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Sustainability ante‐narratives in media organisations: A storytelling approach to prospective sensemaking and the narrative evolution of sustainability

Research output: Contribution to conference - Without ISBN/ISSN Conference paper

Published
Publication date4/07/2014
Original languageEnglish
EventEuropean Group of Organization Studies, 30th EGOS Colloquium - Rotterdam School of Management, Rotterdam, United Kingdom
Duration: 2/07/20145/07/2014

Conference

ConferenceEuropean Group of Organization Studies, 30th EGOS Colloquium
CountryUnited Kingdom
CityRotterdam
Period2/07/145/07/14

Abstract

‘When the winds of change blow, some people build walls and others build windmills’
‐ Chinese proverb.
A lot of research is directed at the current paradigm of sustainability, but this 
research is interested in what sustainability could become… sustainability ante‐
narratives. By studying the phenomena sustainability within media organisations 
this research applies ante‐narrative to realise sensemaking of sustainability, and 
how this ambiguous concept manifests itself now but more predominantly in the 
future of media organisations. It is with this in mind that we incorporate a 
storytelling methodology to research prospective sustainability though a case study at the British Broadcasting Corporation (BBC). This paper examines primarily 
sustainability interviews, corporate responsibility reports, and sustainability 
reports to understand how organisational actors are responding to sustainability, 
and how the story and narrative are shifting perspectives to reveal potential 
sustainability evolution. The paper also evaluates though reflection the viability of 
this novel method as a tool to examine future sustainability.