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, AustraliaThibault Daudigeos is Professor of Organization Studies at Grenoble School of Management, France, and Head of the Alternative Forms of Markets and Organizations (AFMO) Research Team.Dennis Jancsary is Assistant Professor at the Institute for Organization Studies at Vienna University of Economics and Business, Austria.

Contributed by business and management researchers from North America, Europe, Israel, and Australia, the eight articles in this volume explore the relationship between different modes of communication in the emergence, diffusion, maintenance, and challenge of social meanings and institutions, focusing on organizations and industries. They examine the use of multiple modes of communication to socially construct the rational myth of industrialization in the French construction sector after World War II, and the roles of visual and verbal communication in this process; the institutional persistence of a tradition in the Bordeaux wine community in France and the role of community organizations; the visual identity of universities through logos to create visual identities; how organizational actors use images to define a contested industry, namely the use of words and images to reframe the Canadian oil sands industry; fashion companies’ multimodal presentation, through visuals and verbal text, of their organizational identity in job advertisements; how identity elements are referenced in verbal and visual modes of meaning making and how they interrelate with each other and channels of communication, through the example of whisky distilleries; and the identity and meaning created by different groups of professionals to construct city identity.

• Part One: Multimodal Perspectives On Institutional Persistence and Change 1, Multimodal Construction of a Rational Myth: Industrialization of The French Building Sector in The Period from 1945 To 1970; Eva Boxenbaum, Thibault Daudigeos, Jean-Charles Pillet and Sylvain Colombero 2, Cru, Glue, and Status: How Wine Labels Helped Ennoble Bordeaux; Grégoire Croidieu, Birthe Soppe and Walter W. Powell 3, Where History, Visuality and Identity Meet: Institutional Paths to Visual Diversity Among Organizations; Achim Oberg, Gili S. Drori and Giuseppe Delmestri 4, Dirty Oil or Ethical Oil? Visual Rhetoric in Legitimation Struggles; Lianne M. Lefsrud, Heather Graves and Nelson Phillips Part Two: The Multimodal Construction of Identities 5, Companies On the Runway: Fashion Companies’ Multimodal Presentation of Their Organizational Identity in Job Advertisements; Bernadette Bullinger 6, Message in A Bottle: Multiple Modes and Multiple Media in Market Identity Claims; Bernard Forgues and Tristan May 7, The Architecture of City Identities: A Multimodal Study of Barcelona and Boston; Candace Jones and Silviya SvejenovaAfterword: Multimodality in Organization Studies; Theo Van Leeuwen

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, AustraliaThibault Daudigeos is Professor of Organization Studies at Grenoble School of Management, France, and Head of the Alternative Forms of Markets and Organizations (AFMO) Research Team.Dennis Jancsary is Assistant Professor at the Institute for Organization Studies at Vienna University of Economics and Business, Austria.

Contributed by business and management researchers from North America, Europe, Israel, and Australia, the eight articles in this volume explore the relationship between different modes of communication in the emergence, diffusion, maintenance, and challenge of social meanings and institutions, focusing on organizations and industries. They examine the use of multiple modes of communication to socially construct the rational myth of industrialization in the French construction sector after World War II, and the roles of visual and verbal communication in this process; the institutional persistence of a tradition in the Bordeaux wine community in France and the role of community organizations; the visual identity of universities through logos to create visual identities; how organizational actors use images to define a contested industry, namely the use of words and images to reframe the Canadian oil sands industry; fashion companies’ multimodal presentation, through visuals and verbal text, of their organizational identity in job advertisements; how identity elements are referenced in verbal and visual modes of meaning making and how they interrelate with each other and channels of communication, through the example of whisky distilleries; and the identity and meaning created by different groups of professionals to construct city identity.

• Part One: Multimodal Perspectives On Institutional Persistence and Change 1, Multimodal Construction of a Rational Myth: Industrialization of The French Building Sector in The Period from 1945 To 1970; Eva Boxenbaum, Thibault Daudigeos, Jean-Charles Pillet and Sylvain Colombero 2, Cru, Glue, and Status: How Wine Labels Helped Ennoble Bordeaux; Grégoire Croidieu, Birthe Soppe and Walter W. Powell 3, Where History, Visuality and Identity Meet: Institutional Paths to Visual Diversity Among Organizations; Achim Oberg, Gili S. Drori and Giuseppe Delmestri 4, Dirty Oil or Ethical Oil? Visual Rhetoric in Legitimation Struggles; Lianne M. Lefsrud, Heather Graves and Nelson Phillips Part Two: The Multimodal Construction of Identities 5, Companies On the Runway: Fashion Companies’ Multimodal Presentation of Their Organizational Identity in Job Advertisements; Bernadette Bullinger 6, Message in A Bottle: Multiple Modes and Multiple Media in Market Identity Claims; Bernard Forgues and Tristan May 7, The Architecture of City Identities: A Multimodal Study of Barcelona and Boston; Candace Jones and Silviya SvejenovaAfterword: Multimodality in Organization Studies; Theo Van Leeuwen