Imaging the Organization Language Use in Organizational Identity Claims Bing Ran P. Robert Duimering University of Waterloo, Waterloo, Canada This article investigates the cognitive linguistic processes involved in organi- zational identity construction through language-based identity claims. The organizational imaging process constructs an organization’s identity in relation to a system of positively and negatively valued conceptual categories. It involves using language to establish a classification scheme and to define the organization within this scheme. The authors develop a framework for identi- fying these cognitive linguistic processes based on a grounded-theory study of language use in corporate mission statements. Their findings contribute to a deeper understanding of language’s role in organizational identity construction. Keywords: categorization; cognitive linguistics; identity; identity claims; language; organizational image T he concept of organizational identity has acquired increasing promi- nence in organization literature over the past 2 decades as researchers have investigated the role of identity in a variety of different organiza- tional phenomena. Research has linked a positive organizational identity to members’ self-concept (Dutton & Dukerich, 1991), cooperation (Tyler, 1999), commitment (Golden-Biddle & Rao, 1997), and identification with the organization (Carroll, 1995; Dutton, Dukerich, & Harquail, 1994; Elsbach & Bhattacharya, 2001). Perceptions of organizational identity can also influence how members interpret and adapt to organizational change (Beech & Johnson, 2005; Ford & Ford, 1994; Gioia & Thomas, 1996) or corporate restructuring (Corley & Gioia, 2004). More generally, organiza- tional identity perceptions can influence organizational performance because Journal of Business and Technical Communication Volume 21 Number 2 April 2007 155-187 © 2007 Sage Publications 10.1177/1050651906297167 http://jbt.sagepub.com hosted at http://online.sagepub.com 155 Authors’ Note: We thank editor Dorothy Winsor, managing editor Lori Peterson, and the two anonymous reviewers for their suggestions.