Web Based Images
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This document provides an overview of a research project analyzing web-based images of entrepreneurs. It discusses using a Combined Visual Analysis methodology to examine images from Google Image searches and stock image libraries. The analysis involves categorizing images, analyzing composition, semiotics, gaze and gesture. Preliminary conclusions found themes of masculinity reinforced in male images but adopted in female images, with stock images predominating. Challenges discussed include volume of data, platformization, and ethics. Key advice is to explore visual representations, notice stock image use, discuss ethics, and contribute seriously while having fun.
![息 2021 Katrina Pritchard. All rights reserved.
WEB-BASED IMAGES
Online visual content: traditional visual media, contemporary forms and
combinations in multimodal presentations
Embedded in particular sites but also shared, transferred and transformed
Examine Roses (2016) sites of: production, the image itself, and audience
Why study?
media spectacle
(Tan, 2011)
cultural text[s]
(Milestone & Meyer,
2012)
public pedagogy
(Stead and Elliot, 2019)
mediascapes
(Banet-Weiser, 2018)
shifting relationship between word and
image
(R辰m旦, 2011)](https://image.slidesharecdn.com/samspresentationklpforslideshare-210714085321/85/Web-Based-Images-2-320.jpg)
Web Based Images
- 1. 息 2021 Katrina Pritchard. All rights reserved. CASE #3 WEB-BASED IMAGES @ProfKPritchard Professor Katrina Pritchard Digital methodologies Principles and practices of researching online 13th July 2021
- 2. 息 2021 Katrina Pritchard. All rights reserved. WEB-BASED IMAGES Online visual content: traditional visual media, contemporary forms and combinations in multimodal presentations Embedded in particular sites but also shared, transferred and transformed Examine Roses (2016) sites of: production, the image itself, and audience Why study? media spectacle (Tan, 2011) cultural text[s] (Milestone & Meyer, 2012) public pedagogy (Stead and Elliot, 2019) mediascapes (Banet-Weiser, 2018) shifting relationship between word and image (R辰m旦, 2011)
- 3. 息 2021 Katrina Pritchard. All rights reserved. PROJECTS HRM Google Image Search Stock images Developed Combined Visual Analysis (CVA) methodology Pritchard, K. (2020). Examining web images: a combined visual analysis approach. European Management Review, 17(1), 297- 310. Ageing Stock Images from online news media Davisons Portrait Codes Used in group photo- elicitation Thematic analysis of responses Pritchard, K., & Whiting, R. (2015). Taking stock: A visual analysis of gendered ageing. Gender, Work & Organization, 22(5), 510-528. Entrepreneurship Google Image Search Following the images across online spaces Multiple image forms Applied CVA + Davisons portrait codes, analysis of gaze & gesture GWO Conference 2021, with Dr Helen C Williams & Dr Maggie C Miller
- 4. 息 2021 Katrina Pritchard. All rights reserved. ENTREPRENEURSHIP PROJECT OVERVIEW Search Top Ten Search Related Images Agency Categorisatio n and Tags Image Library Digital Space Search Engine Digital Space Texts & Additiona l Images Online Media Use Online Media Digital Spaces START HERE 1: MAP ACROSS 2: FOLLOW 3: UNPACK ADVICE FINISH HERE!
- 5. 息 2021 Katrina Pritchard. All rights reserved. MAPPING ACROSS Top Images Search Related Images Additional Images Portrait Analysis (Davison, 2010) Physical, Dress, Interpersonal, Spatial Codes Combined Visual Analysis CVA (Pritchard, 2020) Categorical Compositional Montage (what are these images of) Thematic Compositional Analysis (how are these images constructed) Semiotic Analysis (what might these images mean) Specific Visual features: Gaze (e.g. Martinez, 2020) and Gesture (e.g. Kendon, 2004)
- 6. 息 2021 Katrina Pritchard. All rights reserved. SOME PRELIMINARY CONCLUSIONS Visual themes are embedded yet also build via repetition and appropriation (e.g. time and money appropriated as male) We noted adoption of masculine presentations in female images; but less femininity in the male images where masculinity is reinforced Stock images rule; and are often the only image used to illustrate the entrepreneur Healthy, fit and well groomed body problematises and backgrounds alternative presentations; signals importance work on self Using CVA plus additional visual approaches enabled analysis of a sizable data set with sufficient qualitative attention to detail
- 7. 息 2021 Katrina Pritchard. All rights reserved. CHALLENGES Curating vs collecting Volume of data: how to focus and filter Circularity, flow, and transience Authenticity and fakery Platformization and algorithm mysteries Ethical and copyright considerations (and cost of purchasing rights) Publishing (especially multimodal data)
- 8. 息 2021 Katrina Pritchard. All rights reserved. KEY TAKE-HOME POINTS! Play! Explore the visual representation of your topic of interest Start to notice stock images (and how you use them!) Have an early discussion with your institutional ethics Learn how to use the various online sites you are interested in exploring and keep up to date with changing terms of use Explore visual studies more widely (outside management and organization studies) Clarify your own ontological and epistemological standpoint and design your study accordingly Be brave and have fun; but make a serious contribution. (See our paper on Barbie as an example!) Pritchard, K., MacKenzie Davey, K., & Cooper, H. (2019). Aesthetic labouring and the female entrepreneur: Entrepreneurship that wouldnt chip your nails. International Small Business Journal, 37(4), 343-364