Voicing an identity: Unpacking the identity sources of member voicing

Abstract

The communication of nonnominated members who voluntarily disseminate organization-supportive messages on their social media platforms has become a central topic in the field of public relations. While such ‘member voicing’ is generally encouraged, management often struggle to prevent unfavorable representations. Previous studies have demonstrated an extensive use of explicit control practices, including strict social media policies, but has paid little attention to less obtrusive forms of control. This conceptual article argues that unobtrusive forms of control play a significant role in shaping member voicing. Specifically, member voicing is discussed as a specific type of identity performance where members enact values and desires to present a situationally relevant identity. In voicing their organization, members are argued to draw on identity material from three partly overlapping sources: (1) values fabricated and imposed by management, (2) (social) identities desired by members themselves (‘who they want to be’), and (3) conduct expected and celebrated by peers (e.g. colleagues). The identity performance of member voicing, thus, is permeated by organizational and social ideals and expectations, participating in constituting members’ perception of ‘who they are’. While the enactment of member voicing is not determined in any detail, the paper suggests that members always speak from within a web of preconstructed values, and as such with a constrained voice.