Trade-offs and disappearing acts: shifting societal discourses of diversity in Canada over three decades

In the past few decades, research on minority and disadvantaged groups in the workplace has focused on the discourse of diversity management; however, most of this research has emphasized individual and organizational discourse rather than broader, societal contexts. Our critical analysis of societal/macro level discourse explores the discursive constructions of equity and diversity in Canada, and provides original findings on how these discourses have been produced in the public sphere. We apply quantitative and qualitative textual analysis to articles published from 1986 to 2014 in The Globe and Mail, a nationally distributed newspaper, and the Canadian Employment Equity Act Annual Reports from 1988 to 2013. This paper describes a range of discursive patterns including those focusing on compliance-based equity oriented toward social justice as well as voluntary ‘diversity management’ grounded in corporate self-interest. It demonstrates important trade-offs in who is protected and promoted through the contrasting discourses, and in the types of actors legitimizing these discourses. We provide detailed evidence of these patterns by applying Habermas’ Theory of Communicative Action, and conclude with a discussion of implications for practice and for theory that are suggested in our analysis.     

The language of social entrepreneurs

This paper questions the application of the entrepreneurship discourse to social entrepreneurship in the UK and looks at how people ‘doing’ social enterprise appropriate or re-write the discourse to articulate their own realities. Drawing on phenomenological enquiry and discourse analysis, the study analyses the micro discourses of social entrepreneurs, as opposed to the meta rhetorics of (social) entrepreneurship. Analysis using both corpus linguistics software and Critical Discourse Analysis showed a preoccupation among interviewees with local issues, collective action, geographical community and local power struggles. Echoes of the enterprise discourse are evident but couched in linguistic devices that suggest a modified social construction of entrepreneurship, in which interviewees draw their legitimacy from a local or social morality. These findings are at odds ideologically with the discursive shifts of UK social enterprise policy over the last decade, in which a managerially defined rhetoric of enterprise is used to promote efficiency, business discipline and financial independence. The paper raises critical awareness of the tension in meanings appropriated to the enterprise discourse by social enterprise policy and practice and illustrates the value of discourse analysis for entrepreneurship and social entrepreneurship research.     

‘Totally Un‐Australian!’: Discursive and Institutional Interplay in the Melbourne Port Dispute of 1997–98*

ABSTRACT We examine how discourses are mobilized and deployed by actors in an inter‐organizational domain during a critical industrial relations event. We identify the ways that business interests and union interests in the Melbourne Port industrial dispute of 1997–98 related to each other. We weave concepts from domain theory and organizational discourse theory in deriving the concept of the discursively ordered domain. This suggests that the main processes that occur in a domain are actors’‘mapping’ texts onto discourses and discourses onto interpretive schemes which make certain courses of action rational and sensible. Methodologically, we join an institutional‐historical analysis and a text‐based discourse analysis to gain a well‐rounded understanding of the situation. We extract several discursive frameworks which the major actors mobilized to make sense of the situation, and draw linkages to the actions that those positions made possible. The main findings are that actors in the two networks performed complex mapping in different ways, the material and symbolic outcomes of the dispute are products of those mapping processes, and the material and discursive aspects of the domain interweave. We discuss the value of the concept of discursively ordered domain for mutually enriching domain theory and discourse analysis and for understanding critical events such as major industrial disputes in new ways.     

Advertising,avoiding, disrupting,and tabooing: The discursive construction of diversity subjects in the Turkish context

This study investigates organizational diversity discourses in Turkey – a non-Western, politically relevant, yet underrepresented context. Using a Foucauldian perspective on power and discourse, we scrutinize how power relations in the Turkish context are (re)produced. Based on our analysis of company websites and semi-structured interviews with various actors (e.g., HR managers), we propose a conceptual framework of the discursive construction of diversity subjects at work along the dimensions of (1) visibility of organizational diversity discourses and (2) contestation of meaning within organizational diversity discourses. The combination of these dimensions yields four discursive dynamics as illustrated in our data (Advertising, Avoiding, Disrupting, Tabooing). This framework may inspire future context- and power-sensitive investigations on diversity discourses at the workplace.     

Preserving a Professional Institution: Emotion in Discursive Institutional Work

We studied the discursive institutional work written by pharmacy leaders as part of a larger institutional project to preserve the institution of pharmacy. Our analysis of monthly editorials printed in the Journal of the American Pharmacists Association from 1960 to 2003 shows how different discrete emotions were systematically incorporated in specific rhetorical argument structures over the course of an institutional project. In contrast to previous research, we show how discursive institutional work that is directed to members of the same specific social group (e.g., a profession) can vary over time in response to significant events and changes in practices of the target audience. Our longitudinal study shows that the relative frequency of argument types, the incorporation of emotion, and the content of rhetorical argumentation changed over time. We contribute to theory about the role of emotions in discursive institutional work by unpacking the role of discrete emotions and showing how such discourse evolves over time in concert with field conditions.     

