A research framework to analyse visual persuasion of photographs in sustainability reports

Abstract

Purpose

This paper aims to propose a theoretically informed and analytically rigorous research framework that sustainability researchers could use or further develop to examine visually persuasive messages in photographs.

Design/methodology/approach

Drawing on the theoretical constructs of Peirce’s (1991) visual semiotic system of icon, index and symbol and Aristotle’s (1984) persuasive appeals of ethos, pathos and logos, the authors propose a research methodology that provides an explicit step-by-step guidance to examine visually persuasive messages in sustainability-related photographs. The sustainability-related photographs in The Coca-Cola Company’s 2018 Business and Sustainability Report are examined to illustrate the application of the framework.

Findings

This paper develops a research framework and provides empirical evidence of the use of the framework to enhance the understanding of visually persuasive messages depicted in photographs.

Practical implications

The proposed framework serves as a springboard for further research into visually persuasive messages.

Originality/value

The research framework of visual persuasion is novel and can be used by sustainability researchers to analyse photographs in corporate reports. It can be extended/modified to capture visual representations in different contexts and other disciplines as well.

Citation

Chong, S., Momin, M. and Narayan, A. (2023), "A research framework to analyse visual persuasion of photographs in sustainability reports", Meditari Accountancy Research, Vol. 31 No. 5, pp. 1453-1482. https://doi.org/10.1108/MEDAR-01-2022-1565