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The purpose of this paper is to explore how a visual perspective can be applied to strategic communication research. First, the term visual communication will be examined from various perspectives with an attempt to develop a foundation for this new academic territory. Second, this study summarises how visual approaches are applied in strategic communication research during 2005-2015, this is done by a literature review including an overall content analysis.

In order to explore how visual approaches can be applied to strategic communication research, the study started with a literature review by examining the term visual communication from various perspectives. The second step was to do a brief content analysis in order to provide a detailed pattern of theoretical visual approaches in strategic communication research published in scientific journals in the field of strategic communication 2005-2015. A qualitative coding scheme was developed based on the classification of visual approaches in communication research by Barnhurst et al. (2004) and Martin (2011).

The findings of this study not only support previous research indicating that visual approaches in communication research are increasing; the study also points in the direction of that visual approaches in the research field of strategic communication has slightly emerged during 2005-2015.

This study summarises how visual approaches are applied in strategic communication research during 2005-2015.

This study can provide important knowledge about an innovative visual perspective in strategic communication research.

Purpose – The purpose of the chapter is to introduce visual methods and, more specifically, arts-based forms of visual methods, as an innovative and emerging research approach within the study of sport and physical culture. The chapter examines the use of art and aesthetics as research data and as a representation issue. It draws upon the case of a research-based arts exhibition to represent and communicate research on bodies.

Design/methodology/approach – The chapter details an international collaborative research project exploring the impact of health policies and their imperatives on schools in the United Kingdom, Australia and New Zealand. The research formed the focus of an arts-based exhibition involving artists’ interpretations of the authors’ research findings. The chapter addresses salient epistemological and ontological issues of ‘representation’ and ‘interpretation’ in visual methods.

Findings – The chapter reveals how the use of arts-based approaches to research do not simply ‘represent’ research, but are constructive in the generation of new insights and forms of knowledge.

Research limitations/implications – The challenges of using arts-based and visual approaches to research are highlighted, particularly in terms of issues of knowledge interpretation. The ways in which these methods allow for lines of sight into life that written texts do not are highlighted.

Originality/value – The chapter provides an introduction to the use of arts-based visual methods in sport and physical culture research. Rather than focusing on visual methods solely as an approach to the collection of data, the chapter extends the discussion around visual methodology to include its use as a form of interpretation that generates and translates knowledge from a new perspective.

This paper aims to consider a more visual approach to property law teaching practices. This will be achieved by exploring the existence of “visual learners” as a student body, evaluating the use of more visual teaching techniques in academic practice, recognising the historic dominance of text in legal education, and examining the potential for heightening visual teaching practices in the teaching of property law.

The paper reviews and analyses some of the available literature on visual pedagogy, and visual approaches to legal education, but also introduces an amount of academic practitioner analysis.

This paper evidences that, rather than focusing on the categorisation of “visual learner”, the modern academic practitioner should use the customary use of more visual stimuli, consequently becoming a more “visual teacher”. This paper demonstrates that these practices, if performed effectively, can impact upon the information literacy of the whole student body. It also proffers a number of suggestions as to how this could be achieved within property law teaching practices.

The paper will provide support for early-career academic practitioners, who are entering a teaching profession in a period of accelerated and continual change, by presenting an overview of pedagogic practices in the area. It will also provide a stimulus for those currently teaching on property law modules and support their transition to a more visual form of teaching practice.

This paper provides a comprehensive overview of visual pedagogy in legal education, and specifically within that of property law, which has not been conducted elsewhere.

Consumer experiences of healthcare services are challenging for researchers to study because of the complex, intangible and temporal nature of service provision. The purpose of this paper is to introduce a novel longitudinal three-phase research protocol, which combines iterative interviewing with visual techniques. This approach is utilised to study consumer service experiences, dimensions of consumer value and consumer value co-creation in a transformational service setting: complementary and alternative medicine healthcare.

This research employed a three-phase qualitative longitudinal research protocol, which incorporated: an initial in-depth interview, implementation of the visual elicitation technique Zaltman Metaphor Elicitation Technique and a final interview to gain participant feedback on the analysis of data collected in the first two phases.

