Media Possibilities of Comics: Modern Tools for the Formation and Presentation of Organizational Culture
Purpose: The modern development of mass culture is characterized by the growth of the market for graphic narratives, the rapid increase in the segment of digital comics, and the active use of comics as a communication tool in various industries and disciplinary areas. The purpose of the study: to determine the media capabilities of the comics in presenting educational, cross-cultural, problematic, and ethical content of modern organizational culture.
Design / Method / Approach: The review nature of the article involves the use of traditional general scientific methods (description, comparison, abstraction, and specification). The interdisciplinary nature of the study actualized the comparative method in presenting the cross-cultural features of organizational/office/corporate comics.
Findings: The influence of visual mass culture and the spread of interdisciplinary research tools made it possible to analyze three areas within the stated problematic: adaptive and audience-oriented comics techniques popularized their use for training and educational purposes; the possibility of comparing the typology of world comics with cross-cultural global studies (we relied on the methodology and results of the GLOBE (Global Leadership and Organizational Behavior Effectiveness) project); the ability of the comics to reproduce, maintain, and spread the tradition of a particular organizational culture.
Theoretical value of the study: The work has expanded: (1) the possibilities of a multidisciplinary approach to comics culture in order to clarify the interdisciplinary methodology; (2) the idea of forming and maintaining an authentic organizational culture using comics techniques; (3) the possibilities of using graphic narratives in the process of educational and professional communication.
Practical value of the study: The possibilities of using comics in modern organizational culture at the level of self-presentation, training, and maintaining traditions.
Originality/value of the study: A multidirectional analysis of the influence of mass culture (comics as a part of it) on the representation of everyday modern business processes is presented.
Research limitations / Future research: Analyzing business processes in the language of graphic culture requires valid methods. Further research requires a larger statistical sample and improved interdisciplinary methods.
JEL Classification: І25, М14
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