OW Speaker Series - One frame to bind them all..

One frame to bind them all. The rhetoric of the anti-vaccination for large-scale institutional disruption - paper with: Elena Bruni and Dennis Jancsary.

In this manuscript, we aim at generating insights into the multimodal rhetoric that underlies attempts to initiate and mobilize for large-scale institutional disruption by challenging the shared stocks of knowledge that sustain the dominant institutions of modern societies. We focus on discourses that are motivated by ‘anti-establishment’ sentiments and prioritize institutional disruption over the creation of alternative visions. Empirically, we engage with the anti-vaccination discourse on social media. Adopting a multimodal analysis of anti-vaccination groups active on Facebook over ten years, we show how a set of frames – free choice, anti-capitalism, back to nature, and oppression and conspiracy – combines a variety of different identities, actor roles, and arguments in ways that enact multiple ‘truths’ simultaneously but create convergence over time. From these empirical findings, we reconstruct a set of mechanisms that utilize multimodal orchestrations to solidify discourses of radical de-institutionalization.

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Renate E. Meyer is Professor of Organization Studies at WU Vienna University of Economics and Business. At WU Vienna, she is the Head of the Institute for Organization Studies and Co-Director of the Research Institute for Urban Management & Governance. Renate is also Part Time Professor in Institutional Theory at Copenhagen Business School and holds visiting positions at Saïd Business School, Oxford University, University of Alberta and Liverpool University. She is current Editor of Organization Studies and Past Division Chair of the OMT Division of the Academy of Management. Renate’s current research interests include the institutionalisation of new management ideas and their translation into new cultural contexts, institutional renewal, multimodality, novel organisational forms, collective action in crises, as well as governance structures and governance gaps mostly in urban contexts. Renate has published in journals such as Academy of Management Journal, Academy of Management Review, Academy of Management Annals, Organization Studies, Organization Science, or Journal of Management Studies. She has also published several books, and has (co-)edited several volumes, among them the second edition of The SAGE Handbook on Organizational Institutionalism (with Royston Greenwood, Christine Oliver, and Tom Lawrence) or a recent volume of Research in the Sociology of Organizations on The Corporation: Rethinking the Iconic Form of Business Organization.