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El. knyga: Visual and Multimodal Research in Organization and Management Studies

(WU Vienna University of Economics and Business, Austria), (University of Sou), , (Vienna University of Economics and Business, Austria), (University of Southern Denmark, Denmark), (WU Vienna University of Economics and Business, Austria)
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This volume brings together two hitherto disparate domains of scholarly inquiry: organization and management studies on the one hand, and the study of visual and multimodal communication on the other. Within organization and management studies it has been recognized that organizational reality and communication are becoming increasingly visual, and, more generally, multimodal, whether in digital form or otherwise. Within multimodality studies it has been noted that many forms of contemporary communication are deeply influenced by organizational and managerial communication, as formerly formal and bureaucratic types of communication increasingly adopt promotional language and multimodal document presentation.Visual and Multimodal Research in Organization and Management Studies integrates these two domains of research in a way that will benefit both. In particular, it conceptually and empirically connects recent insights from visual and multimodality studies to ongoing discussions in organization and management theory. Throughout, the book, shows how a visual/multimodal lens enriches and extends what we already know about organization, organizations, and practices of organizing, but also concepts from organization and management studies can be highly productive in further developing insights on visual and multimodal communication.Due to its essentially interdisciplinary objectives, the book will prove inspiring for academics and scholars of management, the sociology of organizations as well as related disciplines such as applied linguistics, and visual studies.
List of Figures
x
List of Tables
xii
Acknowledgements xiii
Preface xiv
PART I Introduction
1(46)
1 Purpose of This Volume
3(21)
1.1 Aims and Objectives
3(2)
1.2 Different Fields, Similar Interests---Exploring Intersections Between Organization and Multimodality Research
5(5)
1.2.1 Visual and Multimodal Turn in Organization Studies
6(2)
1.2.2 Organizational Turn in Multimodality Studies
8(1)
1.2.3 Intersections and Opportunities
9(1)
1.3 Recent Developments at the Intersection of Organization and Multimodality Research
10(5)
1.3.1 Visuality: Making Organization `Visible'
10(2)
1.3.2 Materiality: Making Organization `Tangible'
12(2)
1.3.3 Further Extensions of the Communicative Construction of Organization and Organizing
14(1)
1.4 Roots and Inspirations for Multimodal Organization Research
15(4)
1.5 Approaches to the Study of Multimodality in Organizations
19(3)
1.6 Case Studies and Applications
22(1)
1.7 Conclusion
23(1)
2 A Social Semiotic Approach to Multimodality
24(23)
2.1 What Is Social Semiotics?
25(1)
2.2 The `Social' in Social Semiotics
25(2)
2.3 The `Semiotic' in Social Semiotics
27(12)
2.3.1 System and Instantiation
27(3)
2.3.2 Metafunctions
30(5)
2.3.3 Stratification
35(4)
2.4 Another Look at Mode and Multimodality
39(5)
2.4.1 Mode Revisited
39(2)
2.4.2 Multimodality Revisited
41(3)
2.5 Conclusion
44(3)
PART II Strategies for Multimodal Scholarly Inquiry
47(52)
3 Approaches, Methods, and Research Agenda: An Overview
49(3)
4 The Archaeological Approach
52(10)
4.1 Core Ideas
52(1)
4.2 Aspects of Organization
53(2)
4.3 Methods
55(1)
4.4 Exemplary Studies
56(2)
4.5 Implications of Different Modes for Archaeological Research
58(2)
4.6 Specific Challenges and Opportunities Regarding Multimodality
60(2)
5 The Practice Approach
62(9)
5.1 Core Ideas
62(1)
5.2 Aspects of Organization
63(2)
5.3 Methods
65(1)
5.4 Exemplary Studies
66(1)
5.5 Implications of Different Modes for Practice Research
67(2)
5.6 Specific Challenges and Opportunities Regarding Multimodality
69(2)
6 The Strategic Approach
71(8)
6.1 Core Ideas
71(1)
6.2 Aspects of Organization
71(2)
6.3 Methods
73(1)
6.4 Exemplary Studies
74(3)
6.5 Implications of Different Modes for Strategic Research
77(1)
6.6 Specific Challenges and Opportunities Regarding Multimodality
77(2)
7 The Dialogical Approach
79(9)
7.1 Core Ideas
79(1)
7.2 Aspects of Organization
80(2)
7.3 Methods
82(1)
7.4 Exemplary Studies
83(2)
7.5 Implications of Different Modes for Dialogical Research
85(1)
