Towards a multimodal model of theorization processes

Mélodie Cartel, Sylvain Colombero () and Eva Boxenbaum ()
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Mélodie Cartel: MTS - Management Technologique et Strategique - EESC-GEM Grenoble Ecole de Management
Sylvain Colombero: MTS - Management Technologique et Strategique - EESC-GEM Grenoble Ecole de Management
Eva Boxenbaum: 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: This paper examines the role of multimodal rhetoric in processes of theorization. Empirically, we investigated the theorization process of a highly disruptive innovation in the history of architecture: reinforced concrete. Relying on archival data from a prominent French architectural journal in the period from 1885 to 1939, we studied the rhetorical modes at play in the theorization of reinforced concrete. First, we found that theorization entailed two recursive activities: dramatization and evaluation. While dramatization relies on both verbal and visual (i.e. multimodal) means, evaluation relies on verbal means. We integrated these components into a dynamic model of theorization that explains how visual discourse contributes to theorization beyond the effects of verbal discourse.

Keywords: Institutional innovation; Theorization; Multimodality (search for similar items in EconPapers)
Date: 2017
Note: View the original document on HAL open archive server: https://grenoble-em.hal.science/hal-01675124v1
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Published in Research in the Sociology of Organizations, 2017, Multimodality, Meaning, and Institutions, 54A, pp.153 - 182. ⟨10.1108/s0733-558x2017000054a006⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01675124

DOI: 10.1108/s0733-558x2017000054a006

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