discovery of Fibonacci in integrated communication

Abstract

Fibonacci was a renowned scientific explorer. It is widely documented that the famous Fibonaccinumbering sequence is found in several spheres of life. To date, this phenomenon has not beendiscussed within a communication context. However, a literature review done to explore thedifferent functional fields of organisational communication within an integrated communicationideology, has brought to light that the Fibonacci phenomenon might also have relevance in thefield of communication. In this article communication - as foundation of modern organisations- is explored from a systems perspective. The position of each of the different functional areasof organisational communication in an organisation practising integrated communication isdemonstrated and the resemblance between this demonstration and the Fibonacci swirl ishighlighted.