The Focusing of Meaning Network by Structuring Organizational Fields : A Case of the Traditional Japanese House Renovation(<Special Issue>Fashion・Diffusion in the Internet Era)

Abstract

This article examines the diffusion process of traditional Japanese house renovation from the perspective of institutional theory. E.M. Rogers views the innovation diffusion as the intervention process by change agents. On the other hand, institutional organization theory explains the diffusion of new organizational practices and organizational forms in terms of isomorphism pressure in organizational field. However, this perspective is criticized for underestimation of human's activity. This article analyzes the institutionalization process through interaction among various actors with one's own interests and intents, using the concept of meaning network.