The Functional Tradition describes what “messages do and how

The Functional Tradition describes what “messages do and how they move T The Functional Tradition describes what “messages do and how they move through organizations” (Shockley-Zalabak, 2015, p. 28). It emphasizes the purpose of communication as a tool for organizing, building relationships, and facilitating change within organizations. A function can be understood as a relationship or activity for which something exists or is used. In this context, communication is viewed as a series of organizational processes designed to serve specific purposes, such as coordinating activities, establishing relationships, and enabling adaptation to changing environments.

The Functional Tradition adopts a systems perspective, where information processing is central to organizational functioning. Shockley-Zalabak (2015) describes information processing as the “primary function” of organizational systems (p. 28). Viewing communication from this lens entails understanding the various components of an organizational system and how they interact to facilitate effective organizing. This approach posits that organizational communication is inherently purposeful, aimed at maintaining stability, fostering coordination, and supporting organizational change.

Complementing this, the Meaning-Centered Approach sees communication as the process through which shared realities are created. Shockley-Zalabak (2015) characterizes this perspective as viewing organizational communication as a “process for generating shared realities that become organizing, decision making, sensemaking, and culture” (p. 38). This approach highlights how shared meanings shape organizational life, influence members’ perceptions, and underpin collective identity and culture.

Paper For Above instruction In the context of the Meaning-Centered Approach, Zappos is generated through human interaction, emphasizing the co-creation of shared realities that define its organizational identity and culture. Zappos, renowned for its customer service and distinctive organizational culture, actively constructs its brand and internal environment through ongoing interactions among employees, management, and customers. These interactions shape a collective understanding of what Zappos stands for, how it conducts business, and what behaviors are valued, thus continually constructing and reconstructing its organizational identity.

A key process that exemplifies this is socialization, which involves assimilating new employees into the organizational culture by transmitting shared values, norms, and practices. Zappos employs a comprehensive socialization process that begins with orientation, where new hires are introduced to the company's core values—like delivering "WOW" customer service and fostering a family-like environment.

Videos and onboarding sessions illustrate how new employees are immersed in these shared realities, which are reinforced through ongoing communication, mentoring, and cultural rituals.

For example, during onboarding videos, Zappos emphasizes its core values, such as creating fun and a little weirdness, which are reinforced through stories and examples shared by existing employees. These narratives serve to embed the shared realities that define Zappos’ organizational culture. Moreover, Zappos encourages social interactions that promote a sense of belonging and alignment with the company's cultural expectations. Employee training programs and internal communications continually emphasize these shared realities, fostering a collective sense of purpose and identity.

Furthermore, Zappos uses communication extensively to shape organizational events—such as team-building activities and recognition programs—that reinforce its cultural values. These shared practices influence organizational events by creating a cohesive environment where behaviors align with the constructed shared realities, enabling the organization to adapt quickly to external challenges while maintaining its cultural integrity.

In sum, from the perspective of the Meaning-Centered Approach, Zappos is created and sustained through ongoing human interactions that generate and reinforce shared realities. These realities shape how employees perceive their roles, interact with customers, and respond to organizational challenges, ensuring the company's distinctive culture remains vibrant and influential.

Analysis of the Functional Tradition Perspective Considering the same scenario through the lens of the Functional Tradition reveals a different emphasis.

The Functional Tradition would focus primarily on the purpose of communication in maintaining and enhancing Zappos' organizational functions such as coordination, decision-making, and adaptability. It views communication as instrumental, driven by specific organizational goals rather than primarily as a process for constructing shared realities.

From this perspective, the socialization process at Zappos would be analyzed as a means to achieve specific organizational functions—such as ensuring new employees understand customer service protocols, company policies, and cultural expectations—to support efficient operations and stability. The emphasis would be on how communication activities such as onboarding, training, and internal messaging serve to coordinate tasks, establish roles, and facilitate organizational change in line with strategic objectives.

The Functional Tradition would argue that Zappos’ cultural messaging and socialization efforts are purposeful tools designed to optimize organizational performance. For example, videos and rituals are seen as media to transmit functional messages that align employee behaviors with organizational needs—standardizing customer service practices, reinforcing brand consistency, and supporting rapid adaptation to market changes.

This viewpoint would also analyze how communication functions to manage relationships, reduce uncertainty, and support change. The shared realities at Zappos, from the Functional Tradition perspective, become secondary to their role in supporting effective organizational processes. The focus would be on how communication activities systematically serve to fulfill specific organizational functions essential to maintaining competitive advantage and operational effectiveness.

Supporting this, Shockley-Zalabak (2015) emphasizes that communication serves specific purposes within organizations—facilitating coordination, decision-making, and change—and that these functions are crucial for organizational survival. In the Zappos example, the functional approach would prioritize how socialization and communication are strategically employed to accomplish these aims, ensuring that cultural reinforcement directly supports operational goals and organizational stability.

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