Organization as hypertext: A metaphor from visual cultures

Abstract

This article argues that visual cultures exert a profound influence at the level of the metaphorical conceptions of organizational life. It investigates two metaphors of the organization which have their roots in visual cultures: the metaphor of taking a photograph of the organization, and the metaphor of the organization as a hypertext. The diversity of these two metaphors in their conceptualisation of organizational life is illustrated, as well as their shared link with the aesthetic understanding of organization. It emerges that the metaphor of the photograph highlights the organizational knowledge which is incremental, objective and ‘subject-less’. On the contrary, the metaphor of the hypertext shows that organizational knowledge ‘always has a subject’, and that this subject may be conceived as internal to the organization and not as exclusively external to it.