From zero to villain: Applying narrative analysis in research on organizational reputation

Abstract

What narratives accompany the emergence of a negative reputation? I combine research on public organizations’ reputation with narrative analysis. Narratives offer multiple benefits to reputational research, playing an important role in human cognition and comprising social constructions of both organizations and other actors. Organizations profit from insights of narrative analysis concerning their reputation management. I apply the Narrative Policy Framework to the Swiss Child and Adult Protection Agencies (CAPA). A quantitative analysis of 667 narratives in mass media shows that the emergence of the CAPA’s negative reputation was accompanied by villain depictions early on, with narratives assuming a different quality after an implementation scandal. Also the CAPA’s target groups underwent marked changes in their depictions, most notably with problem causers being cast as heroes in several narratives, thus questioning the CAPA’s basic legitimacy as problem-solving organization. These findings provide the CAPA with concrete starting points to amend their reputation.