The role of verbal and visual text in the process of institutionalization

Renate Meyer (), Dennis Jancsary, Markus Höllerer and Eva Boxenbaum ()
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Renate Meyer: CBS - Copenhagen Business School [Copenhagen], WU Wien - Vienna University of Business and Economics - Vienna University of Business and Economics
Dennis Jancsary: WU Wien - Vienna University of Business and Economics - Vienna University of Business and Economics
Markus Höllerer: WU Wien - Vienna University of Business and Economics - Vienna University of Business and Economics, UNSW - University of New South Wales [Sydney]
Eva Boxenbaum: CBS - Copenhagen Business School [Copenhagen], CGS i3 - Centre de Gestion Scientifique i3 - Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique

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Abstract: In this article, we develop novel theory on the differentiated impact of verbal and visual texts on the emergence, rise, establishment, and consolidation of institutions. Integrating key insights from social semiotics into a discursive model of institutionalization, we identify distinct affordances of verbal and visual text based on the constitutive features of the respective semiotic modes. In an effort to extend scholarly inquiry into the relationship of text and institutions, we develop a set of propositions on how and under which conditions verbal and visual text, respectively, facilitate the institutionalization of novel ideas in each stage of the process. Our theory development has implications for research on institutions as communicative accomplishments, contributes to the nascent line of multimodal research, and provides novel insights into institutional emergence.

Keywords: affordances; institutionalization; multimodal; visual (search for similar items in EconPapers)
Date: 2018-07
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Citations: View citations in EconPapers (11)

Published in Academy of Management Review, 2018, Academy of Management Review, doi:10.5465/amr.2014.0301 (43(3)), pp.1-27. ⟨10.5465/amr.2014.0301⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01535194

DOI: 10.5465/amr.2014.0301

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