THE MEANING CENTERED APPROACH AS A THEORY OF COMMUNICATION.

 The meaning centered approach as a theory of communication refers to an approach that focuses on communication between people or groups and it is centered on understanding and producing shared meaning, for example ESKOM is trying to share a message to its clients and customers so customers can fully understand where the organization stand on the issue of alternative energy.  It is concerned with what communication is rather than how and why it works and describes communication through human contact. By examining how human interaction creates organizational reality, the meaning-centered communication method offers a framework for understanding organizational communication. 

The method focuses on how people interact within an organization to produce and interpret meaning, emphasizing the importance of meaning-making in communication. This approach views communication as a social structure through which people collectively create and interpret organizational situations or realities. Meaning-centered communication acknowledges that organizational reality is subjective and molded by individual interpretations and interactions, as opposed to presuming an objective reality.

 This concept emphasizes that communication is more than just sending messages; It will also create a sense of responsibility, identity and understanding among organizational members. Understanding organizational communication by examining how human interaction creates organizational reality is the purpose of communication in context. The basic meaning of communication includes communication in the organization as a process that creates events in the organization, because most of the time an organization in a centered meaning approach would have organizing, decision-making, sense-making, influence, and culture. Referral organizations continue to communicate person-to-person to reduce ambiguity in messages. 

The role of decision-making is to ensure that the flow of people and resources achieves the organization's goals, for example the decision to communicate to clients and consumers through Tik Tok was implemented because almost everyone in South Africa has Tik Tok meaning that the message will be reached and fully understood. Culture is the way people generally do things and the way people interact and communicate with each other. Communication as Influence in this regard means that the organization would partner with other stakeholders to influence people through their messages or content, for example the content in the Tik Tok video is aimed at influencing clients and customers to consider the usage of alternative electricity or energy.