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Towards a multimodal model of theorization processes

Author

Listed:
  • 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)

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.

Suggested Citation

  • Mélodie Cartel & Sylvain Colombero & Eva Boxenbaum, 2017. "Towards a multimodal model of theorization processes," Grenoble Ecole de Management (Post-Print) hal-01675124, HAL.
    • Handle: RePEc:hal:gemptp:hal-01675124
    DOI: 10.1108/s0733-558x2017000054a006
    Note: View the original document on HAL open archive server: http://hal.grenoble-em.com/hal-01675124
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