This paper addresses the issue of how visual and verbal semiotic modes differently contribute to meaning making in organizational contexts under cognitive uncertainty. Whereas the visual mode is typically understood as being polysemous and thus prone to be interpreted in a plurality of ways, we argue that it has the capacity to reduce, rather than increase, cognitive ambiguity in organizational contexts loaded with tensions. Building upon the multimodal analysis of the Italian food company Barilla’s house organs, we show that while the verbal mode expresses organizational tensions and thereby preserves cognitive uncertainty, the visual mode addresses organizational tensions and thereby is meant to reduce cognitive ambiguity. Specifically, in organizational contexts where societal tensions manifest as paradoxes thus challenging organizational identity, the visual mode may provide a solution to the paradox by way of two strategies, namely paradox resolution and paradox dissolution.

(2022). Visual strategies for addressing organizational tensions [conference presentation (unpublished) - intervento a convegno (paper non pubblicato)]. Retrieved from https://hdl.handle.net/10446/234433

Visual strategies for addressing organizational tensions

Brumana, Mara;
2022-01-01

Abstract

This paper addresses the issue of how visual and verbal semiotic modes differently contribute to meaning making in organizational contexts under cognitive uncertainty. Whereas the visual mode is typically understood as being polysemous and thus prone to be interpreted in a plurality of ways, we argue that it has the capacity to reduce, rather than increase, cognitive ambiguity in organizational contexts loaded with tensions. Building upon the multimodal analysis of the Italian food company Barilla’s house organs, we show that while the verbal mode expresses organizational tensions and thereby preserves cognitive uncertainty, the visual mode addresses organizational tensions and thereby is meant to reduce cognitive ambiguity. Specifically, in organizational contexts where societal tensions manifest as paradoxes thus challenging organizational identity, the visual mode may provide a solution to the paradox by way of two strategies, namely paradox resolution and paradox dissolution.
intervento a convegno (paper non pubblicato)
Ruzzene, Attilia; Brumana, Mara; Delmestri, Giuseppe
File allegato/i alla scheda:
File Dimensione del file Formato  
Ruzzene et al - EGOS 2022_20.06.22 (1).pdf

Solo gestori di archivio

Versione: draft - bozza non referata
Licenza: Licenza default Aisberg
Dimensione del file 544.99 kB
Formato Adobe PDF
544.99 kB Adobe PDF   Visualizza/Apri
Pubblicazioni consigliate

Aisberg ©2008 Servizi bibliotecari, Università degli studi di Bergamo | Terms of use/Condizioni di utilizzo

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10446/234433
Citazioni
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact