Beyond Structure: The Role of Social Accounts in Implementing Ideal Control

Abstract

In order to survive, the contemporary organization must quickly adapt to its ever-changing markets and environment. The methods of structural control associated with the bureaucratic organizational form impede such adaptation. As a result, organizations are supplanting structural control with newer means of control - the control of ideas. Drawing on and extending social accounts theory, the authors explore how social accounts are used as one method to help to gain control of ideas, lessening management’s dependence on bureaucratic structures. The article exemplifies the managerial use of social accounts by reviewing the text of a videotape used by one organization in its attempt to influence workers’ ideas about management, unions and their own interests in order to keep the organization union free. The authors conclude with a discussion of how managerial uses of social accounts can be resisted by workers.