The Role of Rhetorical Vision in Management Communication During Organizational Rebirth
Keywords:
rhetorical vision, organizational rebirth, symbolic convergence, management communication, renewal, transformationAbstract
This study examines the role of rhetorical vision in management communication during organizational rebirth through a quantitative investigation of 100 employees in organizations that had undergone significant rebirth (post-bankruptcy recovery, post-scandal renewal, strategic reinvention). Grounded in Symbolic Convergence Theory (Bormann, 1972) + Organizational Rebirth Framework, the research investigates the psycholinguistic mechanisms underlying this phenomenon. Leaders who articulated a compelling rhetorical vision (a shared narrative of organizational rebirth integrating past identity, current transformation, and future aspiration) achieved 44% higher employee buy-in than those using purely strategic/rational communication. Effective rhetorical visions contained: acknowledgment of failure without blame (Beta=0.34), phoenix-from-ashes narrative arc (Beta=0.28), collective hero framing (Beta=0.26), and specific behavioral commitments (Beta=0.22). Vision adoption predicted organizational rebirth success (r=0.56). Employees who 'chained' the rhetorical vision through retelling to peers amplified its effect by 38%. Model explained 46% of variance in rebirth commitment. The findings provide theoretical and practical contributions to the intersection of psychology, linguistics, and organizational science.
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