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Visualizing the Phronetic Organization: The Case of Photographs in CSR Reports
Stockholm University, Faculty of Social Sciences, School of Business. (Marketing Management)
2011 (English)In: Journal of Business Ethics, ISSN 0167-4544, E-ISSN 1573-0697, Vol. 104, no 3, 371-387 p.Article in journal (Refereed) Published
Abstract [en]

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 paper 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 phronetic action in organizations is subjected not only to textual documentation but also to visual expressions, and (2) that visual images form some of the major parts of the structures of contemporary corporate reporting (particularly CSR reporting). The paper 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, the paper addresses the symbolic and contextual signification of images in corporate accounts of wisdom and responsibility.

Place, publisher, year, edition, pages
2011. Vol. 104, no 3, 371-387 p.
Keyword [en]
CSR reporting, Photographs, Phronesis, Responsibility, Visual communication, Wisdom
National Category
Business Administration
Research subject
Business Administration
URN: urn:nbn:se:su:diva-57978DOI: 10.1007/s10551-011-0916-8ISI: 000296736900006OAI: diva2:419098
Available from: 2011-05-25 Created: 2011-05-25 Last updated: 2012-01-20Bibliographically approved

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Rämö, Hans
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