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CHAPTER 12 | COMMUNICATION WORGANIZATION 347 Downward communication occurs when information flows down the harrarchy from sups riors to subordinates. The typical content of these messages in directives on how something is to be done, the assignment of new responsibilities, performance feedback, and general Information that the higher-level manager thinks will be of value to the lower level manager. Vertical communication can and usually should be two way in nature. In other words, give- and-take communication with active feedback is generally likely to be more effective than one-way communication." horizontal communication Horizontal Communication Whereas vertical communication involves a superior and Communication that a subordinate, horizontal communication Involves colleagues and peers at the same level of flows laterally within the the organization. For example, an operations manager might communicate to a marketing organization; involves manager that inventory levels are running low and that projected delivery dates should he colleagues and peers extended by two weeks. This type of communication serves a number of purposes, la facilitates at the same level of coordination among interdependent units. For example, a manager at Motorola was once the organization and researching the strategies of Japanese semiconductor firms in Europe. He found a great may involve individuals deal of information that was relevant to his assignment. He also uncovered some additional from several different information that was potentially important to another department, so he passed it along organizational units to a colleague in that department, who used it to improve his own operations, Horizontal communication can also be used for joint problem solving, as when two plant managers at Northrop Grumman got together to work out a new method to improve productivity. Finally, horizontal communication plays a major role in work teams with members drawn from several departments. 12-3d Digital Communication Finally, as already noted, digital communication has become the norm in organizations today. Both formal information systems and personal information technology have reshaped how managers communicate with one another. Some of the perils of pervasive digital communica tion are explored in our Tech Watch box. Formal Information Systems Most larger businesses manage at least a portion of their organizational communication through information systems. Some firms go so far as to create a position for a chief information officer, or CIO. General Mills, Disney, Walmart, Xerox, and Burlington Industries all have such a position. The CIO is responsible for determining the information-processing needs and requirements of the organization and then putting in place systems that facilitate smooth and efficient organizational communication. TECH WATCH Thinking (and Talking) on Your Feet Unfortunately, Turkle contends, it's a habit by which "we shortchange ourselves." For one thing, we tend to A few years ago, MIT psychologist Sherry Turkle contrib forget the fact that relationships with other people are uted an opinion piece to the New York Times. In her opin- inherently complicated matters. "Face-to-face conversa- ion, "we live in a technological universe in which . . we have sacrificed conversation for mere connection, " and tion," explains Turklo, it's a habit fraught with psychological and philosophical unfolds slowly. It teaches patience. When we communicate pitfalls. "We are tempted to think." Turkle argues, "that on our digital devices, we learn different habits. As we our little sips of online connection add up to a big gulp of ramp up the volume and velocity of online connections. real conversation. But they don't." Why? Because "human we start to expect faster answers. To get these, we relationships are rich; they're messy and demanding. We ask one another simpler questions; we dumb down our communications, even on the most important matters. have learned the habit of cleaning them up with technol- (Continued) ogy. And the move from conversation to connection is part of this [habit]."hai show . thil spaand communication is that malee then widdi bel The goesor the Goomba bowl problem from their bow If they think the pres will make him angry and if they think ibly can solve the problem themwhen without his ever knowing about in Fully, it should alin be noted that with need to gal fucking el i messige, the more hadn'tduch that the moviege passes through, the more the mysuge Is prose to dingction from or telling both mu. That, an a message point five ofe level of the organization to the another the of pinal wendy's meaning I ever more prone le dutert on