The Role of Gossip in the Creation and Miscreation of Company Identity from the Perspective of Actor-Network Theory

In this paper an attempt will be made to show how the grapevine shapes the relations between companies and stakeholders. To narrow the scope of the research, attention will be focused solely on one type of colloquial corporate socializing, namely gossiping. The company, its organizational environment and its relation with gossip are studied by implying the notion of company identity. The interrelation between gossiping and company identity has not been discussed by many researchers, although informal communication as such spans a number of disciplines. Consequently, in this work the author will try to show both the negative and positive sides of gossip in forming corporate communities and their character. Taking into account the growing role of networks in creating and sustaining different types of communication, gossiping is studied through the perspective of Actor-Network Theory that facilitates an understanding of how human beings and non-living entities shape the way company identity is constructed and maintained.