Organizational Change and Representations of Women in a North American Utility Company

Using a critical sensemaking approach, this article explores the process that leads to the formation of different types of masculinity over time. In particular it looks at organizational change programmes, the subsequent representation of organizational men and women in corporate documents and the consequences this has on the gendering of organizational culture. Annual reports from a North American electrical company, Nova Scotia Power, which underwent significant changes between 1972–2001, are used to show how the company's masculinist cultures were reflected in company policies and portrayed in the images and text in these documents. The focus of this article is on how strategic change programmes influenced different notions of masculinity over time, how these understandings were enacted through organizational policies, how this identity was (unconsciously) portrayed in images and text and what effects this had on the gendering of organizational culture.