OGL 481 Pro-Seminar I:

PCA-Symbolic Frame Worksheet

Worksheet Objectives:
1. Describe the symbolic frame
2. Apply the symbolic frame to your personal case situation

Complete the following making sure to support your ideas and cite from the textbook and other
course materials per APA guidelines. After the peer review, you have a chance to update this and
format for your Electronic Portfolio due in Module 6.

Name: Alexis Holmes

1) Briefly restate your situation from Module 1 and your role.

In August of 2021, there was commotion about unionzing Starbucks stores throughout the
nation. This problem was due to their wages being too low and work safety was being
neglected. My organizational role was at an internal level, where I was a Shift Supervisor
during the time this situation was occurring. My role consisted of assisting the store manager
in executing store operations during scheduled shifts, deploy partners and delegate tasks so
that partner can create and maintain the Starbucks experience, as well as, coach and develop
baristas.

2) Describe how the symbols of the organization influenced the situation.

The symbols of this organization influences this situation with the use of meaning, evolution,
hidden details, and visual identity. Three college students founded Starbucks on March 30,
1971 and was named after Pequo’s chief mate in “Moby-Dick”. The evolution of the
Starbucks logo originated in a brown color with a siren, which was rebranded to what we
know now. A green and white logo with the siren at the center. Not only did Starbucks
famous logo colors change throughout the years, but so has it’s representations. Mary
Kyamko states, “The center of the Starbucks logo is the twin-tailed siren which represents
many things, including the novel that inspired it, Starbucks’ place of origin, mystery, and
more – which leaves people thinking” (Kyamko, 2023).

With that being said, the symbols of the Starbucks organization have influenced the way the
workers have rose up to unionize across the country. Stated before, the Starbucks symbolizes
not only how Starbucks came to be, but how it brings people together. I think as years have
gone by Starbucks has lost sight of what truly matters, which is its workers. Workers have
been complaining about poor work safety and low wages for years now, and as someone who

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 was an employee at one point, I can agree. Starbucks is getting too caught up on how to make
a profit that they underestimate the treatment of there workers. That starts within the
symbolic framework, to build upon the values within the company and to stay true to them
will truly eleviate workers problems.

3) Recommend how you would use organizational symbols for an alternative course of
action regarding your case.

Bolman and Deal state, “The symbolic frame focuses on how myth and symbols help humans
make sense of the chaotic, ambiguous world in which they live. Meaning, belief, and faith
are its central concerns. Meaning is not given to us; we create it” (Bolman & Deal, 2021).
This shows that the symbolic frame is a broad look into an organizations meaning and
representation of its employees. It’s like a piece of artwork that can constantly change and
take on new meanings. Howard Shultz states, “A company can grow big without losing the
passion and personality that built it, but only if it’s driven not by profits but by values and
people” (Bolman & Deal, 2021). Howard Shultz, which is the CEO of Starbucks, indicates
that the company can be successful if they aren’t solely focused on profit. Comparing to
when he states that to now, just shows that there has been a gap of ideals.

However, Howard Shultz can make the effort to use the symbolic frame to change the
outlook of Starbucks future. He can create a culture that is worth working for by listening to
workers needs. With he use of organizational symbols that include myths, vision, and values
one can transform the workers minds to eleviate the efforts of unionizing. I would tell
Howard Shultz to use heroism to create a Starbucks story that will last a lifetime. It would
symbolize unity efforts to bring the Starbucks world back together. Howard Shultz needs to
take a page out of “Moby-Dick” and acknowledge the commonality within his employes and
accept responsibility. Overall, the symbolic frame needs to be reworked within the Starbucks
organization, and the only one who can do that is Howard Shultz.

4) Reflect on what you would do or not do differently given what you have learned
about this frame.

Reflecting on this situation about Starbucks symbolic framework, I would do things

differently regarding how to manage Starbucks symbols. I believe that Starbucks already has
a great symbolic frame implemented into its organization, yet I think they have lost sight of
it. In the past couple of years, Starbucks has had to go through Covid-19. This has effected
supply chain issues, so there focus was trying to keep Starbucks afloat. Many other
organizations have gone through the same thing except they didn’t come out on top. As we
are slowly trying to get the our economy back in order, I think Starbucks should take time to
reflect on it's values and employees.

Managing Starbucks symbolic frame is as simple as listening to its workers on there

unionizing efforts and see if Starbucks is able to match there needs. Unfortunately, Howard

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 Shultz took a different approach on how to manage the unionzing efforts of its employees.
Which did more harm than good. Workers are now seeing Howard Shutlz in a light that isn’t
suited for the Starbucks company. They are pushing more for the unionization of Starbucks
instead of falling back on the what Starbucks is suppose to symbolize, which is family.
Overall, I think Starbucks symbolized great value preunionization and I think they could get
that back with the help of reflection and management.

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 References

Kyamko, M. (2023, March 17). Starbucks logo: History, meaning, evolution, hidden details, and
visual identity. crowdspring Blog. Retrieved April 11, 2023, from
https://www.crowdspring.com/blog/starbucks-logo/

Bolman, L. G., & Deal, T. E. (2021). Reframing organizations: Artistry, choice, and leadership.
Jossey-Bass, a Wiley Brand.