The 'textual attitude' and new technology

One of the most important tasks information systems executives face is making sense of emerging opportunities for organizational innovation through information technology. However, the parlance of information systems practitioners yields a variety of metaphors suggesting that this crucial task is a perilous one, in which success is far from assured. This paper reports on an interpretive study of these metaphors, using data from field interviews. Five images are identified, which evoke certain hazards and illuminate aspects of a successful executive response. The subsequent analysis of these images reveals how they serve constructively in promoting rationality in sensemaking, against a background that includes an ontologically problematic innovation and belief formation under institutional pressure. The paper concludes with some thoughts on the wider role of discourse in innovation sensemaking.  2001 Elsevier Science Ltd. All rights reserved.