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This chapter aims to gain a deeper understanding of the phenomenon of an ultraconservative group’s crisis communication. It delves into the communication strategies and narratives of the Taliban as they interact with the international media, particularly in relation to the women residing in Afghanistan. A qualitative content analysis of the Taliban’s initial press conference, subsequent interviews and statements on the women in Afghanistan after the Kabul takeover in August 2021 was conducted to understand how the group constructed its narrative on women. The findings suggest that the Taliban adopt a coherent communication strategy. Overall, the group seems to construct a positive image of free women in Afghanistan under their governance by representing image repair strategies of denying disadvantages and positioning themselves as supportive of women’s rights, embedded in hero narratives. Through an analysis of the data employed in this research, it transpired that the Taliban lay a special emphasis on a promising future for their home country through the implementation of the principles of human rights, with a special focus on their commitment to women’s rights and the respect they accord to women. With regard to the imposition of restrictions on Afghan women, the group can be seen to adopt an image repair strategy, employed by evading responsibility, coupled with a narrative of blaming foreign forces.

This study aims to examine how veganism is “seen” by young adult non-vegan consumers and how prevailing attitudes reinforce or challenge stigmas around veganism.

Photovoice methodology was used to explore young non-vegan consumers’ attitudes and beliefs towards veganism. Data was collected from students studying advertising at a major university in Australia, who produced images and narratives reflective of their own attitudes towards veganism. Polytextual thematic analysis of the resulting visual data was then undertaken to reveal the dominant themes underpinning participants’ attitudes. Participant narratives were then reviewed to confirm whether the ascribed meaning aligned with participants’ intended meaning.

Participant images were reflective of first, how they saw their world and their place within it, which showed the interplay and interconnectedness between humans, animals and nature, and second, how they saw vegans within this world, with both positive and negative attitudes expressed. Interestingly, vegans were simultaneously admired and condemned. By situating these attitudes along a spectrum of moral evaluation, bounded by stigmatisation and moral legitimacy, participants saw vegans as being either Radicals, Pretenders, Virtuous or Pragmatists. For veganism to become more widely accepted by non-vegans, there is an important role to be played by each vegan type.

This study offers a more nuanced understanding of how and why dissociative groups, such as vegans, become stigmatised, which has implications for messaging and marketing practices around veganism and associated products/services. Future research could use a similar methodology to understand why other minority groups in society are stereotyped and stigmatised, which has broader social implications.

Based on the comprehensive definition of accounting of Carnegie et al. (2021a, 2021b), this study examines how visual imagery can expand and enhance accountability to stakeholders and create room for more human-centric accounts. This study aims to understand how this use can elucidate and prompt interpretations of rhetorical features aimed at envisioning legitimacy and being perceived as accountable.

Following a methodological interpretative approach, this paper draws on a qualitative case study based on a Portuguese charity, the Santa Casa da Misericordia do Porto, from 2019 to 2021, including the COVID-19 crisis period, analysing visual rhetoric in annual and sustainability reports.

The study illuminates how the visual images interact and evoke shared cultural understandings, shaping meanings that can symbolically foster organisational legitimacy and envisions accountability. These symbolic and emotive elements capture and make visible social impacts and reflect broader societal concerns.

The study of visual images within the accounting context can enrich the understanding of accounting as a technical, social and moral practice, while expanding the scope of accountability and promoting a more human-centred approach to accounting. It also adds to the literature on the persuasiveness and rhetoric of accounting and reporting visualisations and on charities’ accountability in crisis period.

Using the transportation theory, and the brand equity model, this study aims to examine how short video narratives from a tourist perspective increased brand equity dimensions which could lead to intention to patronise. Further, the study tested the moderating role of real-world video between the brand equity dimensions and intention to patronise.

A sequential explanatory mixed method is adopted for this study. An empirical study was conducted in the first phase with 1,119 participants. In the second phase, the quantitative results were used to develop a semi-structured interview guide for in-depth interviews with 9 respondents to validate the quantitative outcomes. The structural equation modelling technique was utilised to analyse the quantitative data, whereas content analysis was used for the qualitative data.

The results revealed that short video narratives lead to horti-awareness, image and value. Additionally, horti-awareness, and value had a significant impact on intention to patronise horti-tourism destinations. Another interesting observation is that the negative perceived quality might be as a result of the short video emanating from a tourist perspective. Importantly, potential tourists perceived the real-world video to be authentic, thus strengthening the relationship between the brand equity dimensions and intention to patronise.

