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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.
- Content Type Journal Article
- Pages 1-17
- DOI 10.1007/s10551-011-0916-8
- Authors
- Hans Rämö, Stockholm University School of Business, 106 91 Stockholm, Sweden