representation theories of communication ......representation theories have their shortcomings, they...

International Journal of Business Management &

Research (IJBMR)

ISSN 2249-6920

Vol. 2 Issue 4 Dec 2012 97-102

© TJPRC Pvt. Ltd.,

REPRESENTATION THEORIES OF COMMUNICATION AND THEIR

IMPLICATIONS FOR CORPORATE BRAND COMMUNICATIONS

OLUTAYO OTUBANJO

Senior Lecturer (Marketing), Lagos Business School, Pan-African University, Km 22 Lekki Epe Expressway

Ajah, Lagos, Nigeria.

ABSTRACT

This paper examines the three dominant theories representation within the discipline of mass communication –

probing deeply into what these imply for product or corporate brands. In order to do so, core arguments presented under

these theories were discussed and the implication of these theories were examined by taking a look at corporations such as

BBC, CNN, IBM, Apple, and Marks & Spencer. Findings from the study indicate that although all the three dominant

representation theories have their shortcomings, they are equally useful in understanding the nature of brand and corporate

communications in today’s business world.

KEYWORDS: Corporate Brand Communications,

INTRODUCTION

Academic literature is dominated by works that explain the concept of brand and corporate communications.

Unfortunately many of these lack strong theoretical reasoning. This paper attempts to shore – up this gap by discussing

some of the dominant theories of representation within the communication discipline – highlighting how these impacts on

brand and corporate communication discipline. The importance of pursuing this exercise is that researchers are given

further insights into how cultural codes within societies can be deployed and used as a foundation for creating meanings

especially among stakeholders. This paper is divided into four parts and this constitutes the first. The second examines the

meaning of representation and the third discusses the theories of representation and how these impact on brand

communications. The paper ends with a review of issues discussed.

THE MEANING OF REPRESENTATION

Representation is a phenomenon reflective of the construction and production of meanings within societies

(Nussbaum, 2007; Kirmayer, 2009). The notion of representation recognizes that meanings are socially developed,

transmitted and maintained through signs or language among cultural members experiencing similar social conditions of

life. Representation is used by culture theorists to explain how individuals and groups use language to say something

about, or to represent the world meaningfully to others (Hall, 1999). It refers to the production of meaning through

language system (Stern, 1998) and it emphasises how cultural practice, such as organizational philosophies, beliefs, rituals,

norms and strategic intentions all contribute to the production of meaning (see Hirschman, 1986). Representation refers to

the construction in any medium (including corporate or product brands) aspects of ‘functional and emotional reality’ such

as size, strength, competence, commitment to customer service delivery, and other abstract concepts which may include

signs that are not known universally. Representations especially by business organizations or corporate brands may appear

in all forms of corporate communications including events, guided editorials, corporate advertising as well as corporate

98 OlutayoOtubanjo

literatures. The term representation refers to a variety of processes that enable firms to create meanings about themselves

in the minds of stakeholders.

THE THEORIES OF REPRESENTATION AND THEIR IMPLICATIONS FOR BRANDS

So far cultural studies theorists have adopted three distinct approaches to understanding the meaning of

representation. These are reflective, intentional and constructionist approaches.

The Reflective Approach: the use of this approach for the understanding of representation theories began in the fourth

century BC, when Greeks used the notion of mimesis or mimetic to explain how language, even drawing and painting,

mirrored or imitated nature. Under the reflective or the mimetic approach, meaning is thought to lie in an object, person,

idea or event in the real world and language functions like a mirror to reflect the true meaning as it already exist in the

world (Hall, 1999). Reflectivists argue that the concepts of language may bear some relationship with the shape and texture

of the object, which they represent. For this reason, reflective theorists hold the view that language works simply by

reflecting or imitating the truth that already exist and fixed in the real world. The implication of this theory for the

marketing function is that brands whether at product or corporate level must be named based on the nature of their

business. A number of business organizations are known to have done this. For instance, The Cable Network News

popularly known around the world as CNN mirrors the very essence of its existence, which is to bring the audience top

news stories around the world through its dedicated staff in London and Hong Kong, working with colleagues at CNN's

world headquarters in Atlanta, Georgia, and with bureaus worldwide. CNN relies heavily on its global team of over four

thousand news professionals (CNN, 2012).

Similarly, the name British Broadcasting Corporation, globally known as BBC equally mirrors a raison d’etre that

aims, among other things, to provide high quality news, current affairs and factual programming to engage its viewers,

listeners and users in important current and political issues (BBC, 2012). It is important to note that the core object of

personality CNN and BBC personalities equally reflects stakeholders’ view of what these corporations do within the

society. The use of names that reflects the raison d’etre is not limited to CNN and BBC. Indeed, across the world, and

throughout many sectors, there exist other business names which reflect and mirror the central activities of corporations.