Four key benefits derived from using the three-phase protocol are reported: confirmation and elaboration of consumer value themes, emergence of underreported themes, evidence of transformation and refinement of themes, ensuring dependability of data and subsequent theory development.

The study provides evidence that a longitudinal multi-method approach using in-depth interviews and visual methods is a powerful tool that service researchers should consider, particularly for transformative service research settings with sensitive contexts, such as healthcare, and when studying difficult to articulate concepts, such as consumer value and value co-creation.

The purpose of this paper is, first, to assess the potential of the visual to enact multiplicity and reflexivity in organizational research, and second, to develop a performative approach to the visual, which offers aesthetic strategies for creating future research accounts in organization and management studies.

The paper reviews existing visual research in organization and management studies and presents an in‐depth analysis of two early, almost classical, and yet very different endeavors to create visual accounts based on ethnography: the multi‐media enactments by Bruno Latour, Emilie Hermant, Susanna Shannon, and Patricia Reed, and the filmic and written work by Trinh T. Minh‐ha and her collaborators.

The authors’ analysis of how the visual is performed in both cases identifies a repertoire of three distinct and paradoxical aesthetic strategies: de/synchronizing, de/centralizing, and dis/covering.

The authors analyze two rarely acknowledged but ground‐breaking research presentations, identify aesthetic strategies to perform multiplicity and reflexivity in research accounts, and question the ways that research accounts are written and published in organization and management studies by acknowledging the consequences of a performative approach to the visual.

The global call to ‘leave-no-one behind’ cannot be achieved without tacking the intractable social issues faced by the most excluded people. There is increasing interest in using visual methodologies for participatory research in contexts of marginalisation, because they offer the potential to generate knowledge from people’s lived experience, which can reveal subjective, emotional, and contextual aspects missed by other methods; alongside the means for action through showing outputs to external audiences. The challenge is that the perspectives of those in highly inequitable and unaccountable contexts are – by definition – rarely articulated and often neglected. The author thus begins by assuming that there are unavoidable tensions in using visual methods; between perpetuating marginalisation by inaction, which is ethically questionable; and the necessary risks in bringing unheard views to public attention. Many experienced practitioners have called for a situated approach to visual methods ethics (Clark, Prosser, & Wiles, 2010; Gubrium, Hill, & Flicker 2014; Shaw, 2016). What is less clear is what this means for those wanting to apply this practically. In this chapter, the author addresses this gap through the exemplar of participatory video with marginalised groups. Drawing on cases from Kenya, India, Egypt, and South Africa, the author contributes a range of tried-and-tested strategies for navigating the biggest concerns such as informing consent; and the tensions between respecting autonomy and building inclusion, and between anonymity and supporting participant’s expressive agency. Through this, the author provides a resource for researchers, including prompts for critical reflection about how to generate solutions to visual ethical dilemmas in context.

The purpose of this paper is to consider the potential of visual (i.e. non-textual) research methods in community-based participatory research.

The authors draw on a case illustration of a photo- and video-voice campaign involving rural communities in British Columbia, Canada.

The authors find that visual research methods, in the form of photo- and video-voice campaigns, allow participants to form ties between their community and the broader sociocultural, natural and political milieu in which their community is located. The authors highlight the benefits of using such methodological approaches to capture an emic perspective of community building.

The contribution of this study is twofold. First, this study uses a photo- and video-voice campaign to showcase the role of visuals in articulating community pride – that is, how locals construct identity – and a sense of belongingness. Second, by focusing its analytical gaze on the idea of “community,” this paper revisits the importance of active involvement of research participants in the execution of empirical studies. Ultimately, the authors urge organization and management studies scholars, as well as those working in the social sciences more broadly, to further explore the value of innovative community-based research approaches in future work.

Fashion merchandising hold a paramount position within the realm of retail marketing. Currently, the purpose of this article is that the assessment of display effectiveness predominantly relies on the subjective judgment of merchandisers due to the absence of an effective evaluation method. Although eye-tracking devices have found extensive used in tracking the gaze trajectory of subject, they exhibit limitations in terms of stability when applied to the evaluation of various scenes. This underscores the need for a dependable, user-friendly and objective assessment method.

