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Management Communication Quarterly
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Meaning in Organizational Communication

Why Metaphor Is the Cake, not the Icing

Raymond Hogler

Colorado State University

Michael A. Gross

Colorado State University

Jackie L. Hartman

Colorado State University

Ann L. Cunliffe

University of Hull

The authors propose an alternative to the postmodern way of viewing metaphor primarily as an instrumental and functional rhetorical tool designed to influence members of an organization through ideological appeals, a view that depicts rhetoric as merely subjective and manipulable. Our alternative draws from the "aesthetic side of organizational life" and argues that communication exceeds the theoretical reach of the postmodern perspective, which requires a new conceptualization of metaphor as epistemic and capable of signaling meaning that is inseparable from its unique and discrete form.

Key Words: metaphor • postmodernism • aesthetic

Management Communication Quarterly, Vol. 21, No. 3, 393-412 (2008)
DOI: 10.1177/0893318907309929
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