Organizational stigma: A complementary approach to individuating evaluation of organizations

IF 2.7 Q1 COMMUNICATION Public Relations Inquiry Pub Date : 2022-05-26 DOI:10.1177/2046147X221089324

I. W. Fong

引用次数: 0

Abstract

Mainstream Public Relations literature concerns primarily with individuating, positive evaluation of organizations, such as relationship or reputation management. Comparatively, limited attention has been paid to the case when publics do not evaluate organizations as individual entities but based on the categories they belong or associate with, such as industry, country of origin, political orientation. In this regard, the organizational stigma perspective facilitates a more comprehensive understanding of publics’ evaluation of organizations. The case of Hong Kong real estate developers was examined from this theoretical lens. Basic and interpretative content analysis of related discussion forum and media content illustrates the coexistence of individuating and deindividuating evaluation in the light of various normative expectations. Analysis of stigma labels in circulation uncovers conditions accelerating transmission of deindividuating, negative stereotypes. Theoretical and practical implications are discussed.

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组织污名化：对组织进行个性化评价的一种补充方法

主流公共关系文献主要关注对组织的个性化、积极评价，如关系或声誉管理。相比之下，公众并不将组织视为单个实体，而是根据其所属或关联的类别，如行业、原籍国、政治取向，对这种情况的关注有限。在这方面，组织污名视角有助于更全面地理解公众对组织的评价。香港房地产开发商的案例就是从这一理论视角来考察的。对相关论坛和媒体内容的基本内容和解释性内容分析表明，根据各种规范预期，个性化评价和去个性化评价并存。对流通中的污名标签的分析揭示了加速去分化、负面刻板印象传播的条件。讨论了理论和实践意义。

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来源期刊

Public Relations Inquiry COMMUNICATION-

CiteScore

4.10

自引率

11.10%

发文量

期刊介绍： Public Relations Inquiry is an international, peer-reviewed journal for conceptual, reflexive and critical discussion on public relations, supporting debates on new ways of thinking about public relations in social, cultural and political contexts, in order to improve understanding of its work and effects beyond the purely organisational realm. We interpret public relations in a broad sense, recognising the influence of public relations practices on the many forms of contemporary strategic, promotional communication initiated by organisations, institutions and individuals. The practice of public relations arises at points of societal and organisational change and transformation, affecting many aspects of political, economic, social and cultural life. Reflecting this, we aim to mobilize research that speaks to a scholars in diverse fields and welcome submissions from any area that speak to the purpose of the journal, including (but not only) public relations, organizational communication, media and journalism studies, cultural studies, anthropology, political communication, sociology, organizational studies, development communication, migration studies, visual communication, management and marketing, digital media and data studies. We actively seek contributions that can extend the range of perspectives used to understand public relations, its role in societal change and continuity, and its impact on cultural and political life. We particularly welcome multi-disciplinary debate about the communication practices that shape major human concerns, including: globalisation, politics, and public relations in international communication migration, refugees, displaced populations terrorism, public diplomacy public and corporate governance diversity and cultural impacts of PR the natural and built environments Communication, space and place The development and practices of major industries such as health, food, sport, tourism, technology.