Being different and being the same: Multimodal image projection strategies for a legitimate distinctive identity

Abstract

This article examines how organizations claim legitimate distinctive identities in competitive groups by projecting multimodal—that is, visual and verbal—images. Through a qualitative empirical exploration of wineries’ projected images in a regional cluster, this study identifies three projection strategies by which organizations combine collective and organizational identity markers to claim their legitimate distinctive identities. By examining legitimate distinctiveness as a multimodal discursive construct, this study advances the understanding of the link among collective and organizational identity, projected images, and legitimate distinctiveness, thereby contributing to theories of organizational positioning in established organizational categories. More broadly, this study contributes to discursive theories of legitimate distinctiveness by adding multimodal projection strategies to the array of linguistic rhetorical devices that organizations use to influence their stakeholders’ perceptions.