Birds of Different Feather Flock Together? Rhetorical Competition and the Convergence of Management DiscoursesBirds of Different Feather Flock Together? Rhetorical Competition and the Convergence of Management Discourses
- Other Titles
- Birds of Different Feather Flock Together? Rhetorical Competition and the Convergence of Management Discourses
- Authors
- Dong-Il Jung
- Issue Date
- Jun-2008
- Publisher
- 한국사회학회
- Citation
- 한국사회학, v.42, no.4, pp 71 - 98
- Pages
- 28
- Journal Title
- 한국사회학
- Volume
- 42
- Number
- 4
- Start Page
- 71
- End Page
- 98
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/148205
- ISSN
- 1225-0120
- Abstract
- Organizational control is a central component of modern management discourses. Technostructural
control emphasizes technocratic rationalization of work processes and maximum
utilization of worker’s self-interest, while normative control focuses on worker’s commitment
and loyalties as well as the right kind of employment practices. By using TQM as a normative
control discourse and the BPR as a techno-structural discourse, this paper examines how the
two rival camps influenced each other’s perceptions of organizational control. Analyses of
U.S. business articles suggest that the two discourses converged and the perceived gap
between the two became narrower. Consequently, once-sharply-defined boundaries gradually
eroded. Building on framing theory and content analyses of business articles, I argue that such
a rhetorical blending of normative and techno-structural elements of organizational control
occurred through borrowing of defining vocabularies from the salient rival and strategic
positioning of one discourse against the other. Implications for neo-institutionalism and
management fashion research are discussed.
Organizational control is a central component of modern management discourses. Technostructural
control emphasizes technocratic rationalization of work processes and maximum
utilization of worker’s self-interest, while normative control focuses on worker’s commitment
and loyalties as well as the right kind of employment practices. By using TQM as a normative
control discourse and the BPR as a techno-structural discourse, this paper examines how the
two rival camps influenced each other’s perceptions of organizational control. Analyses of
U.S. business articles suggest that the two discourses converged and the perceived gap
between the two became narrower. Consequently, once-sharply-defined boundaries gradually
eroded. Building on framing theory and content analyses of business articles, I argue that such
a rhetorical blending of normative and techno-structural elements of organizational control
occurred through borrowing of defining vocabularies from the salient rival and strategic
positioning of one discourse against the other. Implications for neo-institutionalism and
management fashion research are discussed.
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