Branding Atrocity: Narrating Dark Sides and Managing Organizational Image

Muhr, Sara Louise; Rehn, Alf

doi:10.1177/0170840613511925

Cited by 18 publications

(13 citation statements)

References 57 publications

(81 reference statements)

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“…In these cases, the accusation of greenwashing works as a distortion of the signal. The effect of distortion in reducing signal reliability may finally lead to a negative effect on corporate legitimacy, resulting in a corporate legitimacy gap or crisis due to the accusation of greenwashing, adding to the perception of ‘dark sides’ (Muhr and Rehn, ). The direction of the effect (+; −) depends on the circumstances of the surrounding context and in particular on the greenwashing‐distortion factor.…”

Section: How Does Greenwashing Work? the ‘Distorted Signal’ Typologymentioning

confidence: 99%

Greenwashing Revisited: In Search of a Typology and Accusation‐Based Definition Incorporating Legitimacy Strategies

2015

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Is greenwashing a concept describing companies using misleading communication or is it co‐constructed in the eye of the beholder? By discussing the literature, we find that existing definitions of greenwashing overemphasize the strategic intention to mislead and do not incorporate unjust allegations. Then, by combining signaling theory with legitimacy theory, we frame the communication process of the greenwashing accusation and the emergence of a negative narrative caused by the accusation and its effect on legitimacy. Hence, in this paper we argue that greenwashing epistemologically is constituted in the eye of the beholder, depending on an external accusation. Following this view, the greenwashing accusation is understood as a distortion factor altering the signal reliability of green messages. Based on our conceptual analysis, we provide a conceptual framework introducing a new typology of case‐based greenwashing (greenwashing, false greenwashing, potential greenwashing and no greenwashing) and the effects of these types on corporate legitimacy. Finally, we propose a revised definition of greenwashing as co‐creation of an external accusation toward an organization with regard to presenting a misleading green message. Copyright © 2015 John Wiley & Sons, Ltd and ERP Environment

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Section: How Does Greenwashing Work? the ‘Distorted Signal’ Typologymentioning

confidence: 99%

Greenwashing Revisited: In Search of a Typology and Accusation‐Based Definition Incorporating Legitimacy Strategies

2015

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“…In other words, brands are both the medium and the outcome of contemporary economic, political, and cultural movements that seek value from communication and social relations (Mumby, 2016). Empirical projects exploring the darker-sides of branding involve how employees are regulated by brands (Brannan et al, 2015;Müller, 2016), including how employees might be sacrificed to protect an occupational brand (Rennstam, 2013), how organizational brands might exploit atrocities (Muhr & Rehn, 2014) and how brands might seek, yet miss the mark in increasing diversity (McDonald & Kuhn, 2016) or managing change (Frandsen, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

Mimicry and artistry

Bertilsson¹,

Rennstam²,

Sullivan³

2020

CLaW

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Many public organizations think of themselves as brands and engage in branding to increase their attractiveness. Often this is seen as a good practice, but this paper takes a more skeptical view and interrogates the value of place branding expertise for public organizations. Through observation of a place branding conference, drawing on some principles from ethnomethodology, this paper provides clues to what the place branding profession constructs as “good” and legitimate expertise and the norms that guide their work. We identified two levels of legitimate place branding expertise: Mimicry and Artistry. Mimicry signifies imitation of already institutionalized ideas and practices, and proficiency in supplying beautiful yet detached and superficial representations of cities. Artistry refers to place branding that stands out as brilliant and inventive, encompassing unexpected play with symbols and creative combination of branding models. We argue that both these levels of expertise may be at odds with civic values of city government such as inclusion and representativeness. Our study concludes that the ways in which the branders construct expertise risks deflecting attention from the core problems of a place or a city and separating place branding from city management practice.

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“…Diante da relevância da gestão de significados, e dos investimentos pelas empresas nessa gestão, Muhr e Rehn (2014) afirmam que a marca não está mais limitada a comunicar fatos sobre um produto específico, mas, sim, é um objeto complexo, performativo e relacional promotor de contextos. É nessa direção que os autores afirmam que, para as organizações, acontecimentos trágicos podem ser formas eficazes de mobilizar a consciência de consumidores sobre questões gerais ou sobre si próprias, contudo os autores apontam que pouco da literatura discute como o significado simbólico da atrocidade é gerido, ou seja, como as tragédias ou as atrocidades são selecionadas, encenadas e narradas, a fim de se tornarem coerentes com a imagem organizacional ou com outras metas organizacionais (Muhr & Rehn, 2014).…”

Section: De Acordo Com Hatch E Schultzunclassified

O Dark Side Das Narrativas Na Publicidade: A Exploração De Tragédias E Atrocidades Em Peças Publicitárias

Silva¹,

Medeiros²,

Fagundes³

2019

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Neste estudo, nosso objetivo é explorar o modo como as organizações gerenciam os significados de tragédias e atrocidades externas a elas em campanhas publicitárias para atingir seus objetivos. A pesquisa é de natureza qualitativa, com suporte no paradigma interpretativista. Para compor o material empírico, selecionamos seis propagandas divulgadas nas mídias, em vídeos ou em cartazes, por organizações de diferentes tipos. Para alcançar nosso objetivo, realizamos a análise estrutural-semiológica do material selecionado para avaliar como textos e imagens são empregados na construção das propagandas. Como resultados, identificamos os significados: “castigo para a obesidade”, “ser feliz na guerra”, “não às armas”, “informação é vida”, “descanso em tempos de terror” e “morte e solidariedade”. Ainda, apontamos que fenômenos trágicos são aproximados do contexto organizacional, e as organizações exibem capacidades e habilidades para interagir com tais atrocidades e tragédias, bem como gerenciar o seu significado sombrio, por meio de narrativas e estratégias discursivas, para alcançar seus objetivos corporativos.

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Branding Atrocity: Narrating Dark Sides and Managing Organizational Image

Cited by 18 publications

References 57 publications

Greenwashing Revisited: In Search of a Typology and Accusation‐Based Definition Incorporating Legitimacy Strategies

Greenwashing Revisited: In Search of a Typology and Accusation‐Based Definition Incorporating Legitimacy Strategies

Mimicry and artistry

O Dark Side Das Narrativas Na Publicidade: A Exploração De Tragédias E Atrocidades Em Peças Publicitárias

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