Mustafa GÖKOĞLU, ERDEM KIRKBEŞOĞLU, ŞULE TUZLUKAYA

Kurumsallaşma Sürecinde Retorik Stratejilerinin Rolü: Türkiye'de Sigortacılık Sektörünün Kurumsallaşması Üzerine Niteliksel Bir Analiz

Bu çalışmanın amacı, retorik stratejilerinin kurumsallaşma sürecindeki rolünü ve etkinliğini sınamaktır. Retorik stratejileri belirli sosyal olguların toplum içerisinde kurumsallaşması açısından bir süreklilik sergilemekte ve Pathos, Logos ve Ethos şeklinde sınıflandırılmaktadır (Aristotle, 1991). Bu açıdan bakıldığında toplumun önemli kesimlerini temsil eden kurumsal aktörler kullandıkları söylem yoluyla etkili metinler üretmekte ve savundukları sosyal olgulara dair düşüncelerin yayılımını sağlamaktadırlar. Çalışmada kurumsallaşmanın hangi retoriksel stratejiler eşliğinde gerçekleştiğini sınamak adına sigorta endüstrisi araştırma kapsamına alınmıştır. Farklı bağlamlarda farklı retoriklerin daha baskın olabileceği düşüncesine uygun olarak, çalışma sonucu ortaya konan bulgular, Türkiye'de sigortacılık sektöründeki kurumsallaşma sürecinin Pathos, Ethos ve Logos stratejileri şeklinde ardışık bir sıralamayı izlediğine işaret etmiştir

The Role of Rhetorical Strategies On The Process Of Institutionalization: A Qualitative Analysis Of Insurance Industry In Turkey

The purpose of this study is to examine the role and effectiveness of rhetorical strategies in the process of institutionalization. Rhetorical strategies present continuity with regard to institutionalization of certain social phenomena in society and are classified as Pathos, Logos and Ethos (Aristotle 1991). When considered from this point of view, institutional actors representing the important sections of the society produce effective texts through the discourse they use and ensure dissemination of the ideas regarding social phenomena they defend. In the study, insurance industry was taken into the scope of research to present in company with which rhetorical strategies institutionalization takes place. In accordance with the idea that different strategies might be dominant in different contexts, the findings put forth as a result of the study indicated that the institutionalization process in insurance sector followed the order of Pathos, Ethos and Logos strategies.