This research provided valuable insights for marketers/management and stakeholders within the tourism and hospitality sector to achieve benefits derived from the findings of the study.

To the best of the authors knowledge, this study is the first attempt to embed the theory of transportation and the brand equity model in understanding horti-tourism destinations, which can rarely be found in extant literature.

This chapter focuses on the interplay between visual culture and the construction of masculinities, focusing on the mediated representations of promotional appearances of actors Timothée Chalamet, Paul Mescal, and Barry Keoghan. The chapter examines the site of production of these images and argues that understanding the nuanced production of masculinities extends beyond mere aesthetics, requiring a critical examination of the external narratives and conditions underpinning image creation. The chapter situates these visual representations within the broader politics of their production, offering a lens through which to interrogate the decision-making processes and contextual factors that shape our appreciation of these images. The chapter explains how traditional gender norms are challenged and queered, thereby subverting conventional expectations of cisgender heterosexual masculinity. It critically examines the technological, compositional, and social modalities inherent in image production, revealing how camera technology, stylistic expression, and the symbiotic relationship between images, celebrity culture, and capitalist imperatives influence narrative authenticity and the portrayal of gender. By unpacking the motives behind image production and consumption, this inquiry unveils the complex dynamics of identity, queerbaiting practices, and the commodification of gender and sexuality within media representations. It prompts reflection on the emancipatory potential of visual artefacts against their entanglement with profit-driven agendas and normative constructs, advocating for a vigilant approach to the consumption of visual culture. This critical examination not only challenges existing gender norms but also highlights the susceptibility of images to co-option by dominant discourses, urging a deeper understanding of masculinity in contemporary visual culture.

In this study, the effects are investigated of brand and product storytelling on customer assessments of perceived attitude, quality, experience, recommendation and purchase intention based on narrative transportation theory within the domain of winery e-commerce.

In the research, two distinct constructs are introduced for brand and product storytelling, and multivariate analysis of variance is applied to analyze data collected from 391 respondents from the UK.

It is indicated in the study that embedding storytelling into elements, such as age verification screens on e-commerce sites, notably improves evaluations for both brands and products. Product storytelling broadly boosts customer appraisals in every evaluated aspect, while brand storytelling shows effectiveness in more limited cases. This suggests that narratives focused on products may have a wider appeal in enhancing the online customer experience.

This research underscores the strategic significance of balancing the focus between brand and product in crafting storytelling narratives for e-commerce contexts. It offers new insights into tailoring storytelling to meet individual consumer needs online, enriching the existing body of literature on storytelling’s application in digital commerce. Importantly, the study provides actionable guidance for wineries and other businesses aiming to enhance their online customer engagement through targeted narrative strategies.

Storytelling-driven messaging for luxury hotels is a robust social media marketing strategy to boost electronic word of mouth (e-WOM) and induce visit intention. This paper focuses on individual-related characteristics related to imagery processing and explores their relationship with brand trust and narrative transportation. Gender is examined for its potential moderating impact on relationships revolving around e-WOM intent formation.

This study employs the partial least squares-structural equations modelling (SEM) and multi-group analyses (MGA) approaches to examine consumer responses to luxury hotel brands’ Instagram marketing. Data from 268 responses to an online survey was analyzed on Smart PLS4.

Results confirm that comprehension fluency, imagery fluency and narrative transportation are predictors of brand trust. Additionally, brand trust and narrative transportation impact e-WOM intention. The impact of narrative transportation on e-WOM intention is relatively stronger in men; while women exhibit a stronger impact of brand trust on e-WOM intention.

It is recommended that luxury hotel brands create content which is easy to comprehend and also capable of inducing mental imagery, to boost the narrative transportation effect. Content should be tailored to target specific gender segments to enhance e-WOM effectiveness. Detailed strategies for segment-specific content are discussed in the paper.

This study demonstrates how gender differences shape consumer responses to brand storytelling on Instagram, particularly for luxury hotels, filling a notable gap in extant literature.

This study aims to describe and evaluate various visual and creative tools for supporting the in-depth biographical interview aimed at analyzing educational communities and their stakeholders.

