From zero to villain: Applying narrative analysis in research on organizational reputation

What narratives accompany the emergence of a negative reputation? I combine research on public organizations’ reputation with narrative analysis. Narratives offer multiple benefits to reputational research, playing an important role in human cognition and comprising social constructions both organizations other actors. Organizations profit from insights analysis concerning their management. apply Narrative Policy Framework Swiss Child Adult Protection Agencies (CAPA). A quantitative 667 mass media shows that CAPA’s was accompanied by villain depictions early on, assuming different quality after implementation scandal. Also target groups underwent marked changes depictions, most notably problem causers being cast as heroes several narratives, thus questioning basic legitimacy problem-solving organization. These findings provide CAPA concrete starting points amend reputation. ???????????????????????????????????????????????, ?????????????, ?????????????????????????????????????????????? (NPF) ?????????????? (CAPA) ??????????667??????????, CAPA??????????????????, ????????????????????????CAPA??????????????, ?????????????????????????, ????CAPA????????????????????????CAPA??????????????? ¿Qué narrativas acompañan al surgimiento de una reputación negativa? Combino la investigación sobre las organizaciones públicas con el análisis narrativo. Las ofrecen múltiples beneficios reputación, desempeñan un papel importante en cognición humana y comprenden construcciones sociales tanto como otros actores. se benefician los conocimientos del narrativo gestión su reputación. Aplico Agencias Protección Niños Adultos Suiza Un cuantitativo medios comunicación muestra que aparición negativa estuvo acompañada representaciones villanos desde principio, asumieron calidad diferente después escándalo implementación. También grupos objetivo sufrieron cambios marcados sus representaciones, todo causantes problemas presentan héroes varias narrativas, cuestionando así legitimidad básica organización resolución problemas. Estos hallazgos proporcionan puntos partida concretos para enmendar The article at hand aims answer this question. Public matters. On one hand, organization's is crucial determining whether its employees are motivated qualified personnel can be acquired (Alon-Barkat & Gilad, 2016; Busuioc Lodge, 2016). influences interactions environment. Whether cooperation feasible (Busuioc, 2016) organization able act autonomously within field jurisdiction (Hinterleitner Sager, 2018) depend Thus, have vital interest know about protect Research organizational administration has boomed last decade (Maor, 2020). Among others, scholars conceived measurement tools for (Lee van Ryzin, 2019), they focused effects (Maor Sulitzeanu-Kenan, 2013) attempts influence (Busuioc Rimkut?, topic overlooked so far narratives. argue study offers three First, play cognition. provides clues formation audiences. Second, comprise constructions. Therefore, may serve informational source when state Third, often do not only focus actor but also several, detailing relationships between them. Accordingly, learn environment relational dynamics studying exemplifies benefit zooming groups, audience whose relationship been systematically conceptualized research. contributions burgeoning literature (Bustos, 2021) answers recent calls advance “the turn” (Barker, 2021; Nowell Albrecht, 2019). Knowledge retrieved relevant organizations. It basis evaluate current how it emerged devise strategies reach desired (Wæraas Sataøen, 2014). For example, aware particularly harmful enable create useful counter-narrative. conduct first application investigating Relying prominent variant (Kuenzler Stauffer, 2021), case interesting theoretical practitioner's perspective. From point view, allow observation inception, further exhibiting considerable development 3 years. researchers examine large within-case variation while holding context constant. practitioners, constitute remarkable experienced what considered worst-case scenario (Luoma-aho, 2007; Malay Fairholm, Instead exploiting opportunity new name achieve positive reputation, quickly became “Switzerland's hated authority”1 (Dorer, 2017). in-depth examination valuable learnings Lastly, committed NPF’s advancement. Examining exploring allows framework non-U.S. area—a call frequently made NPF (Shanahan et al., structured follows. substantiate gap show combined formulating propositions empirical Next, introduce design presenting providing information data methods. collected means content 2013 2016. Following up, present results Findings indicate accumulated over time assumed scandal spurred Also, Such questioned