Discourse in a Material World

We challenge recent assertions that discourse studies cannot de facto address materiality. We demonstrate how a Foucauldian theorization of discourse provides a way to analyse the co‐constitutive nature of discursive and material processes, as well as explore the power relations implicated in these relationships. To illustrate our argument, we identify exemplary studies that have effectively combined a study of discourse and different aspects of materiality – bodies, objects, spaces, and practices. In doing so, we show how discourse scholars are able to study both materiality and power relations.     

Telling and selling the value of diversity and inclusion—External consultants' discursive strategies and practices

On the basis of a qualitative study of a subgroup of diversity professionals, external diversity and inclusion (D&I) consultants, we explore D&I consultants' discursive strategies and practices situated within organisational structures, relations, and interactions of power and knowledge. Theoretically, the research reveals how D&I consultants' own discursive strategies interact with existing organisational and societal discourses of diversity, incrementally shaping their continual evolution. A classification is developed, which sets out four approaches taken by consultants with regard to their discursive strategies in relation to clients. The findings suggest that HR practitioners need to work in tandem with external consultants to develop strategies to improve the status and legitimacy of diversity work if the field is to progress the organisational D&I agenda.     

The (Re)Making of Polycentricity in China's Planning Discourse: The Case of Tianjin

Polycentricity is promoted as an ideal urban form to achieve sustainable and balanced development, and it has been widely adopted by planners in China, especially in large cities. However, the rhetoric about polycentricity has rarely been interrogated in planning research in terms of scales, contextuality, power and rationality. To fill this gap, we carried out a Foucauldian discourse analysis in our research to interpret the nature of polycentric practice in City Master Plans, using Tianjin as a case study. Through an analysis of how the discourse of polycentricity is being deployed in planning documents, we develop two principal arguments in this article. First, the conceptual substance of polycentricity evolved alongside the urban transition process in China, and its discursive practice involved multiple scales and spatial elements. Secondly, rather than being mere technocratic practice, the production and legitimation of distinct discourses of polycentricity is an articulation of multi-scalar power involving various stakeholders, which is disguised and justified by the planning profession.     

The Recontextualization of Management: A Discourse‐based Approach to Analysing the Development of Management Thinking*

ABSTRACT Many analysts have sought to explain the development and growth of management ideas and discourse in recent years, using notions such as the diffusion and consumption of ideas, and analogies with the fashion industry. These frameworks have a number of weaknesses that inhibit their value. Conceptualizing management knowledge or ideas or thinking as a form of discourse leads us to alternative frameworks for examining developments in this field. Critical Discourse Analysis (CDA) can be used to explore the social processes and structures from which discourse emanates and which discourse in turn underpins. Bernstein's concept of recontextualization can be employed to analyse the discursive relations between different social spheres or conjunctures within which human action takes place and how discourse is changed as it moves between conjunctures to meet the needs of different social agents. In this respect it can be used to analyse how management discourse unfolds as it is produced, distributed and acquired by agents within the academic, consultant and practitioner conjunctures. By doing so we can explore: the intertextual relations between the discourses; how the management discourse becomes technologized; and how hybrid forms of discourse, which mix genres and styles, emerge.     

A Tale of Three Discourses: The Dominant,the Strategic and the Marginalized*

abstract This study drew from a structurational view of discourse and employed a discourse analysis approach based on rhetoric and hermeneutics to analyse the organizational discourses operating in the UK operations of a global human resources consulting firm, People Associates. The aims were firstly to understand in what sense we can speak of ‘modes of discourse’ in organizational settings; secondly to explore the potential existence and nature of interrelations among different modes of discourse; and thirdly to explore the constructive potential of modes of discourse on their social and organizational contexts. The results suggest that modes of discourse can usefully be seen as rhetorical enthymemes constituted of relatively stable, normative structures and flexible, action‐oriented structures; that modes of discourse can interrelate through their deeper structural features, and can have mutually co‐optive or antagonistic relationships; and lastly that the constructive potential of discourse is based primarily on its deeper structures, and on the consonance of surface communicative actions with these structures. This research thus sheds light on fundamental definitional and substantive issues in organizational discourse; in particular offering a novel conceptualization of the nature of discourse, a further understanding of discursive interrelations, and finally one way to understand its constructive effects on social organizations.     

