The paper reviews some basic themes in post mod em ism and argues for a moderate incorporation of these themes in organization studies and methodology'. This approach, named interpretive unpacking, takes issues of multiple and fluid meanings, ambiguities and fragmentation seriously without the a priori privileging of these qualities over assumptions of stable meanings and coherence in social phenomena. The suggested position is illustrated in the fields of identity and image in organization studies through a critical reading of a key' text. Assumptions around identities, identification, beliefs, perceptions and images are here problematized and seen as themes for critical exploration and careful interpretive inquiry rather than as robust starting points for the formulation of hypothesis for testing.