Includes bibliographical references and index.

Multimodal construction of a rational myth: industrialization of the french building sector in the period from 1945 To 1970 / Eva Boxenbaum, Thibault Daudigeos, Jean-Charles Pillet and Sylvain Colombero -- Cru, glue, and status: how wine labels helped ennoble bordeaux / Gregoire Croidieu, Birthe Soppe and Walter W. Powell -- Where history, visuality and identity meet: institutional paths to visual diversity among organizations / Achim Oberg, Gili S. Drori and Giuseppe Delmestri -- Dirty oil or ethical oil? visual rhetoric in legitimation struggles / Lianne M. Lefsrud, Heather Graves and Nelson Phillips -- Companies on the runway: fashion companies' multimodal presentation of their organizational identity in job advertisements / Bernadette Bullinger -- Message in a bottle: multiple modes and multiple media in market identity claims / Bernard Forgues and Tristan May -- The architecture of city identities: a multimodal study of Barcelona and Boston / Candace Jones and Silviya Svejenova -- Afterword: multimodality in organization studies / Theo Van Leeuwen.

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