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8: Stakeholder Interactions: Storying an... > Which Stories and Frames Matter?

Which Stories and Frames Matter?

So, which stories and which frames matter the most in change? Does it matter who the storymakers and framers are or when the stories and frames are made? Are there characteristics of more convincing stories or less attractive stories or of more or less plausible frames? What leads one story to be cast aside for another? These questions concern how stories and frames come to be held in esteem by various stakeholders and for what window of time they are influential.

In Chapter 3, I discussed the importance of opinion leaders, connectors, and journalists who likely play key roles in the processes of sensemaking during change. Some empirical work has investigated the relationships between organizational social structure and opinion leadership during change. For example, Albrecht and Hall (1991) found that talk about innovation tends to occur within multiplex relationships (those that share multiple content such as friendship and professional tasks). They found that individuals tended to talk to friends and those they trust about new ideas. Another study by Tenkasi and Chesmore (2003) found that strong ties between implementing units and “recipient units” facilitated results that the implementers desired. Scant rese....


  

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