The new liberal approach has created new branches of knowledge with the claim of being an alternative to the old approaches of management and people. New concepts and techniques in the field of management are constantly being developed and guidelines are being prepared to increase efficiency and productivity in today’s World. Since the 1980s, a great diversity has been provided in the books on new management techniques, and these new branches of knowledge have started to be organized as a scientific branch in the academy. All of the approaches brought forward by the new management rhetoric argue that they are more libertarian, democratic and participatory models. Total quality management and human resources management come first among these approaches that have been institutionalized as new management techniques. Concepts produced by these approaches include vision, mission, charisma, leadership, flexibility, etc. and concepts come to the fore and new management approaches focus on experiences and practices that will bring success, pave the way for management styles that provide efficiency and productivity. In this article, the communication understanding of the doctrines of the new branches of knowledge revealed by the new management approaches has been discussed and the ways in which the concepts such as vision, mission, career, charisma, flexibility and leadership, which these approaches have brought to the fore, are analyzed in the new management approaches. It is aimed to reveal the approaches of new doctrine’s human and society approach together with the communication understanding of the branches of knowledge that it highlights and the "new" concepts on which they rise.