SFL and organizational analysis: The ninth metaphor

Flemming SMEDEGAARD
(University of Southern Denmark)

ABSTRACT: In this paper I shall demonstrate how a linguistic theory such as SFL is developing as part of the study of business communication at the University of Southern Denmark. I shall argue the case for SFL being useful for organizational analysis. I analyse an organization from three different angles, all of which can contribute a significant characteristic to the description and understanding of the life of the organization: (i) Image, which designates the way an organization would like to be perceived, (ii) Identity, which designates the way an organization is in reality, (iii) Reputation, which designates the way in which the world outside receives the organization. If an organization is to be perceived as being credible, there must be concord between image, identity and reputation, which is why the second part of the analysis consists of a comparison of the three subsidiaryanalyses with a view to assessing the organization’s credibility in relation to its associates. I give in my paper first of all an example of using the ninth metaphor.

KEY-WORDS: SFL, organization, metaphor, image, identity, reputation, credibility.