From National Service to Global Player: Transforming the Organizational Logic of a Public Broadcaster

We present organizational logics as a meso‐level construct that lies between institutional theory's field‐level logics and the sense‐making activities of individual agents in organizations. We argue that an institutional logic can be operationalized empirically using the concept of a discourse – that is, a coherent symbolic system articulating what constitutes legitimate, reasonable, and effective conduct in, around, and by organizations. An organization may, moreover, be simultaneously exposed to several institutional logics that make up its broader ideational environment. Taking these three observations together enables us to consider an organizational logic as a spatially and temporally localized configuration of diverse discourses. We go on to show how organizational logics were transformed in the Australian Broadcasting Corporation between 1953 and 1999 by examining the changing discourses that appeared in the Corporation's annual reports. We argue that these discourses were modified through three main forms of discursive agency: (1) undertaking acts of ironic accommodation between competing discourses; (2) building chains of equivalence between the potentially contradictory discourses; and (3) reconciling new and old discourses through pragmatic acts of ‘bricolage’. We found that, using these forms of discursive agency, a powerful coalition of actors was able to transform the dominant organizational logic of the ABC from one where the Corporation's initial mission was to serve national interests through public service to one that was ultimately focused on participating in a globalized media market. Finally, we note that discursive resources could be used as the basis for resistance by less powerful agents, although further research is necessary to determine exactly how more powerful and less powerful agents interact around the establishment of an organizational logic.     

‘Don't Waste a Crisis’: Opening up the City Yet Again for Neoliberal Experimentation

This essay calls for a systematic investigation of the financial‐economic crisis as a source of new urban governance rationalities across Europe. We propose combining an understanding of neoliberalization as a variegated social phenomenon with a cultural political economy approach sensitive to the discursive dimension of variegation and the evolutionary mechanisms through which discursive variation is translated into geo‐institutional differentiation. We illustrate how this theoretical framework may help to analyse the impact of the crisis on urban governmental rationalities. Rather than offering a complete cultural political economy account of the responses of European cities to the financial‐economic crisis, we analyse how the crisis and the responses to it have been represented in discourses on urban policies and development by focusing on two discursive sites that are of strategic importance, namely OECD LEED and URBACT. Our preliminary findings suggest a re‐assemblage of existing discourses rather than the emergence of a new post‐neoliberal urban government rationality.     

Strategies as Discursive Constructions: The Case of Airline Alliances

ABSTRACT In this paper, we argue that by examining the discursive elements in strategy talk we can contribute to our understanding of the myriad of micro‐processes and practices that make up strategies. We focus on airline alliances as a particularly illustrative case. Based on a critical discourse analysis of an extensive material of strategy talk on airline alliances, we point to five types of discursive practices that characterize strategizing in this context in 1995–2000: (1) problematization of traditional strategies; (2) rationalization, objectification and factualization of alliance benefits; (3) fixation of ambiguous independence concerns; (4) reframing of cooperation problems as ‘implementation’ issues; and (5) naturalization of alliance strategies. While we want to emphasize the context‐specificity of these practices, we claim that similar types of discursive practices are also likely to be an inherent part of strategizing in other settings.     

Discursive methods in environmental decision making

Sustainable practices can be initiated or encouraged by governmental regulation and economic incentives. A major element to promote sustainability will be, however, the exploration and organization of discursive processes between and among different actors. Many analysts agree that sustainability will remain a highly desirable, but unrealistic option for development, if people do not feel a degree of ownership and identity with the goal of sustainability for their own life and a preference for its policy implications. Inviting the public to be part of the decision-making process from the beginning improves the likelihood that the resulting decision will be accepted. Participatory processes are needed that combine technical expertise, rational decision making, and public values and preferences. To accomplish such an integration, negotiation, mediation, and arbitration are potential solutions. Many different procedures and forms of mediation have been proposed and some tested. One major attempt of the authors has been the organization of round-table discourses among a wide variety of stakeholders to develop environmental policy goals or to design local and regional waste management plans. These discourses are based on the assumption that each participant can contribute to the common good if the setting of the discourse encourages the generation of shared values and discourages strategic reasoning. The emphasis of the paper will be on the model of cooperative discourse and first applications in Germany, Switzerland and the United States. © 1997 John Wiley & Sons, Ltd and ERP Environment.     

Struggling with Meaningfulness when Context Shifts: Volunteer Work in a German Refugee Shelter

This article draws on an ethnographic study of volunteer work in a German refugee shelter to explore how individual experiences of meaningfulness are intertwined with shifting discursive and organisational contexts. At the beginning of the so‐called refugee crisis, societal discourses portrayed this volunteer work as extraordinarily meaningful – a state we capture through the metaphor of ‘overflow’. This ‘overflow’ mobilised volunteers and was an important point of reference for framing their work experiences as meaningful. Later, shifting discursive and organisational contexts challenged their framings. Instead of letting go, however, the ‘overflow’ triggered volunteers to reframe their experience in dysfunctional ways in order to sustain their sense of meaningfulness. This paper reveals how shifting societal discourses feed into individual experiences of meaningfulness, shows how individuals may respond to such shifts in problematic ways and theorises the nature of such shifts in drawing on Swidler’s notion of settling contexts.     

