Introducing the feminist management discourse in organizations

Abstract

The article demonstrates management discourse without masculine subtexts. In two organizations in the Norwegian state administration management was talked about either as a truly gender neutral activity or as a "feminine" activity. Managers' primary tasks were to motivate team members and help them develop their capacities, it was stated. Further, team management was described either by the use of metaphors from gardening or childcare. Management discourse without a masculine subtext still appears to be very uncommon in work organizations. Why the typical masculine gendering of management was swapped with a more neutral or even feminine gendering is discussed in the article. It is argued that the successful launching of a non-masculine discourse relied on feminist agents who very effectively created organizational structures supporting such a discourse.