Another common critique is that discourse analysis sometimes is myopic –
researchers see only the language and not the context. Similar arguments are
commented by Fairclough (2005) who argues that a commitment to discourse analysis
in organizational studies entails neither a reduction of organizations to organizational
discourse, nor a reduction of organizational analysis to the ”organizing” that goes on in
organizational processes. Fairclough favours a realist approach, which distinguishes
organizational process and agency from organizational structures, and focuses
research on the relations and tensions between them.
The reviewed literature in the approaches of communication as social
transformation set out to explore the link between language and behaviour, or
rather how change is accomplished through the negotiation of competing discourses.
This promising line of study is still in its infancy and needs further development in the
future.