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Using content analysis to reveal organizational identity orientation: Evidence from the newspaper industry

机译：使用内容分析揭示组织的身份定位：来自报纸行业的证据

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Purpose - Organizations face various situations that require to give decisions. There are many factors that influence their decisions. Organizational identity is one of the factors that can be used as an interpretive schema for decisions. Not only for decisions but also for recognition, legitimacy, allocating the organization among the others organizational identity is viewed as a construct that organizations want to protect. This study aims to contribute to measurement of organizational identity. Design/methodology/approach - National, daily newspapers were chosen as sample for the study. Influence of organizational identity on decisions is highly reflective for newspapers. When they face conflicting demands, they tend not to make any concession from their identities. They want to behave in compliance with their identities. To reveal organizational identity orientation of newspapers, data were collected based on the 18 interviews with executive editors of newspapers. Findings - Content analysis was concluded with ten categories that help in understanding organizational identity orientation. These ten categories were grouped within two broad orientations as business oriented and journalism oriented organizational identity. These categories reveal not only average organizational identity orientation of newspapers industry but also the variations in organizational identity orientation between newspapers. Research limitations/implications - Limitation of the study is the way to reveal organizational identity orientations studied on only newspapers. Undoubtedly, using this method for other organizations that operate in different industries, contributes to the generalizability of findings. Originality/value - Significance of the study is to reveal a method to measure organizational identity orientation based on content analysis approach.
机译：目的-组织面临各种需要做出决定的情况。有许多因素影响他们的决定。组织身份是可以用作决策解释模式的因素之一。不仅为了决策，而且为了承认，合法性，在其他组织之间分配组织身份，组织身份也被视为组织要保护的结构。这项研究旨在帮助衡量组织的身份。设计/方法/方法-选择全国性日报作为研究样本。组织身份对决策的影响在报纸上具有很高的反映性。当他们面临相互矛盾的要求时，他们往往不会因自己的身份做出任何让步。他们想按照自己的身份行事。为了揭示报纸的组织身份定位，我们根据对报纸执行编辑的18次采访收集了数据。调查结果-内容分析总结了十个类别，有助于理解组织的身份取向。这十个类别分为两个主要方向，分别是面向业务和面向新闻业的组织标识。这些类别不仅揭示了报纸行业的平均组织身份取向，而且还揭示了报纸之间组织身份取向的变化。研究的局限性/意义-研究的局限性是揭示仅在报纸上研究过的组织认同取向的方式。无疑，将此方法用于不同行业的其他组织，有助于发现的普遍性。原创性/价值-研究的意义在于揭示一种基于内容分析方法来衡量组织身份取向的方法。

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