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This chapter explores how “discourse,” as a process concerned with the production and consumption of talk and text, has been embraced within the field of organizational change and development (OCD). We present six ways of thinking about the role of discourse in OCD (namely: “discourse as component,” “discourse as process,” “discourse as analysis,” “discourse as method,” “discourse as mindset,” and “discourse as style”). Although the advent of dialogic OD has raised awareness of discourse, we demonstrate that it remains a marginal and under-utilized area of interest. We conclude by making a case for a more expansive role for discursive modes of analysis and engagement within OCD.

The article develops a model which conceptualizes headquarter-subsidiary relations in the multinational corporation as a multilevel discursive struggle between key managers. At the first level, the relations are conceptualized as a discursive struggle over decisions and actions using rationalistic discourses. At the second level, they are viewed as a discursive struggle over power relations using control and autonomy discourses. Finally, underlying the first two, at the third level, headquarter-subsidiary relations are conceptualized as a discursive struggle over managers’ worldviews using cultural (pre)conceptions about “the self” and “the other.”

Although we have seen a proliferation of studies examining the discursive aspects of strategy, the full potential of the linguistic turn has not yet been realized. This paper argues for a multifaceted interdiscursive approach that can help to go beyond simplistic views on strategy as unified discourse and pave the way for new research efforts. At the metalevel, it is important to focus attention on struggles over competing conceptions of strategy in this body of knowledge. At the mesolevel it is interesting to examine alternative strategy narratives to better understand the polyphony and dialogicality in organizational strategizing. At the microlevel, it is useful to reflect on the rhetorical tactics and skills that are used in strategy conversations to promote or resist specific views. This paper calls for new focused analyses at these different levels of analysis, but also for studies of the processes linking these levels.

As the framing perspective has evolved, there has been growing recognition that framing processes cannot be adequately understood apart from the broader enveloping contexts in which those processes occur. One such context recently has been conceptualized as discursive opportunities or the DOS. To date the concept has been examined most closely and carefully in relation to the media, most notably in Koopmans research on how the strategies of the German radical right have evolved partly in response to various media reactions and constraints (Koopmans, 2004) and in Ferree, Gamson, Gerhards, and Rucht's (2002) comparison of abortion discourse in the U.S. and Germany (between 1970 and 1994) via the media. Koopmans provides the most straightforward and researchable conception of discursive opportunities, defining them in terms of three selection mechanisms that affect the probability of a proffered message or framing being picked-up and diffused. They include “visibility (the extent to which a message is covered by the mass media), resonance (the extent to which others – allies, opponents, authorities, etc. – react to a message), and legitimacy (the degree to which such reactions are supportive)” (Koopmans, 2004, p. 367).

The study applies a multimodal approach to position aesthetic innovation, i.e., the strategic use of aesthetic design attributes, such as color and shape, as an institutionalized aspect of competition, rather than as a firm-specific differentiation strategy, in settings that favor the symbolic meanings of products. Empirically, the study offers a detailed case study of the personal computer (PC) industry to examine the institutionalization of aesthetic innovation as a dimension of competition across industrial firms. The study examines the color and shape of PCs over the 1992–2003 period and situates changes to these attributes in the competitive conditions that characterized the industry, paying particular attention to the introduction of the Apple iMac in 1998. Furthermore, it examines the discursive manifestations of aesthetic innovation by content analysis of reviews of PCs and interviews with industry executives. Findings demonstrate that, in a period coinciding with a decline in demand for PCs and an overall mature market as well as with the introduction of the iMac, the majority of firms engaged in aesthetic innovation and used a greater number of aesthetic words in describing their PCs.

Purpose – This chapter analyses social networks and discourses in relation to YouTube videos and user comments relating to the traumatic event of a school shooting.

Methodology/approach – First, general patterns in the YouTube responses are mapped. What was the overall structure of the flow of videos posted in response to a shooting? Second, social network aspects are discussed. Which systems of interrelated (re)actions emerge through the videos? Finally, a set of three videos representing key texts in the analysed discursive formation are further analysed as regards the written discourse of their comment threads.

Findings – Participants were organised in the form of relatively autonomous and isolated islands of meaning making, but one could still identify a core public engaging in the creation, maintenance and negotiation of the branching and relatively open-ended narratives that recount and try to make sense of what happened and why.

Implications – The main result is that, also in relation to largely dramatic and tragic events such as a school shooting, there are patterns to support the idea of an emerging new media landscape where audiences play an increasingly active role as co-producers of content and interpretations.

Originality of paper – The paper deals with comments as well as video content, and on analysing them from the joint perspectives of social network analysis and discursive network analysis. This means that results give knowledge about two things; how the YouTube audience(s) to videos about the Virginia Tech shooting is/are organised, and what topics are discussed in relation to the videos.

Turkey hosts around three million Syrian refugees and asylum-seekers, more than any other country in the world. Most of the Syrian refugees and asylum-seekers face poverty-related barriers to education, with parents unable to legally work or meet associated costs, or feeling they have no option but to send their children to work rather than school. According to a UNICEF report (January, 2017), even though there is a 50% increase in school attendance for Syrian refugee children in Turkey since June 2016, more than 40% of them (around 390,000) are still not receiving an education. One of the biggest challenges for the Syrian refugee children who are able to go to school in Turkey is the language barrier. The language of instruction in Turkish public schools is Turkish while majority of the Syrian refugee children grew up learning and speaking Arabic. Furthermore, the refugee children often encounter experiences of discrimination, exclusion and marginalization from the non-refugee peers and teachers who cannot recognize and meet the diverse needs of these children with their lack of teaching experience in the culturally diverse classrooms. This narrative research examines the lived experiences of Syrian refugee children attending a Temporary Education Centre (TEC) in a city located in the north-west of Turkey. Narrative research is a way of inquiring into individual and social dimensions of experience over time through storytelling. It is often employed to illuminate the experiences of marginalized or excluded individuals and communities. Given the influx of refugee children in TECs and schools in Turkey, it is important to provide an in-depth understanding of the refugee children’s lived reality in schools and centres particularly, the factors contributing to their academic success, resilience and psychological well-being, so that future studies will have a basis for further investigations of newcomers.

Scholars have primarily focused on how language represents categories. We move beyond this conception to develop a discursive perspective of market categorization focused on how categories are constructed through communicative exchanges. The discursive perspective points to three under-researched mechanisms of category evolution: (1) the interaction between market participants, (2) the power dynamics among market participants and within the discourse, and (3) the cultural and material context in which categories are constructed. In this theoretical paper, we discuss how each of these mechanisms shed light on different phases of category evolution and the methods that could be used to study them.