IDEAS home Printed from https://ideas.repec.org/h/pal/palchp/978-0-230-24839-7_5.html
   My bibliography  Save this book chapter

Strategic Auto-Communication in Identity—Image Interplay: The Dynamics of Mediatizing Organizational Identity

In: Media, Organizations and Identity

Author

Listed:
  • Annemette Kjærgaard
  • Mette Morsing

Abstract

Through a longitudinal study, we explore how organizational identity change is influenced by external stakeholders. We analyze how a strategic auto-communicative process, in terms of a company’s stimulation of mass media attention, serves as a catalyst for identity construction within the organization. Our findings demonstrate the importance of mass media for influencing identity and for creating strong member identification. Moreover, they illustrate the process by which the mediatization of organizational identity, which at first sight might seem oriented towards external audiences, could have significant influence on internal audiences and their self-description. Our empirical data derive from a 10-year study of the Danish hearing instrument provider Oticon A/S, which has been celebrated by the media for its organizational transformation from a steep hierarchy to a matrix organization in a process that seemed to happen overnight. While Oticon’s overwhelmingly positive massive media attention is perhaps difficult to replicate, we suggest that it acts as a critical case through which to investigate how mediatization influences organizational identity dynamics in general.

Suggested Citation

  • Annemette Kjærgaard & Mette Morsing, 2010. "Strategic Auto-Communication in Identity—Image Interplay: The Dynamics of Mediatizing Organizational Identity," Palgrave Macmillan Books, in: Lilie Chouliaraki & Mette Morsing (ed.), Media, Organizations and Identity, chapter 4, pages 93-111, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-24839-7_5
    DOI: 10.1057/9780230248397_5
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palchp:978-0-230-24839-7_5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.