Multimodal strategies of theorization: Retracing the fifty year institutionalization of reinforced concrete.

Mélodie Cartel 1, 2 Sylvain Colombero 2 Eva Boxenbaum 1, 3
1 CGS i3 - Centre de Gestion Scientifique i3
2 GEM - Grenoble Ecole de Management
3 CBS - Copenhagen Business School [Copenhagen]
Abstract : 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.
Keywords : theorization institutional theory multimodality concrete
Type de document :
Communication dans un congrès
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https://hal-mines-paristech.archives-ouvertes.fr/hal-01488218
Contributeur : Eva Boxenbaum <>
Soumis le : lundi 13 mars 2017 - 14:37:44
Dernière modification le : jeudi 12 septembre 2019 - 01:02:56

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  • HAL Id : hal-01488218, version 1

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Mélodie Cartel, Sylvain Colombero, Eva Boxenbaum. Multimodal strategies of theorization: Retracing the fifty year institutionalization of reinforced concrete.. 'New Ways of Seeing' - AMJ paper and idea development workshop, AMJ and Lancaster University, Apr 2017, Lancaster, United Kingdom. ⟨hal-01488218⟩

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