Gendered heroes: male and female self‐representations of executive identity

Abstract

Official organisational myths and storytelling constitute a powerful, persuasive force in both the public representation and the internal shaping of executive identity. Leaders of corportate culture are aligned with legendary heroes to promote images of the senior manager as a heroic and transformational leader. This process plays upon subconscious images, beliefs and expectations to reinforce the concept of leadership as archetype. Much of the persuasive power of leadership as archetype arises from the continual reclaiming and honouring of past and present leaders, within the ongoing stories of executive identity. For the most part, this process involves an active role of gendering that reiterates a hierarchical and masculinist paradigm of leadership, while it leaves female leadership as absence or “other”. In this paper, rather than focus on the issue of female leadership as “other”, the ongoing, if shifting nature of gendered organisational lives is taken to be a continuing given. From this given, examines the self‐representations of male and female executives within a framework of leadership as archetype. Argues that these self‐representations provide similar and parallel male and female paradigms of leadership, while they depict the “gendered heroes” of executive culture.