Researching educational spaces today requires new ways of understanding, analyzing and studying. The complex characteristics, functions and realities demand research that responds to educational singularities. It is a matter of deeply understanding the educational phenomenon's peculiarities. For these purposes, instruments and research paradigms are needed to extract data and reach information saturation regarding the data obtained from the proposed objects of study. With this in mind, the following paper suggests reflecting on data collection tools that can complement the interview and biographical-narrative research approach. The authors highlight the use of photo-elucidation, the biogram-based timeline, the organigram and the flight of the geese, all of which are instruments endowed with a visual character that allows a deeper understanding of the object studied.

The main contribution of this paper is to unpack the uses and applications of four visual tools that support the interview technique. First, photo-elucidation is presented as a sensory strategy to stimulate the narrative during the dialogical exchange of the interview. Next, the timeline is described as a visual concretization of the traditional biogram widely used in educational research. Next, the authors unravel the uses of the organizational chart in educational research, which, due to its nature and utility, provides a glimpse of the organizational functioning of an institution and is particularly suitable for research in institutional frameworks. Finally, the tool known as the flight of the geese is presented. This tool is recommended for use in educational leadership and teamwork studies due to its simplicity and high representativeness of the hierarchy of roles and functions.

Researching educational spaces today requires new ways of understanding, analyzing and studying. The complex characteristics, functions, and realities demand research that responds to educational singularities. It is a matter of deeply understanding the educational phenomenon's peculiarities. For these purposes, instruments and research paradigms are needed to extract data and reach information saturation regarding the data obtained from the proposed objects of study. With this in mind, the following paper invites us to reflect on data collection tools that can complement the interview and biographical-narrative research approach. The authors highlight the use of photo-elucidation, the biogram-based timeline, the organigram, and the flight of the geese, all of which are instruments endowed with a visual character that allows a deeper understanding of the object studied.

This paper aims to analyze what Samarco and Brazilian magazines speak and say about Mariana’s environmental crime. Discover their doxa in this subject. Interpret the speakings, sayings and doxas through the theories of the treadmills of production, crime and law.

It is a qualitative and documental research and a narrative analysis. Regarding the documents: 45 were from public authorities, 14 from Samarco Mineração S.A. and 73 from Brazilian magazines. Theoretically, the authors resorted to Bourdieusian sociology (speaking, saying and doxa) and the treadmills of production, crime and law theories.

Samarco: speaking – mission statements; saying – detailed information and economic and financial concerns; doxa – assistance discourse. Brazilian magazines: speaking – external agents; saying – agreements; doxa – attribution, aggravations, historical facts, impacts and protests.

The absence of discussions that addressed this fatality, with its respective consequences, from an agenda that exposed and denounced how it exacerbated race, class and gender inequalities.

Regarding Mariana’s environmental crime: Samarco Mineração S.A. speaks and says through the treadmill of production theory and supports its doxa through the treadmill of crime theory, and Brazilian magazines speak and say through the treadmill of law theory and support their doxa through the treadmill of crime theory.

To provoke reflections on the relationship between the mining companies and the communities where they settle to develop their productive activities.

Concerning environmental crime in perspective, submit it to a theoretical interpretation based on sociological references, approach it in a debate linked to environmental criminology, and describe it through narratives exposed by the guilty company and by Brazilian magazines with high circulation.

The increasing popularity of immersive activities (e.g. immersive performing art (IPA) at tourism destinations calls for the need to understand customers’ immersive experiences and its impact on their attitudes and behavioral intentions. This study aims to conceptualize customers’ interactive experience in IPA and systematically examine how interaction in IPA experience shapes customers’ word-of-mouth (WOM) intention and thus generates business values for destination managers.

A two-step mixed-methods approach was used. The qualitative study was adopted to identify the salient dimensions of interaction in IPA experience and develop a context-specific measurement scale. Structural equation modeling approach was applied to test the theoretical model using partial least squares 3.3.0.

The results indicated that the three dimensions of interaction in IPA experience (i.e. parasocial interaction, narrative interaction and environmental interaction) are positively related to customers’ experiences of narrative transportation and self-expansion related to the IPA, which further influence their WOM intention.

This study considers IPA as an emerging form of immersive tourism activities and conceptualizes its interactive nature, and contributes to the understanding of how customers’ interactive experience helps them construct meanings through narrative transportation, and offers valuable guidance for IPA designers and destination management organizations.