Re-reading masculine organization: Phallic, testicular and seminal metaphors

Abstract

This article examines the metaphorical resources provided by specific parts of the male body for thinking masculinity in social and organizational contexts. The genital metaphor of the male phallus is the most familiar, being associated with a form of hegemonic masculinity identified with power and control. However, other parts of the male genitalia can and do act as root metaphors for alternative forms of masculinity. Where the phallic metaphor focuses attention on power and control, the testicular and seminal metaphors highlight aspects of masculinity that are more relational and creative and bring it closer to the feminine. Whilst in social and organizational practice these coexist, in organizational analysis the emphasis has implicitly and explicitly been on the phallic. We generate a framework of the characteristics of each metaphor identifying positive, negative and excessive/inverted modalities that they can take, especially within organizational and institutional settings. We argue that applying a richer metaphorical frame to the study of gendered organizations will facilitate the acknowledgement of neglected potentials in masculinity for co-creating initiatives for organizational change.