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Bilder der Organisation in unterschiedlichen Diskursfeldern: eine Korrespondenzanalyse von Metaphern in Unternehmensberichten
Images of organizations in various discursive fields: a correspondence analysis of metaphors in company reports
[research report]
Corporate Editor
Werkstatt für Organisations- und Personalforschung e.V.
Abstract This paper examines how companies endeavor to create legitimizing images of themselves
and their practices by making use of metaphoric language. The analysis is based on the 2012 annual
reports and sustainability reports of two major german energy companies and is conducted in two steps:
A system... view more
This paper examines how companies endeavor to create legitimizing images of themselves
and their practices by making use of metaphoric language. The analysis is based on the 2012 annual
reports and sustainability reports of two major german energy companies and is conducted in two steps:
A systematic metaphor analysis identifies 21 metaphorical concepts, which are further condensed to five
meta concepts on the basis of the created company images: progress metaphor, control metaphor,
harmony metaphor, conflict metaphor and euphemistic metaphor. In a following step, a correspondence
analysis of the meta concepts used and the variety of topics addressed in the company reports (e.g.
economic or social topics) identifies a variance of the concepts according to the thematic context. Most
of the meta concepts are used more frequently within the context of a specific discursive field.... view less
Keywords
linguistics; discourse; analysis; language; Federal Republic of Germany; energy industry; enterprise; image; correspondence analysis; metaphor
Classification
Sociology of Communication, Sociology of Language, Sociolinguistics
Method
empirical
Document language
German
Publication Year
2015
City
Berlin
Page/Pages
33 p.
Series
Berichte der Werkstatt für Organisations- und Personalforschung e.V., 30
ISSN
1615-8261
Status
Primary Publication; reviewed
Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works