Countering the ‘Natural’ Organizational Self on Social Media

Publication: Research - peer-reviewBook chapter

Using narrative as a theoretical and methodological lens, this study explores digital processes of organizational identity construction in the intersection between organization and market.The purpose is to understand the ways in which online interactions produce counter-narratives that contrast, challenge and contradict organizational self-narration in light of market place skepticism and cynicism. The study identifies three strategies of counter-narrativizing (authenticity, legitimacy and irony) based on juxtaposing pairs of opposites. Moreover, it suggests counter-narration to be a natural consequence of organizational self-narration pointing to an understanding of counter-narratives as key contributing factor inorganizational identity construction.
Original languageEnglish
Title of host publicationCounter-Narratives and Organization
EditorsSanne Frandsen, Timothy Kuhn, Marianne Wolff Lundholt
Number of pages19
PublisherRoutledge
Publication year2017
Pages64-82
Chapter3
ISBN (print)9781138929456
StatePublished - 2017
SeriesRoutledge Studies in Management, Organizations and Society

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