7.6 Specific Challenges and Opportunities Regarding Multimodality
86(2)
8 The Documenting Approach
88(9)
8.1 Core Ideas
88(1)
8.2 Aspects of Research
88(2)
8.3 Exemplary Studies
90(2)
8.4 Implications of Different Modes for Documenting Research
92(2)
8.5 Specific Challenges and Opportunities Regarding Multimodality
94(3)
9 Summary: Towards Multi-Approach Studies in Multimodal Organization Research
97(2)
PART III Application
99(82)
10 Introduction to Four Case Studies
101(3)
10.1 Case Selection
101(1)
10.2 Case Presentation
102(2)
11 The Power of Diagrams
104(25)
11.1 Some Characteristics of Diagrammatic Communication
105(6)
11.2 Aspects of the Grammar of Diagrams
111(7)
11.3 Analysing Diagrams
118(4)
11.4 Resources for Producing Diagrams: Microsoft Smart Art
122(5)
11.5 Conclusions
127(2)
12 The Use of Logos in Post-Merger Identity Construction at Aalto University
129(11)
12.1 Identity-Building in Mergers and Acquisitions
129(1)
12.2 Logos in Identity-Building
130(2)
12.3 The Aalto Merger: Key Events
132(1)
12.4 Aalto University's Visual Identity
133(2)
12.5 Use of the Logo in Intentional Identity Construction in Internal and External Arenas
135(2)
12.6 Reactions and Use of the Logo
137(2)
12.7 Conclusions
139(1)
13 Multimodal Meaning-Making in Online Shopping
140(22)
13.1 Multimodal Meaning-Making in Zalando's Online Shop
141(14)
13.1.1 An Overview of zalando.co.uk
142(1)
13.1.2 Register Variation at zalando.co.uk
142(2)
13.1.3 The Catalogue
144(1)
13.1.4 The Product Sheet
144(2)
13.1.5 Retail Register
146(3)
13.1.6 Advertising Register
149(1)
13.1.7 Fashion Magazine Register
150(4)
13.1.8 Meaning-Making at zalando.co.uk---In a Nutshell
154(1)
13.2 The Practice of Shopping on www.zalando.co.uk
155(3)
13.3 Customer Motivation
158(2)
13.4 Conclusions
160(2)
14 Multimodal Legitimation and Corporate Social Responsibility (CSR)
162(19)
14.1 Multimodal Legitimation
162(2)
14.2 Corporate Social Responsibility as a Response to Issues of Legitimacy
164(2)
14.3 Corporate Social Responsibility in Austrian Corporate Reporting
166(11)
14.3.1 Data and Sampling
167(1)
14.3.2 Analytical Procedures
168(3)
14.3.3 Central Findings
171(6)
14.4 Implications of Multimodality for Legitimacy Research
177(1)
14.5 Other Research Approaches to Multimodal Legitimation
178(1)
14.6 Conclusions
179(2)
PART IV Discussion
181(14)
15 The Way Ahead: Discussion and Conclusion
183(12)
15.1 Taking Stock: Ongoing Progress in Multimodal Organization Research
183(4)
15.1.1 Growing Realization About the Multimodality of Contemporary Organization(s)
184(1)
15.1.2 Engagement With a Broad Spectrum of Topics and Issues
184(1)
15.1.3 Increasing Sophistication in the Conceptualization of Modes
185(1)
15.1.4 Doing Research Multimodally
186(1)
15.2 Unrealized Potentials and Avenues for Future Research
187(4)
15.2.1 More Sophisticated Understandings of Modal Orchestrations/Amalgamations
187(1)
15.2.2 Developing Systematic Methodologies to Tackle Multimodality
188(1)
15.2.3 Systematizing the `Omelette' of Concepts and Theories
189(1)
15.2.4 Acknowledging the Cultural Construction of Modes
189(1)
15.2.5 Avoiding `Cherry-Picking' of Modes Under Study
190(1)
15.3 Towards a Joint Way Forward
191(1)
15.4 Implications for Organizational Practice
192(3)
15.4.1 Increasing Attention and Literacy
192(1)
15.4.2 Expanding the Communicative Toolbox
193(2)
References 195(28)
Index 223
Markus A. Höllerer is Professor of Public Management and Governance at WU Vienna University of Economics and Business, Austria, and Professor of Organization Theory at UNSW Business School, Australia.

Theo van Leeuwen is Professor at the Department of Language and Communication at the University of Southern Denmark.

Dennis Jancsary is Assistant Professor at the Institute for Organization Studies at WU Vienna University of Economics and Business, Austria.

Renate E. Meyer is Professor of Organization Studies at WU Vienna University of Economics and Business, Austria, and part-time Professor of Institutional Theory at Copenhagen Business School, Denmark.

Thomas Hestbęk Andersen is Associate Professor at the Department of Language and Communication at the University of Southern Denmark

Eero Vaara is Professor of Organization and Management in the Department of Management Studies at Aalto University School of Business, Finland. He is a permanent Visiting Professor at EMLYON Business School, France, and a Distinguished Visiting Scholar at Lancaster University, UK.
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