TY  - CHAP
AB  - Abstract This chapter 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.
VL  - 54A
SN  - 978-1-78743-330-4, 978-1-78743-329-8/0733-558X
DO  - 10.1108/S0733-558X2017000054A006
UR  - https://doi.org/10.1108/S0733-558X2017000054A006
AU  - Cartel Melodie
AU  - Colombero Sylvain
AU  - Boxenbaum Eva
ED  - Markus A. Höllerer
ED  - Thibault Daudigeos
ED  - Dennis Jancsary
PY  - 2017
Y1  - 2017/01/01
TI  - Towards a Multimodal Model of Theorization Processes
T2  - Multimodality, Meaning, and Institutions
T3  - Research in the Sociology of Organizations
PB  - Emerald Publishing Limited
SP  - 153
EP  - 182
Y2  - 2024/05/04
ER  -