This paper argues for organizational dynamics generated through “representing,” meaning to linguistically express concrete or abstract things. This is composed of two processes. The first is the process by which all sorts of objects, people and events are correlated through a set of already-held concepts. Through this process, we can interpret the world meaningfully. The second is to have access to a shared language, in which we are able to exchange meaning and concepts through.The market for products is not given to producers and customers and is created through competition, so representing a product category serves the function of stabilizing a conceptual system of products between producers and customers. However, once a representation gains legitimacy and takes on symbolic elements such as values and norms, it is taken advantage of by various stakeholders, and various practices are implemented under the same representation. This may result in extending and changing the objectives denoted by a representation. We term this process “representative isomorphism” from the institutional perspective. Institutional theory has been routinely focused on the homogenization of organizational structure and practices within the organizational field. However, institutionalism had as its genesis the study of symbolism such as myth and ceremony in organizations.This paper then examines representative isomorphism through theorization by culturally legitimated theorists, and especially the political process, through a case study of local production of agricultural products for local consumption. The meanings attached to local production for local consumption are enlarged in the policy formation of dietary education by the Ministry of Agriculture, Forestry and Fisheries. We illustrate that representative isomorphism in this case is characterized by the reciprocal usage of representations among actors, and anchoring (explaining unfamiliar events using well-known representations).
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