As seen in the case of CNN and BBC, it is possible to argue that the reflective theory of representation do bear

some relationship to the shape and texture of the objects, which they represent. However, in spite of this evidence it is

equally possible to argue that there are two dimensional visual images of a rose, which may be confused with a plant with

thorns and blooms. Equally, there are words, sounds and images which people fully understand that are fictional or fantasy

but exist only in the imaginary world. The word ‘rose’ does refer to real actual plants. Take the case of Apple, a consumer

electronics technology firm. Apple is best known today for its hardware products including Macintosh line of computers,

the iPod, the iPhone and iPad. The knowledge that consumers of Apple is hinged on the ability of the firm to successfully

Representation Theories of Communication and their

link its code name (i.e. Apple) to the production and sale of consumer electronics. However, in spite o

reputation that Apple has created about itself and its products, it still possible in some cases to confuse Apple, the

consumer electronic firm, with Apple the fruit, especially if the people who think so are not aware of Apple the corporati

and how the products of this firm have radically changed human lives.

Such a disconnect may equally occur if some people say there is no such word as ‘rose’ or apple within the

framework of their culture. The result of this, if it ever occurs, is catastrophic failure in brand and corporate

communication. In order to restore or achieve communication objective therefore, individuals must be an effort to learn the

code that links rose to love, affection or the prod

The Intentional Approach: the intentional theory holds that it is the speaker or the author who imposes his or her unique

meaning on the world through language (Hall, 1999). Proponents of this

intends they should mean. In order to accomplish meaning, human communication of message must move from being a

private possession into rules, codes and conventions of language, which must be shared and under

not just for individuals but for business organizations as well. In order for brand or corporate communications to have

meaningful effect, business organizations must communicate effectively to achieve comprehension especially amo

audience. However comprehension cannot be accomplished by communicating in private or technical languages

understood only by its members. For organizational communications to have or achieve a meaning among external

stakeholders, messages must be developed with the hindsight of rules, codes and conventions shared and understood

among stakeholders. For instance, the IBM ‘think’ campaign which dominated the length and breadth of the corporation

since the 1970s meant nothing to outsiders until the pr

as a way of denoting IBM’s scientific advances over time, combining history and technology in an “innovative” time

machine.

Source: http://www-03.ibm.com/ibm/history/exhibits/vintage/

Representation Theories of Communication and their Implications for Corporate Brand Communications

link its code name (i.e. Apple) to the production and sale of consumer electronics. However, in spite o


consumer electronic firm, with Apple the fruit, especially if the people who think so are not aware of Apple the corporati

and how the products of this firm have radically changed human lives.

Table 1: Apple Logos and an Apple


esult of this, if it ever occurs, is catastrophic failure in brand and corporate


code that links rose to love, affection or the production and sale of consumer electronics in the case of Apple.

the intentional theory holds that it is the speaker or the author who imposes his or her unique

meaning on the world through language (Hall, 1999). Proponents of this theory believe that words means what the author


private possession into rules, codes and conventions of language, which must be shared and understood. The lesson here is


meaningful effect, business organizations must communicate effectively to achieve comprehension especially amo



developed with the hindsight of rules, codes and conventions shared and understood


since the 1970s meant nothing to outsiders until the principles that underlie ‘think’ was conveyed to external stakeholders


03.ibm.com/ibm/history/exhibits/vintage/

99

link its code name (i.e. Apple) to the production and sale of consumer electronics. However, in spite of the fame and


consumer electronic firm, with Apple the fruit, especially if the people who think so are not aware of Apple the corporation


esult of this, if it ever occurs, is catastrophic failure in brand and corporate


uction and sale of consumer electronics in the case of Apple.

the intentional theory holds that it is the speaker or the author who imposes his or her unique

theory believe that words means what the author


stood. The lesson here is


meaningful effect, business organizations must communicate effectively to achieve comprehension especially among target



developed with the hindsight of rules, codes and conventions shared and understood


inciples that underlie ‘think’ was conveyed to external stakeholders


100

Source: http://www.brandchannel.com/home/post/2012/07/26/IBM

The Social Constructionist Approach: under the constructionist approach, the social character of language is recognized.

It acknowledges that neither things in themselves nor the in

do not mean (Hall, 1999). Individuals, groups and organizations construct meaning, using representational systems,

concepts and signs. Constructionists warn that materialism must not be confuse

symbolic practices and processes through which representation, meaning and language operate. Constructionists

acknowledge the existence of the material world but argue that it is social actors who adopt conceptual, l

other representational systems to construct meaning, to make the world meaningful and to communicate effectively about

the world to others. Unlike the reflective and intentional representation theories, the constructionist theory is applicab

this research. Just as with individuals in a social system, organizations too belong to a wider habitat called ‘business

environment’. Similar to individuals, business phenomenon does not mean and neither business phenomenon nor

organizations that use business language can fix meaning to a business phenomenon. Business organizations adopt

conceptual systems of their culture, business environment, linguistics and other representational systems including symbol

to construct meaning, make them meaningful

especially their corporate identity effectively to internal and external stakeholders. This theory recognizes that symbols

equally has material dimension.

