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The authors analyze how conflicting institutional demands become deployed in organizational storytelling in the context of wildlife documentaries. Documentary producers increasingly feel the pressure to entertain the audience, while simultaneously addressing serious environmental issues. Using a mixed-method analysis of BBC wildlife documentaries produced between 2009 and 2017, the authors identify two narrative strategies, alternation and amplification, to balance demands for entertainment and environmental conservation. Alternation switches entertaining and serious content to offset conservation concerns, while amplification uses entertainment to accentuate conservation. Emotions play a significant role in both ways of storytelling. The findings of this chapter contribute to the literatures on institutional microfoundations, storytelling, and emotions.

This study explores how organizations deal with divergent institutional logics when designing new products. Specifically, we investigate how organizations approach and embody institutional complexity in their product design. Through a multimodal study of serious games, we identify two design strategies, the proximity and the amplification strategies, which organizations employ to balance multiple institutional logics and design novel products that meet competing institutional expectations. Our study makes an important theoretical contribution by showing how institutional complexity can be a source of innovation. We also make a methodological contribution by developing a new, multimodal research design that allows for the in-depth study of organizational artifacts. Altogether, we complement our understanding of how institutional complexity is substantiated in organizational artifacts and highlight the role that multimodality plays in analyzing such situations.

We analyze how institutional persistence unfolds. Building on an historical analysis of 3,307 bottle labels in the Bordeaux wine community, France, between 1924 and 2005, we find that the persistence of a chateau tradition requires considerable effort at maintenance. Instead of greater compression and taken-for-grantedness, we propose that expansion along multimodal carriers provides a marker of a deepening institutionalization. We underscore the role of community organizations in enabling a wine tradition to persist. The implications of our findings for institutional theory and multimodality research are discussed.