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Corporate blogging - Medarbejderes kommunikative handlekraft

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Organizational identity has traditionally been understood as a fixed product that can beidentified and communicated to employees. Organizational identity formation should,however, be understood as a reflexive process. There is not just one organizationalidentity but several, and the construction of these identities takes place in a continuingprocess among several participants. Yet, in many organizations management aims at aconventional identity formation in the official internal identity communication, whencommunicating identity to employees with the ambition of creating a monolithicorganization of devoted employees. This kind of conventional identity formation hasseveral implications. Firstly, it creates a gap between the official and the unofficialidentity formation. Secondly, it runs the risk of making the organization appearuntrustworthy. Thirdly, it may lead to a homogenous work force, which seemscontradictory to the strive for innovation and creativeness that also characterizescontemporary organizations. Finally, its inherent aim of social control seems morallyquestionable. Thus, organizations could beneficially strive for a higher degree ofreflexiveness by letting more voices be part of the official identity formation. Theempirically-based research on how to facilitate such reflexivity is, however, sparse.In order to address this gap in the literature, this PhD dissertation explores how toaffect rhetorical agency at work by implementing internal employee blogs inorganizations....

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Tanja Juul Christiansen

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