The metaphor of organizational culture is interesting in part because it is difficult to say exactly what a "culture" is. How do you talk about communication that is not cultural? Arguably we are in the process of creating and maintaining culture every time we speak.
On the other hand, when we want to identify what distinguishes organizational communication form management or business the undeniable and fundamental way in which communication creates the culture of an organization is a good explanatory framework.
What do you think of the cultural approach to communication? Are we talking metaphor here? Or something more?