Narrative construction of expatriate experience and career cycle: discursive patterns in Finnish stories of international

Expatriate experience is not only a disconnected occasion for cross-cultural anxiety and adjustment but also an important event in the process of self-development and learning. Following this view and arguing for a discursive approach, the paper focuses on ways in which expatriates themselves tell and interpret their development and movement across expatriate career cycle. Meaning systems connecting expatriate job with previous and following work experiences in career stories of Finnish engineers and managers were identified using a combination of narrative and discourse analysis. No evidence was found of an autonomous expatriate discourse but, in contrast, expatriate career cycle was narrated using available organizational repertoires of development and career. Describing and discussing the meaning-making properties of three identified discourses - bureaucratic, occupational and enterprising - the paper emphasizes the organizational environment of expatriate experience while acknowledging the limits of these contemporary career vocabularies in addressing individual learning and change in cross-cultural settings.     

Digital transformation and power relations. Interpretative repertoires of digitalization in the Swedish steel industry

This study focuses on how ideas of ‘digitalization’ are discursively constructed in the Swedish steel industry. Using a discursive psychology approach, we identify seven interpretative repertoires in the discursive practicing of digitalization: everyone-else, speed, competition, job loss, control, safety, and equality. Examining their functions and effects, we show that not only is digital transformation constructed as more productive, efficient, competitive, technologically advanced, safe, and equal, it also involves a shift towards the blue-collar worker being more vulnerable; a construction where she is able-minded but lonely, physically fragile, obtuse and unreliable, and a victim of a development beyond her control, forcing of her to acquire new competence. We conclude that this reproduces asymmetrical power relations between workers and companies, pushing the challenges of digital transformation to the workers. At the same time, we also see how these local discourses hold a possibility of tempering this asymmetry through the construct of togetherness of different contexts, bodies, and hierarchal levels, thus connecting steel industry workers of the future through the use of digital technology.     

The Political Economy of Trust

There has been a considerable rise in discourses concerning trust from a range of academic disciplines and perspectives. Unfortunately, many of these literatures have talked past, rather than to, each other. This paper develops an analysis of trust in economic activity through a dialogue between the disciplines of economics and sociology. It outlines the relationship of trust to economic co–operation and identifies a number of types of trust. The potential benefits of these different types of trust to advanced capitalist economies are identified. Consideration is given to the processes of trust creation and destruction in market economies. Particular emphasis here is on how far trust can be symbiotic with, or contradictory to, power and the market. With an analysis of the key properties of individual agents which make them more or less prone to trusting behaviour, the paper is then able to identify the critical factors likely to underlie high–trust and low–trust economies. This has important public policy implications given the potential benefits which trust can have for advanced economies.     

Embattled agencies—How mass mediated comparisons of Lynndie England and Jessica Lynch affect the identity positions available to female soldiers in the US army

This article explores the co-constitutive relationship between individual and collective actors and texts. Identity formation is often studied by means of discourse analysis, which explains how subjects are positioned in and through recurrent features of discourse. The present article suggests that attention to such discursive regularities be supplemented with the study of the rhetorical strategies of individual texts. It is suggested that such investigation may lead to the understanding that offered representations and actual enactments of individual and collective identities are interdependent at both the empirical and the theoretical level. The claim is grounded in a rhetorical analysis of how mass mediated comparisons of Lynndie England and Jessica Lynch affect the identity positions available to the two individuals and the group of female soldiers they are made to represent.     

Provoking identities: entrepreneurship and emerging identity positions in rural development

This article discusses entrepreneurship in a depleted community in transition. The purpose is to develop knowledge about how discourses are used in the positioning of identity in regional development. The concept positioning illustrates how identities are provoked, challenged, negotiated and moved into identity positions that break away from the idea of imitating successful and wealthy regions; instead, locality, place and history emerge as important resources from where local actors obtain agency and recognize new opportunities. Ethnographic data of a single case were collected over a six-year period between 2005 and 2010. The longitudinal nature of the study made it possible to incorporate how local stakeholders took on new identity positions, while handling their inspiration as well as their frustration. Results show how rural change was conditioned by discourses and how entrepreneurship challenged and reframed dominating structures through interaction between entrepreneurship and community. Four discourses, expressed as dichotomies available to people in this depleted community, illustrate the interactive process of positioning: change vs. traditions, rational vs. irrational, spectacular vs. mundane and individual vs. collective. The results support research emphasizing perspectives that acknowledge interaction between entrepreneurship and context as well as discursive aspects of regional development.