Marking history and making history: Genres of internal historical narratives in rhetorical history

What are the different internal historical narratives which organisations use? Through an application of genre theory to a historical study of four companies, we show how company magazines have been mobilised to disseminate four genres of internal rhetorical history. We develop the Internal Historical Narratives Genre Matrix to categorise these genres based on their temporal focus and use of history. Firstly, Longstanding Stability, which emphasises past milestones to foster a sense of continuity. Secondly, Continued Relevance that employs innovation to project ongoing adaptability. Thirdly, New Chapter, where traditional narratives facilitate organisational change by presenting new directions as a logical next step. Fourthly, Enduring Values which aligns narratives of innovation with foundational values. These reveal how internal historical narratives are employed within organisations and create a sense of rhetorical continuity.