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ABSTRACT
This theoretical examination seeks to further research into reputation by exploring the role of gossip in reputational development. Building on existing theory and empirical finding, we argue that as individuals deviate from organizational and group norms, they generate attention and, in turn, gossip related to this deviance. This gossip is an important determinant of the action for which the person is known, and consequently their reputation. A series of propositions are offered related to the nature of these relationships and opportunities for future research and organizational application are discussed.
"The only thing worse than being talked about is not being talked about. "
-Oscar Wilde
Defined as informal and evaluative talk about an individual by others (Kurland and Pelled, 2000), gossip is often seen as a negative aspect of organizational life, and as such is typically denounced. It is normally viewed as destructive to the focal individual and often involves misinformation (Levin, and Arluke, 1987). Baumeister, Zhang, and Vohs (2004) suggest that the traditional and prevailing view of gossip is to regard it as an indirect form of aggression, akin to teasing. This view emphasizes and assumes that gossip depicts the target in an unflattering light. Consistent with this perception, companies often attempt to dissuade employees from engaging in gossip. Nevertheless, gossip is common in most organizations (DiFonzo, Bordia and Rosnow, 1994) and as such makes up an integral part of the communicative social structure of organizations. Furthermore, gossip may be a necessary, positive part of organizations in that without gossip, individuals may be limited in their abilities to build positive reputations. To this end, we propose to explore the positive aspect of gossip in its role in reputation building.
Elmer (1994) reported that approximately 70% of all conversation time involves some form of gossip. The information transferred in this informal form of communication has been suggested to be used in several different ways. First, Suis (1977) offered that rumors and gossip may be used by individuals to compare themselves to others, and to gauge their own positions in a group or organization. Second, gossip tends to exist when there is uncertainty and as such it fdls in gaps in knowledge about a situation (Rosnow, 1991). Further, Mitchell (2001) built upon this...