RJR focused its message on the education of children
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a systems approach to organizational communication looks at how we study organizations (p. 71). The organic or evolutionary nature of the arguments made by RJR in their multi-year advertising campaign exemplify the dynamism within organizational life discovered by organizational theorists. Two key ideas of systems theory
permeability and interdependence are shot through RJR’s adverting. Permeability argues that successful systems are not closed but rather are open to new inputs from outside. Interdependence argues that systems rely open one another for support. RJR exemplifies these ideas when they create an advertisement that incorporates the opinion of the general public and addresses the violation of individuals’ rights. This advertisement says that it violates an adults’ right to choose when regulation is enforced cutting off access to cigarettes (Reynolds
150). In a number of the advertisements
they point out that there are over 45 million smokers in the United States. Noting such a large number could deter a person from forming opinions against or making decisions that could affect so many people’s lives. Archie Anderson
RJR effectively co-opts the interests of the non-smokers and makes their position look more appeals by its broad acceptance and support of any number of interests and individuals. As the advertisements effectively link a free and open society to smoking
RJR cleverly makes smoking a right that all Americans can and should stand behind. Second
RJR’s purpose was to point out that cigarette smoking is a personal choice and individuals should have the right to make the decision
not government. Though RJR recognizes in their mission statement their public commitment to combat the negative effects of smoking
John R.P. and Bertram Raven. (1959). “Bases of Social Power.” Studies in Social Power. Ed. Dorwin Cartwright. University of Michigan
Ann Arbor. .
2003 from http://www.rjrt.com/IN/COHowWeThink_Mission.asp
Katherine. (2003). Organizational Communication: Approaches and Processes
3rd Ed. Belmont
page 143.
but not nearly as much as the government telling me what to do. COM250: Introduction to Organizational Communication Course Packet
page 145.