legitimacy. In remainder article, reflect findings’ broader implications highlight opportunities future This section substantiates combination NPF. commonly bases definition Carpenter Krause (2012, 26), who conceive “a set beliefs capacities, intentions, history, mission embedded network audiences.” feature conception formed itself, audiences observing it; conglomerate individual beliefs. Individuals turn neutral observers, interpret cognitively affectively (Capelos systematic review affective side scarce 2021, 25). since preliminary evidence centrality processing formation. Several studies communication demonstrate through survey experiments symbols brands outweigh substantial (Alon-Barkat, 2020; Teodoro An, 2018). However, elements capturing individuals’ attention influencing cognitive processes. Linguistic such frames (Chong Druckman, 2007) (Berinsky Kinder, 2006) shown crucially (Ertas, 2015; Jones Song, heuristic devices convey variety condensed form (Jones McBeth, 2010). An difference fact latter intellectual property Everybody convince others opinion, common decency demand should disseminate lies, experiences “alternative facts” “post-truth” taught us standard always adhered dangerous organizations, helps filling As mentioned introduction, contain Individuals, portrayed neutrally evaluated normatively, framed narrative's villain. Hence, examining contribute assessment While recently developed instruments ones Lee Ryzin (2019) or Overman al. (2020) undisputedly more nuanced bears two advantages. arrive overall reputation—the above—via surveys, extensive representative samples necessary. scope interested ability surveys establish past limited restricted memory beings ensuing danger distortions. retained written newspaper articles posts, sources estimations dynamics. sought 26). Finally, his review, Bustos(2021, 25) highlights need agree propose go step further: themselves matter individuals forming particular, respect, directly experience actions (Mintrom Williams, 2015). Target yet received Either treated many stakeholder (e.g., Boon 2020) regard policy under pharmaceutical firms regulatees U.S. Food Drug Administration Carpenter, conceptualization (cf. following section). To conceptualization, take advantage narratives’ characteristics. following, formulate aim leveraging advantages introduced McBeth 2010 found resonance community Dunlop Gjerstad Fløttum, Kuhlmann Blum, Schlaufer Tosun Schaub, Vogeler 2021). frequent characters; villains cause problem, victims suffer solve problem. Furthermore, include plot establishes temporal causal order, moral story, is, normatively charged ending 2017, 176). recognizable repeating render comparable each other. person constructs fills policy-specific actors fits strategic goal 177). if somebody wants close country's borders migrants (moral story), might construct depicts villains, domestic population victims, border guards heroes. captures all institutions, appear specific field's Researchers decide whom want investigate which categories use them, renders applicational possibilities diverse flexible. purpose, groups. formulated considering phenomenon defined question, base premise depiction hero equivalent construction, implies construction. established previous (Crow Wolton, 2020, 663). proposition reads follows: Proposition 1.A organization’s associated increase depicting Postulating connection appears evident, indeed, Terry (1997) illustrates former US president Ronald Reagan used legitimize dismantling bureaucracy. Nonetheless, interaction constitutes area, advisable. Coming regarding above, needed. model policies (Sager 47–49) regard. implementers policies. societal groups: provoke behavior causers, monopolizing market. alleviate suffering assisting persons affected problems, granting unemployment without jobs. divided into affected.2 Concerning constructions, standard, undergone democratic process legitimation before adopted. emerging implementing shifts these depictions. scenarios conceivable. With turning villain, left continue no shift would become visible. Another possibility villainous turns non-appropriate way, provoking victims. Due ambiguity, diverging propositions: 2a.A change problem-causing villains. 