Institutional theorists have recently been moving towards a notion that non-isomorphic institutional change is precipitated by significant events or ‘jolts’. In this paper, we argue that in doing so theorists have tended to move away from the social constructivist roots of institutional theory towards an understanding which implies the emergence of new organizational forms or practices in response to functional imperatives. In this context, we examine the ongoing institutional change from photography to digital imaging. Our analysis suggests that attributing institutional change to a single event or ‘jolt’ leads to a flawed understanding of institutional change processes. We demonstrate that, rather than causing institutional change, events are a part of the change process, and only become significant as actors bring them to our notice and ‘theorize’ around them (Greenwood et al. 2002). This social construction process determines the scope, significance and relevance of events, leading to the development of new artifacts and the enrolment of new stakeholders in the field. Situating events within the theorization process, rather than outside it, underlines the importance of focusing on social construction processes in accounts of institutional change.
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