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The paper focuses on legitimation and legitimation strategies applied by companies. Following the process of systematic review, we analyse empirical studies exploring legitimation and legitimation strategies from different theoretical perspectives. Using the key findings by reconnoitering and comparing the theoretical background, approaches, methodologies and findings of these empirical studies, we outline potential directions for research in the legitimation strategies of firms engaged in international business operations.

The aim of this paper is to study the development of a smoldering crisis over time. The focus is on a nationwide news media and online news communication related to a smoldering crisis running in the Danish healthcare system since 2016: the problematic implementation of a large-scale electronic health record (EHR), technology entitled Sundhedsplatformen (SP), in the hospitals of the capital region of Denmark.

Based on insights from crisis communication theories and in particular rhetorical arena theory (RAT), traces of SP smoldering crisis and patterns of discursive strategies are identified and explained from a longitudinal perspective to explain the communicative complexity that characterizes this smoldering crisis. To build an understanding of how this smoldering crisis is perceived, followed and kept alive, an analysis of (de)legitimation discursive strategies employed strategically by various actors and voices in news articles is conducted in relation to four communicative themes: issue identification, warnings, blame attribution and potential solutions.

It has been found that a legitimacy deficit emerges communicatively through specific (de)legitimation strategies during this smoldering crisis. New insights into RAT (Frandsen and Johansen, 2017) are also provided.

This study is not only of theoretical relevance, but it is also of practical relevance for public relation professionals who aim to identify characteristics of starting smoldering crises as well as to find strategic responses to the ongoing challenges and the developing over time of smoldering crises.

New insights into RAT (Frandsen and Johansen, 2017) are provided.

Despite the growing amount of research on the social and organizational role of legitimacy, very little is known about the subtle discursive processes through which organizational changes are legitimated in contemporary society. The purpose of this paper is to explore the subtle processes of interdiscursivity and intertextuality through which an organization constructs a sense of legitimacy.

Drawing on the case of a newly privatized oil company in a transitional, post-communist economy, the authors’ research uses critical discourse analysis to analyze the annual reports, corporate press releases, and relevant media from the four years following privatization.

The authors argue for a relational understanding of legitimacy construction that emphasizes how legitimacy relies on the multiple processes of intertextuality linking corporate narratives and media texts. Corporate narratives are not produced solely by the discourses that occur at the individual and organizational levels; they are also produced by the much broader discourses that occur at the societal level.

This study’s main contribution is that it reveals the intertextual and interdiscursive construction of corporate narratives, which is a key element in understanding how discourses around privatization are interlinked and draw upon other macro-level discourses to construct legitimacy.

This article aims to investigate evaluative framing of global plastic pollution as discursively performed by two opposed categories of social actors, namely corporations versus environmental movements.

The article builds on the literature related to framing, issue arenas and moral evaluations to unravel how evaluative framing and counterframing are implemented in multimodal digital spaces and how social practices get legitimized or delegitimized according to different communicative purposes. It presents a longitudinal critical discourse analysis of the issue-related webpages and press releases of PepsiCo, one of the worst global plastic polluters, and of the global environmental movement #breakfreefromplastic.

Findings suggest that the systematic recurrence of specific evaluative strategies has a double macro-function: (a) organizing discourses strategically through its presence or absence; (b) signalling the moral significance of recontextualized social practices by conferring legitimacy to remedial actions and/or illegitimacy to deviant actions.

This study contributes to increasing accountable environmental action and trustful communication for overcoming global sustainability issues.

The article offers a nuanced understanding of the role of evaluative framing in communicating global sustainability issues. Methodologically, it extends existing categories of moral evaluations and articulates a framework for future studies.

Conversations surrounding gender are sweeping the globe as the voices and lived experiences of people are being heard and shared at unprecedented rates. Discourses about gender in advertising are embedded in cultural narratives and legitimatized by a broad system of institutional structures and actors, at both macro and micro/consumer levels. This study aims to explore how consumers (one type of institutional actor) engage in legitimizing/delegitimizing messages of gender in the marketplace.

This research draws on a qualitative approach, specifically the use of in-depth interviews with men across three global contexts.

This research identifies the ways in which men engage in (de)legitimizing messages of masculinity in advertising such as reiteration, reframing, ascribing to alternate logics and prioritizing personal norms.

Across three contexts, this research theorizes the (de)legitimization of gender ideals in advertising and situates consumer narratives within broader institutional forces, providing a holistic understanding of the phenomenon.

Understanding the ways in which individuals either accept or reject gendered ideals in media aids advertising and marketing professionals in tailoring messages that resonate with audiences.

