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This double volume presents state-of-the-art research and thinking on the dynamics of actors and institutional logics. In the introduction, we briefly sketch the roots and branches of institutional logics scholarship before turning to the new buds of research on the topic of how actors engage institutional logics in the course of their organizational practice. We introduce an exciting line of new works on the meta-theoretical foundations of logics, institutional logic processes, and institutional complexity and organizational responses. Collectively, the papers in this volume advance the very prolific stream of research on institutional logics by deepening our insight into the active use of institutional logics in organizational action and interaction, including the institutional effects of such (inter)actions.

The relationship between individuals and institutions is a core feature of the microfoundations of institutional theory. This chapter analyzes the role of conceptual metaphors, a standard ingredient of theory building, in shaping how we theorize this relationship. Using illustrations from the emergent literature on emotions in institutional theory, the author shows the significance of conceptual metaphors for theory building and argues for selecting conceptual metaphors that help craft a dynamic, recursive relationship between individuals and institutions, respecting core premises of institutional theory and offering new creative insights into this relationship.

This chapter examines how proponents of industrialization used multiple modes of communication to socially construct the rational myth of industrialization in the French construction sector after World War II. We illuminate the respective roles of visual and verbal communication in this process. Our findings suggest that actors construct rational myths according to the following step-by-step method: first, they use visuals to suggest associations between new practices and valuable purposes; then they use verbal text to establish the technical rationality of certain practices; and lastly, they employ both verbal and visual communications to convey their mythical features.

According to most theoretical formulations, institutional logics contain both an ideational and a material dimension. Whereas the ideational aspect, such as cognitive frames and symbols, has received significant attention in the growing literature on institutional logics, the material aspect has remained largely invisible and often implicit. We analyze the 16 most central theoretical and empirical works on institutional logics with the aim of exploring how the material dimension of logics has been conceptualized and researched. Our findings suggest that materiality has been interpreted primarily as practices and structures, and rarely as physical objects. We explore some consequences of omitting physical materials as an object of study in institutional logics research and point to avenues for future research that may enhance theory development of institutional logics by explicitly attending to the role of materials.

In this article, we develop and advance an understanding of institutions as multimodal accomplishments. We draw on social semiotics and the linguistic concept of metafunctions to establish the visual as a specific mode of meaning construction. In addition, we make semiotic modes conducive to institutional inquiry by introducing the notion of distinct “modal registers” – specialized configurations of linguistic signs within a particular mode that are adapted and applied in the reproduction of institutions or institutional domains. At the core of our article, we operationalize metafunctions to develop methodology for the analysis of visual registers. We illustrate our approach with data from Corporate Social Responsibility (CSR) reporting in Austria.

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.