Discourse, knowledge creation and communities : a view from Italy

This paper focuses on the role of discourse in efforts to enhance knowledge creation and knowledge sharing in selected organizational contexts that bring together members of different professional communities. It first examines the role of discourse and communication in Eni's knowledge management programs. The energy company based in Italy has developed special programs in the field of knowledge management, in particular by setting up “Practice Communities” with the goal of making tacit knowledge explicit. The paper analyses the discursive strategies and practices used in a set of documents and resources available on the corporate website in English and in Italian to represent knowledge and the company’s knowledge-related initiatives. It also draws on supplementary data in the form of semi-structured interviews with individuals involved in Eni’s knowledge management programs and the Eni Corporate University, which covers what the company refers to as the whole “knowledge cycle”, from planning the requirements of critical skills to the construction of integrated academic curricula in cooperation with universities in Italy, up to the selection of new talents and their training during their professional lives. A qualitative approach is used, with methods drawn from discourse analysis and pragmatics. The second part of the paper is dedicated to organizations and associations of producers of wines and foods based in Lombardy, Italy. It draws on the author’s collaboration with several associations and her ongoing research in the agro-food industry. Regional associations of wine producers and the individual businesses they represent are currently facing the challenges of innovation and knowledge sharing. Internationalization has taken on importance: local and regional governments and agencies are also participating in this process, as are other local firms. In this scenario, boundaries between various types of organizations are becoming more blurred in promoting events, research, and other initiatives. At times, companies need to compete as well as collaborate, since producing and promoting their products also calls for enhancing quality at a regional level and promoting local elements strategically. To investigate issues of expertise and knowledge sharing, the paper draws on interviews with professionals involved in regional associations of wine producers and producers of local foods and wines. The paper also analyzes the strategies and discursive practices used in media reports and promotional materials to represent different aspects of local products. It gives attention to representations of innovation, expertise and internationalization as well as local culture, traditions and the natural environment. A qualitative approach is used, with methods drawn from discourse analysis and pragmatics, focusing in particular on evaluative language, personal pronouns, and participation frameworks