Visual Methods Continued

As a critical theorist, Warren (2004) argues the use of images takes an important role in critical management research. This is particularly notable in the sub-discipline of organisational symbolism which deals with explicitly with the corporate and organisational images (Gagliardi, 1990). Warren suggests that the researcher who adopts visual methods must first decide either to use images as:

1. data themselves;
2. a record;
3. a research aid; or
4. to elicit feelings of participants that otherwise not to be disclosed.

In particular, the last option is best suitable for studies in critical management research since the aim of the research is the discovery of the 'hidden' truth in those images. Warern has provided several visual methods that critical researchers are able to adopt in order to interpret the power/knowledge relationship. Rose (2001) argues, however, there are two distinct methodological emphases underlying Foucalt's (1972) discourse analysis (DA): one is without reflexivity; and another is concerned with questions of reflexivity. In particular, the second form of DA pays more attention to practices of institutions than it does to the visual images and verbal texts. Faucalt has coined this institutions as: an institutional apparatus (the form of power/knowledge which constitute the institutions); and an institutional technologies (the form of practical techniques used to practise that power/knowledge).

In line with CDA, Warren suggests the use a form of photo-interviewing, with categories such as native image making, autodriving and photovoice. She argues that this approach is methodologically different from 'photo-elicitation' (Harper, 1984).

References:

• Gagliardi, P. (Ed.). (1990). Symbols and artefacts: Views of the corporate landscape. Berlin: de Gryyter.
• Harper, D. (1984). Meaning and work: a study in photo elicitation. International Journal of Visual Sociology, 2(1), 20-43.
• Rose, G. (2001) Visual Methodologies, London: Sage.
• Warren, S. (2004). Photography and voice in critical qualitative management research. Accounting, Auditing & Accountability Journal, 18(6), 861-882.