Social Obligation Theory; The Missing Link in Using the Metaphor of "Media" to Represent Organization

One of the best ways to understand a phenomenon is to employ metaphors which could explain it through its similarities with another phenomenon. Management experts have done the same by bringing several metaphors such as comparing an organization to a machine، living thing، culture، painting canvas، etc. This article has used «Media» as a metaphor of organization، but it emphasizes the obligation associated with both the media and organization vis – a – vis the society. But a metaphorical outlook has also its harm which should not be neglected، and that is when we say «this is it» and forget other things، disregarding the fact that to understand a phenomenon، both a generalized and detailed look are necessary. Therefore، a combination of metaphors will always be more helpful in understanding a phenomenon such as an organization.