The Role of Verbal and Visual Text in the Process of Institutionalization
整合社会符号学与制度化的话语模型，提出言语文本和视觉文本在制度化的不同阶段（出现、兴起、建立、巩固）具有不同作用，并发展出一组命题来解释它们如何以及何时促进新思想的制度化。
In this article we develop novel theory on the differentiated impact of verbal and visual text on the emergence, rise, establishment, and consolidation of institutions. Integrating key insights from social semiotics into a discursive model of institutionalization, we identify distinct affordances of verbal and visual text based on the constitutive features of these semiotic modes. In an effort to extend scholarly inquiry into the relationship of text and institutions, we develop a set of propositions on how and under which conditions verbal and visual text, respectively, facilitate the institutionalization of novel ideas in each stage of the process. Our theory development has implications for research on institutions as communicative accomplishments, contributes to the nascent line of multimodal research, and provides novel insights into institutional emergence.