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University Microfilms 300 North Zeeb Road Ann Arbor, Michigan 4S106 A Xerox Education Company 72-20,951 CZECH, Elizabeth Shinier, 1919- INTERACTION BETWEEN BLACK AND CORPORATE CULTURE IN BROADCAST MANAGEMENT. The Ohio State University, Ph.D., 1972 Mass Communications University Microfilms, A XEROX Company, Ann Arbor, Michigan C<D Copyright by Elisabeth Shimer Czech 1972 INTERACTION BETWEEN BLACK Aim CORPORATE CULTURE IN BROADCAST MANAGEMENT DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of the Ohio State University by Elizabeth Shimer Czech, B.A., M.A, * * # The Ohio State University 1972 Approved by Adviser Department of Speech Communication PLEASE NOTE: Some pages may have indistinct print. Filmed as received. University Microfilms, A Xerox Education Company ACKNOWLEDGMENTS I extend particular appreciation to my adviser, Dr. Robert Monaghan, for his counsel, empathy, and encouragement throughout this study. I am likewise indebted to those members of my com mittee, Drs. James Golden and Franklin Knower, who lent their support during the growth of tho study and also inspired me dur ing my years as an OSU graduate student. Gratitude is also ex tended to Dr. Walter Emery, whose international perspective provided another dimension to the development of the study. Special thanks go to the participants in the research, with whom I laughed, argued, and learned during the three years we spent together. Finally, I express my fondest appreciation to my husband, Val, whose patience, love, and willing ear provided the strength and motivation to bring this work to its fulfillment. ii VITA EUZABETH SHIMER CZECH October 18 1919 • • • Born - Bethlehem, Pennsylvania. 19^1 . • ..... BA in Music and English, magna cum laude. Georgian Court College, Lakewood, New Jersey 1946-1952 .... * Nomen's Director and Assistant Station Manager, WGPA, Bethlehem, Pennsylvania 1954-1959 ..... Instructor of English and Drama, Bethlehem High School, Bethlehem, Pennsylvania 195^1958 . MA in Guidance, Counseling, and Special Education, Lehigh University, Bethlehem, Pennsylvania. 1959-1966 ..... Head of Radio-Television Department, Centenary College for Nomen, Hackettstown, New Jersey 1966-1968 ....... Teaching Associate, Department of Speech Communication, The Ohio State University, Columbus, Ohio 1968- • • • « • Head of Department of Radio-Television at the college where participant- observation was conducted for this study. In order to assure anonymity to the respondents, the institution is not identified here. lii TABIE OP CONTENTS Page ACKNOWLEDGMENTS........ ........... it VITA ................. ill LEST OP FIGURES ................. vi Chapter I. INTRODUCTION................................. 2 The Problem 2 The Nature of the Study 11 Purpose of the Study 111 Limitations of the Study 16 II. METHODOLOGY ................ 17 Method 18 Requirements of the Method 20 Observer's Biases 22 Design of the Study 22 Style 26 IH. OBSERVATIONS AND INTERPRETATIONS . .. .......... 28 The Corporate Culture 28 Background of the Subjects 3k Analysis of Subjects' Backgrounds $1 Impressions of bhe Managerial Experience $k Managerial Models 62 Perceptions of Management by Peers 71 Black Cultural Constructs of Management 7k Blacks' Reaction to a White Manager 77 Organizational Communication Behavior Verbal Communication Styles 89 Nonverbal Communication Styles 9l| Sources of Authority 106 Values Affecting Groxip Interaction . 112 Motivation 119 Rewards 12i| iv Chapter Page IV. SUMMARY AND IMPLICATIONS OP THE FINDINGS......... 127 Introduction 127 The Corporate Culture 129 Black Cultural Implications llj2 Personal Systems ll)9 Personal Traits as a Function in the Corporate Setting 1$6 Summary 160 V. RECOMMENDATIONS AND CONCLUSIONS............... 163 Predictive Indices of Broadcast Managerial Talent l61j Sources of Black Broadcast Managerial Talent 166 Interracial Dimensions Involved with Preparing Young Blacks for Management Positions 172 The Interview 17lj Orientation Period 176 Sustaining Relations 177 Summary 180 Hypotheses for Further Research 187 APPENDIX A Glossary of Terms 188 B Focused Interview Guide 190 C Ethnocentrism 197 D Motivation 206 E Organizational Communication Behavior 216 F Alice 22$ G Brenda 228 H Charles 231 I Cindy 237 J Clyde 2l|0 K Evelyn 2U6 L George 2h9 M Glen 2^3 N Jerome 2$6 0 Malcolm 2^8 P Manuel 262 Q Pedro 26I| R Samuel 273 S NAB Employee Selection Guide 278 HIBUOGRAHiY............................................................................................... 282 v LIST OF FIGURES WBBP Lines of Communication and Areas of Responsibility Demographic Data Pertinent to Respondents' Age, Sex, Birth-order, and Area of Dominant Geographic Influence Chart of Subjects' Positions in WBBP Organization and Period of Managerial Duties A Sociometric Study of the Respondents A Model of the Cross-Cultural Influences as they Interacted with Personal, Group, and Corporate Constructs CHAPTER I INTRODUCTION The Problem Although broadcasting celebrated its fiftieth anniversary in 1970» there were proportionately few blacks and other minori ties employed in radio or television as late as 196^. Beginning with the landmark WLBT-TV case in Jackson, Mississippi, which developed out of the claim that WLBT-TV discriminated against the interests of the black county which represented percent of its viewer's, minorities, especially blacks, became more aware of their need to become significantly involved in the media which * touched their lives in many ways. Inspired by the WLBT-TV precedent which established the right of all citizens to be heard and made part of the official record in license renewal proceedings, multi-racial citizen's groups across the nation raised their voices to request that the broadcast media revise employment practices to correct existing imbalances and to accelerate entry of minority citizens into management positions. America’s 22 million ‘blacks constitute 11 percent of this country’s population and 75 percent of the United States* nonwhites. Since blacks are the largest minority group in this country, the study focused upon their needs and abilities to advance in the broadcasting profession, particularly in the decision-making roles. During its first forty years, broadcasting employed small numbers of blacks as performers or console operators at white-owned, white-managed, black-oriented stations. Decision making positions, however, were generally unattainable to members of minority groups’, including programming to their own ethnic cultures. ^ Although the Civil Rights Act of 1964 unlocked the door of opportunity for more minorities to obtain broadcast media employment, there were relatively few blacks professionally prepared at that time to accept the new openings* The Broadcast Skills Bank, created through cooperation of the three major net works and Westinghouse Broadcasting,, began to prepare minorities for entry positions. The available instruction, however, empha sized development of basic skills more than augmentation of managerial potential. ^The FOG Report and Order, FCC 69-631, 32888, Docket No, 18244, RM-1144, adopted June 4, 1969, defines minorities as "Negroes, Orientals, American Indians and Spanlsh-Sumamed Americans. " p. 6, The Federal Communications Commission (FCC) spurred lndivi' dual stations to employ minorities through its June 4, 19&9 Report and Order (Docket No, 182*44, RM-1144) which required broadcast licensees to show nondiscrimination In their employment practices. In that same Report and Order, the FCC also decreed that each station Kith five or more full time employees i . , . develop an equal employment opportunity