Visual and Multimodal Research in Organization and Management Studies

9Summary: Towards Multi-Approach Studies in Multimodal Organization Research

We have discussed the different approaches to multimodal organization research separately, but it is clear that they need to be, and often are, combined. We have already seen several examples: for instance, the way in which Boeriis and Holsanova (2012) combine semiotic analysis and experimental research to empirically test semiotic constructs, or the way in which Iedema (2015) embeds the documentary approach (analysis presented in the form of video clips) in a dialogic approach (using these clips to elicit discussion). Shortt and Warren (2017), in a recent contribution to visual methodologies, combine the archaeological and the dialogical approaches in a method they ...