In this chapter, we argue for the importance of including images in organizational research and discuss visual rhetoric as one approach to the analysis of images combined with words. We argue that this approach is especially useful to understand how emotion is generated through the strategic...

This study illuminates how organizational actors use images in their struggle to define a contested industry. By leveraging social semiotics and visual rhetoric, we examine how multimodal texts (combining words and images) are used to label and reframe an industry using technical, environmental,...