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| Tekijä: | Milne, M.J. Kearins, K. Walton, S. |
| Otsikko: | Creating adventures in wonderland: The journey metaphor and environmental sustainability |
| Lehti: | Organization
2006 : NOV, VOL. 13:6, p. 801-839 |
| Asiasana: | business communication sustainable development environment |
| Vapaa asiasana: | metaphors |
| Kieli: | eng |
| Tiivistelmä: | This paper provides a critical exploration of the 'journey' metaphor promoted in business (here as: b.) discourse on sustainability, e.g. in corporate reports and advertisements etc. by b. and professional associations. The description of 'sustainability as a journey' (here as: s-as-j.) evokes images of organizational adaptation, learning, progress, and a movement away from b.-as-usual practices. However, it masks the issue of towards what it is that b. is actually moving. It is argued that in constructing 's-as-j.', b. commentators etc. can avoid becoming entangled in debates about future desirable and sustainable states etc. which would question the very 'raison d'etre' for some organizations. 'S-as-j.' invokes a subtle and powerful use of language appearing to seriously engage with elements of the discourse around sustainable development and sustainability etc. |
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