Being different and being the same: Multimodal image projection strategies for a legitimate distinctive identity
通过研究葡萄酒庄在区域集群中投射的视觉和语言形象，识别出三种策略，帮助组织在竞争群体中主张合法且独特的身份，对组织定位和身份理论有贡献。
This article examines how organizations claim legitimate distinctive identities in competitive groups by projecting multimodal—that is, visual and verbal—images. Through a qualitative empirical exploration of wineries’ projected images in a regional cluster, this study identifies three projection strategies by which organizations combine collective and organizational identity markers to claim their legitimate distinctive identities. By examining legitimate distinctiveness as a multimodal discursive construct, this study advances the understanding of the link among collective and organizational identity, projected images, and legitimate distinctiveness, thereby contributing to theories of organizational positioning in established organizational categories. More broadly, this study contributes to discursive theories of legitimate distinctiveness by adding multimodal projection strategies to the array of linguistic rhetorical devices that organizations use to influence their stakeholders’ perceptions.