Les façades symboliques du conseil en gestion. Mise en image et mise en récit d’un groupe professionnel

Abstract

This article deals with the importance of iconography, in the institutional and personal communication of management consultants. Based on two groups of iconographic resources (one of a French pioneer firm of the 50’s and one of a contemporary firm), the study analyzes the importance and the narrative functions of images, beginning with the early stages of the development of the sector. In this professional area, images turn out to be helpful resources to build legitimate “institutional façades” as well as to produce specific professional norms regarding body and appearance. Imposing specific social constraints for both male and female consultants, these norms are not gender neutral and participate to the resistance of gender barriers and inequality.

Keywords

• management consulting
• visual production
• acting work
• body norms
• gender