In recent past for instance, consumers in Britain associated the Marks and Spencer brand with poor quality

clothing and personal accessories. This negative image and identity changed after a series of re

involving total refurbishment of stores, introductio

accessories endorsed by celebrities. Today, M&S is known for top quality clothing and products. Throughout these

periods, M&S’s visual identities changed in consonance with new organization

CONCLUSIONS

This paper examines the nature of the reflective, intentional and social constructionist theories of representation

and the implication of these for product or corporate brands such as BBC, CNN, IBM, Apple, and Marks & Spencer.

Findings from the study indicate that although all the three dominant representation theories have their shortcomings, they

are equally useful in understanding the nature of brand and corporate communications in today’s business world. This in

essence adds to the list of growing papers that seek to offer a pedagogical understanding into the nature of corporate

communications and brand management. Unlike other works within the corporate marketing discipline, what makes the

difference here is the pedagogical grounding this paper gives to academic literature. This paper is useful in cases where

brand managers need to uncover meanings that are constructed through signs, pictures, words, gestures, objects, and in

some cases through sounds.

REFERENCES

1. BBC (2012), Six public purposes and how they will be delivered

http://www.bbc.co.uk/aboutthebbc/insidethebbc/whoweare/publicpurposes/ accessed October 20, 2012

http://www.brandchannel.com/home/post/2012/07/26/IBM-Think-App-072712.aspx

under the constructionist approach, the social character of language is recognized.

It acknowledges that neither things in themselves nor the individual users of language can fix meaning in language. Things


concepts and signs. Constructionists warn that materialism must not be confused where things and people exist and the


acknowledge the existence of the material world but argue that it is social actors who adopt conceptual, l


the world to others. Unlike the reflective and intentional representation theories, the constructionist theory is applicab



e business language can fix meaning to a business phenomenon. Business organizations adopt


to construct meaning, make them meaningful to target audience and communicate the substance of their message most


ance, consumers in Britain associated the Marks and Spencer brand with poor quality

clothing and personal accessories. This negative image and identity changed after a series of re

involving total refurbishment of stores, introduction of top of the line ‘stylish and fashionable’ cloths and personal


periods, M&S’s visual identities changed in consonance with new organizational positioning.





to the list of growing papers that seek to offer a pedagogical understanding into the nature of corporate


grounding this paper gives to academic literature. This paper is useful in cases where


Six public purposes and how they will be delivered


OlutayoOtubanjo

under the constructionist approach, the social character of language is recognized.

dividual users of language can fix meaning in language. Things


d where things and people exist and the


acknowledge the existence of the material world but argue that it is social actors who adopt conceptual, linguistics and


the world to others. Unlike the reflective and intentional representation theories, the constructionist theory is applicable to



e business language can fix meaning to a business phenomenon. Business organizations adopt


to target audience and communicate the substance of their message most


ance, consumers in Britain associated the Marks and Spencer brand with poor quality

clothing and personal accessories. This negative image and identity changed after a series of re-engineering activities

n of top of the line ‘stylish and fashionable’ cloths and personal






to the list of growing papers that seek to offer a pedagogical understanding into the nature of corporate


grounding this paper gives to academic literature. This paper is useful in cases where



Representation Theories of Communication and their Implications for Corporate Brand Communications 101

CNN (2012) About us http://www.cnn.com/ accessed October 20, 2012

2. Nussbaum, C.O. (2007), The musical representation: meaning, ontology, and emotion,

MIT Press, Cambridge, MA.

3. Kirmayer (2009), The body's insistence on meaning: metaphor as presentation and representation in

illness experience, Medical Anthropology Quarterly, Vol. 6 No. 4, pp.323–346.

4. Stern, B. (1998) Representing Consumers: Voices, Views and Visions, Routledge, London.

5. Hirschman, E. (1986), ‘Humanistic inquiry in marketing research: philosophy, method,

and Criteria’, Journal of Marketing Research, Vol. 23 pp.237-49.

6. Hall, S. (1999), Representation: Cultural Representations and Signifying Practices,

Sage Publications, Thousand Oaks, London.

BIODATA

Olutayo Otubanjo is a Senior Lecturer in Marketing at Lagos Business School. He is a Visiting Research Fellow

at Warwick Business School, University of Warwick (UK) and was a Visiting Scholar at Spears School of Business,

Oklahoma State University, USA. He holds a PhD in Marketing with emphasis on industry construction of the meaning of

corporate identity. Otubanjo attended University of Hull (UK) and Brunel University, London. He is published in The

Academy of Marketing Science Review; Tourist Studies; Management Decisions; The Marketing Review; Journal of

Product and Brand Management, Corporate Reputation Review, Corporate Communications: An International Journal

etc. He has contributed to edited books on corporate reputation and corporate branding. His research interests sits at the

interface between social constructionism, on the one hand, and the elements of corporate marketing including corporate

branding, corporate identity, corporate reputation, corporate communications, on the other. He was at a time Director for

Brand Strategy and Planning, CentrespreadFCB, Nigeria’s third largest advertising agency.

representation theories of communication ......representation theories have their shortcomings, they...

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