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A Discourse Analytical Approach To Understanding Institutional Changes In The Irish Advertising Industry, Rosie Hand, Dalvir Samra-Fredericks Professor, Polly Pick

Conference papers

The central objective of the research upon which this paper draws is to establish how technological, economic and socio-cultural change has impacted the structures, roles and processes of the Irish Advertising Industry. Institutional theory provides the central theoretical framework. The research takes an interpretivist, constructionist and inductivist perspective and employs the methodological approach of discourse analysis to explore how institutions are being shaped and arguably changed by social actors. It draws on a growing body of literature which suggests that language is central to the structuring of organisations. The empirical data and its fine-grained analysis has begun to reveal the …