The insight that institutions, and the communicative practices that create, sustain, and challenge them, are multimodal accomplishments has garnered increasing attention from scholars in organization and management research over the last decade. Traditional understanding of social knowledge and meaning as being constituted primarily through verbal discourse has been challenged and extended by work that has promoted the centrality of visual, material, and other sign systems (e.g., audio, gestures, layout) for constructing social reality.
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Markus A. Höllerer is Professor of Public Management and Governance at Vienna University of Economics and Business, Austria, and is also Senior Scholar in Organization Theory at UNSW Sydney Business School, Australia
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