EN QUÊTE DE LÉGITIMITÉ : LA COMMUNICATION ORGANISATIONNELLE D’AMAZON DANS L’INDUSTRIE DU LIVRE

Abstract

What forms of legitimacy can an organization use in a controversial situation? To raise this issue, we draw on the theory of organizational legitimacy from the neo-institutional approach, and establish a connection with organizational communication. We use a one case study method so as to depict Amazon’s discursive legitimization in the French book industry. More specifically, we study the recent Darcos Law as a controverse. This article shows how a major player in the platform capitalism is seeking to legitimize itself facing a form of protest.