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By Lionel Wee

The ways that advertisement businesses and repair prone 'style' themselves - developing the picture they want to painting to their power shoppers - is a original region of study within the fields of sociology and company experiences. despite the fact that language additionally performs a big function in organizational styling, anything which earlier has been mostly ignored within the literature. this can be the 1st book-length examine of the linguistics of organizational styling, taking a look at the language and semiotic assets utilized by vacation lodges, pharmaceutical businesses, eating places and insurance firms for you to venture their identities, and elegance themselves. It discusses intimately a few case experiences and offers an leading edge tackle the thought of fashion, in addition to bringing jointly paintings from linguistics, company reviews and sociology. This interdisciplinary publication may be of curiosity to students and complicated scholars in sociolinguistics, and students of sociology and company experiences.

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Authenticity and sincerity The notion of accountability leads us nicely to yet another dimension of organizational styling that is worth attending to, that of sincerity. Since sincerity seems closely related to authenticity, it is necessary to first say something about how the two differ. One way to think about the difference between authenticity and sincerity is that the former highlights the question of whether the relevant entity (person or organization) is in possession of specific claimed attributes, while the latter highlights the question of whether the entity is intent on or disposed to act in ways that are consistent with espoused values.

Relevant insights from these works will be drawn upon in subsequent chapters. Of course, there are organizations that are deeply identified with particular individuals, such as Apple under the late Steve Jobs (Isaacson 2011: 481). Even in the case of Apple, aside from Steve Jobs (who may have had greater latitude in shaping the company according to his own specific vision than most other CEOs), most of the other Apple employees presumably are in positions more akin to those of employees elsewhere, where the organizational styling is something that exists above and beyond individual personalities.

Put differently, if a person is enterprising, this is a quality that the person is expected to have regardless of the situation – the enterprising person is, in other words, relentlessly enterprising. The consequence is that everyone is increasingly expected to be “an entrepreneur of himself or herself” (Ong 2006: 14). This extension (or incursion, depending on one’s perspective) of enterprise culture into aspects of life beyond the workplace can be seen in the phenomenon 5 This indicates that we are looking at a “taking x to the next level” construction (Fillmore, Kay and O’Connor 1988; Goldberg 1995), where “x” represents a variable.

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