What is NORML? Sedimented Meanings in Ambiguous Organizational Identities

Organizational identity scholarship has largely focused on the mutability of meanings ascribed to ambiguous identity labels. In contrast, we analyze a case study of the National Organization for the Reform of Marijuana Laws (NORML) to explore how leaders maintained a meaning ascribed to an ambiguous identity label amid successive identity threats. We found that heightened dissensus surrounding meanings attributed to the organization’s “reform group” label at three key points spurred theoretically similar manifestations of two processes. The first, meaning sedimentation, involved leaders invoking history to advocate for the importance of their preferred meaning while mulling the inclusion of others. The second, reconstructing the past, occurred as leaders and members alike offered narratives that obscured the history of disavowed meanings while sharing new memories of those they prioritized. Our work complements research on identity change by drawing attention to the processes by which meaning(s) underlying ambiguous identity labels might survive.