Using Call Annie to teach Schein’s onion model of organizational culture

Mian Jia

doi:10.1080/17404622.2025.2532619

Using Call Annie to teach Schein’s onion model of organizational culture

Mian Jia^*

^*Corresponding author for this work

Department of English

Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review

Abstract

Edgar Schein’s onion model is commonly taught in organizational communication courses. Students, however, may find the theory difficult to understand because they often have limited workplace experience. To address this challenge, this activity enables students to apply Schein’s model to analyze the organizational culture of a fictitious AI startup by interacting with its CEO, a generative artificial intelligence–powered video chatbot hosted on Call Annie.

Courses: Organizational Communication, Workplace Culture and Interaction.

Objectives: By analyzing the organizational culture using Call Annie, students will develop a better understanding of the differences between the three layers of Schein’s onion model. The interaction will also allow students to develop a more critical understanding of generative artificial intelligence.

© 2025 National Communication Association

Original language	English
Pages (from-to)	36-41
Number of pages	6
Journal	Communication Teacher
Volume	40
Issue number	1
Online published	20 Aug 2025
DOIs	https://doi.org/10.1080/17404622.2025.2532619
Publication status	Published - Jan 2026

Funding

The work described in this paper was fully supported by the University Grants Committee's Teaching Development Grant (CityUHK Project No. 6000870).

Publisher's Copyright Statement

COPYRIGHT TERMS OF DEPOSITED POSTPRINT FILE: This is an Accepted Manuscript of an article published by Taylor & Francis in Communication Teacher on 20th Aug 2025, available online: https://www.tandfonline.com/doi/full/10.1080/17404622.2025.2532619.

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title = "Using Call Annie to teach Schein{\textquoteright}s onion model of organizational culture",

abstract = "Edgar Schein{\textquoteright}s onion model is commonly taught in organizational communication courses. Students, however, may find the theory difficult to understand because they often have limited workplace experience. To address this challenge, this activity enables students to apply Schein{\textquoteright}s model to analyze the organizational culture of a fictitious AI startup by interacting with its CEO, a generative artificial intelligence–powered video chatbot hosted on Call Annie. Courses: Organizational Communication, Workplace Culture and Interaction. Objectives: By analyzing the organizational culture using Call Annie, students will develop a better understanding of the differences between the three layers of Schein{\textquoteright}s onion model. The interaction will also allow students to develop a more critical understanding of generative artificial intelligence. {\textcopyright} 2025 National Communication Association",

author = "Mian Jia",

year = "2026",

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AB - Edgar Schein’s onion model is commonly taught in organizational communication courses. Students, however, may find the theory difficult to understand because they often have limited workplace experience. To address this challenge, this activity enables students to apply Schein’s model to analyze the organizational culture of a fictitious AI startup by interacting with its CEO, a generative artificial intelligence–powered video chatbot hosted on Call Annie. Courses: Organizational Communication, Workplace Culture and Interaction. Objectives: By analyzing the organizational culture using Call Annie, students will develop a better understanding of the differences between the three layers of Schein’s onion model. The interaction will also allow students to develop a more critical understanding of generative artificial intelligence. © 2025 National Communication Association

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ER -

Using Call Annie to teach Schein’s onion model of organizational culture

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TDG(CityU): ChatGPT-Enriched Learning of Communicative Theories and Practices in the Workplace

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Using Call Annie to teach Schein’s onion model of organizational culture

Abstract

Funding

Publisher's Copyright Statement

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TDG(CityU): ChatGPT-Enriched Learning of Communicative Theories and Practices in the Workplace

Cite this