Speaking the Language of the Bottom-Line: The Metaphor of "Managing Diversity"

This study explores the metaphor of managing diversity and its relateddiscourses that dominate current business communication about thechanging workforce. We examine the language employed in practitioner-oriented texts and consultant websites on diversity. We first illustratethe characteristics of the managerial metaphor, including the emphasison achieving competitive advantage and a "quick-fix" orientationtoward improving managerial competencies regarding diversity. Wethen analyze the implications of the managerial metaphor in terms of(a) whose interests are emphasized by the metaphor, (b) whose interests are (potentially) marginalized by the metaphor, (c) how themetaphor system relates to power and economic interests, (d) how different metaphors present alternative positions, and (e) implications forbusiness communication. We contend that language that constitutesindividuals as resources emphasizes managerial and economic interestsand potentially marginalizes human and ethical aspects of diversity.