The Role of Dramaturgy in Change Management in Shell Oman Marketing Company

Abstract

Inspired by my personal interest in the topic of dramaturgy, coupled with the continuous change programmes that Shell Oman Marketing Company (SOMC) adopts in many areas, this research attempts to explore the role of dramaturgy (Goffman 1956) in change management in SOMC. The primary question that this thesis addresses is: What is the role, impact and potential of dramaturgy in change management in SOMC? The objective is to examine the ability of dramaturgy to offer an effective method for managing change, and one that will eventually be used as an integral part of effective change management programmes in SOMC. The research consists of a case study of installing Closed Circuit Television (CCTV) system cameras in the offices of SOMC. The research was a qualitative study, conducting 22 semi-structured interviews along with unstructured observations of meetings and engagements. The research concludes that front stage performances and backstage performances are witnessed extensively in SOMC, and concludes that the boundary between front and backstage is blurred, that stories, metaphors and body language play an important role in performances, and that the audience perception of the authenticity, sincerity and genuineness of the performers is a key factor in their acceptance of the message. This research identifies a number of themes that can be added to the existing literature. The study highlighted the importance of ‘Alignment’ as a way of explaining the work that goes on in backstage and front stage performances, much part of living organisations. The term found extensively in organisational life at SOMC and many other organisations. Backstage meeting often has the goal of aligning participants to the message that has to be conveyed – the coordinated front stage performance. Therefore, alignment is a key element of the rehearsals and practices for the frontstage performances, and in bringing together the supporting team and loyalists. Another contribution of this research that is not available in other studies is that the importance of context and culture. That although metaphors and storytelling are used in many organisations across the world, they resonate particularly with Omanis because they are part of their history and culture. Hence using storytelling and metaphors in performances in SOMC can have a huge help connecting the audience with the performance.