Towards a multimodal model of theorization processes

Mélodie Cartel; Sylvain Colombero; Eva Boxenbaum

Towards a multimodal model of theorization processes

Mélodie Cartel ¹ Sylvain Colombero ¹ Eva Boxenbaum ²

1 MTS - Management Technologique et Strategique

2 CGS i3 - Centre de Gestion Scientifique i3

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

Document type :

Journal articles

Domain :

Humanities and Social Sciences / Business administration

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