Organization: From Substance to Image?

This paper discusses the increased theoretical and practical interest in the idea tional dimensions of organizations, with particular emphasis on corporate images. The role of these internally in organizations, and not only for the regulation of external relations, in large parts of the modern economy is emphasized. The preconditions for the appearance of images as objects of systematic control and instrumental action in organizations are investigated. A broad trend in modem corporate life is portrayed and conceptualized as a development from a strong focus on 'substantive' issues to an increased emphasis on dealing with images as a critical aspect of organizational functioning and management. This means, among other things, that pseudo-events, pseudo-action and pseudo-structures, i.e. phenomena which have the purpose of producing effects on people's impressions and definition of reality, are important features of modem management and organization.