Discourse and Organizational Dynamics: Website Communication and Institutional Change

Abstract

In an institution undergoing basic structural reorganization, the development of a new website became a critical focus for discourse about the functions and values of the organization. Discourse analysis reveals a complex system of heteroglossic relations among the various viewpoints within the organization. Combined with semiotic analysis of the website development, it can help us to understand the role of a new medium of wide-scale communication in processes of organizational change.