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Symbolic Frame

EDGR 626 - Concordia University

Eileen Pretorius

on 1 July 2014

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Transcript of Symbolic Frame

"...this moment will be the ground floor of something real and fun and inspiring and true..." Jerry Maguire
Create symbols to resolve confusion

Builds upon the past to create a new future

Unifies people and organizations to accomplish goals

Organizations are judged as much by appearances as outcomes

Example, not command, holds a team together
(Bolman & Deal, 2013)

Myths and Stories
Provides purpose, clarity, and resolve
A symbolic act that connects individuals to something
Creates order and clarity to issues
Make the strange familiar
Carry values and serve as powerful icons
Both a product and a process
(Bolman & Deal, 2013)

Sybolic Frame Defined
Focuses on confusing and unclear ideas, while discovering ways to ensure that these ideas are clear and comprehensible
(Bolman & Deal, 2013)

Symbolic Organizations
The symbolic frame provides a clearer understanding within an organization due to it’s use of symbols. By utilizing symbols it will allow both the employees’ and customers’ attention to be captured, which will allow for a greater understanding of what the organization’s goals are (Bolman & Deal, 2013). Furthermore, the understanding of these symbols will provide inspiration and confidence to those not within the organization (Bolman & Deal, 2013, pg. 300). Finally, symbolic leaders will not focus on placing the right people in the best structure, but rather focus on creating camaraderie within the organization (Bolman & Deal, 2013, 284). This will ultimately assist in preventing confusion within the organization.
Images of Symbolic Frames
Example of Symbolic Leaders
J.W. Marriot
Symbol of Marriott was important - “Take good care of your employees and they’ll take good care of your customers” Physical image of hotel mattered to keep customers returning.
(Bolman & Deal, 2013, pg. 254).

Howard Schulz - CEO of Starbucks
Jerry Maguire (Tom Cruise) is a glossy 35-year-old sports agent working for Sports Management International (SMI). He writes a mission statement about perceived dishonesty in the sports management business which prompts Management to send Bob Sugar (Jay Mohr), Jerry's protégé, to fire him. Jerry and Sugar call all of Jerry's clients to try convincing them not to hire the services of the other. Sugar secures most of Jerry's previous clients. Jerry speaks to Arizona Cardinals wide receiver Rod Tidwell (Cuba Gooding, Jr.), one of his clients who is disgruntled with his contract. Rod tests Jerry's resolve through a very long telephone conversation while Sugar is able to convince the rest of Jerry's clients to stick with SMI instead. Leaving the office, Jerry announces that he will start his own agency and asks if anyone is willing to join him, to which only 26-year-old single mother Dorothy Boyd (Renée Zellweger) agrees (Crowe , 1996).
Symbolic Frame
Bolman, L. G. & Deal, T. E. (2013). Reframing organizations (5th Ed.). San Francisco, CA: Jossey-Bass.

Crowe , C. (Director). (1996). Jerry Macguire [Motion Picture].

Marriott International. (2014). Homepage. Retrieved from www.marriott.com.

Schultz, H. (2013) Howard schultz reveals inspiration for starting starbucks. [Video clip] Retrieved from https:// www.youtube.com /watch? v=3-- XH5gZrH4

Produced by:
Bruce Feil
Brett Reardon
Eileen Pretorius

Concordia University-Portland
Full transcript