Xρήστος Αθανασούλης - Διδάσκων ΠΔ/407 - ΡΟΛΟΣ ΤΗΣ ΓΛΩΣΣΑΣ ΣΤΗ ΛΗΨΗ ΑΠΟΤΕΛΕΣΜΑΤΙΚΟΤΕΡΩΝ ΑΠΟΦΑΣΕΩΝ ΣΤΟ

Ο ΡΟΛΟΣ ΤΗΣ ΓΛΩΣΣΑΣ ΣΤΗ ΛΗΨΗ ΑΠΟΤΕΛΕΣΜΑΤΙΚΟΤΕΡΩΝ ΑΠΟΦΑΣΕΩΝ ΣΤΟ MARKETING

ΧΡ.Κ.ΑΘΑΝΑΣΟΥΛΗΣ

RELATING TO THE LITERATURE

• ‘A paper that does not have references is like a child without an escort walking at night in a big city it does not know isolated,lost,anything may happen to it.’ (Latour ,B ,1987)

Language and Organizations :Some references

• Language and Management • Discourse and Organisation• Sensemaking in organisations• Representing reality• Debating organisation• The languages of business

RECENT TRENDS IN SOCIAL SCIENCES

• New ideas about the role of language/ The linguistic turn/ Discourse analysis/Social construction

THE ROLE OF LANGUAGE 1

• Language was regarded as purely representational which unproblematically describes a reality out there.

• Austin introduced three functions of language: locution- ιδιωματική, illocution – ενδοιδιωματική και perlocution- διαιδιοματική.

• Ο καθηγητής Μπαμπινιώτης στο άρθρο του ‘Η πάλη με τις λέξεις, Το Βήμα 2002’ γράφει : ‘Πάρε τη λέξη μου, δώσε μου το χέρι σου’ λέει ο Εμπειρίκος ζητώντας να μεταβληθεί ο λόγος σε πράξη…

THE ROLE OF LANGUAGE 2

Άλλωστε οι λέξεις (και γενικότερα η γλώσσα) σε τι άλλο οδηγούν παρά σε

πράξεις.How to do things with words πώς να πράττουμε με λέξεις διδάσκει

χαρακτηριστικά ο φιλόσοφος της γλώσσας Austin.’

THE ROLE OF LANGUAGE 3

‘Οι λέξεις φταίνε. Αυτές ενθάρρυναν τα πράγματα σιγά -σιγά να αρχίσουν να συμβαίνουν.’

(Κ.Δημουλά) ‘Οι λέξεις γονιμοποιούν το τίποτα και σαρκοδένουν το κενό.’ (Δ.Λιαντίνης).

THE ROLE OF LANGUAGE 4

‘Ο γλωσσικός σκεπτικισμός είναι κυρίως έκδηλος στον Γοργία. Κατά τον Γοργία, ο

υποτιθέμενος φυσικός αντικειμενικός κόσμος δεν είναι προσιτός στον άνθρωπο

μέσω των ονομάτων τα οποία αυτός χρησιμοποιεί…Τα ονόματα τα οποία ο άνθρωπος δίνει.. Είναι αυθαίρετα και συμβατικά προιόντα του ανθρωπίνου

πνεύματος.

THE ROLE OF LANGUAGE 5

• Τα ονόματα τα οποία ο άνθρωπος δίνει.. Είναι αυθαίρετα και συμβατικά προιόντα του ανθρωπίνου πνεύματος.(Λ.Μπαρτζελιώτης,1985)

THE ROLE OF LANGUAGE 6

The very idea of truthful representations is problematized, and it is claimed that social

science cannot in fact reflect reality;in many variants even reality is

problematized and human experiences itself discursively constituted, that is, it exists in, rather than outside language.

DISCOURSE ANALYSIS 1

Discource:‘A connected set of statements , concepts, terms and

expressions which constitute a way of talking about a particular issue, thus

framing the way in which people understand and respond with respect to

that issue’(Watson,1995)

DISCOURSE ANALYSIS 2

• As Parker (1992) notes the role of language in constituting ‘reality’, is therefore central to our understanding of th knowledge practices of the academy;and all our attempts to discover truth should be seen for what they are – forms of discourse. Discourse then constitutes our sense of the world in order for us to exercise power over it.

SOCIAL CONSTRUCTION

The idea of socially constructed realities have come into currency as a substitute

for understanding organization and organizational functioning ie org are no longer considered in a simple sense as

pre-existing objective entities but instead , are deemed to be socially

produced ,reproduced and sustained by the recurring actions of individual

members of a collective.

SOCIAL CONSTRUCTION 2

,reproduced and sustained by the recurring actions of individual

members of a collective.

CRISIS OF REPRESENTATION

• A deep –seated anxiety over the extent to which researchers could be regarded as objective observers whose responsibility was to tell the truth about those observations.It does problematize the taken for-granted idea that we already understand what it means to draw the line between mode of representation and substantive content ,between fact and fiction.It does question the belief that we can have unmediated access to reality, arguing instead that ‘the real is enabled to mean through systems of signs organised into discourse on the world’

THE LINGUISTIC TURN

The LT CHALLENGES A NUMBER OF ASSUMPTIONS held by analytical

philosophy such as the notion of an independent actor based on a

Kantian- Cartesian conception of reason with the individual pursuing

their own self-interest, and the correspondence theory of truth ,which assumes knowledge is a representation

of reality .Instead philosophers (Wittgenstein, Rorty et al) emphasise

the important role of language in forming our view of the world ie language gives us our world and

elevate language and text to a key position in any discipline.

THE LINGUISTIC TURN 2

• …their own self-interest, and the correspondence theory of truth ,which assumes knowledge is a representation of reality .Instead philosophers (Wittgenstein, Rorty et al) emphasise the important role of language in forming our view of the world ie language gives us our world and elevate language and text to a key position in any discipline.

SIDEWAYS LEARNING

• SL aims at maintaining a MINDFUL state; the concept of MINDFULNESS revolves around openness to novelty alertness to distinction sensitivity to different contexts implicit if not explicit awareness of multiple perspectives orientation in the present (Langer 1997)

THE MARKETING MANAGEMENT APPROACH (MMA)

• Answers the need for decision guidance its texts (Kotler…) work up a managerial world devoid of discordance and awash with manufactured consensus Hackley MMA-texts tends to reify the marketing phenomenon ie present it as something beyond human life as a –fixed point of certainty around which the turbulent and unpredictable managerial universe turns.H The MMA set of activities is situated within an externally given world which is independent of mktg practitioners.

MMA(2)

• The well-known core concepts of MMA are given a reified status ie as referring to extra-discursive phenomena , whose existence is independent of how the concepts are used and interpreted in every day marketing work.

EPILOGUE

• We have not arrived at a destination, but rather a temporary resting point.Therefore no conclusion.No safe and final truth with which to sum up this presentation.

• According to Rorty ironist is the sort of person who faces up the contingency of his or her most central belief and desires. It is someone sufficiently historicist and nominalist to have abandoned the idea that those central beliefs and desires refer back to something beyond the reach of time and chance. Rorty 1989

IN CONCLUSION

• Nothing is a waste of time if you use the experience wisely (Auguste Rodin).

CRISIS OF REPRESENTATION 2