Theory of imagery in studies of the change process

Abstract

This article aims to demonstrate the analytical power of the imagery concept for an organizational analysis. The gaps in organizational studies justify building new reference pictures in the organizational culture, with imagery as a starting point, considering subjectivity as an object of the phenomenology investigation and imagery as an object of anthropology and sociology. The analytical perspective follows the sociology of the knowledge and, in this context, applications of anthropology, general sociology, analytical and social psychologies are presented. The result is an organizational imagery accessed by the objectivity of the subjects, through the language, where the images attributed to the reality emerge.

Assange vs Zuckerberg: Symbolic Construction of Contemporary Cultural Heroes

“…The most comprehensive methodology for understanding how myths operate is the mythanalysis of Gilbert Durand. The potential interest of Durand’s work for the management field has already been suggested (Grimand, 2009; Grzybovski, Amâncio, & Paço-Cunha, 2007; Paula-Carvalho, 1992; Tannery, 2009), but there are only a few and relatively recent examples of its use (see Blanco-Gracia, 2014; Guelfand, 2015; Robert-Demontrond & Özçağlar-Toulouse, 2011), and its actual rich possibilities have not yet been explored. Due to space restrictions, I am presenting a simplified, yet operative version of Durand’s mythanalysis in this article.…”