Gordon's "The Work of Corporate Culture"

Gordon's article discusses culture, race, and diversity management. In short, it takes the following form.

1. Diversity management has the power to de-emphasize racial and cultural discrimination. Because we will all be so busy working towards economic goals, we won't be able to worry about cultural differences. Hey, wait a minute...should our society really be focused so heavily on economic goals?


2. Forget that idea because diversity management takes an ahistorical approach to diversity. Many current issues of diversity are rooted in tenets that are central to diversity management.
   • For instance, utilizing the talents of a diverse culture is a main tenet of diversity management. Hmmm...economically poor cultures are really good at working for almost nothing...does diversity management condone this type of synergy?


3. Thus, Gordon shows us that diversity management isn't all it's cracked up to be. His argument is more nuanced and robust than this, but the idea should be clear. He makes sense; any time the word management is used with the social, there may be a power issue.
   • Nix that; he quotes Foucault; there has to be a power issue. :)


4. He ends by saying that diversity management is happening in academic institutions as well as corporate society.
   • Since he just demonstrated the problems with diversity management, it appears he's providing a warning to academia

This article seems like a reiteration of old ideas. Although the ideas presented seem important, what is being added to the current discussion that Avery is engaging? Repetition is important for the creation of social knowledge, but this article lacked a "so what?" factor for me.