2b.A problem: 3.A problem-affected consideration supposedly helping turned alone continuing parts. describe interest, methods applied regional (CAPP). policy's help unable assume rights control assets (Germann 2017), orphans, abused children, elderly dementia—in terms group categorization, affected. Since find intensive asymmetrical dependency interventions involve affected, immediate environment, parents relatives. those relatives responsible cases constellation. dementia lives family intense asset conflicts, try person's arrange alteration will. case, get active withdraw causer's guardianship install representation person. groups.3 throughout twentieth century, local lay authorities had charge CAPP, national parliament judged 2008 task too complex laypersons forthwith, experts lawyers, psychologists, workers (Hildbrand Organized than 140 situated Switzerland, took up work January 2013. Within short period years, emerged. By 2016, civil society formed, vouching fight “despotism” (Gisler, 2015), politicians launched popular initiatives abandon CAPA, facades offices sprayed graffito read “Murderers!”. even put temporary police protection. few situation calmed down again, still famous authority” initiative wanted curb power gathered 96,000 signatures (Steiger, until today, report difficulties approaching major played decisive development. New Year's Day 2015 Flaach, small village near Zurich, woman killed her 5-year-old son 2-year-old daughter. placed children children's home November 2014 arrested suspicion fraud. Although mother released days, decided remain notice. could daughter place holiday season. Still, she return them 2 await investigation's conclusion. doing so, double infanticide tried kill herself. Police prevented suicide (Kappeler, grandparents later herself accusing having caused insensitive inhumane behavior, escalated rapidly veritable firestorm spread German-speaking part Switzerland local, CAPA. administrative examinations discharge involved death (Vögeli, 2016), developments delineated above acquittal little effect conducted using (CAPP) dataset CAPP comprises surrounding were published six outlets German- French-speaking region (Blick, Neue Zürcher Zeitung, Tages Anzeiger, 24 Heures, Le Matin, Temps) selection ensure representativeness circulation political positioning, featuring biggest tabloids (Blick Matin), well central-leftist (Tages conservative newspapers (Neue Heures). print rather digital arises intention capture potential broad impact. During investigation, reached total coverage approximately 50% (Vogler Hauser, 2015, 48). keyword search news database Factiva delivered 848 articles. analyzed researchers, applying codebook Appendix 1). Paragraphs served unit One researcher coded region, region. Coding units thematically (Krippendorff, 2003, 107–9) captured uttered speakers (the “authors”) text. thematic categorization implied yield span sentence. intercoder reliability test subset 90 displayed solid code (Krippendorff's ? = 0.907). contrast, codes victim low values (? 0.565 0.663, respectively), prompting redo together entire dataset. When conflicts opinion occurred, discussed observations consensus 1,088 corresponds newspapers4 1, (when work), February 5, 2016 reports press conference ceded). Figure 1 overview mentioning time. make amenable developments, computed LOESS (span 0.15, cf. blue line) subdivided investigation seven phases tracing curves’ minimum red lines, Table Compared segmenting investigated timespan according fixed slots of, three-month length, trends data. phase represents “wave” phases’ start end dates, number listed 1. analysis, subsequently categorized characters represent CAPA,5 problem-affected6 problem-causing7 evaluation primarily counts complemented qualitative analyses content. now theoretically devised propositions. Out 240 (35.98%) character, appearing either hero, victim. (“Proposition 1”) give steady build-up inception 4, includes Flaach. frequency generally decreases afterward, indicating loss certain saturation effect. Nevertheless, relative share remains high. 100% 0 0% 11% 8 89% 6 27% 15 68% 5% 7% 22 82% 14 93% 6% 47 92% 2% 14% 12 57% 29% 7 33% 67% 74 87% 9 3% 42 69% 17 28% 4% 96% 16 59% 41% 11 46% 37 90% 17% 45 63% 20% 94% 5 21% 71% 8% 74% 4 Do look options. Once you caught clutches, will never escape again. 2015) Even though weeks, subsides decreases, criticism based aspects prevalent rest Overall, partly corroborated led drop Yet here, grave injustice against children. less drastic examples development, subject permanent surveillance single manipulate detriment ex-partners. correspond definition: Asymmetrical relations, constellations, lead abuse. Over time, however, we see alternative causer there surge causing it: They stress harassed, curtailed. almost causers’ suffering. resistance Authorities (CAPA), internet father celebrated hero. His own Facebook page flooded friend requests, fans document real He gets comments “Awesome dad! Hero,” contrast addressed “Fuck CAPA!” (Tagesanzeiger, 29 July Similar significant investigation. consecutive then revaluation empowerment, seemed perceive causers—at least part, high amount opinions—as taking matters hands. entails negation underlying If heroes, does exist. merely question very interventi