Augusta National Golf Club
Table of Contents
1.3 SOURCES AND METHODS
2.0 DISCUSSION OF ANALYSIS
2.1 COMMUNICATION CHANNEL
2.3 COMMUNICATION CLIMATE
2.5 PERCEPTION DISTORTION
2.6 CONFLICT SPIRAL
4.1 COMMUNICATION CHANNEL
4.2 PROBLEM-ORIENTED APPROACH
4.3 ATTITUDE AND PERCEPTION
5.0 REFERENCE LIST
The controversy over Augusta National Golf Club’s exclusionary membership has resulted in a public feud with the National Council of Women’s Organization (NCWO), one of the oldest and largest coalitions of women’s groups. This report examines the various communication issues that led to the escalation of conflict between William Johnsons of Augusta National and Martha Burk of NCWO. Five major issues were discussed: 1)
It is concluded that the series of communication problems that was created between Mr. Johnsons and Ms. Burk was not completely attributed to the existence of conflict between the organizations, but, was rather created by the way that both chose to deal with it. Recommendations on the alternative communication strategies that should have been adopted by the protagonist and antagonist in the case are provided as followed: 1)
Oral face-to-face communication would be a more appropriate medium to facilitate the discussion of issues between the both parties. 2)
Discussion should be facilitated by an experienced mediator so as to achieve a amiable resolution. 3)
Ms. Burk should adopt a problem-oriented approach where the focus is on the issue at hand instead of trying to control Augusta National by imposing threats and solutions to them. 4)
Ms. Burk should have based her arguments on facts, rather than on inferences. 5)
A more positive communication climate would be possible between them if both parties try to keep an open mind so as to understand each others’ point-of view. 6)
Both parties should better monitor their own reaction to the situation they confront.
This report identifies the communication issues and considers alternative communication strategies that should have been adopted by the protagonist and antagonist in the case analysis of the Augusta National Golf Club.
The report covers the various communication issues and alternative communication strategies between William Johnson and Martha Burk. It does not cover the communication issues of other parties, such as the sponsors and the Augusta club members.
1.3 Sources and Methods
Secondary data was collected from various sources such as professional journal articles and books.
The limitation of the report lies in the subjective analysis of the communication issues. Thus, recommendations may be based on personal perception of the communication issues.
Being host to the US Masters Golf Tournament (Masters), a world-class sporting event, the Augusta National Golf Club is one of the most venerable private clubs in the world. The exclusive membership of the club is restricted to men and by invitation only. In 2002, a major controversy was sparked off between Martha Burk, chair of the National Council of Women’s Organization (NCWO) and William Johnson, chairman of the Augusta National Golf Club (Augusta) because of the club’s exclusionary policy. Through a series of communication exchanges with Mr. Johnson and its associated media sponsors, Ms. Burk relentless attempts to admit female members into the club has resulted in a public feud between the organizations (Augusta Case Study). By understanding the communication issues that are involved, the extent of this...
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