In industrial sectors such as consulting, advertising, film-making, software, architecture, engineering and construction, most individual businesses are project-based firms in other words, their activities tend to be organized through the delivery of projects aimed at meeting the highly...

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,...