This study explores the metaphor of managing diversity and its related
discourses that dominate current business communication about the
changing workforce. We examine the language employed in practitioner-
oriented texts and consultant websites on diversity. We first illustrate
the characteristics of the managerial metaphor, including the emphasis
on achieving competitive advantage and a "quick-fix" orientation
toward improving managerial competencies regarding diversity. We
then analyze the implications of the managerial metaphor in terms of
(a) whose interests are emphasized by the metaphor, (b) whose inter
ests are (potentially) marginalized by the metaphor, (c) how the
metaphor system relates to power and economic interests, (d) how dif
ferent metaphors present alternative positions, and (e) implications for
business communication. We contend that language that constitutes
individuals as resources emphasizes managerial and economic interests
and potentially marginalizes human and ethical aspects of diversity.
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