Organizations play a critical role in the functioning of a society. The formation and operations of organizations solve the needs of society members by the provision of goods and services. In an organization set up, numerous events occur, ranging from management, culture, and human resource. One of the key factors that characterizes organizations is the symbolic frame. Notably, a symbolic frame can be defined as the beliefs, norms, and faith that form an organization's culture. A good example of a company that applies a symbolic framework is the Walt Disney Company. The research paper evaluates the four frames of the symbolic framework of Walt Disney Company by using Bolman and Deal’s Theory and assumptions to explain the culture of the organization.
Bolman and Deal’s Theory
One way of evaluating the symbolic frame of Walt Disney Company is by looking at the usefulness of Bolman and Deal’s Theory and unearthing the correlation between the theory and the entertainment organization (Westbrooks, 2012). Notably, Walt Disney Company is a conglomeration of companies specializing in storytelling, entertainment, and innovation intending to inspire, educate, and entertain the world (Walt Disney Company, 2020). To better understand the theory of Bolman and Deal, it is best to look at the organization structure, management, and culture of the Walt Disney Company to have a clear understanding of the symbolic frame.
Delegate your assignment to our experts and they will do the rest.
Lee Bolman and Terrence Deal present the audience with the four different types of symbolic frames that invoke changes form an individual level to the organization (Westbrooks, 2012). The change in a large such as Walt Disney Company does not occur overnight but takes a substantial amount of time (Walt Disney Company, 2020). It is integral to note that the organization's collective change begins from an individual level and rises to the top tier level of the organization. The change in a big organization such as Walt Disney Company is instrumental in determining the company's trajectory. The art of influencing change is built by a culture of meeting the required key performance indicators.
Several factors determine what affects the type of frame to be used in an organization. One factor to consider before triggering a change in the organization includes the type of organization (Westbrooks, 2012). Different organizations have a different target audience, environment, and culture, making it unique from another. In the Walt Disney Company context, the organization specializes in entertainment, storytelling, inspiration, and innovation of technology, which makes it unique from other companies (Jacobs, 2014). It is integral to note that Walt Disney Company is a conglomeration of many companies under one umbrella (Walt Disney Company, 2020). Any change that the organization intends to make should reflect its goals and vision. Besides, any change to be invoked in the Walt Disney Company must be geared towards entertaining and educating people.
Another factor to consider when invoking a change in an organization is the people changing. The human resource is a critical aspect of inspiring change in an entity. The employees and board of management are the driving force of an organization that connects machines and a business's shared vision (Westbrooks, 2012). A good example of a change in the Walt Disney Company is the change in leadership. After an individual has resigned from work, the company announces the change and advertises the general public position. The latest change in the organization is the appointment of Bob Chapek as one of the directors in 2020 (Walt Disney Company, 2020). The organization's leadership is highly advised to accord a new employee the necessary support for the betterment of the organization.
Additionally, the third way of framing changes in a multinational organization such as The Walt Disney Company. Notably, the nature of change in an organization is critical in examining the symbolic frame. There are various changes that the Walt Disney Company has instituted over time (Westbrooks, 2012). One of the notable changes in the last decade is the diversification of business from cinemas to amusement parks and international media (Walt Disney Company, 2020). The diversification of business has largely contributed to the steady increase in the amount of revenue generated. Therefore, the nature of the change of critical in determining the trajectory which a company will take.
Moreover, it is integral to note that an organization's leadership structure cannot take implement or look at the changes in an organization using the four symbolic frames. A leader may happily apply two frames and disregard the other two frames (Jacobs, 2014). The reason behind the resistance to some of the frames may be a lack of familiarity with the frame or lack of goodwill from either the individual or organization (Westbrooks, 2012). Also, the comfort of a frame is integral in assessing and choosing the type of frame that it uses (Walt Disney Company, 2020). For instance, Walt Disney Company is comfortable making changes in the entertainment and technology scene instead of diversifying in other areas such as manufacturing.
Bolman and Deal’s Four Frames
Structural Frame
The frame focuses on how the change in an organization occurs. The lens of looking at the structural frame's occurrence relates to the strategy, goals, and creation of systems and protocols. Notably, Walt Disney Company has specialized in the frame to create strategies that have seen the company grow in revenue, assets, and subscriptions (Westbrooks, 2012). Over the last decade, the company has positioned itself as a market leader to capture some big companies in the entertainment sector. A good example is the creation of systems that have been able to absorb one of the biggest companies in the production of movies that is Marvel (Garlen & Snaslin, 2016). The acquisition of a company by Walt Disney is based on several factors, such as data, facts, and the company's viability. The frame is mostly used by the management that specializes in data analysis.
Human Resource
The frame entails the workforce that is mandated to invoke or inspire a change in an organization. The change in human resources focuses on employees' needs and interests and the value that they bring in the organization. Before making any change in Walt Disney, the management considers the output of an individual and their capability to handle certain tasks (Garlen & Snaslin, 2016). If the company realizes that it can no longer meet an employee's needs, it can advise the employee to look for other organizations that are in line with the interests. Also, the Walt Disney Company empowers employees to be the best of their version. The main aim of the frame is to achieve total job satisfaction in the company.
