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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.

The purpose of this paper is to explore the similarities and differences between Total Quality Management (TQM) and Corporate Social Responsibility (CSR). Moreover, the paper considers the implications of these similarities and differences for the future development of TQM and CSR.

This paper is a structured discourse analysis which is used to systematically explore these two discursive subjects. Both concepts encompass discursive ideas and practices.

The findings in the paper suggest that the two concepts share similar philosophical roots, that there is a substantial overlap between the elements of the two concepts, and that the ultimate expected outcome shows significant similarities. Despite these similarities, however, implementation of TQM will not necessarily result in CSR.

In this paper the findings lead to the conclusion that it is important to recognise the specific needs of CSR and include them as an implicit part of TQM. This conclusion has an important practical and descriptive theoretical implication and the extent to which CSR is diffused as a part of TQM depends on it.

The paper highlights the need for the development of a descriptive theory, that is to say, the identification of the mechanism(s) through which elements of CSR could be developed and implemented alongside that of TQM.

The paper sees that the question of the intersection between CSR and TQM has attracted the interest of other researchers. The majority of the previous work is normative. The contribution to this developing literature is made by adopting a systematic discursive approach using philosophy, elements of TQM/CSR process and outcomes as the framework for the analysis.

The paper criticises the dominant paradigm of public relations theory for lack of interest in discursive and rhetorical dimensions of public relations. An alternative theoretical approach to public relations is identified that does treat discursive and rhetorical dimensions of public relations, but it is indicated that at present it has not been sufficiently integrated into dominant public relations theory. The paper explores the points of convergence between rhetoric and public relations. The narrow and broad conceptions of rhetoric are presented, the first characterising rhetoric with persuasive and argumentative discourse, the second with different types of discourse. It is suggested that elements of the broad conception of rhetoric could provide heuristics for analysing public relations techniques as “genre repertoire” of public relations discourse. In the second part, an enquiry into the narrow conception of rhetoric as persuasive and argumentative discourse is made. Positivistic understanding of “truth” and “objectivity” as normative criteria of public relations discourse is criticised on the basis of the so‐called “rhetoric as epistemic” view. It is argued that in corporate discourse, especially in situations of confrontation with active publics, key managerial decisions have to be justified in argumentation. In the last part of the paper, Toulmin’s model of argumentation is suggested as especially suitable for analysis of the argumentative nature of corporate discourse.

The purpose of this paper is to contribute to research on gender and corporate boards of directors by focusing on how female board professionals construct particular notions of accessing and succeeding in boards.

A discursive perspective is offered, based on conceiving gender as something that is “done” in social interaction. In the spirit of critical discourse analysis, the talk of female board professionals, produced in interviews in the Finnish context, is analyzed in‐depth.

Two discourses are located in the talk of female board professionals: the discourse of competence and the discourse of gender. It is argued that the discourses constitute a boardroom gender paradox, which is characterized by several contradictory elements. By conceptualizing and illustrating this paradox, the study scrutinizes the elusive ideal of women's large‐scale entry into corporate boards.

Future studies should make use of the insights developed, and apply them to cross‐societal comparative research.

For corporate decision‐makers, the findings suggest a rethinking of how “competence” is defined and applied.

Paradox has rarely been addressed in the literature on gender and corporate boards. Understanding how the women interviewed (re)construct a boardroom gender paradox offers a unique contribution to the literature.

The purpose of this paper is to investigate the dynamics of social positioning and interpersonal conflicts in management teams. This paper utilizes positioning theory to analyze team conflicts by combining microlevel interaction analysis and explicit, meso-level team research in the context of managerial work.

This research is based on an analysis of 34 conflict episodes that occurred during management board meetings conducted by two Finnish public research institutions. By analyzing naturally occurring interactions and video material, this paper presents a discursive analysis of conflict from the perspective of positioning theory, focusing on local moral orders, social positions and the construction of dialogue.

This study’s findings illuminate how team conflicts may be understood in terms of positioning theory, as well as how positioning is connected to managing conflicts and constructing either degenerative or generative dialogue in teams. The present study indicates possibilities for applying positioning theory as a methodological tool when studying team interactions and dialogue.

The study offers practical implications regarding team conflict management. By developing an understanding of the positioning dynamics of managers and other team members, one can help create constructive and generative dialogue in teams.

From a methodological perspective, this paper presents a novel approach to the study of team conflicts and outlines several suggestions regarding the theoretical approach in the analysis of team interaction and dynamics.

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.

The purpose of this paper is to draw attention to the discursive construction of multimorbidity. The study illustrates how the social reality of multimorbidity and the agency of patients are discursively constructed in scientific articles addressing care for people with multiple chronic conditions.

The study is based on the postmodern assumptions about the power of talk and language in the construction of reality. Totally 20, scientific articles were analysed by critically oriented discourse analysis. The interpretations of the findings draw on the agency theories and principals of critical management studies.

Four discourses were identified: medical, technical, collaborative and individual. The individual discourse challenges patients to become self-managers of their health. It may, however, go too far in the pursuit of patients’ active agency. The potential restrictions and consequences of a “business-like” orientation must be paid careful attention when dealing with patients with multimorbidity.

The data consisted solely of scientific texts and findings therefore serve as limited illustrations of the discursive construction of multimorbidity. In future, research focusing for example on political documents and practice talk of professionals and patients is needed.

The findings highlight the power of talk and importance of ethical considerations in the development of care for challenging patient groups.

By identifying the prevailing discourses the study attempts to cast doubt on the taken-for-granted understandings about the agency of patients with multimorbidity.

The purpose of this paper is to explore the way gender and gender roles are socially constructed by those who have experience of females committing sexual offences against children.

Using a discursive approach, supported by membership category analysis, a secondary analysis of qualitative data illustrates how the social construction of gender and gender roles impacts on society’s perception of females who commit sexual offences against children.

Discourse analysis found three patterns employed within conversation that demonstrate how the construction of women influence society’s incomprehension of females who commit sexual offences against children: women can be trusted, women do not manipulate and groom and, women are not sexually aggressive.

A limitation of this study is the use of secondary data, which cannot provide the richness or detail found in primary accounts from people with this lived experience. The difficulty in accessing this sub-population highlights the hidden nature of the topic and the need for further research in this area.

This is the first study to explore how gender discourse is used in discussions of females who commit sexual offences against children. The value of this exploration highlights the need of society to adjust their perceptions of the offending capabilities of women and to ensure the experiences of people who experience this form of sexual abuse receive support.

This paper aims to compare the emergence and evolution of organizational fields through an analysis of the life insurance industries in two large emerging markets. Using institutional theory as a conceptual framework, we compare the regulatory, cognitive and normative dimensions of the life insurance industry in China and India.

The authors introduce a qualitative variation of the country institutional profile (CIP) that has been traditionally implemented as a quantitative analytical tool used to describe differences in national environments. This newly proposed methodology captures the socially embedded aspects of the phenomenon more completely than commonly employed survey-based methodology.

This analysis leads to a three-dimensional typology of constructs and themes within each national environment. These themes include the importance of regulation and protectionism, the domestic savings culture, family support structures and human capital development within the industry. The authors conclude by comparing these typologies to consider the implications for studying change in organizational fields across contexts.

As the authors reflect on the evolution of organizational fields, they demonstrate how the interplay of historical factors and new global norms results in a negotiated stance between compliance with new norms and allegiance to local interests. In terms of methodological contribution, we show how the socially embedded aspects of the examined phenomenon are explored more completely by the proposed qualitative CIP than through its quantitative variation. This approach and the analysis illustrate a complex interplay of local and global norms within a selected industry that may be missed by other research methods.