Keeping a dream alive: Multimodal study of the construction sector’s industrialization 1945-1970

Thibault Daudigeous 1 Eva Boxenbaum 2, 3 Sylvain Colombero 1 Pillet Jean-Charles 1
1 GEM - Grenoble Ecole de Management
2 CGS i3 - Centre de Gestion Scientifique i3
3 CBS - Copenhagen Business School [Copenhagen]
Abstract : Rational myths provide idealized cultural accounts that specify the appropriate means that organizations should adopt to rationally pursue socially valuable ends. Being taken for granted, rational myths eschew demonstrations that they actually hold true. Our empirical study uses visual and verbal data to examine how proponents of the rational myth of industrialization introduced and sustained this myth within the French construction industry after WWII. We identify three consecutive steps through which proponents introduced and sustained this rational myth, and specify the powerful suggestive role of visual representations. At the beginning of the process, the equivocal interpretation of visuals allows early associations between means and ends that precede verbal couplings. In the last phase, visual representation reinforces the couplings between means and substantive ends, enabling the myth of industrialization to draw on both formal rationality and substantive rationality, and transcending any potential incompatibility between them. We theorize the complementarities of the verbal mode and the visual mode in the process of introducing and sustaining a rational myth within a field.
Keywords : rational myths industrialization multimodality construction industry
Type de document :
Communication dans un congrès
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https://hal-mines-paristech.archives-ouvertes.fr/hal-01488314
Contributeur : Eva Boxenbaum <>
Soumis le : lundi 13 mars 2017 - 15:15:04
Dernière modification le : jeudi 12 septembre 2019 - 01:02:56

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  • HAL Id : hal-01488314, version 1

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Thibault Daudigeous, Eva Boxenbaum, Sylvain Colombero, Pillet Jean-Charles. Keeping a dream alive: Multimodal study of the construction sector’s industrialization 1945-1970. Academy of Management Annual Meeting, Academy of Management, Aug 2017, Atlanta, United States. ⟨hal-01488314⟩

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