Eighteenth International Conference on the Arts in Society

Abstract

This research examines the role of statutes and architectures in shaping university’s organisational identity (OI). In a competitive environment, isomorphic processes challenge autonomy and standardise cultural processes in a neoliberal vision. OI literature is well established, reflecting a growing interest in organisational dynamics, is mainly confined to entrepreneurial organisations. This study contributes to the OI literature by examining the statements and symbols of university identities. While logos and slogans have been studied, statutes (statements) and architectures (symbols) have been less explored. The focus of this research is on a sample of two Italian private universities. Drawing on Baudrillard’s work on simulacra, OI theories and higher education literature are combined to represent a university’s identity. Findings show that university identity is embodied in core values shared by the community. University culture is expressed through identity statements in the statutes, thus revealing the cultural matrix. Representing identity through buildings, symbolic artefacts and location leaves impressions on community members and stakeholders. Lastly, bylaws and architecture function as signs if they are not so far removed from the core values of the institution that they lose touch with reality through the mimetic, normative and compulsive isomorphic effect. A new model is proposed to illustrate how these identifying tools work. It concludes with recommendations for university identity management and several areas for future work.