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Invited reaction: Why rhetorical rules are weak levers for culture change
Author(s) -
Sashkin Marshall
Publication year - 1990
Publication title -
human resource development quarterly
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.756
H-Index - 65
eISSN - 1532-1096
pISSN - 1044-8004
DOI - 10.1002/hrdq.3920010404
Subject(s) - rhetoric , metaphor , rhetorical question , action (physics) , sociology , organizational culture , epistemology , literal and figurative language , political science , linguistics , philosophy , public relations , physics , quantum mechanics
How effective is rhetoric as a metaphor for culture? This article analyzes Shapiro and Schall's use of rhetoric as the overlying principle for managing organization‐cultures and concludes that the authors are confusing metaphor with reality. In doing so, they leave out some important aspects of organization and culture. The rhetorical “rules” are examined and challenged through an analysis of recent literature and a logical exploration of the problems that arise when organizations are viewed only as influence systems and all action is seen as rhetoric.