Companies on the Runway: Fashion Companies’ Multimodal Presentation of Their Organizational Identity in Job Advertisements
Bullinger, B. 2017. Companies on the Runway: Fashion Companies’ Multimodal Presentation of their Organizational Identity in Job Advertisements, in M. A. Höllerer, T. Daudigeos, D. Jancsary (ed.) Multimodality, Meaning, and Institutions (Research in the Sociology of Organizations, Vol. 54B): 145-177
42 Pages Posted: 22 Jan 2020
Date Written: December 1, 2017
In job advertisements, companies present claims about their organizational identity. My study explores how employers use multimodality in visuals and verbal text to construct organizational identity claims and address potential future employees. Drawing on a multimodal analysis of job advertisements used by German fashion companies between 1968 and 2013, I identify three types of job advertisements and analyze their content and latent meanings. I find three specific relationships between identity claims’ verbal and visual dimensions that also influence viewers’ attraction to, perception of the legitimacy of, and identification with organizations. My study contributes to research on multimodality and on organizational identity claims.
Keywords: Multimodality, organizational identity claims, job advertisement, values, research paper
Suggested Citation: Suggested Citation