Political
In any organization, some conflicts arise from differences in the workplace. Also, organizations operate in an environment highly influenced by external politics that relate to the licensing of equipment and the establishment of labor laws (Abbot, Green & Keohane, 2016). Internal and external politics affect the changes that an organization intends to make. An excellent example is the need to embrace all races in the employment and awarding roles in the entertainment sector. The government of the United States of America has put laws that bar any form of racial segregation in workplaces. It is also important to underscore that leaders need essential skills such as negotiation and networking skills to balance politics and productivity.
Symbolic
The focus of the symbolic frame is to align individuals' goals to that of the organization with the sole aim of fulfilling the purpose of the entity. The Walt Disney Company managers are charismatic when it comes to motivating employees through the provision of gifts to encourage workers to go out of their way to meet the set records (Abbot et al., 2016). The motivation of employees has enabled the company to produce top-notch productions such as Black Panther. Additionally, a symbolic frame is fundamental in creating a good rapport between the company and employees.
Symbolic Characteristics of the Walt Disney Company
There are several symbolic frame characteristics in the Walt Disney Company that can be quoted as examples. One of the symbolic frames applies to the values of the company. Walt Disney Company believes in making every person's dreams true (Abbot et al., 2016). Though the company is focused on improving its products, it is also a huge amount of resources to every employee's dreams by giving them a platform where they can engage stretch their potential. The company also believes in helping its consumers dream of achieving their dreams, such as providing destinations that give them a lifetime experience that they can remember.
Another value that binds Walt Disney Company is the ability to believe in something that a person is doing. The art of believing that nothing is impossible to achieve inspires journalists and other companies' workers to have high self-esteem themselves when engaging in the companies' activities (Abbot et al., 2016). Additionally, the symbolic frame of believing in someone’s self-esteem is integral in aligning with the companies values. Besides, believing in employees is something that the top tier management led by the chief executive officer inculcates to the employees.
The other core value that resonates with the symbolic frame is practice. The company believes that practicing to do takes over time enables a person to be perfect. Notably, Walt Disney Company engages in film and animation, which requires producers, directors, and actors to show a high level of perfection (Belen, 2019). When it comes to capturing nature under the National Geographic, the company requires employees to ensure that they perform enough drills and practices to ensure that they capture the best images. Besides, practice enables the company employees to improve human resources management and strategize the future.
Another Bolman and Deal’s Symbolic Frame example is the culture of the Walt Disney Company. The company has a culture of decency that governs its operations. Notably, the company is family-oriented and engages in activities that uphold family values (Belen, 2019). The Walt Disney programs are designed in a way that the young and old members of a family can enjoy without feeling excluded. The culture of the company strictly prohibits the use of nudity to promote and push content. Decency is also applied by employees when talking to consumers. The human resource managers organize workshops that educate workers on the importance of treating customers with the utmost decency.
After analyzing the four examples of the symbolic frame, it is important to note that decency is the most salient means by which the Walt Disney Company creates its meaning. Over the years, many production companies have produced indecent content to sell to adults (Belen, 2019). However, producing content that is good for the whole family helps the company reach out to a larger audience. Besides, the content created by Walt Disney Company is not only for Disney’s but also for the entire audience that loves entertaining and educating programs.
It is equally important to note that the structural frame is the most salient frame for understanding and evaluating the activities of the Walt Disney Company. The main backing behind the structural frame is that it focuses on the company's reorganization and strategies (Bolman & Deal, 2016). Notably, the structural frame is integral in understanding how the company emphasizes data and fact in its operations. The company is conditioned in a way that it achieves maximum satisfaction to the audience and grows its numbers (Sperb, 2018). Besides, under the structural frame, the management of Walt Disney Walt Company interacts directly with consumers to identify areas that need improvements.
Conclusion
Bolman and Deal’s Symbolic Frame is essential in analyzing and understanding the changes in Walt Disney Company. The symbolic frame has four angles, namely, structural, political, symbolic, and human resources, that inspire the organization's changes. A special focus is placed on the symbolic frame due to its impact on the company. The symbolic frame has several aspects, such as values and culture, essential in evaluating and understanding the company's history, operations, and future projections. Out of the four frames of Bolman and Deal, the structural frame provides a clear understanding of the company's strategy, management, and operations with regard to changes.
References
Abbott, K., Green, J., & Keohane, R. (2016). Organizational Ecology and Institutional Change in Global Governance. International Organization, 70(2), 247-277.
Belen, J. A. (2019). An Analysis of Academic Deans' Leadership Orientation and their Work-Related Stress . München GRIN Verlag
Bolman, L. G., & Deal, T. E. (2014). How great leaders think: The art of reframing . San Francisco: Jossey-Bass, A Wiley Brand
Garlen, J., & Sandlin, J. (2016). Chapter One: Introduction: Popular Culture and Disney Pedagogies. Counterpoints, 477, 1-24
Jacobs, R.M. (2014). Theories of practice: The symbolic frame. Villanova University. Retrieved www83.homepage.villanova.edu/richard.jacobs/MPA%208002/Powerpoint/8002%20MPA/symbolic.ppt
Sperb, J. (2018). How (Not) to Teach Disney. Journal of Film and Video, 70 (1), 47-60. doi:10.5406/jfilmvideo.70.1.0047
Walt Disney Company. (2020). About The Walt Disney Company. Retrieved from thewaltdisneycompany.com/about/
Westbrooks, E. (2012). Reframing organizations: The symbolic frame. Prezi. Retrieved from prezi.com/qae4pi43dsor/reframing-organizations-the-symbolic-frame/
