Visual anthropology of organizations (Antropologia wizualna organizacji)

Visual anthropology constitutes part of the widely comprehended cultural anthropology, which, on the one hand, is a visual analysis of cultural elements, and, on the other hand, serves as a method to communicate anthropological contents by virtue of visual means of expression. On a basic level the scope of analyses on visual anthropology in organizational research includes the following issues: artefacts and symbols reflecting organizational culture, physical space of an organization and its influence on how the individuals and social groups function, internal and external images of an organization, its employees and managers, as well as the methods used by an organisation to visualise its relations, information and knowledge. On a deeper level visual anthropology may look for cultural aspects of the structure and strategies of the analysed organizations. The analysis of the elements representing the hierarchy, relations and aesthetic standards in a particular organization may ensure a broader understanding of social circumstances, which have an impact not only on its identity and innovation, but even on its effectiveness. The object of organisational visual anthropology is to supplement the traditional anthropological methods, and to extend their scope by nonverbal manifestations of organisational culture. This seems to be essential in the era where the importance of visual culture is increasing.