Reified Types of Myth and Company Ritual
In this chapter, Corine Vedrine shows first how the myth is reified through characters (Michelin man and François Michelin) and material supports. Second, she shows how the medal ritual, as an occasion for summoning mythical stories, allows to anchor the collective identity inasmuch as it is a formal moment triggering a link between the company’s history, both the individual and the collective memory, and the myth. The institution ritual stages emotions and helps, among other things, to place individuals in a system of meaning and recognition. Belonging to the institution that is Michelin and to its belief community is thus reinforced, as taking part in the ritual implies accepting and believing the symbols being used.
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