Representations of Self in the Digital Public Sphere: The Field of Social Impact Analyzed Through Relational and Discursive Moves

Abstract

We analyze the structure and the dynamics of a field, drawing on data from organizational public behavior in the digital sphere. Organizational self-representations afford rich insights into how organizations position themselves with regard to their peers, both in terms of web page language and hyperlink affiliations. Our empirical example is the lively and important discussion of the social impact of nonprofit organizations. We follow how it has evolved from 2011 to 2018 and with what consequences. We begin with portraits of the discursive movements of powerful, individual organizations, where we observe extensive changes. These portraits show how influential organizations alter their public faces. We then analyze discourse at the field level, which is surprisingly stable even though individual organizations change their discursive and relational positions frequently. Finally, we turn to groups of organizations with similar positions and highlight their ability to integrate vocabularies of other groups. Here we observe that a lingua franca increases integration at the field level, while affording distinction with individual organizations’ positioning. We conclude with a discussion of complementary research avenues that can advance the relational and linguistic view we present in this paper.

Citation

Oberg, A., Powell, W.W. and Schöllhorn, T. (2022), "Representations of Self in the Digital Public Sphere: The Field of Social Impact Analyzed Through Relational and Discursive Moves", Gegenhuber, T., Logue, D., Hinings, C.R.(B). and Barrett, M. (Ed.) Digital Transformation and Institutional Theory (Research in the Sociology of Organizations, Vol. 83), Emerald Publishing Limited, Leeds, pp. 167-196. https://doi.org/10.1108/S0733-558X20220000083007