The Gendering of Air Canada: A Critical Hermeneutic Approach

Through the use of critical hermeneutics, the paper provides a deep analysis and offers clues as to how management, through the power of communication, can contribute to producing and reproducing embedded gender-based assumptions and values through organizational culture, which can both enable and constrain organizational members. It examines gender discrimination as it relates to employment equity in a well-known airline. We show how an organizational culture, supported by society and communicated through language, can impede progress within an organization through the power of language, and highlight a number of clues as to the processes of gender discrimination at work. Copyright (c) 2011 ASAC. Published by John Wiley & Sons, Ltd.