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A Metaphor Analysis of E-Mail Communication at Enron ABSTRACT TURNAGE, ANNA KIMBERLY. Identification and Disidentification in Organizational Discourse: A Metaphor Analysis of E-mail Communication at Enron. (Under the direction of Dr. Victoria J. Gallagher). This project is situated within the interpretive tradition in organizational communication research, focusing on organizational discourse. It goes further by bringing the discussion into the 21 st century through examining how communication technology--specifically e-mail – plays a role in the linguistic practices that help create, maintain and change organizational discourse. The overarching theme driving my research borrows from Conrad’s (1985) notion of coordination and control, and the dialectical tensions related to this concept, specifically, identification/disidentification and power/resistance. The texts analyzed in this project were drawn from a database of e-mails from the now defunct Enron Corporation. The project is centered on three overarching questions: • How did metaphor help create, maintain, and provide opportunities for potential change in dominant discourses at Enron? • How did metaphor help employees at Enron bridge dialectical tensions related to coordination and control? • To what extent, and how did e-mail function to help enable Enron employees to bridge dialectical tensions? The first question is addressed through a rhetorical analysis of the metaphors used by employees in Enron e-mails. This analysis demonstrates how metaphor directed attention to certain ideologies and values and deflected attention away from others during two different time periods in the company’s life – during its heyday as a Fortune 500 company, and as the company began to collapse. The results of the rhetorical analysis are then used to address the second question through a theoretical analysis of how the use of metaphor between the two time periods illustrates employees’ attempts to identify or dis identify from the organization. This in turn illustrates how the use of metaphor helped employees to bridge the dialectical tensions of coordination and control by directing attention away from dominant discourses, making room for different perspectives. To address the last question, I conduct a theoretical analysis of Enron e-mail use through theories of extended agency, which are “grounded in action” approaches to organizational discourse stating that objects have agency just as people do in the process of organizing. People and objects combine to create a “hybrid agent” that can reinforce or disrupt certain powerful discourses in the ongoing process of organizing. The analysis demonstrates how e-mail, at the very least, served as a form of “techno-therapy” for employees as they tried to deal with the company’s impending collapse. I also argue, however, that e-mail served an important role in the distribution of discourse pushed by Enron management, and in other cases helped them reject those same discourses in favor of alternative ones. The alternative discourses, in turn, could potentially point to a different way of organizing in future discourse. The project ends with a discussion of the Enron case as a representative anecdote (Burke, 1945) for corporate greed and corruption. Representative anecdotes are “named stories, and the attitudes they represent” (Mahan-Hayes & Aden, 2003, p. 36). As a representative anecdote, then, the Enron story is truly to be considered a warning for how certain discourses can lead to corporate corruption rather than simply as an isolated case. The “Enron story” continues to repeat itself, and so this story is representative of present and future problems. Discourses of laissez-faire, free market capitalism have obviously led to more than just the Enron case, as several recent examples demonstrate. This project illustrates how certain discourses at Enron are more common that previously thought, and how alternative discourses may help circumvent dominant discourses that have continued to create financial problems in the U.S. and beyond. © Copyright 2010 by Anna K. Turnage All Rights Reserved Identification and Disidentification in Organizational Discourse: A Metaphor Analysis of E-mail Communication at Enron by Anna K. Turnage A dissertation submitted to the Graduate Faculty of North Carolina State University in partial fulfillment of the requirements for the degree of Doctor of Philosophy Communication, Rhetoric and Digital Media Raleigh, North Carolina May 6, 2010 APPROVED BY: _______________________________ ______________________________ Victoria J. Gallagher Deanna P. Dannels Committee Chair ________________________________ ________________________________ Joann Keyton Carolyn R. Miller _________________________________ Dennis K. Mumby DEDICATION For Mom and Dad ii BIOGRAPHY Anna Turnage is a rhetorical scholar with interests in critical interpretive organizational communication, computer-mediated communication and the philosophy and theory of communication technology. She received her