Disorganization, disidentification and ideological fragmentation: Verbal and pictorial evidence from a British business school

Abstract

Rather than focusing on organizing dimensions of society, one may conceptualize disorganization processes, where ideological values incongruence leads to disidentification and ideological fragmentation. Integrating discourse analysis and critical social psychology, I focus on professional organizations facing ideological, managerialist change to develop a typology of multiple‐identity organizations (MIOs) incorporating various degrees of disorganization, rather than the traditional ideographic–holographic dualism. I then apply a creative, visual method to explore how wider ideological tensions between managerial (utilitarian) and professional (normative) values shape lived experiences in a major British business school. Longitudinal verbal and pictorial discursive analysis shows a cacophony of images competing to construct and deconstruct organizational identity over a decade and a half. The organization tends towards disorganization, but somehow retains a sufficient sense of (multiple) identity to survive, suggesting it is myopic to ignore processes and structures that mark and contribute to the ideological fragmentation of MIOs.