Organizational stigma: A complementary approach to individuating evaluation of organizations

Abstract

Mainstream Public Relations literature concerns primarily with individuating, positive evaluation of organizations, such as relationship or reputation management. Comparatively, limited attention has been paid to the case when publics do not evaluate organizations as individual entities but based on the categories they belong or associate with, such as industry, country of origin, political orientation. In this regard, the organizational stigma perspective facilitates a more comprehensive understanding of publics’ evaluation of organizations. The case of Hong Kong real estate developers was examined from this theoretical lens. Basic and interpretative content analysis of related discussion forum and media content illustrates the coexistence of individuating and deindividuating evaluation in the light of various normative expectations. Analysis of stigma labels in circulation uncovers conditions accelerating transmission of deindividuating, negative stereotypes. Theoretical and practical implications are discussed.