overwhelming majority of organizations.

What should the organization do in such case?
1.  Takes into account;
2.  Submits;
3.  "Avoid" from their influence;
4.  Sometimes neutralise.

Both in external and in an internal environment of organization there can be an element of uncertainty, which degree is rather various. It depends on constant changes of external and internal environment. The chiefs of organization should quickly understand these changes, precisely realise their importance for present, and for future, choose the best variant of reaction on them within the limits of existing restrictions appropriate to an object in view.

THE LAWS of ORGANIZATION
The life of organization submits to the certain laws. There are seven laws.
1.  Law of sinergy is the main. It says, that potential and the opportunities of organization as single unit exceed the sum of potential and opportunities of its separate elements, that is caused by their mutual support and addition.
2.  Law of supplement of interorganisation processes and functions opposite directed:
Division - association;
Specialization - universalization;
Differentiation - integration.
3.  The preservation of proportionality between organization and its elements at any changes, that allows to realize their opportunities in maximal degree.
4.  The law of composition - functioning of all without exception organizational elements submit to general purposes and the individual purposes of each of them represent its concrete definition.
5.  The law of self-preservation - any organization and its separate element, aspire to keep itself as whole that requires observance of some conditions (stability and development).
6.  Law of information. Members of organisation should have information on a real situation of things allowing them to accept the intelligent decisions.
7.  Law of ontogenesis. The life of any organization consists of three basic phases, consecutive changing each other: formation, development and fading.

THE FORMS OF ORGANIZATION
According to the status the organization can be primary and secondary.
The primacy means, that the organization for the people, united in it acts as certain external ground, formed and existing irrespective from them. (For example -state institutions).
Secondary - the organizations are created by their members, giving them their certain rights and resources establishing "rules of game". They are ready to submit these rules on the certain conditions. They exist in two forms: corporate and associative organizations.
Members of incorporate organizations are ready to endow the own sovereignty for achievement of their purposes in the certain degree. (For Example - joint-stock company).

The organization of an associative type is created by the members for daily coordination of their activity without loss of their sovereignty, therefore it has not even a conditional priority above them. The decisions are accepted according to the general consent, and principle of co-ordination of interests. It provides prevalence of interests of the members of organization over interests of the organization.
Proceeding from features of interaction of separate elements, the organizations are subdivided on mechanical and organic.

Mechanical is characterized by firmness of borders, prevalence of rigid "vertical" communications, official character of relations, all-round regulation and programmed activity (state organisations etc.).

Organic are characterized by such attributes as vagueness of borders, the significant independence of separate parts, their wide specialisation, weak hierarchy, small number of rules and procedures, freedom of choice of variants of activity, estimation of results on the basis of real market effect, instead of central established parameters, prevalence of the informal attitudes (innovation processes - scientific researches, skilled - design development, introduction of their results in practice).
Sometimes there exist a reasonable combination of both forms in one organization.

According to the legality the activity of organization can be divide on official and informal.

Official - are created for the decision of concrete industrial, economic and other tasks, are legally legalized, exist in the certain legal space, their activity is adjusted by the appropriate normative acts.

The informal organizations develop spontaneously, basically as unofficial contacts of the people pursuing the certain personal purposes, which achievement is not provided with their membership in official organizations. Such organizations name as informal.
 


Control questions:
1.  What is the history of management teaches.
2.  Necessity and essence of management.
3.  Economic bases of activity of edition.
4.  Definition of management.
5.  Urgency of problem of journalism management.
6.  Essence of management.
7.  History of management.
8.  History of journalism.
9.  Review of the literature on management and journalism.
10.  Review on the book on management (at the student's choice).
11.  Necessity of management.
12.  Economic activity of edition.
13.  Journalism in system of economy.
14.  Process of marketing management in journalism.
15.  Market of MMM.
16.  Segmentation of the MMM market.
17.  Strategic planning.
18.  Journalist and market relations.
19.  Concept of organization. Kinds of organization.
20.  Laws and forms of organization.
21.  Business and background environment of edition.
22.  Information.
23.  Information management as art of advancement the interests.
24.  Management of edition.
25.  SWOT-analysis of resources.
26.  Tactical planning.
27.  Editorial planning.
28.  Motivating management.
29.  Man in system of management.
30.  Concept of the conflict and science of conflictology.
31.  Ways of the resolution of conflicts.
32.  Styles of management of the conflict.
33.  Protection of the correspondents.
34.  Modern tendencies of management development.
35.  SWOT-analysis of journalists' work.
36.  Management in journalism: today and tomorrow.
37.  Innovation potential of management in journalism.
38.  Role of manager in MMM.

The literature:
1.  Vesnin V. R. Basis of management. - M.: Triada, LTD. - 1996. - 384 p.
2.  Gurevich S. Newspaper and market. - M.: Eurasia. - 1998. - 240 p.
3.  History of management. - M.: Infra - М. - 1997 - 251 p.
4.  How can you make the newspaper profitable. - M.: National institute of press. - 1998. - 56 p.
5.  Каrnegi D. How can we win the friends and to render influence on people. - M.: Progress. - 1989. - 720 p.
6.  Коrotkov E. М. Concept of management. - M.: Deka. - 1998.- 302 p.
7.  Кesson Gerbert Newton. What is necessary to know to each businessman. (Effective management). - M.: BIKOM. - 1992. - 64 p.
8.  Меskon М., Аlbert М., Hedouri F. Basis of management. - M.: Business. - 1997. - 700 p.
9.  Naribaev К., Djumambaev S. Management. - Аlmaty. - 1998. - 140 p.
 

© Кафедра ЮНЕСКО КазНУ 2001-2002 гг.

© UNESCO chair of KazNU 2001-2002