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Metaphors construct social reality, including the actors which populate the social world. A considerable body of research has explored this reality-constituting role of metaphors, yet little attention has been paid to the attempts of social actors to influence the metaphorical structure by which they are constituted. The present article conceptualises the relationship between actor and metaphorical structure as one of mutual constitution. Empirically, it analyses how until the late 1990s Liechtenstein was constructed as an attractive financial centre by metaphors such as haven and paradise, how then a metaphorical shift constituted the country more negatively, before Liechtenstein finally fought back: with the help of the new brand-metaphor and also a professional image campaign the country tried to repair its international image.

AbstractThis article uses the case of anti‐money laundering regulation to investigate international club organisations' efforts to secure compliance with their rules. As these rules can hardly claim much legitimacy, one would expect that they are complied with only if the club organisation uses side‐payments or coercion. Indeed, the Financial Action Task Force against Money‐Laundering (FATF), the international standard setter in that field, has used blacklisting to force non‐members into compliance. But although it had greatly improved compliance, the blacklist was suspended again after a short period of time. Why? This article argues that this was due to allegations of the blacklist being illegitimate. The FATF reacted by withdrawing the blacklist and also by engaging in various legitimatory practices, because even club organisations need legitimacy if they want to achieve results. Only if the rules are considered legitimate, will there be actual, and not just formal compliance. Hence this article denies the existence of a dilemma between legitimacy and effectiveness (the conventional view), suggesting that only legitimate rules can be effective.