Elements of communication and the self as assumptions for structuring the organizational self and identity

Abstract

The construction of organizational identity in the 21st century is intrinsically linked to communication and discourse, particularly following the acceleration of digital transformations driven by the pandemic. This article explores how the discursive identity of organizations, especially startups, is formed and communicated through continuous interactions and discourses that shape the internal and external perception of the organization. The analysis is based on theories from authors such as Albert and Whetten (1985), Brewer (1991; 1996), Charaudeau (2009), Maingueneau (2008), and Jung (2009), emphasizing the importance of a coherent organizational self for sustainability and market recognition. The study offers insights into how startups can structure their discursive and social identities to build a strong and reliable brand.