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The purpose of this paper is to link the authentic, communicative activities, e.g. organization-wide meetings at the micro-level, to the institutionalized practices at the macro-level within an organization, e.g. change management decisions and communication strategy (Steyn, 2003). Thus, the concern is with the relationship between institutionalized strategic management and the real-life strategic communication processes, thus advancing the understanding of the role of texts and discourses in the actual practice of strategic communication in an organizational context of strategic change processes.

The data are based on a large corpus of video-taped management meetings and organization-wide meetings in a large Danish public, knowledge-based organization. The method applied for studying the management discourse is a conversation-analytical approach (Sacks et al., 1974; Sidnell, 2010). This method has been chosen as it enables the authors to focus on micro-aspects of organizational practices (Nicolini, 2013) by investigating the interactional patterns that serve as resources for doing legitimation as an institutionalized practice.

The common denominator for the entire analysis is legitimation accomplished through the discursive use of distanciation and the analysis identifies three different discursive elements or micro-level strategies directly related to the concrete doing of strategic communication. First, legitimation is created by reference to the socio-economic context of the organization. Second, legitimation is generated by means of pointing to the abnormality of the strategic situation. And third legitimation is fostered by the use of idiomatic expressions. These different ways of accomplishing legitimacy are in a strategy-as-practice perspective related to the specific, in-situ communicative praxis and accomplished by the concrete actions of the strategic communicators, and thus the authors can position the instances of strategic communication at the organizational micro-level.

This paper studies at a micro-level how strategic actors use various discursive resources to legitimize strategic decisions and how these resources constitute the discursive basis of strategic communication as a managerial practice. The authors focus on the role of discourse in the legitimization processes of strategic managerial decisions analyzing micro-level instances of organizational communication. The paper thereby links the actor process activities (Langley, 2007), e.g. organization-wide meetings at the micro-level, to the institutional field practices at the macro-level within an organization, e.g. strategy and planning (Johnson et al., 2007).

While the use of the pragmatic sociology of critique has enjoyed increasing academic popularity, the relationship between justification and broader power relations remains unclear. Recent attention to the concept of ‘domination’ suggests the need for a greater focus on how employed public goods reinforce prevailing social arrangements. In this article we explore the public debate over the expansion of hydraulic fracturing of shale gas (so-called ‘fracking’) in the United Kingdom (UK). This technology has generated significant debate and controversy. Through a detailed examination of public inquiries into the technology we explore how different actors employ discursive strategies to justify their claims for the expansion or rejection of fracking. Through this analysis, the article identifies how some of these justifications enjoy precedence over others within the prevailing neoliberal political regime. By explaining how such a political regime is constituted, our study contributes to better understanding how different justifications support hegemonic political ideologies.

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.

In December 2022, the Taliban announced that women were banned from attending higher education institutions in Afghanistan, which was met with concerns, condemnation, and a call to action. Social media platforms have presented Afghans and others from around the world with a free, public, and relatively safe space to voice their opinions and connect with others to discuss the ramifications of the Taliban education policies. The study conducted a critical discourse analysis (CDA) of 186 English-language posts published on the Twitter social networking site in September 2021 and December/January 2022 in response to the Taliban’s announced decisions concerning women’s access to higher education. Six discursive strategies were identified that use hashtags, negatively represent the Taliban, represent Afghan women as victims, report on acts of advocacy, condemn the Taliban’s restrictions and ban, and call to action to advocate for women’s right to higher education. While the ban has triggered more condemnation and calls for resistance than the restrictions enforced in the previous year, the findings suggest that the response to the restrictions imposed in September 2021 was mostly that of indifference compared to the posts that comment on the education ban in December 2022. Questions are raised concerning the role and effectiveness of the analyzed Twitter posts in mobilizing serious measures to reclaim women’s rights to access quality higher education in Afghanistan within the confines of the English-language Twitter sphere.

Purpose – This chapter presents four different approaches to doing and writing qualitative research in strategy and management based on different epistemological foundations. It describes two well-established “templates” for doing such work, and introduces two more recent “turns” that merit greater attention.

Design/Methodology/Approach – The chapter draws on methodological texts and a detailed analysis of successful empirical exemplars from the strategy and organization literature to show how qualitative research on strategy processes can be effectively carried out and written up.

Findings – The two “templates” are based on different logics and modes of writing. The first is based on a positivist epistemology and aims to develop nomothetic theoretical propositions, while the second is interpretive and more concerned to capture and gain insight from the meanings given to organizational phenomena. The two “turns” (the practice turn and the discursive turn) are not as well defined but are generating innovative contributions based on new ways of considering the social world.