Understanding how individuals negotiate their gender and the messages they deem as legitimate are crucial to understanding gender issues related to consumer welfare and public policy.

While research has examined advertising practitioners’ views regarding gender from an institutional perspective, research on how consumers construct and maintain the legitimacy of gendered messages in the marketplace is scarce. This research theorizes and illustrates the (de)legitimization of gender ideals across three contexts.

This study aims to explore the ways in which Portuguese online news reports and opinion studies have framed the discussion about overtourism in Lisbon and its impacts on the city and its inhabitants.

Drawing on critical discourse analysis applied to media texts, this paper discusses the discursive representations of overtourism by focusing on how an emerging new discourse which constructs tourism as problematic began to challenge the established discourse – in which tourism is perceived as beneficial.

As a consequence, and to maintain the status quo, many media texts deploy strong legitimating strategies focusing on the benefits of tourism growth. These are juxtaposed with de-legitimating strategies which serve to deny problems of overtourism. Findings highlight the role the media play in shaping tourism discursively and uncover the complexities of discourses on the effects of (over)tourism and the ways in which they are constructed, disseminated and discussed.

This research is particularly relevant when newspaper opinion articles from 2021 voice the Portuguese Government’s concern in bringing back to Portugal the pre-pandemic tourist numbers as soon as possible.

This study attempts to reveal the conflicting interests and imbalances of power among different tourism stakeholders by taking a qualitative, critical approach to the analysis of media discourse as a social practice within the broader socio-political context. This study argues that from an analytical-methodological perspective, media discourse is an optimum research site to critically explore how conflicting interests are positioned in the mass media and how this shapes public opinion.

Previous theories discuss how corporate managers can stir anti-discrimination laws away from their initial social goal by managerializing the law. Yet, other actors – notably insider activists – can contribute to move corporate regulations beyond merely symbolic compliance. I demonstrate this influence of activists with three cases studies: (1) LGBT activists for same-sex parental leave; (2) disability rights activists for implementing a quota; and (3) Muslim activists to secure accommodations in French workplaces. Through these cases, I show how activists can move corporate laws beyond compliance, pressure firms to go from merely symbolic to substantive compliance, and analyze mechanisms that explain their unequal success. Bringing together insights from the legal endogeneity theory and social movements theory, I analyze these activist legal intermediaries as actors faced with unequal structure of opportunities, and examine what factors hinder or favor an activist-driven legal endogeneity. I demonstrate the impact of more prescriptive regulations, the institutional power of union representatives (and their alignment with activists’ claims), reputational stakes for companies, and the resources of activists themselves (legal expertise, ability to reframe laws, and informal power within their organizations). Last, I show how activists leverage organizational and legal tools (collective agreement, diversity policies) to induce recoupling between formal commitments and informal practices.

Despite research on legitimacy, fairness, and justice, there is a paucity of knowledge of how moral legitimacy becomes institutionally constructed in relation to and between stakeholders – both evaluators and those evaluated, human or non-human, in time and space. To understand the microfoundations of these processes, the authors examine transcripts from Alberta oil sands regulatory review hearings and associated media coverage from the 1960s to present day. The authors find six framings of fairness that respond to broader challenges to the moral legitimacy of this industry, while also dynamically evolving its regulatory framework.

In France, a religious congregation created the first ethical fund in 1983. By the end of the 1980s, only two ethical funds were operating. During the second half of the 1990s, the number of SRI funds rose rapidly – only 7 were available in 1997, by December 2001 this number had jumped to 42 and then to 137 by the end of 2007. In 2010, almost 300 SR funds were available. During the period from end of 2001 to end of 2010, the percentage of total French mutual fund capitalization represented by SRI funds climbed from 0.12% to nearly 1% (www.novethic.fr). Despite the fact that this total amount remains modest, still all retail networks are now offering such funds.

Equestrian sports offer a rare opportunity to bring male and female athletes together as competitors and team members, and women's historic participation in this field has been on the rise worldwide. Nonetheless, as our own previous research on the elite world of show jumping has shown, there are a series of cultural and institutional factors that have operated – within the Brazilian context – to restrict horsewomen's access to the highest international levels and thereby acquire the visibility, success and celebrity status that have been awarded to its most prominent male equestrians. Women's entrance into the still very masculine world of horse racing has proven even more difficult. The work presented here, part of a broader ethnographic study of gender, space and sport at the racetrack, looks at the paths taken by young Brazilian women jockeys – in this case, of predominantly poor and working class origin – in their pioneering incursion into the male preserve of the turf. We focus on questions of subjectivity, construction of identities and negotiation of space, insofar as these processes both reflect and contribute to changing gender relations in contemporary Brazilian society.