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Organizational Legitimacy As Discursive Accomplishment in ...

Source: www.atsweb.neu.edu
Topic: Multilevel Marketing

Sort Desciption: Second I will offer a brief history of the multilevel marketing industry .... The data to be analyzed in this paper come from multilevel marketing business ...

Content Inside: Organizational Legitimacy As Discursive Accomplishment in Multilevel Marketing Discourse A paper presented at the Organizational Communication Division of the National Communication Association annual conference New Orleans LA November 21-24 2002. Walter J. Carl Ph.D. Northeastern University Department of Communication Studies 101 Lake Hall 360 Huntington Avenue Boston MA02115 w.carl@neu.edu Carl Organizational Legitimacy 1 Abstract The goal of this paper is to provide empirical evidence for the claim that both organization and communication are simultaneous and equivalent accomplishments (Putnam & Fairhurst 2001). It is argued that that the discourse process of fact construction (Potter 1996) and the organizational process of organizational legitimacy (Allen & Caillouet 1994; Suchman 1995) are accomplished simultaneously in e- commerce multilevel marketing business presentations. The paper concludes with a critique of how organizational legitimacy is studied as a typology of impression management strategies. Keywords: Organizational Legitimacy Discourse Analysis Discursive Action Fact Construction Stake Management Impression Management Multilevel Marketing E-commerce Quixtar Carl Organizational Legitimacy 2 Introduction In their review of discursive approaches to organizational communication Putnam & Fairhurst (2001) announced that the study of discourse and organizations have come of age and that a significant number of organizational scholars have recognized the importance of how language use and communication represent a promising path for knowledge about organizational life (p. 121). They also note however that a number of challenges exist regarding the role of context the status of non-discursive elements and most importantly for this present paper the nature of the relationship between discourse and organizations. Specifically they identify three different relationships between discourse and organizations in existing research: re ...

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