This paper examines the role of multimodal strategies in processes of theorization. Empirically, we investigate the theorization process of a highly disruptive innovation in the history of architecture: reinforced concrete. Relying on archival data from a dominant French architectural journal from 1885 to 1939, we studied how this new material became legitimized for the construction of buildings. Our early coding revealed three multimodal strategies associated with theorization: emotional, narrative, and lexical. Our intention when developing the full paper is to articulate these findings with well-known rhetorical strategies and develop a process model of theorization.
|Number of pages||21|
|Publication status||Published - 2017|
|Event||The 33rd EGOS Colloquium 2017: The Good Organization - Copenhagen Business School, Copenhagen, Denmark|
Duration: 6 Jul 2017 → 8 Jul 2017
Conference number: 33
|Conference||The 33rd EGOS Colloquium 2017|
|Location||Copenhagen Business School|
|Period||06/07/2017 → 08/07/2017|
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Cartel, M., Colombero, S., & Boxenbaum, E. (2017). Multimodal Strategies of Theorization: A Historical Analysis of Reinforced Concrete. Paper presented at The 33rd EGOS Colloquium 2017, Copenhagen, Denmark.