Strategy as staged performance: A critical discursive perspective on keynote speeches as a genre of strategic communication

Research summary: In this article, we explore how keynote speeches come into being as a staged genre of strategic communication. In our critical discursive analysis of video data on Apple Inc.'s keynote speeches, we demonstrate how keynote speeches are multimodally accomplished through the embo...

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Vydáno v:Strategic management journal Ročník 39; číslo 3; s. 639 - 663
Hlavní autoři: Wenzel, Matthias, Koch, Jochen
Médium: Journal Article
Jazyk:angličtina
Vydáno: Chichester, UK John Wiley & Sons Ltd 01.03.2018
John Wiley & Sons, Ltd
Wiley Periodicals Inc
Témata:
Communication
Communication research
critical discursive analysis
Discourse analysis
Discursive practices
Electronics industry
Enactment
Genre
genre of strategic communication
Gestures
Managers
Multimodality
Nonverbal communication
Rehearsal
Research methodology
SPECIAL ISSUE ARTICLE
Speeches
Strategic management
Strategies
strategy as practice
video methods
ISSN:0143-2095, 1097-0266
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Shrnutí:Research summary: In this article, we explore how keynote speeches come into being as a staged genre of strategic communication. In our critical discursive analysis of video data on Apple Inc.'s keynote speeches, we demonstrate how keynote speeches are multimodally accomplished through the embodied enactment of four discursive practices: referencing, relating, demarcating, and mystifying. We show how different bodily movements, which we describe as leveling and leaping gestures, systematically contribute to constructing different conceptions of strategy through the enactment of these discursive practices as a staged genre of strategic communication. Our findings contribute to strategy-as-practice research by extending the nascent but growing literature on genres of strategic communication, the strategist's body in the strategy process, and the use of video-based research methods. Managerial summary: Firms increasingly rely on keynote speeches to communicate their strategies. As a result, managers invest more and more time and effort into preparing and rehearsing their keynote speeches. But how do managers communicate strategy in these staged performances? Based on an analysis of Apple Inc.'s keynote speeches, we explore the discursive and bodily patterns that characterize this genre. In doing so, we demonstrate that the coordinated use of bodily movements in keynote speeches is consequential for highlighting different aspects of the communicated strategy. This shows that keynote speeches and other types of public speeches cannot simply be scripted, but require managers to engage in bodily rehearsal and training in order to communicate strategies effectively.
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ISSN:0143-2095
1097-0266
DOI:10.1002/smj.2725