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Understanding the new management ideology: a transdisciplinary contribution from critical discourse analysis and new sociology of capitalism

HEC School of Management

Norman L Fairclough

Lancaster University

Our aim in this article is to explore how one might approach the language of new capitalism working in a transdisciplinary way, bringing together new sociology of capitalism (Chiapello) and critical discourse analysis (Fairclough). We focus upon 'new management ideology', and in particular on a recent book by a highly influential management 'guru' (Rosabeth Moss Kanter). The article begins with a discussion of new management ideology based particularly upon the work of Boltanski and Chiapello, followed by an outline of the version of critical discourse analysis we draw upon, and an analysis of a number of extracts from the book. In the conclusion we consider the implications of the analysis for transdisciplinary research.

Key Words: capitalism • ideology • management • management gurus • spirit of capitalism • transdisciplinary research

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