Contents
1.2.1 Visual and Multimodal Turn in Organization Studies
1.2.2 Organizational Turn in Multimodality Studies
1.2.3 Intersections and Opportunities
1.3 Recent Developments at the Intersection of Organization and Multimodality Research
1.3.1 Visuality: Making Organization ‘Visible’
1.3.2 Materiality: Making Organization ‘Tangible’
1.3.3 Further Extensions of the Communicative Construction of Organization and Organizing
1.4 Roots and Inspirations for Multimodal Organization Research
1.5 Approaches to the Study of Multimodality in Organizations
1.6 Case Studies and Applications
2 A Social Semiotic Approach to Multimodality
2.2 The ‘Social’ in Social Semiotics
2.3 The ‘Semiotic’ in Social Semiotics
2.3.1 System and Instantiation
2.4 Another Look at Mode and Multimodality
PART II
Strategies for Multimodal Scholarly Inquiry
3 Approaches, Methods, and Research Agenda: An Overview
4.5 Implications of Different Modes for Archaeological Research
4.6 Specific Challenges and Opportunities Regarding Multimodality
5.5 Implications of Different Modes for Practice Research
5.6 Specific Challenges and Opportunities Regarding Multimodality
6.5 Implications of Different Modes for Strategic Research
6.6 Specific Challenges and Opportunities Regarding Multimodality
7.5 Implications of Different Modes for Dialogical Research
7.6 Specific Challenges and Opportunities Regarding Multimodality
8.4 Implications of Different Modes for Documenting Research
8.5 Specific Challenges and Opportunities Regarding Multimodality
9 Summary: Towards Multi-Approach Studies in Multimodal Organization Research
10 Introduction to Four Case Studies
11.1 Some Characteristics of Diagrammatic Communication
11.2 Aspects of the Grammar of Diagrams
11.4 Resources for Producing Diagrams: Microsoft SmartArt
12 The Use of Logos in Post-Merger Identity Construction at Aalto University
12.1 Identity-Building in Mergers and Acquisitions
12.2 Logos in Identity-Building
12.3 The Aalto Merger: Key Events
12.4 Aalto University’s Visual Identity
12.5 Use of the Logo in Intentional Identity Construction in Internal and External Arenas
12.6 Reactions and Use of the Logo
13 Multimodal Meaning-Making in Online Shopping
13.1 Multimodal Meaning-Making in Zalando’s Online Shop
13.1.1 An Overview of zalando.co.uk
13.1.2 Register Variation at zalando.co.uk
13.1.7 Fashion Magazine Register
13.1.8 Meaning-Making at zalando.co.uk—In a Nutshell
13.2 The Practice of Shopping on www.zalando.co.uk
14 Multimodal Legitimation and Corporate Social Responsibility (CSR)
14.2 Corporate Social Responsibility as a Response to Issues of Legitimacy
14.3 Corporate Social Responsibility in Austrian Corporate Reporting
14.4 Implications of Multimodality for Legitimacy Research
14.5 Other Research Approaches to Multimodal Legitimation
15 The Way Ahead: Discussion and Conclusion
15.1 Taking Stock: Ongoing Progress in Multimodal Organization Research
15.1.1 Growing Realization About the Multimodality of Contemporary Organization(s)
15.1.2 Engagement With a Broad Spectrum of Topics and Issues
15.1.3 Increasing Sophistication in the Conceptualization of Modes
15.1.4 Doing Research Multimodally
15.2 Unrealized Potentials and Avenues for Future Research
15.2.1 More Sophisticated Understandings of Modal Orchestrations/Amalgamations
15.2.2 Developing Systematic Methodologies to Tackle Multimodality
15.2.3 Systematizing the ‘Omelette’ of Concepts and Theories
15.2.4 Acknowledging the Cultural Construction of Modes
15.2.5 Avoiding ‘Cherry-Picking’ of Modes Under Study
15.3 Towards a Joint Way Forward
15.4 Implications for Organizational Practice
15.4.1 Increasing Attention and Literacy