Dirty Oil, Snake Oil: Categorical Illegitimacy of Alberta’s Oil Sands Lianne Lefsrud School of Business, University of Alberta 2-24 Business Building Edmonton, Alberta T6G 2R6 Tel: 780.951.3455 E-mail:
[email protected] Heather Graves Department of English and Film Studies, University of Alberta 4-49 Humanities Centre Edmonton, Alberta T6G 2E5 Tel: 780.492.6030 E-mail:
[email protected] Nelson Phillips Tanaka Business School, Imperial College South Kensington Campus London SW7 2AZ Tel: 44 (0) 20 7594 1699 E-mail:
[email protected] Paper submitted to Sub-theme 24: Organizations as Phenomena of Language Use Interconnecting Discourse and Communication 28th EGOS Colloquium 2012 - DESIGN!? July 5–7, 2012, Aalto University & Hanken School of Economics, Helsinki ABSTRACT Organizational research has focussed almost exclusively on legitimate categories of practices, strategies, and structures while neglecting the strategic creation and use of illegitimate categories. In order to begin to address this gap, we draw on social semiotics to explore how illegitimate categorizations are dialectical, embedded within symbolic systems of meaning and emotion, and used to affect organizations’ performance. More specifically, we analyse how the categorical illegitimacy of a controversial energy source – oil from Alberta’s oil sands – is visually constructed and inter-textually contested by organizations taking a discursive stake in this field. In doing so, we offer an approach for bridging field-level “organization as communication” (Boje, Oswick & Ford, 2004) and organizational-level “communication as constitutive of organizations” (Ashcraft, Kuhn & Cooren, 2009) perspectives. KEYWORDS: social semiotics, (il)legitimacy, categorization, emotion, visual rhetoric, imagery Please note that this is super-preliminary research.