Cette recherche s’appuie sur la littérature sur la marque employeur, la théorie de l’identité sociale et la théorie du stigmate pour analyser les problèmes d’attractivité organisationnelle au sein d’un secteur stigmatisé. Ces difficultés peuvent être liées à un manque de notoriété, à une mauvaise image de l’entreprise en tant qu’employeur mais aussi à une mauvaise image du secteur. We thus advance the concept of locational stigma and show how it can benefit organizations.ĭe nombreuses entreprises sont aujourd’hui confrontées à des difficultés de recrutement. Entrepreneurs use the underdog narrative in hope of differentiating their ventures from those in other locations, while they leverage the comeback story to gain access to the resources and in‐group advantages.
Our findings from Detroit, Michigan reveal that entrepreneurs embrace the locational stigma by taking part in Detroit’s underdog narrative and comeback story. To do so, we study organizational locational stigma, which we define as a label arising from an organization’s geographic location that evokes a collective stakeholder group‐specific perception that an organization possesses a fundamental, deep‐seated flaw that deindividuates and discredits the organization. Through an inductive field study, we set out to better understand how and why ventures would embrace a non‐core stigma this is perplexing given that a majority of stigma literature suggests that organizations tend to avoid/disidentify from stigmatized entities. Overall, we contribute to a better understanding of how organizations can capitalize on their core stigma through spectacularization we also explore the role of audiences in co‐creating organizational realities around stigma. Through these mechanisms, a new reality around the stigma of drag queens is constructed and stigma is normalized. In our analyses, we identify three mechanisms (i.e., reiteration of transgressions, awakening of social consciousness, and language modeling) the organization strategically uses to spectacularize the transgressions associated with the social deviance of drag queens. We focus on RuPaul’s Drag Race as a stigmatized organization that has built its success through the active spectacularization of its core stigma. In this new reality, rather than stigma being concealed, it is normalized, and the organization capitalizes on it to enhance success. Specifically, we analyze how an assemblage of different actors within and around an organization contributes to the spectacularization of stigma and thus brings a new reality into being. How can organizations capitalize on core stigma through spectacles? In this paper, we adopt a performativity perspective to address this question.
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