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Diskursanalys och dekonstruktion - ett test av två forskningsmetoder
Örebro University, Örebro University School of Business.
Örebro University, Örebro University School of Business.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Organizations today tend to use management consultants more extensively. The industry of management consultancy is therefore in full bloom and has in Sweden had a positive growth in seven out of ten years between 1999 and 2009. But the industry has no guidelines on who can qualify as a legitimate management consultant and despite the attempts made to establish certificates and definitions, these have not had any major impact. This has resulted in an industry where it is up to management consultants to create legitimacy for themselves. The aim of this paper is to test how two research methods, discourse analysis and deconstruction, together can serve as theoretical and practical tools to study how organizations create a certain image of themselves to external actors. In this paper it is the company's construction of legitimacy that will be used as an example to test these methods. Through a deconstruction and by being inspired by discourse psychology's interpretative repertoires, we analyzed the texts of four selected management consultants websites. The methods resulted in findings that our selected management consultants draws upon different discourses like trying to appear as professionals through the use of words such as “expert” and “professional”, use of their customers to be seen as reliable, highlighting that they have a holistic approach and therefore can handle complex tasks. The methods also allowed us to see how they made use of emotionally charged words like "honesty", "integrity", "trust", "joy" and "generous" to appear trustworthy and they also used expressions like "for real" to paint a picture of their statements as "true". We believe these findings demonstrates how our chosen management consultants position themselves in different discourses and how they use certain words to construct legitimacy, but at the same time the results regarding how management consultants construct legitimacy only act as an illustration of what the methods can show. We believe that by testing these methods we can show how they can be used to study social constructions like legitimacy. Not only can these methods be used to study how organizations deliberately try to convey a certain image, but they can also be used to study how an organizations communication are interpreted by external actors. This means that the methods also can be used as a tool for organizations to self-evaluate and construct the texts on their websites to convey a desired image.

Place, publisher, year, edition, pages
2012. , p. 38
Keywords [sv]
Diskursanalys, dekonstruktion, legitimitet, managementkonsultation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-24155ISRN: ORU-HHS/FEK-GK-2012/0093--SEOAI: oai:DiVA.org:oru-24155DiVA, id: diva2:541631
Subject / course
Företagsekonomi
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-10-19 Created: 2012-07-20 Last updated: 2017-10-17Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf