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Recent studies have established a relationship between social media use and organizational identification, but scholars have yet to understand how communication through social media might foster individuals’ identification. To fill… Click to show full abstract
Recent studies have established a relationship between social media use and organizational identification, but scholars have yet to understand how communication through social media might foster individuals’ identification. To fill that gap, I use structuration theory to investigate the identification process by analyzing an organizational hashtag: #EXSTpride. Framed by three key elements of the structurational model of identification—duality of structure, situated activity, and regionalization of structures—this qualitative analysis of posts using #EXSTpride reveals the reciprocal relationship between identity (structure) and identification (system). I conclude by (a) theorizing organizational hashtags as house organs 2.0 and (b) proffering practical and discursive consciousness to the structurational model of identification.
Journal Title: Management Communication Quarterly
Year Published: 2022
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