A toolkit for analyzing corporate cultural toolkits

Abstract

The cultural and discursive underpinning of industries and markets has received growing attention in recent years. I use Ann Swidler's conceptualization of culture as toolkit, and Pierre Bourdieu's concept of habitus as the starting point to further this enterprise. The article illustrates a strategy for measuring and comparing the cultural toolkits in use by different actors in a larger field. The strategy allows quantitative comparisons of similarity at the level of large comprehensive toolkits instead of selective elements or inferred deeper dimensions. It also takes into account the embeddedness of actors’ cultural toolkits in the structures of larger social fields and the specificity of toolkits to communication contexts. While this analytic strategy is potentially applicable to any actor's toolkit in a recurring communication context, I use as an illustration the repertoires that different corporations in the pharmaceutical industry employ to account for their activities in their annual reports.