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Company beautiful

The Aesthetics of Organisation

Ed by Stephen Linstead and Heather Hopfl

Publishers: Sage, London

Price: 17.

THE last two decades have seen organisational sciences come into their own -- as a specific field of study. The emergence and the growth of the corporate organisation in a global society has spotlighted the need for its study within academe. The birth an d the growth of the organisational sciences is an unique inclusion within the academia for researchers and scholars. Over the last few decades organisational studies have made significant inroads towards this end. But it has not stopped there. This in tu rn has led to the emergence of a niche area for study within the ambit of organisation sciences -- aesthetics. And, this has become a rapidly expanding area in the field of organisational sciences.

This book is a recent addition to the already considerable body of work conducted over the last two decades. The publication itself is a thoroughly academic work -- and makes for very interesting reading. It draws on the research and insights of an essen tially European group of academics. In the words of the editors: ``The book draws together in an accessible style key foundational contributions delineating the emerging parameters of the field. It explains the significance of concepts devised by post-mo dern thinkers, through which emerge meaning and order in organisations.'' This has been made possible in the book by contributions from thirteen leading researchers and academics. Their contributions towards this emerging study area indicate that over th e past twenty years the study of meaning in organisations, their cultures and attendant aspects have all influenced the emergence of a concern for the aesthetic aspects of the organisation.

And what does one mean by aesthetics? The Collins English dictionary defines aesthetics as that branch of philosophy concerned with the study of such concepts as beauty, taste, etc. So, if you are wondering if concepts of beauty have any relevance in tod ay's organisation, then let this book unveil a whole new world of insight for you.

Beginning with its decidedly lateral view of what constitutes an organisation. Aesthetics of an organisation explains that the ``organisation is considered as the product of specific processes whereby it is invented, negotiated and redefined by using the entire complex of knowledge creating faculties of both organisational actors and organisational scholars. Within the organisation flourish personal idiosyncrasies, specific modes of interpreting events, different views of what to do and when to do it an d the ceaseless negotiation of values, symbols and organisational practices: these refer also to aesthetics.'' These lines from the opening chapter quite aptly define the aesthetic approach to organisation.

The book is a diverse chronology of the aesthetics and follows its premise to a thought provoking conclusion. It is divided into six parts. They are Aesthetic Theory; Aesthetic Process; Aesthetics and Modes of Analysis; Crafting an Aesthetic; Aesthetics, Ethics and Identity; and conclusively, Radical Aesthetics and Change.

Again, each of these six parts are further divided into a set of two chapters each. The book then goes on to address topics like the distinction between the aesthetics of organisations and organisation; the importance of evocation in organisational under standing; the significance of concepts drawn from post-modern thinkers; aesthetics as a form of emancipation; etc. Each contributor's view of aesthetics is by way of an unusually diverse case study.

In each case, the description is vivid with a view to presenting this seemingly abstract concept. Chapter 1 in Part One has Antonio Strati, an Associate Professor at the Universities of Trento and Siena, Italy, looking at the approaches of scholars towar ds the study of aesthetics. In doing so, he presents an overview of the developments in the field. Taking the cue from him the other contributors go on to present aesthetics from various angles. The editors themselves take on Part Two of the book. Here t hey make their case for Aesthetic Processes. Part Three deals with Aesthetics and Modes of Analysis. In this part, Brian Rusted of the University of Calgary and David Silverman of Goldsmith's College present their view of Aesthetics.

Part Four of the Aesthetics of Organization is particularly interesting. The contributor, Hugo Letiche, presents his view of `Crafting an Aesthetic' with a case study of the Netherlands Dance theatre. This chapter itself takes up the character of the dan ce form -- its flow of argument and logic. Providing a backstage view, Letiche looks at the Netherlands Dance Theater from within. He describes its rehearsals, the choreography, dancers, current and past performances as well as the troupe's history. The interesting aspect of Letiche's study is that he looks at the difference of perspective between being `audience' and `observer'.

Part 5 opens to the Chapter Appearance Reality and Early Jesuits by Harro Hopfl. I found this chapter is particularly intriguing. It spotlights the Society of Jesus and its organisational appearance. The chapter, in particular, impresses upon the reader that falsehood had triumphed because of presentation, and therefore making it necessary for the society to present truth just as persuasively. The next chapter looks at the aesthetics involved in music. More specifically, jazz music. This chapter explore s the nature of jazz improvisation, that is, to create novel responses without an prescribed plan. It also suggests that managers in corporate organisations do what jazz players do.

And finally in conclusion, the last chapter looks at a cultural exposition, a carnival that is popularly known as `Olodum'. It is a cultural movement that began in the heart of Salvadore, Brazil. This chapter looks at the origin of this form of music, wh ich originated in Africa, and was brought to Brazil by slaves who worked on the sugar plantations. This chapter presents aesthetic insights on this form of music and how Olodum formed the basis for a cultural movement that led to transformation of the so ciety. This chapter also looks at the importance of cultural diversity for a growing industrial economy.

The book is a recent offering from the still nascent field of organisational sciences. Despite attendant apprehensions, the efforts of academe can be likened to beacon lights that throw light on the future.

Joseph Fernandez