Resource dependency theory

I. Read and translate the text.

According to Pfeffer and Salancik (1978), interdependence exists whenever one actor does not entirely control all the conditions necessary for the achievement of an action or for obtaining the outcome desired from an action. Because resource dependency theory suggests that organizations vary in their dependency on external publics and their environment for achieving their goals, many public relations researchers assume a resource dependency model when they theorize about the organization–public relationship. For example, Badaracco (1998) showed how communication technologies enabled organizations to increase their public influence. Characterizing issues management as power resource management, Heath (1998) showed how mediated information shared between members of Greenpeace helped influence the decisions of Shell in the United Kingdom and suggested that the group best able to access and mobilize resources will have the upper hand in resource management.

Coombs (1998) showed how the Internet has allowed activist groups to harness the power of the Web to become more powerful and to command the attention of large,

Unit III Media Management

well-financed organizations.

More recently, Kent et al. (2003) extended the resource dependency model to Internet-mediated relationships, arguing that organizations that appear more dialogic probably understand the communication process better. The resources available to institutions directly affect their ability to achieve goals and may even affect their survival. Because of increased accountability to various constituencies, colleges and universities have experienced an increasing external interdependence.

Outside agencies have increased their power over colleges and universities by requiring justification of operations to maintain funding. Resource dependency theory has also been applied to research looking at funding allocations of community colleges. As Pfeffer suggested, “Organizations will (and should) respond more to the demands of those organizations or groups in the environment that control critical resources”.

Kenton (2003) examined state funding constraints in relation to funding models developed to support community colleges, noting that community college revenue management is best understood by the history, cultures, and norms of the individual states in which they are located.

Although community college funding allocation formulas vary from state to state, funding appropriations typically come from fixed revenues. Thus, community colleges are an ideal type of resource dependant organization to examine because so much of their resources depend on levels of enrollment and perceived success in the eyes of community leaders and lawmakers. Resource dependency theory aligns with dialogic theory because both theories assume that organizations and public are interrelated. One of the keys to organizations meeting the information needs of publics is to communicate with them.

(From Atlantic Journal of Communication, 2009)

II. Read and memorize the following words:

achievement – достижение, успех

align v. with – присоединиться к

allocation – размещение, распределение

although – хотя; несмотря на

appear v. – являться

appropriation – присвоение, назначение

available – доступный

constituency – избирательный округ

constraint – ограничение,

dependency on – зависимость от

desired – желаемый

enrollment – регистрация, зачисление, внесение в списки

harness v. – использовать (напр. власть)

justification - обоснование

outside – внешний

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powerful – мощный, сильный, могучий

respond to v. – отвечать на

revenue – доход