Abstract

This work is a qualitative, exploratory study, on how the organizational culture is communicated in a Multinational Mexican company (CEMEX). It specifically analyses the creation of common meanings?culture?through formal communication. Based on an interpretative symbolic approach and using a non?obtrusive method, as is the analysis of documents (nine annual reports, two speeches by the CEO and a corporate video), a culture is discovered and an interpretation of the same is offered. For the analysis, a model was designed whose basic components proceed from the assumption that the organizational culture is composed essentially of cultural substance and forms (Harrison and Beyer, 1993). Also, the ideas of Bantz (1993) were incorporated, as well as his methodology for understanding organizations, by analyzing their messages. The analysis starts from the message emitting sources up to reaching the center or content of the same through their language. In other words, the analysis begins with the form or external manifestation, up to reaching the substance or organizational ideology. This, through an examination of the vocabulary, the metaphors, the slogans, the themes and the stories, among several aspects, in order to reach the inference of meanings that can be taken as the basis or support of its culture. The study offers a different form of approach to organizations and is a case study that explores a blossoming phenomenon (the multinational is very young), which emerges and reveals itself with the investigative process. So, this is not a research for about proving a hypothesis or quantifying data, this is a discovery study. Finally, the findings reflect a possible interpretation of the culture; a picture built thanks to the language that sustains that symbolic reality called organization