The Symbolic Frame: The Walt Disney Company

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The theory underlying Bolman and Deal's Symbolic Frame is that it provides individuals in an organization a sense of purpose and meaning in their work. The leader who is viewed through the symbolic frame inspires people by making them feel that the organization's strategy is essential and different from that of others. The leader creates a strong vision and recognizes good performance through the lens of the symbolic frame. From the point of view of the symbolic frame, the leader feels that the key task of management is to inspire people and enthuse them (a). These leaders use personal charisma and excitement so that the people fulfill the mission of the company. From the perspective of the symbolic frame, the leader uses signs, structures experience, and tells stories in such a way that people get hope and meaning. This frame concentrates on how employees use belief, purpose, and faith to create a culture. The organization uses rituals, values, and ceremonies to make up the environment. The organization uses symbols to help its people make sense of ambiguity. The symbols unite the people of the organization and give meaning to the culture of the firm (b). This has several benefits for the company. The company can recruit smoothly, and importance is given to culture-fit while recruiting, and the employee feels comfortable in the work. Also, personality evaluation for recruitment has a subsection on culture fit. Also, the onboarding process is better, the company knows to want the organization stands for and also gives a good perception of what the company culture is from the outside. The symbolic frame is important because a strong culture leads to more retention of employees, higher productivity, and more employee development. The symbolic frame ensures the entire company is clear on the most essential values and goals of the company. The benefit is that everyone is working towards the same goal. For example, if a company has the overarching goal of lowering its costs and becoming a cost leader, everyone in the company works towards lowering costs and soon the firm becomes a cost leader. Viewing the company through the symbolic frame helps enhance the company brand. The company's cultural values are shared on the website and social media to strengthen the company's brand. Since work becomes more engaging and exciting they are motivated to do well for the success of the company and their colleagues.

Using Bolman and Deal's Symbolic Frame, we choose 3-4 examples of symbolic characteristics of the Walt Disney Company. The first symbolic characteristic of Disney is the statement of Walt Disney: "You-can*design-and*create*and build the most*wonderful-place*in the world, but-it-takes*people-to make*the*dream-a-reality". The second symbolic characteristic of Disney is the mission statement of Disney" to entertain,-inform-and-inspire-people*around the-globe-through-the-power*of*unparalleled*storytelling ...