STORIES OF THE STORYTELLING ORGANIZATION: A Postmodern Analysis of Disney as «Tamara-Land»

My purpose is to theorize Walt Disney enterprises as a storytelling organization in which an active-reactive interplay of premodern, modern, and postmodern discourses occurs. A postmodern analysis of these multiple discourses reveals the marginalized voices and excluded stories of a darker side of the Disney legend. Tamara, a play that is also a discursive metaphor, is used to demonstrate a plurivocal (multiple story interpretation) theory of competing organizational discourses. Subsequent sections address storytelling organizational theory, analyses of official accounts of Disney enterprises, and less well known, even contrary, accounts. The article concludes with implications for postmodern theory and future storytelling research projects.