PDF

___

ARISTOTLE, (1991), The Art of Rhetoric. London, UK: Penguin Classics
BARLEY, S.R. ve KUNDA, G. (1992), "Design and Devotion: Surges of Rationaland Normative Ideologies of Control in Managerial Discourse", Administrative Science Quarterly, cilt: 37, S.3, ss.363-399.
BECKERT, Jens. (1999), "Agency, Entrepreneurs and Institutional Change: The Role of Strategic Choice and Institutionalized Practices in Organizations", Organization Studies, cilt 20, S.5, ss.777-799.
BLUMER, Herbert. (1986), Symbolic Interactionism: Perspective and Method. EnglewoodCliffs, NJ: PrenticeHall.
BOURDIEU, P. (1977), Outline of a Theory of Practice. Cambridge: Cambridge University.
BOURDIEU, P. (1990), TheLogic of Practice. Stanford, CA: Stanford University.
CHILD, J, LU, Y. ve HUNG, S. (2007), Institutional Entrepreneurship in Building an Environmental Protection System for the People's Republic of China. Organization Studies, cilt:28,S. 7, ss.1013-1034.
DIMAGGIO, Paul.(1988), Interest and agency in institutional theory. L.G. Zucker (Der.), Cambridge, Massachusetts.Ballinger:3-21. Cultureand Environment.
DIMAGGO, Paul. (1997), "Culture and Cognition", Annual Review of Sociology, cilt, 23, ss. 263-287.
DIMAGGIO, P. J. ve POWELL, W. W. (1991), Introduction. W. W. Powell ve P. J. DiMaggio, (Der.), The New Institutionalism in Organizational Analysis, 1-38. Chicago: University of Chicago.
ERERDI, H.Cemal. (1998), Sigortacılığımızın Tarihi. Commercial Union Yayınları. İstanbul
FLIGSTEIN, Neil. (1997), "Social skill and institutional theory", American Behavioral Scientist, cilt: 40, ss. 397-405.
FLIGSTEIN, Neil. (2002). The Architecture of Markets: An Economic Sociology of Twenty-first-century Capitalist Societies, Princeton, N.J: Princeton University Press.
GARUD, R, HARDY, C. ve MAGUIRE, S. (2007), "Institutional entrepreneurship as embedded agency: an introduction to the special issue", Organization Studies, cilt, 28, ss.957-969
GİDDENS, Anthony. (1984). The Constitution of Society: Outline of theTheory of Structuration. UK: Polity Press.
GIDDENS, Anthony. (1994). Sociology Second Edition. UK: Polity Press.
GREEN, S. E. BABB, M. ve ALPASLAN, C. M. (2008), "Institutional field dynamics and the competition between institutional logics: The role of rhetoric in the evolving control of the modern cooperation", Management Cooperation Quarterly, cilt: 22, S,40, ss.40-73.
GREENWOOD, R. ve SUDDABY, R. (2006), "Institutional Entrepreneurship in Mature Fields: The Big Five Accounting Firms", Academy of Management Journal, cilt: 49, S,.1, ss. 27-48.
JEPPERSON, Ronald. (1991), Institutions, institutional effects, and institutionalism.,W. W. Powell ve P. J. DiMaggio (Der.), The new institutionalism in organizational analysis, Chicago, IL: University of Chicago Press.
KAZGAN, H. SOYAK, A. ve KORALTÜRK, M. (1998), Cumhuriyetin 75 yıllık Sigortacısı Koç Allianz, Creative Yayıncılık. İstanbul.
KOHEN, David. (2009), Mal Canın Yongasıdır, İstanbul, Osmanlı Bankası Araştırma Merkezi Yay.
LAWRENCE, T. B., ve SUDDABY. R. (2006), Institutions and institutional work, S. R. Clegg, C. Hardy, T. B. Lawrence, W. R. Nord, (Der.), Handbook of organization studies, London, UK: SAGE.
LEBLEBİCİ, H. SALANCIK, G. R., COPAY, A. ve KING, T. (1991), "Institutional change and the transformation of interorganizational history of the U.S. radio broadcasting industry", Administrative Science Quarterly, cilt:36, S.3, ss. 333- 363.
MAGUIRE, S. HARDY, C., ve LAWRENCE, T. B. (2004), "Institutional Entrepreneurship in Emerging Fields: HIV/AIDS Treatment Advocacy in Canada", Academy of Management Journal, cilt:47, S.5, ss.657-679.
MEYER, W.John. (1994), Rationalized environments. W. R. Scott ve J. W. Meyer (Der.),Institutional environments and organizations: Structural complexity and individualism,Thousand Oaks, CA: SAGE.
MEYER, Michael. (2009), Retorik. İ. Yerguz (Çev.), Ankara: Dost Kitabevi
MORRILL, Calvin. (2014), "Institutional Change Through Interstitial Emergence: The Growth of Alternative Dispute Resolution in American Law, 1965-1995", (erişim adresi: http://webuser.bus.umich.edu/organizations/smo/protected/resources/morrill.pdf), (erişim tarihi: 10.03.2014).
MUNIR, K. A. ve PHILLIPS, N. (2005), "The Birth of the "Kodak Moment": Institutional Entrepreneurship and the Adoption of New Technologies", Organization Studies, cilt:26, S.11, ss.1665-1687.
ÖZEN, Ş.ve BERKMAN, Ü. (2007), "Cross-national Reconstruction of Managerial Practices: TQM in Turkey", Organization Studies, cilt:28, S.06, ss.825-851.
PHILLIPS, N., LAWRENCE, T., ve HARDY, C. (2004), "Discourse and Institutions", Academy of Management Review, cilt: 29, S.4, ss.635-652.
PURDY, J. M. ve GRAY, B. (2009), "Conflicting logics, mechanisms of diffusion and multilevel dynamics in emerging institutional fields", Academy of Management Journal, cilt:52, S.2, ss.355-380.
RAO, H. MORRILL, C., ve ZALD, M. N. (2000), Power Plays: How Social Movements and Collective Action Create New Organizational Forms. Corporations, Classes and Social Movements After Managerialism. B. M. Staw, R. I. Sutton (Der). Research in Organizational Behavior, Vol: 22, New York: JAI Press.
SHERER, P. D. ve LEE, K. (2002), "Institutional Change in Large Law Firms: A Resource Dependency and Institutional Perspective", The Academy of Management Journal, cilt:45, S.1, ss.102-119.
SUDDABY, R. ve GREENWOOD R. (2005), "Rhetorical Strategies of Legitimacy, Administrative Science Quarterly, cilt:50, ss.35-67.
SYMON, Gillian. (2000), Everyday Rhetoric: Argument and persuasion in everyday life", European Journal of Work and Organizational Psychology, cilt:9, S.4, ss.477-488.
ZILBER, B. Tammar. (2007), "Stories and the Discursive Dynamics of Institutional Entrepreneurship: The Case of Israeli High-tech after the Bubble", Organization Studies, cilt:28,S.7, ss.1035-1054.