Power and prejudice? A discourse analytic approach to exploring the language of flexibility in the software development industry.
Ian E. Robson, Giedre Nordström · Diva portal (Dalarna University Library) · 2007
Flexibility has stolen into the marketing lexicon in recent years to engage scholars in analysis, theorising and philosophising around definitions and models. We propose a philological approach to analysing the development of flexibility ideology through explicating meaning from everyday conversations of managers in one of the most dynamic industries in the modern world, the telecommunications industry. Interviews were conducted on a conversational basis with six chief executive officers of software development companies serving the telecommunications industry and located in South East Sweden. The research shows the application of the discourse analytic in revealing the purpose and complexity of flexibility repertoire.