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Reputation management in the Salvation Army in Australia : a multi-stakeholder analysis


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Middleton, Stuart Anthony 2006 , 'Reputation management in the Salvation Army in Australia : a multi-stakeholder analysis', PhD thesis, University of Tasmania.

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This work provides an insight into how reputation is managed by The Salvation Army
across multiple stakeholder groups. These stakeholders include the media,
government, donors, volunteers, and clients - groups with differing needs, wants, and
desires. The thesis constructs an argument that The Salvation Army in Australia
manages its reputation simultaneously across these stakeholder groups through the
management of narrative. In this instance, narrative become a key tool of
communication, but also serves to frame the understanding of external stakeholders.
Using a strategy of deconstruction (Boje, 2001), the thesis argues that the constructed
Salvation Army narrative serves as a reputational barrier for the organisation in that it
acts as a mirror to avert the gaze of external stakeholders. It is argued that The
Salvation Army works under the intersecting gaze of a panopticon of government,
donors, media, volunteers, and clients. In this panopticon, stakeholders have the
power to discipline The Salvation Army through causing damage to their reputation
should Salvation Army practices fall outside societal norms. However, the narrative
mirror serves as a reputational barrier for The Salvation Army by reflecting the gaze
of external stakeholders. Key messages and themes in the narrative frame
Salvationists as kind and caring purveyors of the truth, and serve to sell constituencies
with a central propaganda that they need the Salvos in order to have a functioning
welfare system. Thus, the narrative of The Salvation Army as constructed in this
thesis is powerful in that it manages the meaning of external stakeholders so that they
construct a positive reputation for The Salvation Army.

Item Type: Thesis - PhD
Authors/Creators:Middleton, Stuart Anthony
Keywords: Salvation Army, Salvation Army, Salvation Army
Copyright Holders: The Author
Copyright Information:

Copyright 2006 the Author - The University is continuing to endeavour to trace the copyright
owner(s) and in the meantime this item has been reproduced here in good faith. We
would be pleased to hear from the copyright owner(s).

Additional Information:

Available for library use only and copying in accordance with the Copyright Act 1968, as amended. Thesis (PhD)--University of Tasmania, 2006. Includes bibliographical references

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