Originality/Value – The chapter should be helpful to researchers considering qualitative methods for the study of strategy processes. It contributes by comparing different approaches and by recognizing that part of the challenge of doing qualitative research lies in writing it up to communicate its insights in a credible way. Thus while describing the different methods, the chapter also draws attention to effective forms of writing. In addition, it introduces and assesses two more recent “turns” that offer promising routes to novel insight as well as having particular ontological and epistemological affinities with qualitative research methods.

The purpose of this paper is to investigate how language (choice) in CSR reports of leading oil companies in Nigeria is used to portray an image of “responsible organisation”.

This paper draws insights from communication studies (persuasion theory) and critical discourse analysis (CDA) studies to discursively unpack all those subtle and visible, yet equally invisible, linguistic strategies (micro-level elements): wording (single words), phrases and chains of words (clauses/sentences). These linguistic strategies (micro-level elements) proxy organisational discourses (meso-level elements), which are reflective of wider social practices (macro-level elements). The authors base the investigation on CSR reports of six leading oil companies in Nigeria from 2009 to 2012.

The findings of this study reveal that (leading) Nigerian oil companies linguistically use CSR reports to persuasively construct and portray the image of “responsible organisation” in the eyes of wider stakeholders (the communities) despite serious criticism of their corporate (ir) responsibility.

As opposed to the previous content analysis based studies, this paper contributes to the emerging stream of CDA studies on CSR reporting by providing a finer-grained linguistic analytical schema couched in Fairclough’s (2003) approach to CDA (and persuasion theory). This helps to unravel how persuasive language/discourse of responsible organisation is enacted and reproduced. The authors thus respond to the calls for theoretical plurality in CSR reporting research by introducing persuasion theory from communication studies literature which has hitherto been rarely applied.

Although the managerial profession is subjugated by the discipline of strategic management, managers are not completely subordinate to it. Instead, they are able to use the institutionalized discourse of strategic management, which is not their own product, in novel and creative ways. In this paper, we focus on the tactics that managers, as central strategy practitioners, use to consume strategy. Drawing on the work of the late Michel de Certeau as a theoretical lens, we conduct an empirical analysis of discourse, produced by 36 managers operating in three case organizations. This analysis allows us to elaborate on three different tactics of strategy consumption: instrumental, playful, and intimate. The results capture the reciprocal dynamics between the micro- and macrolevels of strategy discourse, that is, between strategic management as an institutional body of knowledge and the discursive practice of individual managers.

The purpose of this paper is to promote discourse analysis as a valuable theoretical perspective to further examine how communication and other discursive practices may impact strategy‐related outcomes.

The author uses a single case study of a French village in an illustrative way, to show how stakeholders (can) communicate to influence the strategic development of an organization.

A set a propositions is identified as an understanding of why new discourses emerge and institutionalize in a given setting.

As the production of texts was used to observe practitioners’ participation in the strategy process, silent forms of participation may have passed unnoticed.

Practitioners who aim at influencing the strategy process may be interested in identifying the discursive context (producers of consumers of texts) and in improving their conversational skills.

The paper suggests a three‐step process to study the strategy process from a linguistic perspective: identify the producers of texts, examine how the texts are written/told, explain how a set of texts come to dominate a conversation.

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.

This chapter explicates the theoretical basis and contribution of poststructuralism to the study of strategy and strategic management. More specifically, it focuses upon Foucauldian analysis which is contrasted to rationalist and interpretivist studies. Foucauldian analysis is not regarded as a corrective but as an addition to these established approaches to studying strategy. Notably, Foucault's work draws attention to how discourse constitutes, disciplines and legitimizes particular forms of executive identity (‘strategists’) and management practice (‘strategizing’). We highlight how Foucault's poststructuralist thinking points to unexplored performative effects of rationalist and interpretivist studies of strategy. Foucault is insistent upon the indivisibility of knowledge and power, where relations of power within organizations, and in academia, are understood to rely upon, but also operate to maintain and transform, particular ‘discourses of truth’ such as the discourses of ‘shareholder value’ and ‘objectivity’. Discourse, in Foucauldian analysis, is not a more or less imperfect, or ineffective, means of representing objects such as strategy. Rather, it is performative in, for example, producing the widely taken-or-granted truth that ‘organization’ is separate from ‘environment’. In turn, the production of this distinction is seen to enable and sanction particular and, arguably, predatory forms of knowledge, in which the formulation and application of strategy is represented as neutral, mirror-like and/or functional.