Working up a Logic : the Micro-Level Construction of an Institutional Order
2012 (English)Conference paper (Other academic)
This paper examines the micro-level construction of market logics. Using Durkheim’s separation between sacred and profane spheres, I explore how public relations consultancies frame their activities as commercial products. An in-depth discourse analysis of industry-produced texts reveals how consultants used sophisticated, indirect discursive strategies of commercialization. By skillfully 1) interpreting reality, 2) dramatizing it into compelling stories and 3) coupling vocabularies from ‘sacred’ discourses– on community, sports, love, and politics– with economic or ’profane’ ones, the texts are creating and maintaining the market as a cognitive-cultural construct. The notion of commercialization work is introduced to denote these strategies of market logic construction, and the results are discussed in the light of an emerging cognitive-cultural capitalism.
Place, publisher, year, edition, pages
Research subject Business Studies
IdentifiersURN: urn:nbn:se:uu:diva-205585OAI: oai:DiVA.org:uu-205585DiVA: diva2:642104
ABC (Alberta, Boston, Copenhagen) Organizing Institutions: Creating, Enacting and Reacting to Institutional Logics, June 14-16, Banff, Canada.