A research framework to analyse visual persuasion of photographs in sustainability reports

Sabrina Chong, Mahmood Momin and Anil Narayan

Meditari Accountancy Research, 2022, vol. 31, issue 5, 1453-1482

Abstract: Purpose - This paper aims to propose a theoretically informed and analytically rigorous research framework that sustainability researchers could use or further develop to examine visually persuasive messages in photographs. Design/methodology/approach - Drawing on the theoretical constructs ofPeirce’s (1991)visual semiotic system oficon, indexandsymbolandAristotle’s (1984)persuasive appeals ofethos, pathosandlogos, the authors propose a research methodology that provides an explicit step-by-step guidance to examine visually persuasive messages in sustainability-related photographs. The sustainability-related photographs in The Coca-Cola Company’s 2018 Business and Sustainability Report are examined to illustrate the application of the framework. Findings - This paper develops a research framework and provides empirical evidence of the use of the framework to enhance the understanding of visually persuasive messages depicted in photographs. Practical implications - The proposed framework serves as a springboard for further research into visually persuasive messages. Originality/value - The research framework of visual persuasion is novel and can be used by sustainability researchers to analyse photographs in corporate reports. It can be extended/modified to capture visual representations in different contexts and other disciplines as well.

Keywords: Visual persuasion; Photographs; Sustainability; Aristotle’s persuasion; Peirce’s semiotics (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:eme:medarp:medar-01-2022-1565

DOI: 10.1108/MEDAR-01-2022-1565

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