Organizational Rhetoric As Subjectification

Given arguments that organizational rhetoric is disconnected from contemporary and useful trends in rhetorical theory writ-large, we build a case for rethinking organizational rhetoric’s founding concept of identification through recent innovations in rhetorical theory. Drawing from theories of psychoanalysis, racialization, and coloniality, we argue for an alternative understanding of organizational rhetoric premised on subjectification, where subjectification is the process through which a subject is brought into being on the basis of shifting contexts, relations, and imbrication in forces of power. We highlight three facets of organizational subjectification that can contribute to innovative organizational rhetorical research: differential relations, dependence on Otherness, and uneven mutuality. These facets, we argue, highlight how processes of coloniality and racialization are fundamental to our very being and becoming, providing a means of understanding organizational rhetoric as inherently political.