Strategy as staged performance: A critical discursive perspective on keynote speeches as a genre of strategic communication
通过分析苹果公司主题演讲的视频数据，揭示了演讲者如何通过身体动作（如平视和跳跃手势）等话语实践来构建策略，对研究战略沟通体裁和策略实践中的身体角色有参考价值。
Research Summary : In this article, we explore how keynote speeches come into being as a staged genre of strategic communication. In our critical discursive analysis of video data on Apple Inc.'s keynote speeches, we demonstrate how keynote speeches are multimodally accomplished through the embodied enactment of four discursive practices: referencing, relating, demarcating, and mystifying. We show how different bodily movements, which we describe as leveling and leaping gestures, systematically contribute to constructing different conceptions of strategy through the enactment of these discursive practices as a staged genre of strategic communication. Our findings contribute to strategy‐as‐practice research by extending the nascent but growing literature on genres of strategic communication, the strategist's body in the strategy process, and the use of video‐based research methods. Managerial Summary : Firms increasingly rely on keynote speeches to communicate their strategies. As a result, managers invest more and more time and effort into preparing and rehearsing their keynote speeches. But how do managers communicate strategy in these staged performances? Based on an analysis of Apple Inc.'s keynote speeches, we explore the discursive and bodily patterns that characterize this genre. In doing so, we demonstrate that the coordinated use of bodily movements in keynote speeches is consequential for highlighting different aspects of the communicated strategy. This shows that keynote speeches and other types of public speeches cannot simply be scripted, but require managers to engage in bodily rehearsal and training in order to communicate strategies effectively.