Identity Culture and Organization

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The primary goal for this essay is to discuss about the impacts of social media to the organizational culture in this modern business environment.

The reasons to conduct this essay are firstly, the diffusion of social media have been focused specifically in relationship for organizations and the stakeholders. Secondly, the business organizations have been involving themselves to social media, for example, building its own community to their customers through Facebook and Twitter. Lastly, there are rare of proper evidences to prove the functionality and its limitation about social media to organizational culture. Therefore, in order to examine the topic comprehensively, certain relevant materials from journals, books, news and organizations’ web-site had been referred.

To make the readers to understand more in this essay, the purpose to identify the meaning of culture is needed. According to Kendall (2010, p.44), she defined that ‘culture is the knowledge, language, values, customs, and material objects that are passed from person to person and from one generation to the next in a human group or society’. Simply put, culture is existed in our lives which play an inevitable role to enable the human being to communicate, interact and survive among people. Then, how about the culture within the organization? Is the organizational culture sharing similarities as Kendall’s definition? There are no doubts that every single organization has its own culture. Based on Keyton (2005, p.1) the organizational culture is referred as ‘the set of artifacts, values, and assumptions that emerge from the interactions of organizational members’. Moreover, Legge (2005) also declared that organizational culture in the view of organic analogy had been...

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...s into a community, glue each other together for sharing the same values. Also, their identity can be affirmed along with their status to belong in the same group and generate to strong culture. However, for negative, social media can be the tools to damage the organizational culture through the poor privacy protection though and the unethical issues. Besides that, while the regular belief continue to exist that the identity of the social media users stay the same as the truth identity in the actual life, the factual of such view in identity is not that simple, this may lead to weaken the organizational culture by different attitudes and values of the users. Therefore, the adoption of the social media can be benefited or be harmed to the organization depends on whether their culture is suitable or not, and the outcomes will determine the culture is strong or weak.

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