The rhetoric of organizational stability and creativity: an analysis of the term ‘platform’

This article analyses the term platform as it surfaced in interview data from Norway and the United States that was collected in a field research project on organizational technology use. Through an inductive analysis of the term’s use in six interviews, a conceptualization of the term reveals it to be rhetorical in nature, expressing the interplay between stability and creativity. In order to explain the rhetorical aspects we describe, the authors turn to the rhetorical critic Kenneth Burke’s work to aid in conceptualizing the term, specifically his understanding of scene and agency. The authors present the conceptualization to help researchers on two levels. On the micro-level, we offer an analysis of the term platform. On the macro-level, we illustrate how grounded theory can help locate other terms that have unacknowledged salience to researchers, consultants, and interviewees.