TY - JOUR
AU - Morsing, M
AB - A model is developed to explain how the media influence change of an organization's identity. The relationship between identity change and image change is illustrated in an empirical case study, which shows how rapid and radical change of identity is strongly influenced by a simultaneous changing organizational image carried by the media. A new CEO formulates a new organizational vision which becomes a focal point of discussion in the media. The vision is presented in distinct and appealing language. This paper demonstrates how the pressure on organizational members towards active daily use of the new language gradually transforms organizational identity. The media are the central carrier of the new vision between the organization and its environment, which the author has called the ‘media boomerang’. Implications for management are suggested.
TI - The Media Boomerang: The Media's Role in Changing Identity by Changing Image
JF - Corporate Reputation Review
DO - 10.1057/palgrave.crr.1540073
DA - 1999-04-01
UR - https://www.deepdyve.com/lp/springer-journals/the-media-boomerang-the-media-s-role-in-changing-identity-by-changing-d4KvXI3Ilt
SP - 116
EP - 135
VL - 2
IS - 2
DP - DeepDyve
ER -