Fordism as a Unique Model of Social Engineering: Communicative and Technological Approach

Abstract

Research methodology. The application of general scientific methods of analysis, synthesis and generalization to this research allowed to do a systematic study of the technological mechanisms of social engineering as a practical and organizational model. The use of conceptual analysis of media texts helped identify specific character of communication strategies designed by Ford Motor Company. The analysis of the genetic origins of social engineering was based on the historical approach.

Results. This study represents the unique social engineering techniques employed by the Ford Motor Company at the beginning of the 20^th century. It also highlights the role played by Fordism in constructing new public structure, social space and mass culture as well as the importance of company’s strategic communications for creating its unique organizational and sociocultural system. This research draws upon the conceptual analysis of the content of The New York Times and an in-house magazine The Ford Times dating 1913–1915, the time when H. Ford implemented a new socioeconomic model of the profit-sharing plan.

Novelty. This research introduces social engineering experience of the Ford Motor Company into the general scientific context and identifies effective mechanisms of constructing social spaces and collective consciousness in the early 20^th century. The discovery of the new facts in the history of social engineering facilitates our understanding of this industrial model for improving productivity and changing mass behavior.

The practical significance. Research findings comprehensively represent the phenomenon of social engineering in the context of communication paradigm, thus enriching the research strategies of journalism studies.

Key words: image, advertising, social engineering, strategic communications, applied communication techniques.