“SUMMARY OF RHETORICAL STRATEGIES OF LEGITIMACY”The journal “Rhetorical Strategies of Legitimacy” is written by “Roy Suddaby andRoyston Greenwood”. This article explains how legitimacy of deep institutional change canbe brought by rhetorical strategies. The paper describes the two elements – “institutionalvocabularies and theorizations of change”, of rhetorical strategies and their impacts inchanging organizational forms. The paper explains about the emergence of new forms oforganizations by discussing about the three elements of “institutional theory”. The first is“growing knowledge of legitimacy” and the technological improvements that introduced newpractices in new industries. The second is “dramatic shifts in institutional logics thatunderpin actors” and the third is “strategic use of rhetoric”. These three paved way for neworganizational forms. There is lack of information but how can this persuade actors inaccepting the change is explained by the paper by studying new organizational forms. Thestudy focused on language and arguments that dealt with concepts of new forms oforganizations.The authors carried out their argument basing on their observations. The first is thatthe new organizational forms need to get legitimacy and the second is that the institutionallogics is the criteria for legitimacy. The third is that the use of rhetoric is needed to makechanges in logics that fits legitimacy. The article presents about the studies made describingthe role of legitimacy, institutional changes and rhetoric as they are prime elements to createand sustain new organizational forms. Most of these studies made use of rhetorical methodsto understand the process involved in organizational and institutional change. These studiesrevealed that proper use of language by a well-planned strategy could initiate and direct thechange. And some other studies also revealed the relationship and dependency betweenrhetoric and legitimacy.The article introduces studies which could connect rhetoric and emergence of neworganizational forms. A shift towards an innovative logic that contains various criteria oflegitimacy was needed and the studies provide a method of achieving it. The importantconcern in this regard was the data needed. The two commissions ABA and the US SECcould provide the primary data. This data in the form of transcripts and the supportingdocuments give a picture of language needed to enhance the legitimacy of new forms oforganization. The paper further provided statistical data to show their results of the study andpresents the data analysis which took place in two stages. The first stage of analysis dealtwith the elements that are physically available to identify key players and their arguments.This helped them to find out the use of distinct vocabularies of professionalism. The resultsalso gave anticipated and unanticipated outcomes. The next stage of analysis focused on thehidden structures with a deep study to categorize the obtained segments into differentrhetoric.The article then identifies five theorizations of change which drive innovation by theactors. These include- “teleological, ontological, cosmological, historical, and value based”.The first one suggests that there needs to be a prior plan and objective and is used inlegitimating the change involving clashes with the old traditions. The second says about co-existence or non-co-existence of some preset premises and makes statements accordingly.The next presents the change as a naturally occurring thing as a part of evolution of lawsuniversally.The article then furnishes the results distinguishing the proponents and opponents onthe basis of their use of vocabulary and the sources of their rhetoric. It also gave results onthe commonly used recurring words or phrases used. The analysis pointed out that distinctvocabularies exist for different professional logics. Opponents’ focus was on the structure oforganizations rather than the outcomes of practices of professionalism. The case is reversewith the SEC that focused on the in-born incompatibilities that existed between the auditors’and lawyers’ roles. The analysis could know how legitimacy was constructed by the use ofinstitutional vocabulary by considering various professionalism logics. Rhetoric focused oninterpretations of change and agency. The article then discusses about the remaining theorizations of change. The historicalrealization deals with history and traditions as implied by its name and acts in counterpartwith the radical change. It has a consistent with some past ideal notion. Then it presents thevalue-based type as one that depends on values and appeals towards emotions and evaluatesethics. The article discusses about the “Big Five Firms” throughout the discussion which aremultidisciplinary and still manage to have superior internal values compared to theircompetitors. The article then furnishes a table including the dominant users and theirfrequency of use of each of the five theorizations. The article however could not concludeabout the change and it suggests that it could be achieved by comparing the cases where thechanges were successful and unsuccessful and by studying the role of rhetoric in their successor failure and by further studying the probable enhancement of success by some