BA in Journalism from the University of North Carolina at Chapel Hill in 1989, after which she worked eight years as a newspaper reporter and editor at The News & Observer in Raleigh, N.C.; The Greenville News in Greenville, S.C.; and The Gaston Gazette in Gastonia, N.C. In 1996, Anna left the newspaper business and entered the world of public relations. She moved to Raleigh to work for ElectriCities of N.C. as its strategic communications director. From there, she moved on to a PR and marketing company, Cramblitt & Company, representing clients in computer graphics and modeling and engineering software. The last position she held before entering graduate school was as the director of communication at North Carolina State University’s College of Education. While working for the college, she decided to take some courses, and eventually earned her M.S. in Organizational Communication from NCSU, continuing on to get her PhD in the Communication, Rhetoric and Digital Media program. During that time, she published articles in The Southern Journal of Communication , The Journal of Computer-Mediated Communication and The Communication Review , in addition to presenting at numerous conferences including several annual meetings of The National Communication Association, The Southern States Communication Association and the Rhetoric Society of America. iii ACKNOWLEDGMENTS When I embarked on this incredible journey six years ago, I remember something one of my professors said to me as I began the masters program at NCSU. She said, in an offhand way, “Graduate school is a lonely experience.” In many ways she was right. There were times when I was holed up in my house for days at a time, furiously reading, researching and writing, feeling isolated and lonely. Those times, however, were short-lived. For I would always think of all of the wonderful people in my life who have supported me, energized me, and encouraged me along the way to get to this point, and I realized I was far from alone. In many ways, I did this for those people as much as I did it for myself. I leave here as someone who studies the power of language – someone who understands that words can start a war, or heal a nation. Yet, as I sit here trying to find the right words to express my gratitude to all of my family, friends, colleagues, professors and mentors who have supported me through the years, I find it a daunting task. As someone who appreciates the power of language, however, it is necessary to try it anyway. In particular, I want to thank Dr. Victoria J. Gallagher, my advisor and mentor throughout graduate school. In many ways, Dr. Gallagher is the reason I am here today. She was my first communication professor, and she immediately inspired me to want to do more with my life. It was Dr. Gallagher I went to see when I decided I wanted to pursue my doctorate. And it has been Dr. Gallagher since that day who has constantly encouraged me, challenged me, and nurtured me iv to this point. Her incredible intellect, energy and curiosity are infectious. I am proud to call her colleague and friend. I would also like to thank Dr. Joann Keyton for her willingness to create a special project for us that would help further my research agenda. That project ultimately led to this dissertation. Were it not for Dr. Keyton, I might never have been introduced to the Enron e- mail database, which provided the rich source of text for this project. The many nights I spent at Dr. Keyton’s house, digging through hundreds of Enron e-mail messages with pizza, M&Ms and Sally the Dalmatian, will live in my memory as the seeds of what would become an exciting and rewarding scholarly experience. I also want to thank Sherron Watkins, former Enron vice president, and whistle blower, for allowing me to interview her for this project and helping me decipher what the e-mails in the database really say about language use at Enron. She is truly an inspiration for those of us who believe in truth and ethics. I would also like to thank two other professors who were instrumental in mentoring me through this process – Dr. Deanna Dannels and Dr. Carolyn Miller. I thank Dr. Dannels for constantly inspiring me with her boundless energy, enthusiasm and knowledge, and, for listening when I needed it. She always knows just the right thing to say to put things in perspective. I thank Dr. Miller for her amazing intellect, insight and imagination, and for sharing all of those with me in class and in our research projects together. I thank Dr. Ken Zagacki and Dr. Bill Jordan for providing so much help and guidance as I worked to get my articles published. I thank Dr. Dennis Mumby from UNC-CH, not only for laying much of the theoretical groundwork for this project in his own scholarly endeavors, but also for being v willing to bring that knowledge and expertise to my dissertation committee. I thank Dr. Hiller Spires from N.C. State’s College of Education, who, while I was working as communication director there, mentored me as I first embarked on this journey.
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