Too Much or Too Little Ambiguity: The Language of Total Quality Management

Abstract

The paper documents the working of the language of total quality management (TQM) and some of its effects in four UK service organizations. By making language central to the ‘production’ and ‘consumption’ of TQM practices, the paper explores the use of managerial language and its effects upon organizational practices and employees' experiences. The semantic use of language, reflected merely in the use of labels and platitudes, is concerned with clarity and specificity while the poetic use of language, reflected in the use of metaphors, emphasizes ambiguity by inviting multiple interpretations from below. The paper argues that both uses of language are directed towards achieving some sort of meaning and order; however, managers do not have total discretion over the consequences of their language use. While they may seek to enrol employees in the TQM language (via a process of interest translation), the responses of the employees cannot be predicted or controlled from the top. EmployeesÕ discursive responses are themselves riddled with ambiguity and range from open resistance to manipulation to internalization. Indeed, it is impossible to know in advance how TQM language works in practice because such workings are the complex and ambiguous outcome of material and non‐material relationships that can never be accurately predicted.