%0 Journal Article
%T A Conscious and Unconscious Form of Organizational Shadow in a Commercial Media Organization
%A Kubec, Agata
%J Culture Management
%V 2020
%R 10.4467/20843976ZK.20.029.13047
%N Volume 21, Issue 4
%P 375-398
%K organizational shadow, commercial radio, management pathologies, identification with brand, organizational identity
%@ 1896-8201
%D 2020
%U https://ejournals.eu/en/journal/zarzadzanie-w-kulturze/article/uswiadomiona-i-nieuswiadomiona-postac-cienia-organizacyjnego-w-komercyjnej-organizacji-medialnej
%X 
	The aim of the article is to explore and describe the organizational shadow in relation to the commercial media institution. The concept of shadow was introduced by Jung, who described it as the negative side of the human soul. As Bowles noted in 1991, this phenomenon can be applied to management sciences. The organizational shadow is created as a result of rejecting difficult, defective and uncomfortable elements of the institution’s identity, which can lead to the development of management pathologies. Interviews, which are the domain of qualitative methodology, allowed to distinguish organizational shadows in the commercial radio station, taking into account the causes and effects of their development as well as awareness of their existence among employees. The shadows include: unequal treatment of volunteer workers, giving up the development of young radio broadcasters, as well as a unjust remuneration policy. The conclusion of the article is indication the brand myth as the main reason for allowing the development of shadows.