Visualizing the Phronetic Organization: The Case of Photographs in CSR Reports

Abstract

Aspects of phronetic social science and phronetic organization research have been much debated over the recent years. So far, the visual aspects of communicating phronesis have gained little attention. Still organizations try to convey a desirable image of respectability and success, both internally and externally to the public. A channel for such information is corporate reporting, and particularly CSR reporting embrace values like fairness, goodness, and sustainability. This study explores how visual portrayals of supposedly wise and discerning values (phronesis) are used to reinforce the verbal features of CSR reporting. The two propositions underlying this study is (1) that visual images form some of the major parts of the structures of contemporary corporate reporting (particularly CSR reporting) and (2) that phronetic action in organizations is subjected not only to textual documentation, but also to visual expressions. This study also discusses how the Aristotelian concept of phronesis can be linked to contemporary concerns about responsibility, and how this is visually represented in CSR reporting. Finally, this study addresses the symbolic and contextual signification of images in corporate accounts of wisdom and responsibility.

The Material and Visual Basis of Institutions

“…A normative fit is exhibited, for instance, through the material and visual aspects of dress codes (e.g., Rafaeli & Pratt, 1993). Due to their ability to connect divergent elements inconspicuously in spatial arrangements, visuals can create 'legitimacy spillovers' (e.g., Benford & Snow, 2000;Haack, Pfarrer, & Scherer, 2014;Kostova & Zaheer, 1999) from familiar, socially shared and already institutionalized values and ideologies (e.g., modern working standards) to the new and/or potentially problematic (e.g., new employment laws), and are, therefore, uniquely suited to increase the familiarity and comprehensibility required for cognitive legitimacy (e.g., Höllerer et al, 2013;Rämö, 2011). The same is true for illegitimacy spillovers, when objects are brought in relation to illegitimate objects or practices (e.g., de-legitimating abortion practices through horrifying imagery) (e.g., Lefsrud, Graves, & Phillips, 2013).…”

Phronesis in administration and organizations: A literature review and future research agenda

“…In other works, métis, the Greek term for cunning, is described as resourcefulness, an ability to respond to demands, using maneuvers (Mackay, Zundel, & Alkirwi, 2014), or seeking to gain advantages regardless of truth (Roos, 2017). Rämö (2011) finds a connection between phronesis and responsibility. The author suggests that images that makeup CSR reports support the claims of responsibility and practical wisdom, illustrating organizations' activities not only in terms of financial results, but also in terms of socially and environmentally responsible action.…”

A longitudinal study of Aboriginal images in annual reports: evidence from an arts council

“…Studies on the use of photographs in ARs concluded that they not only improved aesthetic appearance but also served rhetorical purposes (Graves et al ., ; Preston et al ., ; Davison, ). The rhetorical use of imagery in corporate social responsibility reporting has been found to minimise potential reputational damage related to bad news or to enhance reputation (Ihlen, ; Rämö, ). Breitbarth et al .…”