This chapter explores change communication under conditions of ‘changing’ as a continuous process. It starts by discussing communication models applied to managing change, explores the notion of consensus, and builds on Weick’s notion of ‘organizing’ and the notion advanced here, namely that of ‘communicating’. Unlike communication based on the transmission of messages between a speaker and a listener, the notion advanced in this chapter is that of communication as a social constructionist activity driven by recurrent and responsive interactions between an addressor and an addressee. Communication is generally defined as the process by which information is exchanged and understood by two or more people. Much of the emphasis on the role of communication in managing continuous change is instigated by an everincreasing number of environmental and technological advances occurring in the world of business (Doyle et al., 2000; Marques, 2008). Although we speak of ‘changing’ and ‘communicating’ as if they are separate, managing change is closely intertwined with change communication. The emphasis on ‘change communication’ begs a fundamental question.
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