To develop a cost-effective and convenient evaluation method, the authors introduced an image processing framework for the assessment of variations in the impact of store furnishings. An optimized visual saliency methodology that leverages a multiscale pyramid model, incorporating color, brightness and orientation features, to construct a visual saliency heatmap. Additionally, the authors have established two pivotal evaluation indices aimed at quantifying attention coverage and dispersion. Specifically, bottom features are extract from 9 distinct scale images which are down sampled from merchandising photographs. Subsequently, these extracted features are amalgamated to form a heatmap, serving as the focal point of the evaluation process. The authors have proposed evaluation indices dedicated to measuring visual focus and dispersion, facilitating a precise quantification of attention distribution within the observed scenes.

In comparison to conventional saliency algorithm, the optimization method yields more intuitive feedback regarding scene contrast. Moreover, the optimized approach results in a more concentrated focus within the central region of the visual field, a pattern in alignment with physiological research findings. The results affirm that the two defined indicators prove highly effective in discerning variations in visual attention across diverse brand store displays.

The study introduces an intelligent and cost-effective objective evaluate method founded upon visual saliency. This pioneering approach not only effectively discerns the efficacy of merchandising efforts but also holds the potential for extension to the assessment of fashion advertisements, home design and website aesthetics.

This chapter discusses the methodological underpinnings of a doctoral study that examined boys’ performances of gender in physical education (PE) at a single-sex secondary school in Auckland, New Zealand. Initial findings are also presented; however, they only serve to demonstrate the potential of such an approach and not as an exhaustive report of findings. Using a participatory visual research approach involving video recordings of boys participating in PE, the boys’ representations and interpretations of the visual data were explored during both focus groups and individual interviews. The boys’ visual representations and interpretations highlight how their performances of gender are embedded in the design and structure of the physical spaces and places associated with PE. Through a Foucauldian (poststructural) lens the boys’ responses also illuminate how the gendered self is performed in multiple, contradictory and fluid ways involving particular technologies of the self. Visual research methods that focus on young people’s visual representations and interpretations might help identify (gendered) identity issues that are seen as important to the students themselves. It creates a space for young people to critically think about, reflect, articulate, and reason their lived experiences, their relationships with their peers and more importantly themselves. The use of such research approaches has the potential of realizing one of the key aims of symbolic interactionism by opening up new analytical possibilities for understanding young people’s lived experiences in both formal and informal pedagogical contexts.

The purpose of this paper is to develop a visual perspective to the narrative management research by exploring the potential of drawings to construct organizational space. This study is explorative in nature and aims to open up a discussion on the importance of visuality within the narrative research. Visual narratives combined with written ones are constructed and analyzed in the paper.

The empirical illustrations of visual narratives outline students’ first-time encounters of the university campus. Their drawings and stories are used to describe and analyze their personal and subjective experiences of how they relate to the campus space. The students were asked to recall the moment they encountered the university campus for the first time and to draw their memories on a paper. Furthermore, they were asked to describe the drawings in a written narrative. Following that, the storyline was identified through a content analysis of both the drawings and the written narratives. This participatory research approach considers informants as co-researchers in producing data and emphasizes the inter-subjective nature of the study.

The study points out valuable aspects in visual narrative organization research. The drawings and written narratives were found to complement each other revealing different things of the experiences. The drawings were very rich and detailed. They captured and revealed emotions, symbolic meanings and interpretations that were not explicated in the written stories. Finally, categories of visual narratives on organizational space were developed.

This study contributes to the development of visual methodology in narrative management research. Moreover, this paper provides a methodological contribution to study organizational space. It sheds light on the potential of using visual narrative materials, especially self-produced drawings to construct organizational space. The study develops and illustrates a visual research method that combines written narratives with drawings. The study points out the importance to involve the informants as co-creators of a narrative study to capture the emotional richness of visual narratives. The authors envision that visual aspects of narratives will be a future direction in the narrative research, because visuality may capture hidden emotional aspects, symbols and artifacts that are not easily revealed in the told or written stories.