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Multimodal Construction of a Rational Myth: Industrialization of the French Building Sector in the Period from 1945 to 1970

Author

Listed:
  • Eva Boxenbaum

    (CGS i3 - Centre de Gestion Scientifique i3 - Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique, CBS - Copenhagen Business School [Copenhagen])

  • Thibault Daudigeos

    (ESC Grenoble - Ecole Supérieure de Commerce de Grenoble - EESC-GEM Grenoble Ecole de Management)

  • Jean-Charles Pillet

    (ESC Grenoble - Ecole Supérieure de Commerce de Grenoble - EESC-GEM Grenoble Ecole de Management)

  • Sylvain Colombero

    (ESC Grenoble - Ecole Supérieure de Commerce de Grenoble - EESC-GEM Grenoble Ecole de Management)

Abstract

This chapter examines how proponents of industrialization used multiple modes of communication to socially construct the rational myth of industrialization in the French construction sector after World War II. We illuminate the respective roles of visual and verbal communication in this process. Our findings suggest that actors construct rational myths according to the following step-by-step method: first, they use visuals to suggest associations between new practices and valuable purposes; then they use verbal text to establish the technical rationality of certain practices; and lastly, they employ both verbal and visual communications to convey their mythical features.

Suggested Citation

  • Eva Boxenbaum & Thibault Daudigeos & Jean-Charles Pillet & Sylvain Colombero, 2017. "Multimodal Construction of a Rational Myth: Industrialization of the French Building Sector in the Period from 1945 to 1970," Grenoble Ecole de Management (Post-Print) hal-01678774, HAL.
    • Handle: RePEc:hal:gemptp:hal-01678774
    DOI: 10.1108/S0733-558X2017000054B001
    as

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