Homo Economicus, Homo Socialis, Homo Fabulans And Homo Publicus: Conceptualising Impression Management
This paper constitutes a multi-paradigm review of the literature on impression management in a corporate reporting context. The authors differentiate beliefs about the object of research by their focus on the ontological status of the behaviour and actions of organisational agents (objective vs. subjective) and their focus on the ontological status of social practice (agency vs. structure). Combining these two dimensions results in four different views regarding 'The doing of impression management' adopted by the prior literature. Each is represented by a different metaphor of the organisational actor, namely 'Economic man' (homo economicus), 'Social man' (homo socialis), 'Political man' (homo publicus), and 'Story-telling man' (homo fabulans).