THE ANALOGICAL CONSTRUCTION OF STIGMA AS A MORAL DUALISM: THE CASE OF THE FOSSIL FUEL DIVESTMENT MOVEMENT

• 成果类型: Article
• 署名作者: Ferns, George; Lambert, Aliette; Guenther, Maik
• 署名单位: Cardiff University; University of Bath; Free University of Berlin
• 刊物名称: ACADEMY OF MANAGEMENT JOURNAL
• ISSN/ISSBN: 0001-4273
• DOI: 10.5465/amj.2018.0615
• 发表日期: 2022
• 页码: 1383-1416
• 关键词: DIRTY WORK; INSTITUTIONAL THEORY; ORGANIZATION; discourse; management; METAPHOR; legitimacy; VARIETIES; strategy; language

摘要

We explore the global fossil fuel divestment movement to show how climate activists worked to stigmatize the fossil fuel industry using analogy. In doing so, we develop a model that illustrates how constructing a moral dualism is central to stigmatizing an organizational category. This involves concurrently establishing stigmatizers (ingroup) as morally superior and amplifying the deviancy of the fossil fuel industry (outgroup), both in relation to analogical contexts. Stigmatizers strategically employed two types of analogy: deep and surface. Deep analogies produce emotive power, facilitating the moralization of the ingroup through the transfer of affective meanings from a source context to a target domain. Surface analogies generate causal power to inform wider audiences of the target's deviance through association with already-stigmatized organizational categories. Analogical power underpinning the morally dualistic nature of stigmatization can therefore empower fringe actors to stigmatize an incumbent as they appropriate meanings from analogical source domains.