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Reff & Strandgaard The Role of the Media in the Co-Production of Identities in a Filmmaking Company Anne Reff Pedersen and Jesper Strandgaard Pedersen Copenhagen Business School, Denmark ABSTRACT This article focuses on the role of organizational storytelling and identity formation of a Danish filmmaking company, Zentropa Entertainment Productions Company (a.k.a. Zentropa). Identity formation, as storytelling, is taking place in a context of multiple voices, polyphony, and is performed in dialogue. The article explores how identities are co-produced through the interaction between the organization and external actors by their story interaction. The study illustrates how the identity of a filmmaking company emerges from identity stories and how they are co-produced with the media. We argue that the rebellious ‘Maverick’ identity of Zentropa has emerged through its interaction with the media through “counter stories.” Finally, the study shows the difficulties that Zentropa encountered trying to maintain its rebellious ‘Maverick’ identity. Keywords: identity work, media, co-production, narrative INTRODUCTION Wyatt, 1994; Lampel, Shamsie and Lant, 2006), because film companies are highly What role does the media play in the dependent on positive publicity and media co-production of the identity of a filmmaking hype when new films are released. Media company? The purpose of this article is to portrayals, reviews and understandings of investigate and understand the narrative forms filmmaking organizations and their products and processes through which an enterprise are also invaluable in attracting investors, organizes and attempts to handle some of the audiences and international recognition. paradoxes involved in creating and maintaining an ongoing identity. The article argues that an Filmmaking companies are of interest important factor in the formation of the identity for several reasons. First, their products, the of organizations is related to the ongoing films, are important cultural creators of relationship and exchange between the meaning (Harbord, 2002). Second, the organization and its surroundings. The companies represent the type of cultural- research draws from Zentropa Entertainment creative organizations that are becoming more Productions Company (a.k.a. Zentropa), a widespread (Pine and Gilmore, 1999; Caves, Danish filmmaking company known as a 2000) and ones from which other businesses rebellious ‘Maverick’ (Becker, 1982). The may learn (Lampel, Lant and Shamsie, 2000; company is known as a critical and artistic Caves, 2000). Third, filmmaking companies voice in contrast to mainstream, profit oriented, are, through their products, in the business of ‘High Concept’ filmmaking firms (Wyatt, 1994). storytelling. Fourth, in an increasingly globalized and standardized film industry The aim of the article is to illustrate how (Harbord, 2002) small rebellious filmmaking the rebellious ‘Maverick’ identity of Zentropa is companies, like Zentropa, constitute an emerging through its specific interplay with the interesting contrast to the mainstream, high media. Like for other businesses, the media concept film industry (Stevenson, 2003; Hjort constitutes an important external relationship and MacKenzie, 2003; Alvarez et al. 2005). for filmmaking companies (Becker, 1982; 91 Vol 7 Issue 7.1 2008 ISSN 1532-5555 In the paper, we will elaborate upon the has been the multiplicity of identities (Pratt and identity production of Zentropa. We will Foreman, 2000), focusing on how managers analyze the specific ways in which identities handle multiple organizational identities. Pratt are created, both externally and internally. But and Foreman (2000) focus on the negotiations first, we review the literature on narrative outside of organizations to illustrate how identity studies, with an emphasis on the multiple identities emerge, especially through performative part of narrative studies. story telling. NARRATIVE AND CO-PRODUCTION A narrative approach to identity studies IDENTITY STUDIES aims to understand how specific actors discursively position themselves through The theoretical framework for this study specific conditions of possibility and is rooted in theories of identity construction constraints. Instead of assuming that (Albert and Whetten, 1985; Gioia, 1998; Pratt organizational identity is exclusively about that and Foreman, 2000; Albert, Ashforth and which is central, enduring, and distinctive, a Dutton, 2000; Gioia, Schultz and Corley, 2000) narrative approach emphasizes the work and in theories on narrative organizational involved in the creation of identity (Boje 1995, studies (Czarniawska, 1997; 1998; 1999; 2001; Czarniawska, 1999; Gabriel, 1995; Gabriel, 1995; 2000; Boje, 1991; 1995; 2001). 2000). When Albert and Whetten (1985) asked the questions: who are we, and what kind of firm is In other words, there is much work this, they were seeking to characterize involved in performing or creating an identity. organizational identity as a self reflective “Organizational storytelling allows people to try question, with three main features. First, out and develop identities for themselves that organizational identity is seen by are not available through official organizational organizational members as central to the practices” (Gabriel 2000:129). Storytelling organization. Second, they questioned what results in fragmented, tentative, and makes an organization distinctive from others experimental identities that are coupled organizations. Last, their questions raised the together in numerous fields. Gabriel (2000) issue of what is perceived by organizational describes how organizational identities in the members to be an enduring and continuing workplace are linked to subjectivity, which is feature linking the organization with the past outside control. Gabriel (2000) argues that it and the future (Albert and Whetten, 1985; does not suffice to look only at the managed Gioia, 1998). Early studies of organizational organization with its mass-produced fantasies, identity focused on the internal life of powers, strategies, tactics and so forth as the organizations, organizational culture and how exclusive source from which people draw organizations created certain values and meanings and identities. “The unmanaged norms that in turn formed the organizational spaces of the organization do not generally identity (cf. Martin, 2002 for an overview of this challenge organizational control, but allow stream of research) individuals and groups through their stories to affirm themselves as agents, heroes, survivors Recent studies of identity suggest that and object of love rather than identifying with identity is not a given position. In post- the script that organizations put in their industrial times, more identity options and mouths”, (Gabriel 2000:129). more tolerance of identity diversity exists, resulting in processes where identities change Gabriel (2000) defines stories by their over time (Albert, Ashforth and Dutton, 2000). narrative genres, characters, events and plots These conditions lead to identities being to understand the way in which different negotiated both inside and outside of members of organizations create identities organizations. Different research streams based on every day life in the organizations examine this kind of identity formation. One (Gabriel, 2000). Gabriel’s definition of stories is 92 Reff & Strandgaard inspired by Northrop Frye’s research on myths relationship with the media to control the and narrative genres (Frye, 1957). Other media identity stories. We argue, however, researchers in the field of organization and that legitimacy and identities are not a identity have analyzed narrative identity by the managed process, but a result of both genre of comedy, tragedy and romance managed and unmanaged identities, a co- (Downing, 1997; Gabriel, 2000; Grant, production of story work that can sometime Michelson, Oswick, and Weiles, 2005). entail a wish or intentions of success stories, Ultimately, Gabriel (2000) argues that identity but with no ability to do more than that. The work is linked to unmanaged spaces in way the storytelling co-production works out organizations. depends upon the context of the multiple voices and the storyteller’s storytelling We argue that the relation between capabilities. The storytelling condition of media and film companies can be defined as identity formation is one of polyphony. unmanaged spaces due to the relational character that is difficult to manage and In Boje’s analysis of the Disney control. In accordance with Gabriel’s points, Corporation, he identifies voices and stories identities relate to workspaces and also to that are excluded from the corporation’s official external actors and their unmanaged interests. stories about golden times and profit (Boje, Organizing identities is a coproduction of the 1995). Boje observes differences between the managed organizational relationship, mass- stories of the CEO and the stories of the produced fantasies, power and the employees, and demonstrates that unmanaged organizational relationship within management is not a univocal but rather a which an individual constructs meaning polyphonic phenomenon, communicating both through stories. The voice of journalists can formal and informal stories (Boje, 1995). The thus be related to both managed power stories term polyphony comes from Greek and means and more individual unmanaged stories. “many” and “voices” – many-voices. Many Rather than contradictions, such fragmented