“I am not a consultant”: Dis-identification through Professional Discourse as An Agricultural Membership in The Advisory Services Organization

The aims of this thesis are to explore the process of (dis) identification considering its influence in securing and enhancing self-identity in the agricultural organization context through patterns of working behaviors. This research underscores negative and positive aspects of professional discourses that influence interpretative manners among organizational members. This study takes hermeneutics stances as the main methodological and the critical theory is fairly employed to understand power relations. The study is based on empirical materials gathered from a qualitative approach that materialize comprehensive interpretation for analysis. The research based on three main theoretical terrains. The theoretical framework of identity regulation guides us through relevant aspects of (dis) identification in modern management. The social identity theory informs elements of the complexity of social impact toward organizational activities. Studies around the image of consultant portray linkage between image and professional identity and how it influence disidentification. The empirical materials in this research are primarily gathered from the qualitative interviews with knowledge workers in the agricultural services organization. The secondary materials such as annual reports, publications, and industrial fact sheets are also incorporated. The concept of identity regulation is vital for management control in knowledge-intensive firms. However, the organizational dilemmas might trigger skeptical attitudes and lead to dis-identification. Management has to be aware of using specific organizational discourses, as it would lead to variable patterns of bahaviors. The study reveals constructive elements of dis-identification through better work performance of HS advisors for business sustainability and employee commitment