Words are weapons: narrative techniques and legitimacy building

Purpose This paper aims to investigate how institutional entrepreneurs in a mature field acquire different forms of legitimacy through various narrative strategies, as revealed by a historical analysis of the Late Qing Dynasty of China. Specifically, the study seeks to illuminate the narrative techniques employed by these entrepreneurs to build multi-level legitimacies for their new systems during the national crises of the late 19th century. Design/methodology/approach This study employs a qualitative approach based on three historical case studies of Westernization, namely advocates, reformists and revolutionaries during the Late Qing Dynasty of China. It delves into the institutional entrepreneurial activities of these groups, investigating how they navigated and influenced their sociopolitical context through narrative strategies. Findings The findings reveal that institutional entrepreneurs utilize various narrative techniques to build legitimacy. These include (1) modifying and disseminating narratives at the proper time, (2) ascribing their proposed system to cultural tradition by reinterpreting classical works and (3) offering understandable and concrete promises to stakeholders. The study also identifies an evolving pattern of narratives underpinned by mutual learning and continuous iteration among different factions of institutional entrepreneurs. Originality/value This paper adds new insights to the literature on institutional entrepreneurs and, more broadly, to institutional research literature by advancing our understanding of the discursive dynamics underlying institutional changes. It unveils the complex interplay of narrative techniques and legitimacy building in the context of societal and institutional upheaval, providing a nuanced understanding of the role of narratives in institutional entrepreneurship.