Heroes, villains and ‘honourable merchants’: Narrative change in the German media discourse on corporate governance

Drawing on data from recent media discourse about corporate governance in Germany, this article primarily seeks to explore the changing nature of narratives in the mass media about both organizations and their managers. Based on Greimas’ narrative approach and his adaptation of Propp’s morphology of the folktale, the article reconstructs two different narratives of corporate governance and the transformation process between them. To improve our understanding of narrative change, we extend the Greimasian approach in two respects. First, we highlight the two-way relationship between narrative change and the wider economic context. Second, we point to structural conditions of the narrative(s) in relation to narrative change and identify typical semantic figures as indicators of change

A tropological theory of institutionalization

We address the co-evolution of language and material practices during institutionalization by proposing a tropological model of institutionalization that integrates linguistic and practice-oriented approaches into a four-stage sequence: Metaphor enables members to inaugurate institutional change by inspiring and energizing initial movement. Members use metonymy to operationalize the emerging institution by demonstrating how it can become expected practice. Synecdoche is used to facilitate diffusion, standardizing the institution across time and space. When material practice is noticeably contrary to linguistic claims, however, members use irony to bring about deinstitutionalization and generate another inaugurating metaphor. The model further proposes that ritualized actions dramatize each trope, highlighting its symbolic meaning and embedding distinct material practices that serve both to institutionalize the practice and to facilitate boundary crossing to the next trope. The paper goes beyond current literature by offering an integrated theory of trope and ritual as an explanation of how institutions are simultaneously symbolic-linguistic and practice-material