Network graffiti:interaction as sensemaking

Hopkinson, Gillian (2015) Network graffiti:interaction as sensemaking. Industrial Marketing Management, 48. pp. 79-88. ISSN 0019-8501

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As an alternative to the metaphor of network picture, this paper offers graffiti as a means to conceptualise continuous sensemaking in interactions within unbounded networks. The paper contrasts the cognitivist orientation of the picture to the social constructionist (especially discursive psychology) approach that refutes the separation of mind and world through the notion of language work. The ideological and ephemeral character of graffiti allows us to see interactions as sites of language work where truth is asserted through reference to other interactions. Thus sensemaking is a continuous process arising through the links made between multiple, networked interactions. This is illustrated by looking at the UK veal market and the TV series, Jimmy and the Giant Supermarket. The implications for management include cultivation of an ability to reduce equivocality whilst retaining ambiguity. A bridge to market making and renewed consideration of power are suggested.

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Journal Article
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Industrial Marketing Management
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24 Nov 2014 09:35
Last Modified:
22 Nov 2022 01:19